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.

Seven Deadly Sins of Starting a Social Media Account

Social media networks make it easy to sign up and create an account. It’s almost a little too easy.

In about 10 minutes, give or take a few, any organization can set up an account on a platform like Twitter, Facebook or Pinterest and be ready to increase engagement and awareness. However, the ease with which one can create an account can lead people to fall into temptation.

We’ve outlined seven of these social media start-up sins and how to steer clear of these misdeeds.

Lust

When your association, non-profit or small business starts a social media account, it can fall in the trap of lusting after an unrealistic return on investment right away. And by an unrealistic ROI, we mean a financial ROI.

Don’t focus on monetization or financial stats at the beginning. It’s important to keep track of these figures, such as cost-per-impression, but don’t use them as a measuring stick of the account’s success. In other words, stay away from chasing profits and large returns because you’ll just be disappointed.

Rather than focus on a financial ROI at the outset, focus on social ROI. Social ROI is all about calculating how many relationships you have built and how much awareness you have generated. Keep track of the demographics of your community (such as followers) and make sure they align with your target audience. Measure how many interactions you have received (such as retweets) and how many good conversations have come from them.

Gluttony

Being gluttonous means consuming too much and living in excess in hope of attaining happiness, power or fame. This is as dangerous when starting a social media account as it is when standing in line at a buffet.

It’s important to know that being successful on any social media platform takes time. Don’t expect to get lots of followers, likes or subscribers right away. For example, stay away from following a large group of people on Twitter right away just to gain an equally large amount of followers. This sort of activity just means your numbers are inflated and gives you only the appearance of success.

The better strategy is to make connections slowly and integrate yourself into communities in which you can connect with your target demographics and provide value. Gaining a reputation for value, credibility and engaging content takes time, both on and offline. Slow down, focus on quality and you will see for triumphs than trails.

Greed

It’s not hard to get greedy when starting out on any social media. It’s important to connect with others and remember that sharing the wealth is one of the key reasons social media has become a popular marketing and awareness tool.

When sharing content on social media, ensure that you are giving others credit. Mention the original authors or those who posted the content before you did. This is how you build trust and relationships online. It’s also essential to use the sharing tools provided by all social media platforms, such as established hashtags or LinkedIn Groups. Stay away creating your own groups, hashtags, etc when you are just starting out just because you want all the attention on your association/non-profit/small business. Use the well-worn paths available online and your account will grow and flourish.

Sloth

Sloth doesn’t get as much play in pop culture as lust or greed, but it’s just as dangerous to those organizations that are looking to build a new social media account.

One of the worst elements of sloth is that it is so apparent. When an organization is lazy on social media, it shows and it drives people away. Being lazy online means not completing your profile, not posting consistently and failing to ensure all the little details are taken care of, such as making sure your photos are the right size or the spelling and grammar are correct. However, laziness doesn’t start, or stop, at the little things. Being lazy also means not having a plan before starting on social media. This includes a plan on who you’re going to connect with, what content you’re going to share and how you’re going to measure success.

Combating sloth is about attention to detail, time management and patience. Slow down and double check every detail before making your profile live. Run it by colleagues, board members and volunteers to ensure you have thought of everything. Draft up a plan and make sure you have smaller benchmarks that can be met along the way, such as a content calendar.

Wrath

Wrath leads to knee-jerk reactions, the kind of reactions that could harm a social media account beyond repair and damage an organization’s reputation. Wrath could even stop a successful social media account before it even gets started.

Wrath leads people to become too closely guarded. Don’t let this feeling reach your social media accounts. Avoid making your account too private, such as locking a Twitter account or creating a hidden Pinterest board. The main goal of using social media is to grow awareness and engagement and you can’t do this by being too exclusive. Invite everybody to participate, even non-members/non-customers, and you’ll get much closer to endearing yourself to these groups.

