Group+2+Second+Harvest+Food+Bank+of+Santa+Clara+and+San+Mateo


 * Second Harvest Food Bank of Santa Clara and San Mateo Counties**

Participant Name: Michelle Berg Web Site: http://www.SHFB.org Email: mberg@shfb.org Phone: 408-266-8866 ext. 254


 * Social Media Presences**

Facebook: http://www.shfb.org/facebook Blog: http://blog.shfb.org/ YouTube: http://www.shfb.org/youtube Twitter: http://www.shfb.org/twitter LinkedIn: http://www.shfb.org/linkedin Listening:



After each session, use the wiki journal to jot down key takeaways, ahas, next action steps, or questions.
 * Wiki Journal**

Orientation: Overview of the Peer Exchange and answer questions July 13, 2011 at 11:00 am PST/ 2:00 EST

Wow, there are some really impressive social media pages in this group! I wonder I'll be able to both populate and measure our channels effectively. I am mostly focusing on our Facebook.
 * Reflection:**

Do organizations measure success differently for different types of posts based on areas of org operations (i.e. as a fundraising tool, for increasing advocacy opportunities, for promoting volunteer opportunities, etc). We gather content from several areas, each with different goals, so I want to learn how to communicate success based on each desired outcome.
 * Questions:**

Recently I read that the networks of our followers are far more valuable than the actual followers (certainly, it's a larger audience), but how do you make viral content that will both reach and engage them, while also focusing on your core supporters?

Session 1: Assessing Your Networked Nonprofit Maturity of Practice July 28 at 11:00 am PST/ 2:00 EST


 * Pilot Measurement Project:** We are focusing on measuring our main channel: Facebook. Through the course of this class we will incorporate findings from our September Oracle Online Action Challenge and our Holiday Food & Fund Drive. We have done 2 Social Media Challenges in the past and are using those results as a basis for measuring the success of the September Challenge, and will use the holiday period (October-December) as a more general measure of the success of our actions when there is no financial incentive (as there is during the sponsored challenges).


 * Update:** Our September Oracle Online Action Challenge received 87% more online actions than the previous challenge (December 2010).

We are preparing to launch our 3rd Social Media Challenge, the Oracle Online Action Challenge. While we have done 2 similar challenges before, the measurements have not been used to determine future areas of focus or to gauge continued interest in the cause. Additionally, little has been done to compare the successes of different parts to the challenge (channels, types of actions). Along with a dedicated volunteer we have created estimated actions for the month of September, hopefully achieving a total donation of $25,000. We based these figures on slight increases from our December 2010 Challenge.


 * Oracle Online Action Challenge**
 * GOALS**
 * Grow the Second Harvest Food Bank’s online audience
 * Increase measurable online engagement with the community
 * Present Oracle as a generous community partner

Session 2: Align Social Media Measurement With Results August 25 at 11:00 am PST/ 2:00 EST

Session 3: Why Does Bad Measurement Practice Happen To Good Nonprofits? September 22 at 11:00 am PST/ 2:00 EST We created this social media plan to use from October-December to help guide our holiday efforts, especially with regard to our Food Drive Co-chairs, Brocade and the 49ers

We also completed the Oracle Online Action Challenge on September 30th and recorded a great level of actions (87% higher than the similar challenge last December). Here is a summary of the actions taken:

Session 4: Benchmarking: Networked Nonprofits Measure Social Media in Context October 27 at 11:00 am PST/ 2:00 EST

Our MarCom team is implementing a monthly/quarterly dashboard, and our social media efforts are a key component. As we are focusing on Facebook, we have added the following metrics to monitor at least monthly: total views, feedback, page likes, talking about this and reach. We will also monitor the top posts. To keep us up to date with reporting, we are implementing an internal Facebook Friday, an e-mail out to all staff with the top Facebook posts of the week. We are also starting to track number of posts by category (programs, advocacy, donations, promotions, news, etc). We also really liked Monterrey Bay Aquarium's way of measuring impressions by campaign and hope to do that moving forward.

On a side note, we're dabbling in Google+. We're also happy to see that Facebook activity and interactions are considerably higher than prior to our September Oracle Online Action Challenge. It really set momentum for our busy holiday season!

Session 5: Overview of Measurement Tools November 17 at 11:00 am PST/ 2:00 EST

Session 6: Transform Data into Wisdom and Reporting December 15 at 11:00 am PST/ 2:00 EST

Session 7: Reflection and Reiteration January 5 at 11:00 am PST/ 2:00 EST

Learning Culmination January 12 at 11:00 am PST/ 2:00 EST This session will be a “virtual party” to celebration the completion of the program and for participants to share what they learned through their action learning projects.