Stanford+Social+Innovation+Review+-+group+1


 * Stanford Social Innovation Review**

Participant Name: Jenifer Morgan Web Site: http://www.ssireview.org Email: jeniferm@stanford.edu Phone: 650-721-6149

Facebook: http://www.facebook.com/social.innovation Blog: http://www.ssireview.org/opinion/ YouTube: Twitter: http://twitter.com/#!/SSIReview LinkedIn: http://www.linkedin.com/groups/Stanford-Social-Innovation-Review-2730249
 * Social Media Presences**

June, 2011
 * Facebook Benchmarking**

Fans: 6871 Total Posts: 44 Total Comments: 12 Comments per Post: 0.272727272727273


 * Wiki Journal (please jot down your "next action" and any high level insights you gained from session or questions you have as you implement your homework)**

//11:00 am PST - 2:00 pm EST// This one-hour session will introduce the program, expectations, and provide time for questions. Group 1A Group 1B Resources and Materials
 * July 29, 2011:** **Orientation**

Why do you want to improve your organization's practice on Facebook? To promote SSIR's mission to inform and inspire leaders of social change, to extend the reach of SSIR branding and content, and to help sustain our business financially.

August 4, 2011: How To Create a Facebook culture inside your organization **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

Reflections: I appreciated guidance on real steps I can take to increase social media buy-in at our organization. If more staff participated, I feel confident that traffic from our social media outlets would increase, and the staff's interest in social media would increase in turn. I am looking forward to talking more about how to determine and articulate the "why?"--the objectives--of social media engagement with colleagues in coming weeks.

Action items and take-aways: - Draft a social media policy - Draft community guidelines for FB page - Great to know that posting manually on FB is rewarded. Looking forward to better understanding how to craft content for each type of sm. - Set up for communicating the need for staff support on sm: 1. Talk about why it's intimidating/barriers to entry 2. Talk through purpose/impact and share examples of how other organizations are using sm effectively (Beth, any specific examples that you think SSIR might find especially illuminating? Other publications?) 3. Connect sm strategy to workflow

Facebook community guidelines draft: Welcome, everyone: //Stanford Social Innovation Review// invites you to use our Facebook page as a forum to share comments, article and resource recommendations, and questions with the //SSIR//community. We ask that your posts be relevant and respectful; please, no spamming or excessive posting. We reserve the right to remove comments or ban anyone who violates these guidelines. Thanks for helping us keep this space productive and interesting.

IBM's social media policy (http://www.ibm.com/blogs/zz/en/guidelines.html) has a lot of guidelines that I think would resonate with SSIR staff, including: "Try to add value. Provide worthwhile information and perspective." I also really like the policy's very encouraging and motivating introduction.

August 26, 2011: SMART objectives and measurement strategy **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

Notes from SMART (Specific, Measurable, Achievable, Relevant, Timely) Objectives session: Identify: How many? By when?

Develop in terms of: Results (money, community size, engagement)--base on communications strategy Tactical (channels, platforms, online tools)--platform-specific metrics Capacity (internal resources)--content, staff, skill level, workflow

Engagement stages: Awareness/reach (number of platforms and size of community?), Engagement, and Action How do you measure engagement vs. action--what stage is represented by data such as number of comments, "likes" and similar, and traffic to articles on website?

Since SSIR doesn't have a direct competitor, I think it would be best to create a baseline for measurement according to past performance.

MORE THOUGHTS 9-19-11:

** RESULTS ** (What is your intent for using social media? What result do you want to achieve that defines success?) To promote //SSIR//'s mission to inform and inspire leaders of social change, to extend the reach of //SSIR// branding and content, and to help sustain //SSIR// financially.

** SMART OBJECTIVES (starter list, Facebook only) ** Awareness: - Increase average number of referrals to site by an average of 5 per month (can we measure what percentage of referrals comment on a post/article?) - Increase number of fans to 8,000 by August 2012 - Impressions grown in proportion to fans?

Engagement/Action: - Increase number of FB fans’ comments by 2/month by August 2012 (via increase in number of posts by staff from 1-2/day to 2-3/day by January 1, 2012) - Increase the number of “Likes” to an average of 5 per post by August 2012 (showing the number of readers who are distributing content that SSIR offers for free—is that an engagement or action)? - Number of posts by fans?

Action: The difference between engagement and action objectives seems hard to determine for a publication—for SSIR, the actions we’d measure aren’t incremental/small actions (beyond content sharing). For actions such as becoming a subscriber to the magazine or participating in events/webinars that SSIR offers (the equivalent of becoming a donor at a nonprofit?), I’m not sure how to determine the connection between Facebook metrics with those relatively large commitments.

** TACTICAL ** Twitter, Facebook, LinkedIn platforms Website (blog and article comments from social media referrals) Improvements that require time: tracking what other groups are saying on FB and paying special attention to what five peer groups/competitors are doing on Facebook (possibly match staff to certain groups/beats)

** CAPACITY ** Content: Discuss social media policy and community guidelines with team – pending – and finalize Skill level: Train staff on all three platforms by December 15, 2011 Content goal: All five staff members will generate one post per week across all three platforms (in addition to promotions) and contribute to one social media discussion on one channel per week.

** BENCHMARKS ** Determined targets by past history. They seem realistic. Determining targets—once a quarter (coincides with new issue online) or monthly?

** METRICS ** We do need to track fans, site referrals, likes, and comments—and quarterly, consider tracking top five performers (based on clicks, likes, and comments)?

**TOOLS** Facebook page and Google Analytics—possibly Edgerank for top-performing content measurement.

September 23, 2011: Recruitment and Engagement **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

October 28, 2011: Content Strategy **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

November 18, 2011: Brand Ambassadors **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST'//**

December 16, 2011: Learning from Measurement **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

January 6, 2011: Learning Culmination** //Group 1A: 11:00 am PST - 2:00 pm EST// //Group 1B: 1:00 pm PST - 4:00 pm EST// Resources and Materials