You need a identify a measurable goal for your integrated social media strategy that can be linked to your organization’s overall results and pick a data point or KPI that you will collect along the way to measure success. Let’s say you want to improve engagement with stakeholders and your KPI is an increase in the number of comments on your social platforms. How do you pick that number? Measurement is a comparative science, so you have to compare that number to something you done in the past or to peer organizations.
A benchmarking process can be as simple as finding a handful of similar nonprofit organizations and comparing your key performance metrics. Take this example comparing nonprofits performance in pinerest. Or you may use a sector wide benchmarking study such as the NTEN Social Networking Benchmarking Study.
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