"What gets measured, gets done." I have heard that said many times from a number of different people. It is so simple and true. HOWEVER, numbers and data are not as useful without a tie to goals and without context.
The first step in our process to enable digital editors was to create a set of metrics. We decided we wanted to keep the number of metrics fairly simple, balance reach vs. engagement and allow for comparison. We also set a goal for each of the metrics based on nonprofit benchmark reports, similar org stats and some simple math.
So our spreadsheet ended up with a row for each location, one section of columns for reach (size of audience) and one section of columns for engagement (audience interaction). The numbers do not paint a comprehensive picture for a detailed analysis, but they do provide enough insight to identify trends and gage performance.
And recently we have added a new section for Post Frequency. We are showing the # of blog posts on the website, date of last blog post, # of posts by admin on Facebook page and date of last admin post on Facebook. A key to our strategy is consistent and current content. The addition of these columns allows our leadership to easily review progress.
So we are measuring the work. So now what? stay tuned...