Web Analytics and Web Copy
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Web Analytics and Web Copy
were copywriting content strategy and web analytics meet
Curated by paulo oliveira
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Rescooped by paulo oliveira from Small Business Marketing

Measuring Social Impact

Measuring Social Impact | Web Analytics and Web Copy | Scoop.it

Excerpted from the article: 

"This lecture examines the pressure on philanthropic organisations to provide quantifiable short-term impact measurements

It is often said of private donors and non-profit actors that social impact is not something they set out to measure –– it’s something they set out to make. Along the way to making a difference, social investors often face questions about the alignment between their activities, missions and strategies, about the progress of the work that is funded through investments and grants, about possible course adjustments, and perhaps taking advantage of emergent opportunities. And of course all need to report to stakeholders and the public. So they inevitably end up monitoring, measuring, and evaluating programs and projects simply to generate the impact they want to make. For private donors and non-profit actors, measuring impact is not an end in itself. That said, when tailored to a purpose and demonstrably benefitting the communities we seek to serve, monitoring and evaluation and learning can play a crucially important part in effective philanthropy and social investment.

There are many good reasons for measuring and evaluating social outcomes and impact, each calling for a distinctive approach and possibly for different measurement tools. In a start-up social enterprise, for example, the chief aim could be to develop a viable business plan ensuring the growth and survival of the enterprise by monitoring costs, income, benefits, and outcomes. For a large mature organization, a robust impact measurement system could provide a helpful management tool for aligning activities with mission and strategy, and guiding internal resource allocations to the best intermediate users. For other organizations, it could serve chiefly as a learning tool, helping to improve practice by adjusting methods and activities to take full account of the lessons coming out of measurement. For others again, it could help to flesh out communications strategies by identifying the success stories that boards and the public appreciate.

The least good reason for measuring social impact is to meet the expectations of donors and funding agencies. And yet, in Australia, the strongest incentive for measuring social impact among service organizations today appears to be a perceived need to meet increasingly shrill demands from funding agencies and donors for quantifiable impact measurements as a condition of further funding. To complicate matters, in fields of community engagement where cooperation among service providers is a precondition for enduring social impact, funders’ demands for impact measurement stimulate competition among providers to beggar their neighbours."

Via Gaurav Pandey
Gaurav Pandey's curator insight, May 21, 2013 9:18 PM

Please read the full article. Then, I'd request you to take a minute to ponder over the headline.  Now, try to answer the following questions:

Why would you like to measure Social Media Impact? What are your objectives from Social Media? Do you see social media as a short-term or a long-term investment?


Measuring Social Media ROI is in many ways a complex task. Eg. how do you ascertain the value of a Facebook like, or a retweet, follow or share.

However this is not important. Social Media, at this stage, is could either be described as a wise investment or a downright punt. (and yes, this comes from an online media consultant). In marketing, it's always been hard to measure results, it's no different with social media. 


Some of the basics you must consider are:

1. Using a monitoring tool such as Google Analytics, Radian 6 etc.

2. Facebook conversion measurement, which I think is an incredible tool.

3. The impact of influence marketing. 

Gaurav Pandey's comment, May 22, 2013 5:23 AM
Thanks for the rescoop!
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Finally: The Value of Content Strategy Defined

Finally: The Value of Content Strategy Defined | Web Analytics and Web Copy | Scoop.it

"Content strategy ROI is always big concern, as it should be... How do you know if it’s worth the investment?"


Another good Pybob post, based on the excellent Content & Cash presentation by Melissa Rach at Confab 2012. 


As an industry, we need to do more work on the ROI of content marketing/content strategy. We should be competing directly for the media budget. Why do companies continue to throw millions of dollars on media networks and get such appallingly low click through rates? If I had 10% of my clients' media budget I could create content that kills. But instead, they are cautious, and throw us seed money off the back of a web redesign project.


Something is wrong here.


Instead of talking about the benefits and appealing to common sense, let's make the case for ROI crystal clear. Sadly, the lack of results in this space makes that hard to do. We need to share our success. We need more examples of companies making tangible benefits from content marketing.


We need to see the money.

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Building the case for Content Strategy

Building the case for Content Strategy | Web Analytics and Web Copy | Scoop.it
Shelly Bowen of Pybop shares her presentation slides from Interactive Day San Diego, 2012.


This presentation, like Kate Kenyon's, is about ROI, getting buy-in and features some excellent stick people. 


Shelly gives a good, clear plan for success - how to convince your organisation they need a content strategy by following 5 simple steps:

Define it Convince them Pool your resources Ask tough questions Be realistic
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