With billions of global users, the successful utilization of social media platforms is becoming an essential task for the nonprofit sector. Organizations that successfully implement strategic social media campaigns experience significant improvements to their organizational capacity. Navigating the implementation of a social media campaign is a challenging process, specifically, maximizing and measuring return on investment. This comprehensive literature review was conducted to gain deeper understanding of the challenges associated with maximizing and measuring return on investment in social media campaigns and to identify emerging best practices for addressing these issues. Existing literature from multiple fields including marketing, business, communications, and nonprofit management was analyzed to develop a step-by-step guide for nonprofit organizations to successfully implement and evaluate strategic social media utilization. This literature review indicates that there is consensus among authors regarding the specific practices necessary to maximize benefits from investing in social media campaigns. While the body of research specific to nonprofit organizations measuring return on investment in social media is relatively small, promising models and tools are emerging for nonprofits to quantify and interpret the results of their investments in meaningful ways.
"Nonprofit Organizations and the Utilization of Social Media: Maximizing and Measuring Return of Investment,"
SPNHA Review: Vol. 12
, Article 4.
Available at: http://scholarworks.gvsu.edu/spnhareview/vol12/iss1/4