Thinking Outside The Mail Box: What Email Can Do, Social Media Can Do Better

Email has been the champion of mass communication platforms for a long time, and for good reason, but no one is perfect. Email has its limitations and its flaws, especially when you’re an association looking to expand its reach and better serve its members.

The time when email was the only way associations and non-profits connected with their community online is now over. Social media has long-ago inserted itself into everyday use for organizations looking to get the word out. Its not enough to send a regular newsletter to 1,000 inboxes or continually promote causes, events and news with email blasts any more. While email is still a valuable way to supplement your marketing and communications efforts, social media has evolved to arguably become the stronger of the two outreach methods.

If you’re still a little skeptical (or a lot skeptical), give us a chance to make our case. Here are three things that email does well, but social media does better:

Recruiting Volunteers

Volunteers are an important part of any operation. Whether its reaching out to members in an effort to fill committee spots or to the general public to help a cause, communicating your organization’s goals and convincing people to join in achieving them is no easy task.

Email requests for volunteers often fall on deaf ears. Unfortunately, they too often become text-heavy nuisances that get lost in the sea of other important messages your members receive on any given day. Social media, on the other hand, allows your organization to be in the right spot at the right time while also highlighting how volunteers can make a difference, not just in the lives of others, but in their own as well.

The majority of LinkedIn users are looking for a professional leg-up. Your LinkedIn page/group is where your members or community go to share their expertise in the form of articles, network and seek out opportunity. This makes LinkedIn the perfect place for your organization to advertise its need for volunteers. It’s a perfect match between opportunity-seeker and an organization in need. Additionally, LinkedIn’s Non-profit Volunteer Marketplace offers organizations a dedicated space to post opportunities and appeal to those who are specifically looking for volunteer roles in their community.

Besides LinkedIn, infographics and videos allow an organization to chart out the value of volunteering with your organization. These tools, easily published on YouTube, a blog, Twitter and Facebook, answers the question, “What’s in it for me,” that many in your community might be asking. Rather than giving a vague, down-the-road response, show the pay-offs quite clearly. For example, if your association is looking for volunteers to join the a committee, chart out the impact their decisions could have on the organization or create a video in which current committee members explain how their participation has benefited their career.

Promoting Events

Nothing says “typical, old event” like a half-dozen, text-laden promotional emails leading up your organization’s conference or initiative. Let’s face it, if you do the same marketing over and over again, your community is going to start wondering if the event is going to offer anything other than what they’ve already seen in past years.

Social media offers your organization a host of new ways to promote your event that compliment your email regiment and draw attendees, both loyal ones and newbies. We’ve covered many of the ways in which social media can help promote your organization’s event and when comparing these opportunities with what email offers, its not much of a contest.

The opportunities that social media gives your organization in promoting events can be split into two main categories. The first is proving value. We showcased the ability of infographics and video to convey value in the previous section on recruiting volunteers and the same can be said for promoting events. Tweets and Facebook posts also allow your organization to focus on one area of your events that will help provide value to potential attendees without overloading them with information or a hard-sales approach. But probably the most effective approach in convincing someone to attend an event is to hear it from someone they can relate to. Blog posts can do wonders in this area. Have a member write a post about their good experience at an annual event or something along the lines of, “Five ways to get the most out of the annual conference.” This will help members see that your attempts at promotion are not driven solely by money, but by a genuine desire to help your community.

The second of the aforementioned categories is giving your community a voice. When you allow your community to help shape the event in small ways, it will help build their faith in the value of the event and pride in helping shape it. Social media gives your organization the ability to accomplish this crucial task. Tweets, Facebook posts, blog comments and contests that can be spread over multiple platforms allow your community to chime in on everything from catering choices to lecture topics, entertainment selections and the registration process. While it is important to give your community a voice, provide carefully thought out options for key elements of your event or risk committing to something that’s over budget or impossible to deliver.

Interacting with Members

Interacting with members has always been important. Keeping your association’s community informed about organizational news, industry trends, important legislation and feedback opportunities, such as surveys, has always been a way to support members. With the advent of social media, increased interaction between member and association has become expected. While email does allow the dissemination of information, it doesn’t quite lend itself to the back-and-forth of conversation like social media does.

Email is great for relaying basic information, but social media gives associations the opportunity to showcase different perspectives of issues and initiatives. For example, an email about an association’s lobbying efforts is an effective way to convey information and updates, but a video, a blog post and/or live-tweeting give members more access to both knowledge and value, while allowing them to comment and join in.

