Establishing a social media marketing plan requires heaps of work. Of course you want to know how much you’re getting out of all the hard work you’re putting into one. But the trouble with boiling down ROI on a social marketing effort is, “… you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable.”

This is according to a helpful post from Jason Falls, who writes for Social Media Explorer. He says every session on measuring ROI in social media is a waste of time. That seems extreme to me – it’s only a waste if your “return” is monetary – but I understand his point. Embarking on a social media plan is more about getting out there and joining in the conversation than converting sales.

But it makes sense for churches, synagogues and non-profits, where the goal is to join in the conversation. The point is to figure out how you’re going to quantify your social effort.

Writing a standout profile on LinkedIn is s a little like writing a resume. There are sure-fire mistakes you can make, but a really good one is harder to define.

I was talking about what makes a good profile with an author of a book on job hunting and social media (McGraw-Hill is publishing it in October, and I’m featured in it, so stay tuned for an update). The perfect profile is one that meets your goals. If you’re a new organization, does it inform and connect people back to your website? If you’re looking to make sales or raise funds, does it connect you to hundreds of people so you can extend your reach?

First think about what why you want to have a LinkedIn profile, and then think about the most useful things to include on it.

As for the mistakes, here are three that top my list:

• Weird or blurry pictures. LinkedIn pesters you to upload a picture, but don’t give in if you don’t have anything good to upload. Something that’s blurry or shows you looking anything but crisp and professional is a no-no. Employees and clients check out this page, so be aware of that. Opt for nothing over something odd.
• Poor punctuation. You wouldn’t add a bunch of open brackets or incorrectly spaced hyphens in your resume. Why would you on your profile? It may be in answer to an effort to cram in more information – or for some other reason I can’t imagine – but some people are too sloppy/creative with their postings. Make it clean.
• Skimpy information. You don’t have to divulge everything about your personal life on LinkedIn (nor should you), but put something meaty on there. Don’t do it just to do it. Nothing at all is better than a half-written profile.

See my profile on LinkedIn.

People frequently ask me why it’s worth it to start some kind of social media program, such as beginning a blog, setting up a Twitter account or establishing a Facebook group. I can go through case study after case study to show why it can offer a good ROI, but I came across this useful analogy on the WebWorkerDaily blog yesterday:

You would never leave a business meeting, lunch, coffee, etc., without exchanging business cards with the other party, would you? Even if it’s a sales call that wasn’t particularly promising, you leave the card, and hope your name comes to mind when they need something down the road.

At the very least, having a social media presence makes you available. Why not show up where people are looking?

[UPDATE: It's ready! Pick up your copy here http://talance.com/social-media-report-2009.]

If your nonprofit isn’t using social media yet, it’s time to think about it! A new report from Talance due February 2009 explores how non-profits in Massachusetts are using social media – or if they’re using it at all. Sign up for notification.

The report is based on a benchmarking survey conducted in November 2008 among Massachusetts non-profits and covers:

• Social media adoption rates
• The importance of social media for non-profits on fund-raising, marketing and community-building
• How people are learning about social media
• Future trends in social media

A few early results reveal:

• While more than half of respondents are familiar with blogs, the majority are only vaguely familiar with microblogging sites such as Twitter
• 65% of respondents either are currently using or plan to use blogs
• Only 20% consider social media unimportant to donor engagement

Free Findings

Anyone can request a free executive summary of the survey results when they become available in February. You can also order the complete text, including charts and graphics. Sign up to receive notification of publication so you can reserve your copy.

This report will be updated on a regular basis. We are conscious that things are changing incredibly quickly in this industry. If you feel there are other questions or information that should be included, please contact us.

The world of social media moves so fast that it’s easy to be confused by what’s new. A good way to keep track of innovations and what’s working is by hitting a local conference.

This list from the Socialmedia.biz blog is a handy resource for yearly conference planning.

If you’re at a congregation and are having a lazy Friday like I am, take about three minutes and fill out this survey from our good friends at the Center for Congregations in Indiana. They’re doing important research into how congregations are using social media. Can’t wait to see the results, especially since Talance just wrapped up a similar survey among nonprofits in Massachusetts.

A quick post today that should help you understand why you should care about what Generation Y cares about, in particular when it comes to your website.

First, definitions. Here are the four main generations we’re sharing the US with, as defined by the book Generations by William Strauss and Neil Howe:

• Silent Generation (born between 1925–1942)
• Baby Boomer (born between 1943–1960)
• Generation X (born between 1961–1981)
• Generation Y (born between 1982–2001)

And here’s how they number, in millions:

Do you see that big bar on the right? That’s Generation Y. They’re huge, and they’re addicted to social media. One very persuasive reason you should reconsider your website strategy.

If you’re wondering where you rank in regards to social media compared with others, participate in our survey and you’ll receive a copy of the report when it comes out early next year.

Just off the chute of the Massachusetts Nonprofit Network conference in Boston – great networking with some of the charitable organizations in the area. A few quick tech takeaways:

• No one knows the term “microblogging,” but they’ve heard of Twitter. (Hint, Twitter is a microblogging app. Same with Plurk. Follow me.)
• Few organizations are happy with their website as it stands.
• Everyone’s interested in social media but have no idea where to begin learning about it (Hint: if you’re a Massachusetts congregation, here’s your chance.)
• The older generations are in a totally different place when it comes to being online than the younger generations, but at least they know it.

As you know, we’re sponsoring a benchmarking survey of how nonprofits are using social media. That made me think about how many questions float my way about social media optimization, although people rarely phrase their questions in that way.

Search Engine Guide has a great primer on SMO, which I recommend reading. It’ll give you an idea of how you can expand your network through social media.

I’m not alone in telling you how social media can help your nonprofit because the tools are free, powerful and help build community. According to a survey released this September, 60 percent of Americans use social media, and of those, 59 percent interact with companies on social media websites. One in four interacts more than once per week.

That’s why Talance is launching the Massachusetts Nonprofit Social Media Survey, whose objective is gauge how Massachusetts nonprofits are using social media and how.

The results will help delineate where nonprofits fall in social media adoption rates, how that varies (for example by the size of the org), and what kind of benefits they’re receiving from their efforts. Our findings will provide solid practical value for nonprofits that want to benchmark their own practices.

The survey will be open until Nov. 21, 2008, and we are seeking one response per organization.

This survey is more useful the more people who respond, so please take a few minutes to share your experiences – it’s short.

Anyone can receive a free executive summary of the survey results when they become available this winter. Every organization that submits a completed survey will receive a complimentary copy of the full survey report, available in February. We’ll all learn a little more about nonprofits are adopting this technology.

Take the survey!