The Public Affairs Council (PAC) is hosting an event on May 12th (2:00pm – 3:00pm) on the important topic of convincing higher-ups that it is worth engaging in Social Media for public affairs.
They are featuring Manan Shah at Novo Nordisk and our good friend Sue Zoldak at Adfero Group.
PAC also has some great resources including their 2010 Social Media for Public Affairs Benchmarking Report available for purchase (actually, I am hoping they will send me a free copy because of this promo).
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Loading ...Eventbrite (a service we Beekeepers use regularly for managing our own events) recently made national news with the release of some of its internal numbers on the impact of tweets versus Facebook likes for generating ticket sales through the site. Mashable was quick to pick-up the story followed by NPR, CNN and numerous other news outlets and blogs.
It made us think – which organizations in the advocacy and non-profit space could have noteworthy numbers they wouldn’t mind sharing. Here is a quick list of some of the numbers we would love to see (if only they would be shared):
If you can think of more numbers you would like to see, please add a comment to this post with your suggestion.
If you happen to work at an organization that is willing to share some of your data (aggregates data only to protect member/client privacy) then please let us know and we would be happy to promote your efforts. Our industry craves this sort of benchmarked data and your openness will help brand you as an advocacy industry leader.
Currently rated 5.00 by 1 people Loading ...It is nerdy to admit, but I love benchmarking. I am also an ROI junkie – but I will leave that for a future post. I became obsessed with benchmarking data after almost every client I worked with would ask pretty much the same question: “ok, so you are saying our campaign was a success but how does it compare to the industry average?” At first I thought it was an inside joke all clients played on their consultants. They knew their consultants had a plethora of metrics reports (especially for their online campaigns), but did they really think we carried an almanac of ‘industry averages’ for each of these magic metric numbers?
Then I thought, oh, what they really want is a best guess based on my expertise running advocacy and online campaigns. Nope! That certainly was a helpful guide when hard numbers weren’t available, but clients really wanted to compare their stats up against either other similar campaigns, or some independent benchmarking authority. Not so difficult if there is Nielsen data available to measure your efforts, or if you’re running comparisons between the financial statements of publically listed companies. But how do you measure whether a client’s Facebook advocacy campaign generated more or less than the elusive ‘industry average’ for supporter contacts made to Capitol Hill targets?
While the above question may be difficult to answer with hard stats, the following is a useful list of some independent benchmarking report resources that may address some of the elements of your own campaigns:
One of my first sources for online advocacy campaign benchmarking has always been the annual M+R and NTEN eNonprofit Benchmarks Study benchmarking report. While it is not 100% independent, as it is produced in partnership with a PR firm, the report does a good job of remaining impartial.
Other useful benchmarking sources for the advocacy / non-profit industry include:
The following are benchmarking reports that have a more corporate focus:
I know there are a lot more out there that I have missed, so please send links to any other benchmarking reports you rely upon to measure the success of your campaigns.
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