Kanter / Paine Measuring the Networked Nonprofit

Using Data to Change the World
1. Auflage 2012
ISBN: 978-1-118-23881-3
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 336 Seiten, E-Book

The tools nonprofits need to measure the impact of their socialmedia
Having a social media measurement plan and approach can nolonger be an after-thought. It is a requirement of success. Asnonprofits refine their social media practice, their boards areexpecting reports showing results. As funders provide dollars tosupport programs that include social media, they too want to seeresults. This book offers the tools and strategies needed fornonprofits that need reliable and measurable data from their socialmedia efforts. Using these tools will not only improve anonprofit?s decision making process but will produce results-drivenmetrics for staff and stakeholders.
* A hands-on resource for nonprofit professionals who must beable to accurately measure the results of their social mediaventures
* Written by popular nonprofit blogger Beth Kanter andmeasurement expert Katie Delahaye Paine
* Filled with tools, strategies, and illustrative examples thatare highly accessible for nonprofit professionals
This important resource will give savvy nonprofit professionalsthe information needed to produce measurable results for theirsocial media.

Autoren/Hrsg.

Kanter, Beth

Paine, Katie Delahaye

Inhaltsverzeichnis

Figures and Tables xi
Foreword by Laura Arrillaga-Andreessen xiii
Preface: The Queen of Nonprofi ts Meets the Goddess ofMeasurement xvii
Acknowledgments xxiii
The Authors xxvii
PART ONE : Introduction of Concepts 1
ONE The Secret Sauce for Nonprofi ts: Networked Strategies +Measurement = Amazing Success 3
TWO The Rise of the Networked Nonprofit: A New Paradigm forNonprofit Success 13
PART TWO : Basic Measurement Principles, How-Tos, and BestPractices 27
THREE Creating a Data-Informed Culture: How YourOrganization
Can Embrace the Data and Use What It Can Teach You 29
FOUR Measurement Is Power: How to Take Control of Your Programsand Progress with the Art and Science of Measurement 41
FIVE Don't Confuse Activity with Results: The Value ofExpressing Your Results in Terms of Organizational Goals 59
SIX The Ladder of Engagement: How to Measure Engagement and UseIt to Improve Relationships with Your Stakeholders 77
SEVEN How to Turn Your Stakeholders into Fundraisers: SocialFundraising and How Measurement Can Make It More Effective 99
EIGHT Measurement Tools: How to Choose and Use the Right Toolfor the Job 119
NINE Measurement and the Aha! Moment: Using Your Data to TellStories, Make Decisions, and Change the World 151
PART THREE : Advanced Measurement Concepts and Practices forNetworked Nonprofits 171
TEN Measuring What Really Matters: The Importance andMeasurement of Relationships 173
ELEVEN Understanding, Visualizing, and Improving Networks187
TWELVE Influence Measurement: How to Determine Your Influenceand That of Your Organization, Free Agents, and Nonprofit Champions203
THIRTEEN How to Be Naked and Measure It: Transparency Is aNetworked Nonprofit's Best Friend 221
FOURTEEN Measuring the Impact of the Crowd 235
Epilogue: With Measurement and Learning, Networked NonprofitsCan Change the World 245
Appendix A: Measuring Relationships and Relationship Research247
Appendix B: Crawl, Walk, Run, Fly Assessment Tool for NetworkedNonprofits 251
Appendix C: Social Media Measurement Checklist 255
Appendix D: A Checklist for Monitoring Services 261
Notes 269
Glossary 281
Resources for Tools, Tutorials, and Assistance 287
Index 289
F I G U R E S A N D T A B L E S
FIGURES
1.1 Carie Lewis and Bella Celebrate 4
1.2 The HSUS's Million Fan Campaign Facebook Page 6
2.1 Wendy Harman Tweets About the American Red Cross 16
5.1 The Theory of Change of Grantmakers for EffectiveOrganizations 73
6.1 Grist's Ladder of Engagement 80
6.2 Farming Is the New Hipster Occupation of Choice 83
6.3 Invisible Dogs Pledge Form 89
7.1 Autism Speaks' E-Mail Open Rates 106
8.1 NTEN Journal Survey 124
8.2 Feeding America's: Social Listening Dashboard 132
8.3 Feeding America's Facebook Tracking 141
9.1 A Hospital's Spider Chart 154
9.2 The Humane Society's Infographic to Report Results165
9.3 Beth Kanter's Facebook Insights Dashboard 166
11.1 Social Network Analysis Map of Tech Soup 197
11.2 Using Sticky Notes to Map National WildlifeFoundation's Social Network 199
12.1 Keywords That the Blue Key Campaign Used to IdentifyInfluencers in Traackr 210
12.2 Blue Key Campaign Metrics for Tracking Twitter Data 212
12.3 The Blue Key Team Uses Google Analytics to Analyze WebTraffic 213
TABLES
4.1 Matching Measurement Tools with Objectives 52
5.1 Planning the Value of Social Media 68
8.1 Selecting Measurement Tools to Measure Your Goals 122
8.2 Comparison of Survey Tools 127
8.3 Comparison of Manual and Automated Media Content Analysis133
B.1 Crawl, Walk, Run, Fly Assessment Tool 251

Über Autor(innen)

--Brian Solis, bestselling author, The End ofBusiness as Usual and Engage!
Named one of the most influential women in technology by FastCompany and one of BusinessWeek's "Voices of Innovationfor Social Media," Beth Kanter is the author of Beth's Blog:How Nonprofits Can Use Social Media; a visiting scholar, The Davidand Lucile Packard Foundation; and a speaker and trainer.
Katie Delahaye Paine is the founder of KDPaine &Partners LLC and publisher of the first blog and the firstnewsletter for marketing and communications professionals dedicatedentirely to measurement and accountability.