Non-profit organizations never have enough money and getting resources is a constant struggle. That is why it is so important to be able to justify why you are spending money or man-power on social media, be it to achieve behavioural change or for fundraising.
This presentation from last week’s “Social Media and Resilience Workshop” explains some of the basics behind key social media metrics and shows a few tools that can help you get meaningful information from the data.
Update: For step-by-step instructions how to activate the out-of the box analytics on Twitter that I have mentioned in the presentation, check out this blog post. You do not need a credit card!
You can find all presentations from the workshop plus a lot of additional information on the Social Media and Resilience Storify.