Social media also allows your association’s members to ask questions and get the specific answers they are looking for, something unavailable or overwhelming with mass emails. The best example of this comes from platforms like Twitter or Facebook. Members are given the chance to ask questions, such as, “How do I access the online version of the association’s publication,” and get a timely and tailored response. These platforms are also conducive to asking for and receiving feedback. Posting a poll on Facebook or tweeting out a question, such as, “What was the best part of last week’s conference?” gives your community an opportunity to respond and take part in shaping their own organization.

Lastly, social media is a great tool for association’s to help stimulate conversation not just between the organization and members, but between members and their colleagues. LinkedIn discussion boards and Twitter chats are platforms that organizations can use to promote conversations and increase the amount of networking and information provided to members. Email is an unlikely source for this sort of all-way, timely and flexible communication.

A Guide to Handling Your Organization’s Rebranding Efforts on Twitter

There comes a time in (almost) every organization’s life when it must rebrand itself. To those organizations planning to go through it, Twitter is there for you.

Rebranding is never easy and most of the time it’s a downright pain in the rear, but sometimes it’s necessary for associations, non-profits or small businesses. A total changeover at any organization includes a reshaping of the Twitter account. The transition has to be done right, but when it is, Twitter can make the whole process easier for the organization and its community.

Before the Rebrand

The time leading up to a rebrand is longer than the time is actually takes to transition an organization. There’s planning, research, consultations, stakeholder meetings and more. Using Twitter can make this planning process a little easier on everyone involved.

Rebranding can leave your community a little lost. Giving them as much information as possible leading up to a rebrand is crucial to keeping them informed, engaged and loyal even after a huge transition. Twitter helps your organization connect with its community every day. Be sure to tweet out links to important documents on your website related to the rebranding, such as a piece on the reasons for such a change, and let them know if there is a meeting or consultation they can attend.

Twitter also gives your community a chance to ask important questions and for your organization to instil trust in the community by answering those queries. Conduct a Twitter chat with your CEO, owner or executive director on the topic of rebranding. You can even create a hashtag, such as #InclineMktgRebrand, where your community can go to check on updates and ask questions. This will help your organization keep up with community feedback and will give your community a forum to learn and inquire.

Last, but certainly not least, make the rebranding fun on Twitter. For example, most rebranding efforts include a change in logo or signage. Have your Twitter followers submit ideas and vote on which one they like the best. This will give your community a voice in the rebranding and will keep your organization from alienating its loyal base.

During and After the Rebrand

Rebranding often means a change in name, which will mean a change in your Twitter account. Out with the old, in with the new! It is necessary, but if not done right, it will lead to a substantial loss in your followers and engagement and thus your organization’s ROI.

When the Twitter handle changes over to the new one, continue to tweet from the old account for a week or two (in addition to tweeting from the new one). During this time, frequently remind followers on your old account that the handle has changed. Continue to check interactions that the old account receives, especially mentions, and respond from both the new and old accounts. After a week or two, let followers of your old account know that you will be shutting down the old account. Continue notifying your community of this change and after three or four week, shut down the old account. This will cut down on confusion and complete the Twitter rebrand.

Twitter can be a powerful tool to help your community get used to a recent rebrand. Keep tweeting out information and details on the changes. Tweet links to the new website (if there is one) so they can get used to the new URL. Tweet about the changes and hold another Twitter chat to answer any questions. Make it fun again. Create a contest that offers followers a chance at a prize if they mention your new Twitter handle in a complimentary tweet. This will keep your community informed and engaged.

Don’t be overly concerned if your followers drop noticeably. This can actually be helpful in determining your Twitter account’s success and ROI. Many of the followers who don’t make the switch to your new Twitter account are not your target audience. This will allow you to assess how many key influencers you have and which demographics you should target moving forward.

Make sure to update all your information on Twitter, including the About section and your cover photo. Give your followers as much notice and as much information as possible before, during and after rebranding and Twitter will become a powerful tool in making the change a successful one.

Crowdsourcing For Non-profits And How Social Media Can Help

Last week we talked about Merriam Webster’s word of the year for 2014, which was culture. Culture is a great word, especially when we’re talking about associations and non-profits, but another term that pervaded our thinking in 2014 and into 2015 was crowdsourcing.

