NPOs: Measuring social media performance

As a non-profit organisation (NPO), social media proves to be an extremely useful tool to spur action and engage with your stakeholders. But with so many options out there, how do you know what data is most critical to evaluate your social media strategies?

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Most organisations often focus on the most salient, such as the number of followers and comments. While these could be indicative, perhaps you should think twice whether you are utilising the right data for your organisation. There might be more specific data that you should be evaluating to get a more accurate measure of your campaign’s success.  

According to Lipschultz (2014), social media measurement is conceptualized around:  

  • Awareness
  • Engagement
  • Persuasion
  • Conversion
  • Retention  

Based on these 5 factors, we fine-tuned 3 key points NPOs can take note of when using social media metrics:

1.  Conversions.

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Image 2: Earth Hour’s website has call-to-action buttons that can be tracked and monitored for conversion rates.

For NPOs, conversion is king. Are you interested in getting pledges, donor sign-ups or donations? Keep track of what is most important that keeps your campaign running. A conversion occurs when one of these goals is met through via an online channel.

 2. Leverage free analytics.

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Make use of Google Analytics, Facebook Insights and other free social media metrics available online such as Hootsuite and Buffer. Twitter also recently introduced the ability to view impressions and analytics of your tweets on mobile.


3. Engagement.

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It is important to find out whether you are speaking to the right audience and whether they are listening or engaging with you. The Average Engagement Rate (Chitwood, 2013) contrasts your post’s engagement with your followers and therefore, see the correlation between your posts and your followers.

So take note of these points as you try to make sense of all that social media data and steer your organisation in the right direction!



Chitwood, L. (2013). 5 Social Media Metrics that your Business Should Track. Retrieved September 20, 2016, from

Lipschultz, J. H. (2014). Social media communication: Concepts, practices, data, law and ethics. New York: Routledge.

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