So, You've Got a Lot of Facebook Friends. Now What?
Without some focused effort to truly engage them, that won't amount to much in way of donations.
The difference between the new marketing reality and the old is that if you just pushed and blasted your message out there, people would say it was adequate. Now you need to be thinking about how much you’re engaging in relationship building and chatting with your audience, which is much trickier to measure but leads to more loyal customers over time.
Metrics that don’t matter:
- Website hits;
- Website kilobytes;
- The number of Twitter followers you have if you don’t have any engagement history with them;
- The number of Facebook “likes” you have;
- Klout or Kred.
Metrics that do matter:
- On your website: visits, uniques, pages, comments, number of times things are copied;
- On Twitter and LinkedIn: mentions, retweets, conversations, number of influencers you have built relationships with and, of course, followers.
Mazarine Treyz is a fundraising speaker and the author of wildwomanfundraising.com, as well as author of “The Wild Woman’s Guide to Fundraising,” “The Wild Woman’s Guide to Social Media” and “Get the Job! Your Fundraising Career Empowerment Guide.” Reach her at info@wildwomanfundraising.com or on Twitter at @wildwomanfund
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