As I mentioned in a recent post, IMPACTS is working on a social media metric that goes beyond thinking about vanity metrics such as likes, comments and shares—numbers that are good to have at high levels, but have variable impacts on our bottom lines of financial solvency or mission execution. We are working to create a metric that really digs into the power of social media to inspire true engagement—or, to increase interest in an organization or inspire someone to act in the interest of the organization (visit, donate, recommend, sign up, etc.).
IMPACTS has developed such a metric and we are currently testing it with a client. (I am excited about this and I cannot wait to share more!). Essentially, it aligns social media posts with increased favorability of organizations, increased intent to visit, etc.—real engagement and real changes in perception.