Is Social Media Worth It?

28 02 2011

Nonprofits are noodling around with social media sites such as Facebook and Twitter . While trying it out, we’re thinking about next steps and determining if incorporating social communications tools into our everyday work is a productive route to take.

 Given the limited resources faced by most nonprofits (especially these days!), many of us are hesitant to make the leap. How can we determine whether the return on investment (ROI) for social media will ultimately pay off?

The funders and the board members and the directors all want proof of ROI before committing. If you’re working in a nonprofit and believe in the need to get into social media, here are a few calculations you can make to determine the ROI for your social media efforts. Some of the biggies are:

  • Staff time – most organizations don’t have the budget for a full-time social media manager, so determining how much time is required for Facebook and Twitter curating  is a good beginning.
  • Tools – even though social media is mostly free, the tools supporting it aren’t always. Make sure your computers and systems allow access to social media tools like Facebook.
  • Installation, set-up and monitoring – someone has to have the technical expertise to set up the various accounts and monitor them for glitches.

According to Beth Kanter, a key player in nonprofit and social media education, social media ROI is worth calculating and there are many viable considerations to make when putting together your program. 

Is social media for nonprofits ultimately worth it? We think it is for PKIDs, but the answer for your organization may be “it depends.”

To learn more about social media for your nonprofit or health department, don’t forget to register for PKIDs’ Communications Made Easy program  and also visit the archive, which is replete with many recorded webinars.


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