Case Study: Metrics Make the World Go ’Round: How One Nonprofit Measures the Impact of Its Social Media Marketing

Company: EarthShare Agency: Virilion, Inc. Timeframe: Dec 2008-April 2009 When your PR efforts create a measurable impact on your organization’s goals, you will be at the head of the line for budget and staff. If you can’t measure your contributions to the organization’s goals, then you are at risk of being thought of as “one those communications people we have to keep around” by senior management. Accordingly, there are a number of “social media experts” who would tell you that you should measure your social media efforts by the numbers of friends you garner, or by the number of times people interact with your brand on social media sites, but these metrics won’t save your job or increase your budget. Rather, you must understand how to set up and examine your online PR and marketing activities for effectiveness, and how to use that information to request more resources in the next budget cycle for efforts that are lagging—two lessons the executives at EarthShare (a nonprofit that manages workplace giving campaigns for national environmental charities) learned when they partnered with Virilion to measure the effectiveness of their online PR and marketing efforts.

Subscribe Now  |  Login

Comments Off

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.