Another part of controlling wrath is recognizing how to handle criticism. It’s important not to get angry or vindictive when handling negative comments on your social media accounts. Handle criticism with patience, information and great customer service and that it what your organization will be known for.

Envy

Envy is one of the deadly sins that prevent your association/non-profit/small business from being who it really is and achieving its goals. Envy forces you to plagiarize the work of others and miss out on some of the greatest opportunities that starting a social media account offers.

It’s great to see what strategies work for others, such as what profile designs look great and what hashtags people use, but it’s crucial to recognize there is a line between being a smart strategist and a copy-cat. Combine tried and tested strategies with elements from your own brand. Develop your own voice on social media. This will differentiate your organization from others and raise you above the rest.

Pride

Pride is probably one of the most dangerous and common sins that organizations fall into when starting a social media account. Pride blinds people and causes them to miss the necessary steps that are required to create a successful online network.

One of the consequences of pride is posting too often about yourself/your organization. Having a strategy that consists, in large part, of posting about promotions, services, products, etc., that your organization provides will offer little value to those you’re trying to connect with and will give them little incentive to be a part of your online community.

Instead of being vain, recognize that sharing content, joining chats and having fun is an important part of your overall strategy. Highlighting content from others will allow you to engage key influencers and be active in conversations. Being a part of a community, and not the king of that community, is what social media is all about.

How Managing a Social Media Account is Like Going to the Gym

Being fit is a big business these days. There are gyms on every other corner and home fitness programs are becoming commonplace in many a basement.

There’s plenty that a social media manager can learn about this weighty trend (excuse the pun). Managing an organization’s Twitter account, Facebook page, YouTube channel or any other social network can be a lot like lifting weights and putting in hours on the treadmill. So if you are feeling guilty about skipping your workout today, sit back and at least read about some exercise.

Stretch First

It’s always a good idea to stretch before doing any kind of physical activity; your body will thank you tomorrow morning. Preparation is also important in the social media world and when managing your account.

Before you start (or re-start) your organization on a social media platform, it’s important to do some homework. You need to know which platform is best for your association, non-profit or small business and which audience you’re trying to target. Knowing the goals you want to achieve is also crucial to being successful on any platform, as is drawing up a design plan for your new account.

The planning isn’t done when the social media account goes live. It’s crucial to plan your social media strategy on a daily, weekly and monthly basis. Building a content calendar is a helpful tool in preparing for the week or month ahead and ensuring that your account is engaging and efficient. It’s a win/win for both your organization and its community.

Don’t Overwork Your Muscles

Every exercise guru knows that rest is just as important as being active in the world of fitness. It’s never a bright idea to work the same muscle over and over again, every day, because the muscles cannot recover fast enough. It becomes counterproductive.

Social media is similar in that posting about the same issue or topic too frequently will drive people away. For example, if your association, non-profit or small business tweets about itself and a great benefit/cause/promotion twice a day, every day, people will find little value in following the account and will stay away. Remember to provide diverse, but relevant content to your network to keep them engaged and coming back for more.

You will also have to think about how often your organization posts in general. Posting too frequently can leave your community feeling overwhelmed, but not posting enough can make your desired audience forget about you entirely. Experiment with posting frequency, analyze the data and set yourself a schedule you can follow.

No Pain, No Gain

The old adage, no pain, no gain, has more than a little truth to it when you’re in the gym. When you’re a little sore, it usually means that you’ve done something right and you can build on that feeling. Going through some tough times is also normal on social media.

You’re probably going to run into a little pain when managing an organization’s social media account; i.e. some criticism or negative reaction. This is normal and can even be advantageous. As a public and engaging media, social networks open your organization up to scrutiny and criticism. Some people may shy away from Twitter, Facebook, YouTube or any other platform because of this inevitability. But there are many steps you can take to handle the odd negative interaction.

One of the most crucial steps you can take to combat criticism is to turn a negative into a positive. Use criticism to improve your services and gain trust from members/non-members, customer/potential customers and donors/potential donors. This will help your organization grow and be stronger.