If you’re not familiar with the definition of crowdsourcing, it’s the process of obtaining information or input for a particular task or project by enlisting the services of a number of people. For example, crowdsourcing can be as simple as asking a wide audience (via Twitter) what to make for dinner and receiving numerous suggested recipes for an appetizer, entrée and dessert from various people. You put these suggestions all together and get a whole meal out of it. And voilà, you have successfully crowdsourced.

Following along with the dinner analogy, your association or non-profit can make a delicious meal for its membership/community through crowdsourcing. Crowdsourcing has definite advantages, from being cheap to giving your community a voice in decisions that directly affect them. Here are just some of the ways you can get your target audience involved, engaged and part of the process by crowdsourcing content from and for social media.

Publications

Your association communicates with its members through various tools like newsletters, email blasts, blogs and, last, but certainly not least, a trade magazine. These publications need content. Sourcing or writing this content can sometimes be a pain in the unmentionables and can take up valuable time and resources. Crowdsourcing can be the answer to these problems.

Create a page on your website where members can submit ideas for blog posts or magazine articles and can volunteer to write them. Tweet or post on Facebook asking for willing authors or simply asking which issues the membership thinks are going to be important in the next few months or year. Start an Instagram, Twitter, Facebook or Pinterest hashtag where members can share photos or short insights that can be incorporated into a section of your blog, website, newsletter or magazine as a “Speaker’s Corner” type feature.

Events

It’s someone’s job to plan your organization’s event and they probably do a very good job at it, but a little input from members is never a bad thing. Knowing which speakers, topics and social events to plan for is often done through plenty of research. Crowdsourcing, via social media, allows your organization to use the knowledge of your attendees as part of that key step.

Create a hashtag on Twitter and an event page on Facebook relatively early in order to establish an audience on each platform. Ask questions about which topics would be most interesting or advantageous to attendees. Utilize Facebook’s polling tool that allows members to vote on the best topics for the event or the entertainment for a social night/fundraiser. Urge trade show participants, volunteers from previous events or recent donors to write in with small passages on why they are part of your organization’s mission and make it into a blog post or YouTube video.

Fundraising

Crowdsourcing has become a popular tool for entrepreneurs and innovative minds who need some seed money for their enterprises. Non-profits and associations can take these examples and apply them to their projects and initiatives using social media as a megaphone for their efforts.

Create a crowdfunding project where members or donors can give small amounts to support a new service (such as an app for members) or a community initiative (such as building a community garden). Offer small rewards for people who give to the cause, such as 10% off registration to the next conference or a bushel of tomatoes from the garden. Unfortunately, no one can give to the crowdfunding initiative if they are unaware of it. Use social media to share the project. Make a video or an infographic about its potential impacts. Create a hashtag for it and tweet numerous times on Twitter. Use Facebook to run a contest, perhaps making entering people into a draw for an additional prize if they share a status about the crowdfunding project.

3 Resolutions For Social Media Managers in 2015

New Year’s Eve has come and gone and it’s been a week since hundreds of thousands of people have started on their New Year’s Resolutions. Don’t worry, social media managers don’t need to feel left out of the party. Every day, week, month and year offers new challenges and opportunities for non-profit, association and small business marketers. If you’re having trouble coming up with some marketing goals for 2015, you’re in luck; we’ve taken the liberty of laying out three suggestions for you.

Try a New Platform

It’s more than likely that you’re comfortable and successful with one, two or even three platforms. Maybe you’ve taken your organization to new heights with Twitter or have blazed a trail for your business on Instagram. That’s great, but if you never try new things, you’ll never evolve and grow.

Experimenting with a new platform doesn’t need to be done haphazardly. Don’t just pick a social media channel randomly. Analyze your options and resources. Maybe your organization has some stories to tell and can use YouTube to accomplish this goal. However, be aware of your limitations. Videos are a great way to tell a story, but if you do not have the equipment, budget or time to create videos, maybe it’s best to tell your story in another way, such as a blog. Whatever new social media venture you decide to do, research, work hard and be patient with the results.

Analyze Some New Numbers

Your probably already know how valuable data is to the success of your organization’s social media strategy. You analyze the numbers regularly and make judgements about the effectiveness of your tweets, Facebook posts, pins, etc. Just as you’re comfortable with certain platforms, you’re most likely comfortable with parsing the same statistical categories every week, month or quarter. However, it’s time to mix it up.

