How nonprofits make sense of social-media ROI

Measuring return on investment from a social-media program causes headaches for marketers in the private sector and the nonprofit world, but the key is to be clear about what exactly your goals are, says Oliver Blanchard. Nonprofit groups should take an inverted-pyramid approach to determining their social-media strategy, he argues. Start by figuring out your nonfinancial goals, then design out a social-media strategy that can financially support your organization’s mission, and focus on the appropriate metrics for measuring success.  SmartBrief/SmartBlog on Social Media


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