1. Get to Know Your Audience
Want to know what makes your online audience tick? Then check out Simply Measured. In particular, their free reports give you your social audience's pulse on Twitter, Facebook, YouTube, Google+ and other platforms. There's a gold mine of intelligence presented in their eight to 10 insightful, colorful analysis tools. Learn who your followers are, what issues they care about, which posts are firing up your base and what types of content are gaining steam and going viral.
2. Make Your Website Shine
How can you make your web footprint work for you and complement your social strategy? Nonprofits get free access to Google Analytics, a robust tool that tracks what turns your audience on or off when they land on your site. This tool highlights the behaviors that are most important to understand, including where your audience came from, what content they looked at, how long they stuck around, where you lost them and to what extent your base engaged with your content.
3. Monitor Social Conversations
Discover a social treasure of other cause-driven folks like you, connect with like-minded professionals, share content and track followers by analyzing your nonprofit's social media presence. Keep an eye on all your social conversations, wherever they take place, with Sprout Social (think HootSuite on steroids). Nonprofits can save 50 percent on this low-cost tool, which gives you the ability to engage with your base, strategically search for better followers, identify posts that get superb traction and, of course, schedule your posts in advance. (Note: Pre-scheduling posts should only be used for Twitter and LinkedIn posts, but Facebook de-prioritizes posts scheduled via third parties, so that's a no-no. Thankfully, you can now pre-schedule posts on Facebook itself.)
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