Look at some different categories or analyze old categories in different ways. For example, look at which days of the week receive better responses for your Facebook posts over a number of weeks or months. Alternatively, you are probably keeping track of the Twitter followers your organization gains each week or month. Go one step further this year and calculate the number of key influencers that are among these new followers and analyze the cost-per-key-influencer. Just as with picking a new platform to experiment with, picking new numbers shouldn’t be done out of left field. Have a purpose for the stats you decide to look at more in-depth and use them to colour-in the picture instead of just doodling with them.

Get More People Involved

Although social media is all about interacting with others, managing an organization’s account can often be a solo pursuit. It shouldn’t be. Make it a goal this year to get your colleagues, volunteers or employees involved in your organization’s social media efforts. Getting a little more buy-in from the whole team will go a long way to a successful year.

We’re not suggesting that you get others to do your job for you. We understand that everyone has a role to play in the organization and business and sometimes resources don’t allow for very much participation outside of those roles. Instead, find small things that people can do on a weekly, monthly or even quarterly basis to help the social media strategy. For example, ask your volunteers to write a guest blog detailing their experience with the organization, create a video with your colleagues explaining why they believe in the work your association is doing or ask your staff to get three of their friends involved in your business’s online contest or promotion. These small things will definitely add up and help give your organization the boost it needs.

What Four Christmas Traditions Can Teach Organizations About Social Media

In case you needed a not-so-subtle reminder to do some last minute shopping or stock up on eggnog, Christmas is on the horizon. There are only three more sleeps until the big day when presents, food and family abound.

Everyone has their own Christmas traditions during the holiday season, many of them serving as a reminder about the importance of sharing, kindness and hope. However, these traditions can also teach you a lot about social media management.

Yes, leave it up to us here at Incline Marketing to link jolly old Saint Nick to Twitter, Facebook and all those other online platforms. Here’s a thing or two about how Christmas traditions can teach organizations about social media management:

Milk and Cookies For Santa

Leaving milk and cookies to sustain Santa Claus on his gift-giving journey is a fun and long-standing tradition for many families around the globe. Doing your own online version of milk and cookies can help give your association, non-profit or small business a boost.

In the social media world, cookies and milk are the content that sustains your audience. The truth is, people connect with you online because they find value in what you have to say. When they no longer find value in your content, they don’t stick around long. Make sure your content is equal parts exciting (cookies) and practical (milk). Offer a variety of content and see which posts are gobbled up quickly and which ones are left half-eaten. By taking stock of how your content is received, you can cater to the needs and interests of your audience in a more efficient, effective way while maximizing your return on investment.

Decorating the Tree

Decorating the tree is a valued holiday tradition for one key reason; it allows you to gather your family together and have fun working as a unit to achieve a goal. When you’re finished, you can stand there with your loved ones and admire the work you’ve done together.

The lesson that comes out of decorating the Christmas tree is that everything is better with company and that includes improving your organization. Social media gives you the opportunity to engage your audience, ask questions and use crowdsourcing to bolster programs and initiatives. Don’t turn down this chance to include your members, donors or customers. Ask members what educational topics they want covered at your association’s next conference. Have your customers vote on which product they want kept on the shelves. Give your donors a chance to tell their story on a blog, Facebook or a video. When all is said and done, your community will look back and feel like they are truly a part of your organization’s progress, which only strengthens your following.

Putting up the Lights

Installing Christmas lights on the outside of your house is an annual lesson in patience and creativity. The same can be said for designing and maintaining your social media accounts.

First impressions are critical on social media and when someone visits your organization’s profile, they’re going to notice and respond to what it looks like. There are a few crucial elements of designing and updating your social media accounts. Just like with Christmas lights, where one broken bulb effects the whole string, one neglected space on your profile will ruin the entire experience for potential connections. Make sure your photos are filled out, updated regularly and are sized right (which is often where patience comes into play). Ensure your About and Contact sections are clear, concise, accurate and free of spelling and grammatical errors. Pay attention to the details. Different platforms have specific elements that require attention. For example, make sure your blog posts are tagged with relevant words, your pinned tweet is updated and the profile pictures on your Pinterest boards are relevant.

Singing Carols

Getting into the Christmas spirit is often as easy as going door to door singing your favourite seasonal songs or starting a sing-along at family get-togethers. The most important thing about carolling is that everyone is on board with the activity. If one or two people are not into it or are off key, it can throw a wet towel over the whole thing. Getting total buy-in is also important with your organization’s social media efforts.

