Having been working with student organizations for the past few years, I can say running them is very similar to operating a small business - trying to achieve maximum results with very limited resources. Therefore efficiency in managing both financial and human capital is key to organizational growth and member engagement (monetization for businesses). You may already be using Twitter and Facebook, following is a list of online resources that my organizations currently employ that you can add on to them for additional benefits. they range from project management to social media metrics.
STOP! Before employing them, take a moment to reflect and think about the end goal you would like to achieve. Be it awareness, engagement or monetization, it is important to know your goals and resources you are willing to investment before jumping into tools.
Flavors.me (http://flavors.me/)- With nearly every business jumping on the web and social web bandwagon, the first place they typically look to own in the digital space is a website. Without proper training, or not having adequate time or budget, it is often difficult to own a digital landmark that will achieve the results you want (again, going back to goals). If you like simplicity (Hey, it’s the trend anyways), and being able to connect all your social media practices together, Flavour.me is for you. The basic version is free with a simple customizable homepage and on page connections to services such as Twitter, Tumblr, Facebook etc. A paid version that allows for a contact page and your own domain name, all coming together to cost you approximately 30 dollars a year. (20 dollars USD annual upgrade fee for Flavour.me and approximately 10 dollars CND for your web domain). The content you can populate this page will have to come from your social media practices, but this can save you a lot of time in the long wrong and offer a whole lot to engage your customers or members.
Basecamp (http://basecamphq.com/signup) - at the basic $24 dollars/month for 15 projects or free for a single project, Basecamp is ideal for small businesses and Student organization to manage collaboration and work deadlines for all employees. Basecamp offers a message board to relevant and timely updates, a milestone calendar, a to do list, a write board to share ideas, and a file sharing system (paid accounts only). 37 Signals, the create of Basecamp also offers a wide variety of collaboration tools for businesses.
Mailchimp (http://www.mailchimp.com/) - Perhaps one of the most amazing tools that I have came by for E-mail marketing. The free version allows for 1000 email subscribers and 6000 emails to be sent out monthly, and payment plans based on monthly or per-per-use. Mailchimp is simply the chimp that everyone can love. Within the website, you can upload your existing member database, create e-mail templates and begin and track e-mail campaigns with few simple clicks, giving the user full control of their campaign. