Nonprofits know they should be paying attention to social media metrics but it can be difficult though to know what is most important. Social media data overload can lead to inaction. This list can help Some nonprofits might find this precise list or order does not fit them or one particular social media platform perfectly. However, this list offers a guide that no matter the platform or nonprofit, it will help you think through and prioritize your nonprofit’s social media tracking to take action and improve.

1. MOST IMPORTANT
SOCIAL MEDIA
METRICS
2
4
6
8
10
THE 9
FOR NONPROFITS

2. N O N P R O F I T S K N O W
T H E Y S H O U L D B E
P A Y I N G A T T E N T I O N T O
S O C I A L M E D I A D A T A

3. M A N Y D O N ’ T T H O U G H , A T
L E A S T N O T I N A N O R G A N I Z E D ,
C O N S I S T E N T W A Y .
T H I S L I S T
C A N H E L P

4. U S E T H I S L I S T T O T H I N K
T H R O U G H A N D P R I O R I T I Z E
Y O U R N O N P R O F I T ’ S S O C I A L
M E D I A T R A C K I N G , T A K E
A C T I O N A N D I M P R O V E .

5. I M P R E S S I O N S
A N D V I E W S
Not all impressions are
created equal.
Don't give impressions too
much weight, but tracking this
metric can ensure your posts
are actually reaching people.
09

6. B A S I C P O S T
I N T E R A C T I O N S
Post expansions, favorites and
likes are good signs.
However, when people don’t
click or share your content, it
might mean something isn’t
hitting them hard enough.
08

7. 07
F O L L O W E R S
A N D
S U B S C R I B E R S
This can be great social proof.
However, if most of your
followers don’t interact with
your posts, or more
importantly your nonprofit
outside of social media, then
your follower count actually
does not mean much.

8. 06 S H A R E S
You don’t want passive
followers. You want people
who take action – and sharing
is an easy, but powerful one
to take.
Create shareable content to
have a multiplier effect.

9. AGE AT KLS ONSET
05
D R I V I N G G O O D
W E B S I T E
T R A F F I C
Make sure that when you share a
link, people are going to your
nonprofit's website and spending
some time there.

10. S U R V E Y
R E S P O N S E S
Every once in a while, you
should conduct a survey to see
if your social media is actually
working and how to improve it.
Get qualitative feedback to
help validate your opinions
about the quantitative
feedback.
04

11. T H O U G H T F U L
C O M M E N T S
A N D R E V I E W S
Liking or sharing is as easy as
clicking a button.
Inspiring thoughtful
comments is a high-value
interaction. Pay attention and
respond.
03

12. E M A I L
S I G N - U P S
You don't control social
media platforms. But you do
control your email list.
Getting an email thanks to
social media is very valuable.
02

13. T H E M O S T
I M P O R T A N T S O C I A L
M E D I A M E T R I C
F O R N O N P R O F I T S
D R U M R O L L P L E A S E

14. H I G H - V A L U E
C O N V E R S I O N S
While people won't be
mailing your nonprofit wads
of cash, social media can
drive more people to your
events, new volunteers,
members and yes donors.
Optimize around the most
important actions
people can take thanks
to social media.
01

15. O K , T H A T ' S A L O T O F D A T A .
W H E R E D O W E S T A R T ?
Start a shared document tracking a few easily
tracked metrics such as impressions, shares and
clicks from all your social media platforms.
Make sure you are also tracking conversions.
Add the data weekly and build it out over time.

16. D O N ' T F O R G E T T O T A K E A C T I O N .
D A T A M E A N S N O T H I N G I F Y O U
D O N ' T D O A N Y T H I N G W I T H I T .

17. A N D S P E A K I N G
O F S O C I A L
M E D I A M E T R I C S

18. S H O W U S Y O U W A N T
M O R E S L I D E S H O W S
We're not expecting wads of cash, but please
visit our website, or better yet sign up for our
awesome newsletter.

19. T R E E R O O T S N O N P R O F I T S . C O M /
N E W S L E T T E R
T H E N E W S L E T T E R F O R
S U S T A I N A B L Y G R O W N
N O N P R O F I T S
Advice, tools and, yes, slideshows to help your
nonprofit grow delivered straight to your inbox.
We might be shameless, but we practice what
we preach.
Click here

20. T R E E R O O T S N O N P R O F I T S . C O M
T H A N K Y O U
For the positive impact your nonprofit makes.
We hope with actionable data, social media
can help you multiply that impact.