Your staff, colleagues, board of directors and volunteers all need to understand and contribute to the effectiveness of your social media strategy for it to be successful. Start by explaining how social media can help achieve your organization’s mission and goals. Use examples and numbers and relate it to everyone’s specific job or area of expertise. Keep great records and provide ROI analysis to prove the value of everyone’s efforts on the online platforms. Offer to give tutorials to those who want to get a hang of social media and give your colleagues a chance to contribute to your efforts in a meaningful way. This can be done by crowdsourcing content, asking them to write guest blogs or including them in videos, photo albums or other visuals.

How Social Media Can Help Your Organization Prove Its Value

Bang for buck, return on investment, your money’s worth; it doesn’t matter what you call it, the importance of value to your clientele cannot be overstated.

Whether it’s members, donors or customers, it’s crucial for your organization to highlight its value to them. After all, they’re investing their hard-earned cash on your products and services.

Most organizations do provide as much value as they can, but it’s figuring out how to show this value that can be difficult. Words can make believers of some, but sometimes that doesn’t cut it. Visuals can be a powerful source of proof, but even those fall short sometimes. Videos can oftentimes act as the looking glass onto value. The great thing about social media is, you don’t have to pick just one of these mediums, you can combine all three!

Words

The written word is a powerful tool for your organization to underline the value it provides to its community. Fortunately, there is no shortage of opportunities on social media to use words creatively and effectively for this purpose.

Twitter may only allow you to write 140 characters per post, but even though each tweet is one drop in the bucket, it fills it up fast. Live-tweeting an event or initiative is one way words can have an impact on your community’s perception of your value. For example, if your association is advocating by conducting a lobby day, live-tweeting the process puts all the work the organization is doing into perspective. When, at first, a member may see a advocacy as a vague term holding little value, clear, brief and specific details, as they happen, will give members something more tangible. It also allows members to have more say in the process, adding value to their membership.

What Twitter does in 140 characters, blogs can do more in-depth. Having a blog section on your organization’s website allows for stories to be told about the work your organization is doing and how it is adding value to peoples’ lives. For example, conducting an interview with a customer, member or donor about their experiences with an event, benefit or product doesn’t just tell the rest of your community how valuable you are, but shows them with the words of someone who is relateable and has the same goals and needs as them.

Visuals

Visuals, like photos or infographics, can drive the value point home to many members of your community. Visuals are engaging and help put meaning to the words and phrases people hear over and over again.

Infographics are great tools to use when you have a lot of nifty data that proves your value, but you don’t exactly know how to present it to your community. Data is powerful, as many of your members, customers or donors want to quantify how your organization is of value to them. Instead of running through a list of numbers, infographics make these figures visual and engaging. For example, if you want to show how much a professional will save as a member as opposed to a non-member, charting it out with an infographic will draw the attention of individuals and make it easier for them to see your organization’s value without having to wade through long lines of text or large strings of calculations.

Photos can also act a way to highlight how your community’s contributions have resulted in something concrete and valuable. Posting albums to Facebook, images to Pinterest or snapshots on Instagram allows people to see what they getting for their money or time. For example, posting photos of your organization’s trip to build a school in a foreign country or deliver products to a local hospital gives donors a clear vision of how they are helping and where their investment is going. It also allows them to comment on and share in the experience even when they are not physically there, which also provides value.

Videos

Videos are to pictures what blogs are to words; they offer organization’s a platform to deliver more in-depth explanations and bring smaller chunks of information to life. This allows you to tell the story of your organization’s value in a more useful and engaging way.

We have explained in-depth about the advantages that how-to videos can give your organization when providing and explaining value for your community. Along with how-tos, short video interviews with members or staff showcase your organization in action, gives a look at the effectiveness of your products/services and highlights the work being done by staff or volunteers to make your organization the best it can be. For example, making a short video of a “day in the life” of a staff member shows your community how your organization is striving every day to make their lives better. The personal angle, along with engaging visuals and relevant detail helps your community get a better perspective on the value your organization provides.

Shorter snippets, such as the 6-second Vine videos, can also be used by association, non-profits and small businesses to show value. While these videos don’t necessarily give your community a lot of detail and information, they act as a teaser and provide your audience a sense of potential for value. For example, if your small business is having a sale, a Vine or Instagram video of some of the merchandise on sale will pique the interest of your audience and show them the potential value of their visit.

Revisiting ROI: Which Numbers Mean More in Measuring Twitter’s Impact

There’s a common phrase that gets thrown around when executives or department heads get together to determine an organization’s strategy for the coming weeks, months or years; if it ain’t broke, don’t fix it. In layman’s terms, the phrase means that if something has been working just fine for this whole time, there’s no need to change it in any way.

