Hootsuite Analytics

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Hootsuite Analytics
Nonprofits that do social media marketing closely monitor the Twitter, Facebook, and Instagram feeds of their own and competing organizations, as well as those of key stakeholder organizations. It’s what social media experts call “listening” to their stakeholders, communities, and target audiences online. Listening helps nonprofits to know more about what their supporters need from them, and get clues about how to better shape their messaging—including their calls to action and “asks” for support. It also helps nonprofit to become more urgent and relevant to key supporters and potential supporters.
How do they ‘listen’ online? The most inexpensive and popular way is through social media, and a dashboard called Hootsuite. Hootsuite offers a free trial for a month, and Tweedeck, another platform, is completely free.
These social media marketing dashboards let you monitor your organization’s most critical social media feeds in one place, so you can review them and “listen” for insights, spot influencers, and learn information valuable to your marketing and communications efforts. On Hootsuite, you can create a dashboard showing multiple feeds, including one that spots only “mentions” of your organization or that tracks the feeds of your top supporters—or rivals.
In this assignment, you’re setting up a FREE Tweetdeck or Hootsuite “trial” account so you can create a simple dashboard to identify your nonprofit’s key influencers on Twitter and Facebook, and start “listening” to various social media feeds and/or hash-tagged “conversations” relevant to your cause and nonprofit. How might listening to social media content being shared by your community, your top volunteers and supporters—and your nonprofit’s rivals—to help you market better?
ASSIGNMENT: Please set up a free Hootsuite or Tweetdeck account, monitor at least 3 to 5 social feeds, track mentions by keywords or hash-tagged conversations, and upload a screenshot of your Hootsuite dashboard once it’s been up for a week.
Prepare a 1-page overview of what you’re learning from monitoring these feeds. Who’s mentioning your nonprofit most often online, and why? Who are the most influential people tweeting and commenting? How are your rivals using these platforms to communicate on these platforms? Based on what you’re reading, who is your nonprofit’s top influencer on Facebook and Instagram—and what are they saying about you and your cause? Based on your “listening” in this way, what kinds of ideas are you getting for the kind of content your organization could/should be sharing on social platforms?

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