Everyday your nonprofit is busy posting stories to your Facebook page in the hopes of reaching and engaging more of your supporters. The trouble is how do you place real value on this effort? Is your Facebook page becoming more valuable with time, or staying the same?
In short how much is any one of your Facebook posts really worth to your nonprofit?
One fairly easy way to calculate this value is by looking at the “earned media valuation” of your post based on how many people engaged with it. This is an approximation of the monetary value of your Facebook posts. In other words, if you had paid to get the same results, roughly how much would you have spent? You can think about this as money saved in a way.
Now this doesn’t directly tie to outcomes like donations, but it’s a simply way to approximate what the return on your Facebook efforts are at a high level. And use this to report to your board or ED the impact and value of Facebook.
To calculate an “earned media valuation” first determine what a fair value is for each different type of interaction, based on the goals of your organization. Based on a large amount of data on nonprofit Facebook ad spend we have at ActionSprout here are some baselines we see for nonprofits:
- Reactions = $0.25 each
- Comments = $1 each
- Shares = $2 each
- Link Clicks = $1 each
- Video views = $0.50 each
Then take the interactions for each post and multiply them by these numbers to give you a total $ value based on how many people were engaged in different ways.
Let’s look an an example from one of our recent posts. It had 215 reactions, 4 comments, 48 shares and 259 link clicks. So we would value this post at $158 in earned media value.
Now did this post generate $158 in revenue for us, not directly. But had we paid for this reach and engagement we likely would have spent $158 or more to interact with this many people.
So how can you do this for your nonprofits Facebook page? We just added this capability to the Timeline section inside the ActionSprout app, simply click on the more area at the top of any post and select the ROI tab to see a calculated earned media value using the default values.