Over the next several days, I’m posting cartoons I drew for Measuring the Networked Nonprofit: Using Data to Change the World, by Beth Kanter and Katie Delahaye Paine. I blogged about the book a while ago on Social Signal, explaining why I love it and why I think you should go buy a copy right now.
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Chapter 10 takes you into advanced measurement, starting with how you measure relationships. Relationships are at the heart of social media; they’re the nucleus around which all else revolves. You can’t make the piñata of change without the papier maché of relationships – and yes, that metaphor is available for re-use under a Creative Commons license. You’re welcome.
But how do you measure relationships, and the value they offer? The book points to the surprisingly straightforward approach pioneered by professors James and Larissa Grunig, and how organizations can apply it to their own relationships. And as for value…
“Make a friend before you need one,” my communications mentor Dennis McGann used to tell me, and two anecdotes from the book bear his wisdom out: one, the online conversation that ensued after the accidental death of a SeaWorld trainer, and two, the way the American Red Cross was able to turn a Twitter misfire into a fundraising opportunity.
The latter incident saw a staffer tweet about getting drunk on Dogfish Head’s Midas Touch beer. Normally, that would be fine, except the employee used the official Red Cross account, which usually uses hashtags like #hurricane or #relief, and not – let me just check the spelling – #gettngslizzerd.
The organization responded swiftly, deleting the tweet but also explaining it wittily. Dogfish Head, meanwhile, encouraged its followers to donate to the Red Cross. They raised nearly $10,000, briefly crashing the Red Cross server and helping #gettngslizzerd to trend on Twitter.
The lesson is clear: when life gives you lemons, make beer.