I get lots of email requests like this and can't answer all them or blog either. Every now and then I like to share these queries and see what you, dear readers, think.
I want to compile a report for my Executive Director about the impact of our online organizing strategies. When looking at our google analytic stats, I usually note the number of visitors, sites that people come from and keywords. But sometimes, those stats don't really tell us anything. What are some things that I should be looking for? I want to be able to tell the story of our online campaigns in a narrative way. Any ideas/links/resources would be helpful!
The organization I work for is Working Films. We are a national nonprofit that works with documentary filmmakers to help them create their outreach plans. The films that we work with touch on serious social justice issues, so we link them up with organizations who are already doing work on the issue.
Our online organizing strategies include:
A screening headquarters for supporters to sign up to host/attend screenings of the films we work with. (this will be launched by the end of the month)
Keeping an updated blog about what we are working on and to show the diverse voices of our staff.
Building an online presence on Social Networking / Web2.0 Sites
- MySpace - to stay connected / reach out to potential supporters
- Facebook - to stay connected / reach out to potential supporters
- Twitter - to announce new blog posts, breaking news related to our work, and to ask supporters (followers) questions to get to know them better.
- Wikipedia - editing articles of films, events, and organizations that we are closely linked to in order to mention our affiliation with them.
- YouTube - to host trailers and clips of the films we work with.
- Flickr - to host photos from events we have attended and hosted. For people who have hosted/attended screenings to share their experiences by uploading their photos
Here's a couple of tips/observations - but hoping the readers will jump in with comments and suggestions.
- You've got a lot going on here! My first question is out of all the stuff you're doing here, what is most effective? Do you have the staff/capacity to give all the time that is required to get results?
- Let's start with your blog. You need to set up a benchmarking process. About a year ago, I decided to benchmark my blog using some tips suggested by Avinash Kaushik. I've continued to do this on an annual basis to compare the results against my goals and have found it very useful.
- For each of the social media tools you are using, you might want to set up your google analytics so you can track referral traffic. Which one of these is sending you traffic.
- Also, are you directing your potential supporters to a spot on your web site where they can sign up for your email list or get into your CRM?
- For narrative stories, you need to keep a journal - and screen capture or write down notes as you go any stories related to how your social media strategy help you reach a goal.
Okay readers, I'm handing over the mic to you. What advice you offer?