5 digital personas your communications must engage

You’ve seen the advice to develop ‘personas’ for segments of your audience. Maybe you’ve tried to work up some personas for your non-profit. If you found the process difficult and the results sketchy, consider these five personas. Right now, they’re looking at your website and social media feeds and wondering whether – and how – they should engage with you. Continue reading

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Evaluating social media reach: two pitfalls to avoid

The data you use to evaluate your organisation’s social media strategies are important: they are the lens through which you view the success or failure of different strategies. So it’s important the measures you use are accurate, reliable and fit for purpose.

There are two pitfalls in particular that you need to avoid when measuring social media reach over time. To illustrate these pitfalls, consider the following example for an imaginary organisation wanting to evaluate the impact of a new social media strategy on its Facebook reach.

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