Have a Spotter

A spotter is a teammate, a coach and a cheerleader rolled into one. He/she is someone who can help you through a workout and make sure you don’t get hurt when you’re lifting weights. Having a similar people at your organization or on social media will give your online efforts a boost.

We’ve covered the importance of having a content calendar, but we haven’t mentioned the need to get feedback on this plan and any other content you share. Getting input from colleagues or staff on your content calendar, blog, YouTube video or other content will expose you to new perspectives and help you catch any mistakes or omissions. Getting your staff/board/donors to participate on social media will also help make your accounts strong.

One of the most important goals of social media is to engage with your target audience. When you interact with your audience, you’re more likely to make a lasting connection that results in a monetary investment. Find out which content is most valuable to your audience and connect with people on a regular basis and they will become your cheerleader both online and offline.

Cool Downs are Important

It’s not a bright idea to go straight from the gym to your car to your couch. You need to do some cool down exercises to help your muscles recover and lower your heartbeat. A cool down is also important when managing a social media account.

A cool down in social media language means collecting the data from your efforts and analyzing it to create a better strategy moving forward. It is essential to track your progress on social media and gather as much data as you can. When analyzing this data later (at the end of the month, the quarter or the year), look at which content provided the most value and seek to increase the frequency in which you post this kind of content.

Knowing which data is most important is also a key factor in ‘cooling down’. There are a few key stats that all organizations should be paying attention to and which can tell you a lot about how your social media platforms are doing.

Three Key Takeaways

- Have a plan for your social media account. This will help you be engaging and relevant and guard against too much repetition in your content.

- Get feedback from colleagues and encourage participation on social media from inside and outside the office.

- Take some time to analyze your strengths and weaknesses on social media and don’t be afraid of a little criticism; it can be turned into an opportunity for your organization to grow.

How to Get Your Staff, Board Members and Volunteers to Participate on Social Media

When a sports team fails, whether it’s on the ice, the diamond or the court, the discussion from sports fans often leads to a single question; did the athletes just not buy into the coach’s game plan?

The same conversation can be had when an organization’s social media strategy fails. Generating online awareness is a team effort and it’s crucial for a non-profit’s staff, board of directors and volunteers to get behind your organization’s social media goals.

Getting your association/non-profit’s key contributors to participate in the social media plan is difficult at times, which is why we’ve prepared a few handy tips to help make the road a little smoother.

Make It Make Sense

You can’t play a sport if you don’t know the point of the game. This is true for social media as well.

Staff, board members and volunteers might be wary of using social media because they don’t understand why it’s important. It’s important to explain to them how online awareness can help your association’s membership.

Take any document that outlines your organization’s goals, such as a mission statement or strategic plan, and illustrate how social media can help the organization achieve it. Be specific and use numbers when relevant. Describe how social media can make each individual’s job easier and more productive. For example, talk about how the event manager can plan a better conference using social media. Use social media to help you get your point across. Videos, infographics and tweets can be great visual aids to help you make your case.

Give Them The Tools

Your team can’t be victorious without having the right equipment to play. Babe Ruth never hit a home run without a baseball bat. It’s essential to give your staff/volunteers/board the right social media tools to do the job.

Those in your workplace community may have limited knowledge of managing a social media account (personal or otherwise) or none at all. Offer to do a short social media workshop for staff and ensure that you are available to answer any questions they might have about social media. Have a written social media guideline and code of conduct for staff and make sure it is understood and updated regularly. Providing how-to videos is also a great idea, especially if you are helping board members or volunteers that may be in other cities, states or provinces.

After you have helped staff with understanding how to use social media, give them the tools to promote the organization’s efforts. Highlight the ways in which individual staff members can raise awareness of your association’s social media platforms both online and offline. For example, business cards, directories and email signatures are just a few of the ways staff, board members and volunteers can get the word out about their social media accounts and those of the organization.

