In honor of Edgar Allen Poe month on NHPR and Halloween:
The Return
by Danielle Brigida, National Wildlife Federation
Once upon
a non-profit theory, measurement was weak and weary,
Over many
a quaint and curious meetings with little to account for,
While I
nodded, nearly napping, an idea for a strategy came a tapping,
What if
measurement could include social interactions and what they stand for?
I shall
investigate - I muttered - to know what ROI could account for
Instantly
I knew, this was something I must explore
Ah,
distinctly I remember, I wanted the opinion of a member,
Because
it is each separate inspiring member, That I do wildlife justice for
So I
tweeted, questions and links, to see what each member thinks
But from
my stats surcease of sorrow, I realized - some things you can’t keep score
Aside
from rare and radiant traffic spikes, there was nothing traditional to record
I thought
this it is, and nothing more.
It was
our executive VP who had unfounded belief in me,
Thrilled
me filled me with fantastic insight I’d never known before;
So that
now, to still the ADD of my moving mind, she stood repeating
"Remember
at NWF it's revenue, reach and engagement that we push for
Keep this
is mind for what you measure - for this is all I will implore
Only this
and nothing more.
Suddenly,
my soul grew stronger; hesitating then no longer,
You sure?
said I, for Madam, truly it's a return hard to account for
But the
fact was I kept tracking, never loafing, never slacking
And so
slightly traffic came tapping, tapping on my website door,
I used
listening to confirm I saw it - then I recorded to be sure
Not just
linkbacks here but something more.
Deep into
the analytics peering, long I stood there wondering, fearing
Listening,
and dreaming dreams no marketer ever dared to dream before
Instead
of traditional ROI abounding, I saw something even more astounding
And the
only thing I could think was How can I measure engagement more?
This I
whispered, and an echo murmured back the word "explore"
Merely
this and nothing more.
Back into
my cubicle turning, all the questions within me burning,
Soon
again I started tweeting more strategically than before.
'Surely,'
said I, 'surely there's a chance for program assistance;
Let me
see then, a potential instance, and this mystery explore -
Let my
mind be still a moment and this mystery explore; -
'Tis a
test and nothing more!'
Wildlife
watch - an idea release, it holds the key engagement piece,
For
people who spot all from crickets to geese, can use twitter to tweet
With NWF
as the hash tag; Wildlife sightings perhaps would not lag; (for all to brag?)
Updates
made by phones to twitter, are searched more easily than before -
Searched
using Twitter Search with no URL to look for -
Perhaps
with this we will engage more.
With the
wildlife we're compiling, We could keep the scientists smiling,
And lose
the grave and stern decorum that was our storytelling before,
'Though
tweets are short and fitted,' I said, we'll increase the total submitted
Ghastly
grim and empty forums we'll be faced with nevermore!
Tell me
what thy wildlife name is on the twitter feed-but be sure!
Share the
findings, 'forever more.'
Then,
methought, the air grew denser, social media had no censor
There
were still those unbelieving, even worse were those misperceiving
That
Twitter was the answer to all their programs' problems evermore.
`At
last,' they cried, `thy God hath lent thee -- social media -- the angel -- sent
thee
Traffic,
comments, tweets and other means of engagement to record.
Yet it is
important to remember, that goals determine the ROI accounted for
Forget
this, `Nevermore.'
So there
I was, sitting lonely needing support, but thinking only,
For
Social media change we needed to move past communication days of yore
A little
birdy told the web team "We should use a twitter stream"
And the
idea, instead of dying was kept alive and continued flying
Till I
found myself crying `Wow this is much easier than before -
With
Twitter, Facebook, Digg and Stumbleupon gone are the days forgotten lore.
Doubting
social media, `Nevermore.'
Though I
feel the time spent disputing could be better spent recruiting
On the
social sites that are intuitively fantastic for good rapport
It is my
job to continue thinking how to keep goals and return from sinking
But
trying to pinpoint every intangible value is simply uncalled for
Though I
love data, traditional numbers are so far from social media at it's core
It's the
relationships I adore
As for
complete measurement, we're still waiting, we're still waiting
And
anxiously anticipating metrics that assign value even more;
And my
hopes have all the seeming of a marketer still dreaming,
That my
efforts not in vain, will yield intangibles and metrics all the same
And that
all the hours invested carefully will open future media doors
This I
hope and so much more.
(With apologies to Edgar Allen Poe.)
Links:
Wildlife
Watch: http://www.nwf.org/wildlifewatch/
Wildlife
Watch Twitter:http://www.nwf.org/wildlifewatch/Twitter.aspx
My
twitter feed: http://www.twitter.com/starfocus
NWF's
Twitter feed: http://www.twitter.com/nwf
NWF's
Staff on Twitter: http://blogs.nwf.org/arctic_promise/2009/01/nwfs-staff-on-twitter.html
Hashtags:
http://www.hashtags.org "search #nwf"
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