The real question is; how do you know it’s broken or not?

This query can often be answered by evaluating the return on investment (ROI) of a certain activity, especially for associations, non-profit and small businesses for which every dollar counts and providing bang for buck is the name of the game.

As Twitter becomes an important and popular part of organizations’ marketing strategy, it’s essential to know if the platform is giving you a boost, serving as a drain on your resources or if it falls somewhere in between. Measuring Twitter’s ROI can be a tricky business, although most tradition and new media give those in the C-suite similar problems. The difficulty lies in the lack of perfectly correlating numbers. In other words, it’s near-impossible to say, if my association gains X amount of followers and Y amount of interactions, it will mean Z amount of revenue.

This obstacle means that calculating Twitter’s ROI requires looking through a variety of lenses. An organization’s experience on Twitter can be analyzed in two ways; through social ROI and financial ROI.

Social ROI

The goal of measuring social ROI is to calculate the amount of engagement and interaction achieved by the Twitter account. Social ROI can help determine the degree to which an association/non-profit/small business was successful in building relationships, encouraging discussion and generating awareness. Social ROI can be measured in part by examining key engagement numbers and key influencers.

Engaging with content on Twitter is a sign of value. When someone retweets, favourites, clicks on a link or mentions your organization and its content, it means that they receive value and want to connect with the source of that value, which is the organization.

It is essential that your organization measures key engagement numbers every week and month to gauge which content is generating the most interactions and thus providing the most value to followers. For example, measuring the number of clicks on links, mentions and total engagements per day are all great ways to get a big-picture view of social ROI.

Measuring the content’s effectiveness in creating these points of contact and comparing it to past weeks or months will help you determine how well your account is doing that building relationships and expanding awareness.

Another way to measure social ROI is through the charting of key influencers. Key influencers are followers who fall into your organization’s target demographics or have frequent and significant contact with the target demographic.

It’s great to know people are following you and spreading the word about your organization, but it’s more important to know if they are the right people spreading the right words. When you keep track of how many key influencers follow your organization, it allows you to calculate the effectiveness and value of the content you are sharing. And once you have proven your value to these key influencers, you can start building a relationship with them, both online and offline.

Financial ROI

Financial ROI is a little more difficult to measure on Twitter, as it is with most other social media platforms and even traditional marketing approaches. One of the most useful ways to calculate financial ROI is to assess the increase in the organization’s reach and engagement compared to the monetary investment that was used to generate this gain.

Financial ROI can be further broken down into three categories; cost-per-impression, cost-per-impression and cost-per-key-influencer. These numbers will help put the success of the Twitter account into perspective based on the goals of an organization on social media, which are to increase awareness, connect with members/the community and provide value to these followers.

The cost-per-impression metric offers a look at how successful an organization’s Twitter account has been at expanding its reach and spreading awareness of the organization’s brand and value. To calculate the cost-per-impression, divide the money spent on gaining impressions by the total number of impressions received. For example, if your organization receives 10,000 impressions in November and allocates $250 to Twitter management, the cost-per-impression is $0.025.

The cost-per-interaction metric expands on what we have learned from the cost-per-impression ratio and highlights how well the account has been at converting those impressions into more tangible conversations and expressions of value. To measure cost-per-interaction, divide the financial investment by the number of interactions in a given period. For example, if your organization generates 203 interactions and spends $300 on Twitter management, the cost-per-interaction is $1.48. This number highlights the value that social media has in achieving the goal of connecting with the community in an efficient, effective and low-cost way.

The final indicator of financial ROI is cost-per-key influencer, which helps us measure the effectiveness of your efforts to reach the right followers, make substantial connections and build relationships that will benefit your organization. To calculate the cost-per-key-influencer, divide the monetary investment you have given to Twitter management by the number of key influencers that are followers. For example, if you have spent $2400 and gained 130 key influencers over six months, the cost-per-key-influencer is $18.46. Making this connection could lead to large investments in your organization services or further promotion of its services. This means that the return has the potential to be much greater than the $18.46 invested.

 Using Social and Financial ROI Together

Both social and financial ROI allow for a conclusion on which content provides the best value, the progression of the Twitter through the months and which steps should be taken moving forward. Depending on how intense you want to get in determining which individual tweets performed the best, you can measure both ROIs for each post to decide how certain types of content are performing. Determining how well your account is doing and where it can improve will help boost your association, non-profit or small business and give your members/board/customers a reason to support your efforts.