Make It Fun

When teaching someone a sport, the first rule on most coach’s list is have fun. Encouraging your staff/board/volunteers to have fun with social media instead of seeing it as a chore or another item on an already too full to-do list is crucial to increasing staff participation.

Inter-office contests can be a good way to get everyone involved and give your organization’s social media a boost at the same time. For example, see who can provide you with the most relevant content for the organization’s social media platforms in one week or one month and offer a prize.

You can also introduce staff/board members/volunteers to a platform that best suits their interests and skills. If someone is into photography, suggest Pinterest. If another staff member has a special knack for writing is passionate about a specific issue, propose to have them write a guest post on the organization’s blog.

Three Key Takeaways

- Encouraging your organization’s staff, board members and/or volunteers to participate on social media will strengthen your online strategy and put you one step closer to success.

- To get these groups involved, explain why social media is important to the organization’s goals and how to use the various platforms effectively.

- It is extremely important to keep social media fun for staff, board members and volunteers. This will make social media more of a hobby and less of a work requirement.

How Often Should Your Non-profit/Association Be Posting On Social Media?

Posting on social media can sometimes feel like driving on an icy road; if you veer too far to one side, you’ll skid off the path and into the ditch. If your organization posts too little, the account will become irrelevant and people will lose interest. If you share too much content, people will likely feel overwhelmed and annoyed and will probably unfollow or unlike your account (or the equivalent).

It’s difficult to gauge how often your non-profit or association should be posting on social media. It varies with the platform, the audience and what your organization’s wants to achieve. While one size doesn’t fit all when it comes to frequency of posting, we’ve put together a guideline to help you and your non-profit out.

Facebook: 5-10 per week

This may seem low, especially because other sources suggest anywhere from 14 to 25 posts per week, but fewer posts are often better for non-profits and associations because of their audiences.

Facebook is a more private platform than, for example, Twitter and YouTube. Your followers are often restricted to those who are truly invested or engaged in what your organization works towards, such as members or donors. Fewer posts allow your organization to highlight the things that are important to this very defined audience, like highlighting a new initiative, member benefit, event or member accomplishment. Limiting the number of posts to 10 or fewer per week helps keep interest and engagement high. When you’re only providing content that appeals to your target audience, instead of posting simply because you want to meet a weekly quota, people are less likely to scroll past your name on their newsfeed because they realize there is value in every post.

Twitter: 3-8 times per day

Twitter is a different beast than Facebook. It’s more public (anyone can see your tweets) and tweets tend to be shorter and more conversational. Twitter is also a more common place for people to go to get information and content, as opposed to the more social platform that is Facebook. All this combines to make it beneficial to tweet more often.

Twitter and hashtag feeds fill up fast and your organization has to complete will thousands of other pieces of content that is flying past your target audience’s eyes. Tweeting more often helps get your content recognized. Tweeting 3-8 times per day also helps your organization cover a variety of different areas and issues that might appeal to your members, including relevant articles, photos, organization-specific news, industry updates and conversation starters. If you’re not providing value on Twitter, followers will often unfollow your account, as there are many other sources available. However, posting too much may push your connections to use the Mute button. Tweeting 3-8 times per day is often a happy medium.

Blogging: 3-8 times per month

A blog is like a newspaper, but more people with special interests. If you picked up the Saturday issue of the newspaper, expecting a nice, relaxing and informative read and instead saw last week’s articles, you might be a little ticked. The same is true of a blog.

Depending on your industry and the resources at your disposal, a blog should be updates at least once a week, or ideally 3-8 times per month for non-profits/associations. The purpose of a blog is to give your readers an engaging and informative forum to learn and get caught up on news, trends and tips. But it’s also a platform that establishes your organization as the “expert” in an industry and drives traffic to your website. If your blog is not being published consistently, people will lose faith in the “expert” moniker and will stop typing your website into the search bar, directing their valuable time to other sources.

