State of the Field
The state of social media measurement is still relatively nascent. Throughout the corporate and nonprofit worlds, individuals are talking about the wide array of metrics available to track page views, fans, followers, and the challenges of tracking what all of it leads to or results in. While current metrics provide critical insight into what draws audiences and engages them online, questions remain regarding what that means for changing knowledge, attitudes, and behaviors offline.
Learn more about the Foundation's perspective in this Q&A with Debra Joy Perez, where she offers her take on how the use of these tools—which have become essential to our communication efforts—can be measured to reflect the impact of our work and rooted in a context of achieving social change goals.
Social Media Measurement Meeting
On April 25, 2013, the Robert Wood Johnson Foundation (RWJF) hosted a convening of foundations, communication experts, evaluators, and data analysts to share best practices and learn from one another. Updates stemming from this meeting will be shared periodically, including new blog posts, resources, podcasts, and webinars.
A meeting report will be published in late spring.
As social media tools have become ubiquitous, foundations have used them in a variety of ways to expand their networks, gather insights and build new relationships. As a result, there’s a growing interest in developing better ways to measure the impact of their online efforts.
Measuring the Value of Social was presented by Knight Foundation Vice President of Strategy and Assessment, Mayur Patel. You can read more about Knight's social media strategy at http://kng.ht/ZmI83c.
Katelyn Mack invited meeting participants to take a closer look at the Knight Foundation’s Community Information Challenge. Two questions guided the evaluation of the Community Information Challenge: Are communities becoming more informed? Are communities becoming more engaged? Evaluators identified the need for a framework to understand the impact of a diverse set of information projects.
Original Case Studies
These three case studies provide a snapshot of the social media use and measurement experience of three foundations.
Social Media Monitoring Tools
This resource provides a sampling of tools available to produce social media metrics. It is helpful to consider these tools in the array of methods available for assessing impact. This is not intended to be exhaustive. There are likely to be new tools introduced to market, and tools that exhaust their potential.