Nonprofit marketers need to know how to convince
"C-Suite" (corporate level executives) that social media is required to compete in today's economy and that it is measurable. In other words, you can track results from the process of engagement. We also know that the old Web metrics don't work well for measuring social media. It's about engagement, referrals, activity, sales, and market and behavioral influences. It's also about monitoring in real time and demonstrating what's working through active listening and continually taking the temperature as well as thoughtful experimentation.
You'll learn:
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How to effectively use ROI processes, techniques, and formulas
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What is quantifiable as well as the importance of intangible benefits for ongoing improvement of your strategy
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Analytics tools, mostly free, that can help capture, analyze, and interpret data to communicate the value of social media