Pinterest: N/A

Pinterest is a tricky platform to declare an exact range of frequency for your organization to post, but the situation can be viewed through two lenses; the goal of Pinterest is mainly to drive traffic to websites and the social network is similar to a combination of Twitter and blogs.

The first lens we’re viewing Pinterest through (the goals is to drive traffic), helps you determines the frequency with which to post original pins. Find out which websites or web pages you want to drive traffic to and post accordingly. For instance, if you are a Business Improvement Area (BIA) and want to highlight members, it might be a good idea to pin 2-3 times per day to cover different interests and drive traffic to your members’ pages. If you are an organization who is raising money for a cause, posting original pins 2-3 times per week may be good to keep interest high, but not reuse the same stories, stats or articles.

The second lens (Pinterest is a combo of Twitter and blogging) helps you decide how often to re-pin posts. Pinterest is very public and updates frequently (like Twitter), but is also a platform that encourages regular viewing of certain boards (like blogging). Make sure to pin enough (1-3 times per day) so that your content is fresh, engaging and relevant for loyal visitors.

YouTube: 1-4 times per month

YouTube is a platform that is often used together with other social media networks, which means that videos are usually seen on blogs, websites, Facebook or Twitter. This unique trait is part of the reason its frequency is 1-4 times per month.

YouTube can often be thought of as an addition to other platforms’ editorial plans. For example, one video showcasing a member/donor per week can be slotted into an organization’s Twitter calendar for a particular month. Since YouTube videos usually act as a supplement to other platforms for non-profits and associations, be careful not to overdue the frequency with which you post videos. Posting 1-4 times per month will keep videos in your content calendar and your YouTube channel from becoming stale.

Instagram: 1-4 times per day

Instagram is as close to a purely visual platform as you can get with the big social media networks. Pictures are treated differently than words, which is why the frequency of posting is higher for Instagram than most other platforms.

Pictures take less time to appreciate than words. Instagram’s “liking” process is also fairly quick (a tap on the screen means you’re a fan of the photo). These two elements add up to Instagram users checking and scrolling through posts at a fast and furious pace. To keep relevant, engaging and in front of people’s eyes, posting frequently to Instagram is a must for any association or non-profit who chooses to use this platform. A word of warning to any organizations thinking of using Instagram; don’t start an account if you don’t have a daily source of visual, because without this well to draw on, your followers will forget you pretty fast.

LinkedIn: 2-3 times per week

LinkedIn, like every other platform on this list, has a specific purpose that determines how frequently your organization should post on it. LinkedIn is an association’s dream platform as it fulfills a primary goal of an organization; offering professional development to members. If your association chooses to invest resources in LinkedIn, a frequent and consistent approach to posting should be taken.

LinkedIn offers an opportunity to appeal to the professional side of your connections. Posting articles, conversation points, job openings and similar content can be done multiple times a week to keep members engaged and give them a chance to get involved, learn or contribute to a discussion and keep up with the latest trends and techniques that allow them to do their job better. LinkedIn, much like a blog, will allow your organization to be known as an expert and a great forum to go to when someone wants to connect with like-minded individuals. If you are not consistent, the forum will go into disuse and lose all effectiveness, but posting too often may make people overwhelmed and unwilling to contribute. Posting 2-3 times per week should provide a great balance.

Other Things to Consider

Determining the frequency with which your organization should post on different social media sites is not an exact science, but it is a type of science. The advice in the paragraphs above is simply a guide. The best path for your organization to travel is to experiment with different frequencies of posting, collect the data, analyze it and see which strategy turns out the most favourable results.

You will also have to be flexible with your frequency of posting. The number of times you tweet or post to Facebook, Instagram, etc. will change depending on the exceptional circumstances of your non-profit/association. For instance, you will probably tweet more when your association is hosting its annual conference or if your charity is having a fundraising event.

The key to finding the best frequency with which to post is to stay organized, stay flexible and stay informed. Using these tools, you’ll social media platforms will go from good to great in no time.

