Nonprofits Get More From Social Media with Metrics

• Autores: Robert Berkman
• Localización: MIT Sloan management review, ISSN 1532-9194, Vol. 55, Nº 1, 2013, págs. 3-5
• Idioma: inglés
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• Resumen

  • Nonprofits have special opportunities as well as special challenges in taking advantage of social media. Crawlers do not even have a marketing or a communications strategy, or a clear answer to the question, Who's your audience? At the Walking stage, they have a communications or a marketing plan, they can articulate some key objectives and who they're targeting, and they've done some research about their audience. And they're able then to link their use of social to these objectives. But they're kind of doing it on autopilot. To get to Running, they need an integrated strategy, and, most specifically, a formal ladder of engagement or a sales funnel. A ladder of engagement with nonprofits is, how do we take an audience from just finding out about us to being our supporters. And at the Flying stage, they have a multi-channel approach. Its very sophisticated, with a formal process for measuring and for visualization and for reflecting on what's working.