Performance Measures and Ministry

How do you measure the effectiveness of your ministry’s social media efforts? How can you know if your efforts are being successful?  What is your ROI – return on investment?

Social media is all about using blogs, videos, podcasts, Facebook, and Twitter to connect with people, create content, and engage with others online. But how do you put numeric values on human interactions and conversations?

First, you have to pick the hard data points or metrics that will best help you track your objectives. Objectives might include:

  • Increasing website/ blog traffic
  • Improving the search engine ranking of your ministry’s blog or website
  • Supporting members/ users
  • Increasing church/ Bible study attendance
  • Sharing the Gospel
  • Increasing online donations
  • Increasing social media mentions of your ministry

Next, you have to select the best tools, such as Google Alerts or Google Analytics, that allow you to track your metrics through specific keywords, topics, or phrases to measure your social media impact. Metrics might include the number of:

  • Page views
  • Unique visitors
  • New members after 30/60/90 days
  • Posts of podcasts, videos, blog articles
  • Comments
  • Link backs/track backs
  • Social media mentions/week/month/year
  • New groups established (networks/forums)/month
  • New Facebook friends/fans per day/week/month
  • Support issues resolved
  • Church/ Bible study attendance

Finally, you have to harvest the significant insights from your hard data and qualitative data to improve your social media strategy, as well as your ministry’s overall effectiveness.

It is important to look at trend movements and changes overtime, not just static numbers. Definitely, examine more than just a single metric. Evaluate your strategy performance from multiple dimensions to get a more global view of how you are doing!

BTW, you can pickup very interesting points on web metrics at the Google Analytics Blog.

How are you using performance metrics to improve your ministry’s effectiveness?

(Many thanks to Beth Kanter, and Rachel Happe for contributing some of the information cited in this post.)

Until next time, remember, you can do all things thru Christ Jesus!

God Bless,

Kenneth Lillard

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Filed under blog, christian, Faith Based Media, marketing, ministry tools, networking, podcast, search engine marketing (SEM), social media

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