Social Media and Measuring Value

The AFP conducted an online poll that showed that 2/3 of nonprofits use social media but only 17% actually measure the value for their organizations.

It is a bit shocking that nonprofits are spending energy in the social media space but not measuring value and outcomes. I would suggest that they begin by determining their goals and then deciding what needs to be measured. This could range from pageviews, fans, followers and interactions, to press/blog coverage and conversion rates. The key is to identify the data points that map directly back to your goals.