5 Pieces of Twitter Advice for Non-profits and Associations in 140 characters

We could talk about Twitter and give you advice on how to use the platform until we’re blue in the face, but sometimes it’s better if you let the social media network do the talking. That’s why we’ve compiled five pieces of Twitter strategy for non-profits and associations and put them into 140-character posts.

On Hashtags and Building a Strong Community

Twitter Advice 1a

 

On Sharing Content

Twitter Advice 2

On Asking Questions

Twitter Advice 3

On Posting Media

Twitter Advice 4

On Showcasing Member Benefits

Twitter Advice 5

A Guide to 3 Twitter Stats Your Non-profit Might Not Know About

This past August was a month when social media stats nerds and data aficionados could rejoice; Twitter Analytics had become open to all!

The social media giant now allows any user to access reams of data that was previously only available if you had invested in Twitter Ads.

Twitter Analytics will allow associations and other non-profits to chart engagement, track success and calculate ROI better. Aside from the usual categories that you may use to measure engagement, such as retweets and favourites, there may be some unfamiliar terms within Twitter Analytics.  These terms, and the numbers behind them, will come in handy when plotting a strategy for the future of your social media efforts.

If you’re a little rusty of your Twitter shop-talk, here’s a short guide to some of the useful terms:

Impressions

What Is It: Impressions is the number of times unique users saw a certain tweet. Not every single one of your followers will see your tweet because, unfortunately, people are on Twitter at different times. This is the nature of a platform that is constantly updating and pushing older content out of the way to make room for new posts. Luckily, Twitter keeps track of the number of people who laid eyes on your tweets and gives you the number. Impressions count not only your followers, but also those who see your post through a retweet.

Why It Matters: Impressions show how broad your reach was with any given tweet and how much exposure your content is receiving. This is important on one basic level; it tells you if you’re posting in the right way. The more impressions you receive, the more likely it is that you are posting content that is relevant, informative and interesting to your target audience. It also means you are posting at the right times and on the right days.

Tracking impressions will also help you figure out if you need to give a certain piece of content more exposure. For example, if your tweet about an upcoming event received lower than average impressions, you may want to tweet the information out several more times in order to reach those who did not see the post the first time.

Engagement Rate

What Is It: The engagement rate is a ratio that illustrates the number of people who have engaged with a tweet (retweeted, favourites, clicked on a link or replied) compared to the number of people who saw the tweet. For example, if 50 people saw your tweet and three of those people engaged with it, the engagement rate would be 0.06. The numbers in the engagement rate category are typically to the right of the decimal, so don’t be alarmed if you see tiny numbers as it’s a product of the ratio system.

Why It Matters: The engagement rate is an extension of impressions and it can tell you much of the same information. High engagement rates usually mean the material you have posted is very interesting to your target demographic and is stimulating discussion or sharing. But the situation in which engagement rate becomes increasingly valuable is when calculating return on investment. Engagement rates (along with impressions) will help you measure which tweets are giving you more bang for your buck. The higher the engagement rate, the further your organization’s money is going and the more effectively it is being spent to raise awareness or add value.

 User Profile Clicks

What Is It: User profile clicks is the term used to describe how many times someone traveled to your organization’s Twitter profile from a specific tweet on their home feed or hashtag search. If the Twitter user ends up on your non-profit’s or association’s profile page by clicking on your username or handle, it counts as a user profile click

Why It Matters: A user profile click is someone saying, “I want to know more about your Twitter account and your organization.” It’s a significant piece of data to track because it will help you understand which tweets lead Twitter users to exploring your profile, being introduced to your brand, reading more content, following your account and directing themselves to your organization’s website.

User profile clicks are more than just an inevitable surface interaction, such as a polite favourite here and there; they represent a person who is actively getting to know your non-profit or association better through Twitter. Knowing which tweets lead to user profile clicks will help you discover which content is most engaging, which hashtags work best and will help give you a better overall sense of the your organizations ROI.