Article
September 02, 2010

Measuring Social Media's Real Value

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How does your organization measure the value of its social-media efforts?

For many nonprofit groups, those measurements start and end with some basic numbers. They count the numbers of Facebook fans or Twitter followers and call it a day.

But to truly gauge the effectiveness of their social-media efforts, nonprofit groups need to dig much deeper and measure more significant data.

To find out how, Allison Fine, the host, interviews KD Paine, chief executive officer of KD Paine & Partners, in New Hampshire, a consulting company that helps nonprofit groups and businesses create measurement and accountability systems.

Allison Fine, a nonprofit leader and expert on technology and communications, discusses how charities and foundations can more effectively use social-media tools to spread their messages and raise money. Ms. Fine incorporates suggestions and questions from readers into her podcasts and invites you to e-mail her at afine@demos.org. Look for new installments on the first Thursday of every month.