Facebook ROI for Nonprofits
Many of you joined us for a webinar about the Return on Investment (ROI) of Facebook for Nonprofits. Thanks so much to all who attended and asked questions. Here are the slides of the presentation. Below you will find the questions we received along with our answers. If you have more questions, answers, comments, or anything to add, please do so in the comments section!
What is the Facebook pledge app? http://info.helpattack.com/2012/03/facebook-tabs-and-apps/
What does it mean when it says your post has been reached by a certain amount of people? I thought status posts are shown in everyone who “likes” you newsfeed.
Here is what Facebook has to say about the difference between impressions, reach, and likes.
“Impressions measure the number of times a post from your Page is displayed, whether the post is clicked on or not. People may see multiple impressions of the same post. For example, a fan might see a Page update in their news feed once, and then a second time if their friend shares it.
Reach measures the number of people who received impressions of a Page post. The reach number might be less than the impressions number since one person can see multiple impressions.”
Here is even more on reach, likes, etc.
What cost is involved in a HA! campaign? For every $100 captured by HA!, the nonprofit receives $91.75. HelpAttack! gets 4% for operational costs and FirstGiving gets 4.25% for credit card processing fees, etc. In terms of ROI, the average donation of a unique visitor to your HA! landing page is a $1.15. To raise $1,000, your HA! page needs to be seen an average of 870 times. It takes about 6 hours over 2 months to launch and run a successful HA! campaign.
Is Google+ the next big thing? Or not worth the time? Hangouts, Hangouts on Air, Circles, and SEO are the most interesting elements of Google+ for nonprofits. Here is a great piece by John Haydon that explains this in more detail.
What are the social media versions of “open rate” and “list size”?
In email marketing, “open rate” means how many people opened the email versus how many you sent it to (“list size”). In social media, your “list size” is your Facebook page’s total number of likes or the total number of people who viewed the post. What is important here is to be consistent. Whatever your organization chooses, stick with it.
photo credit: http://www.businessautomationtips.com/wp-content/uploads/2011/05/Facebook-ROI.png
Tags: facebook, return on investment, roi, social media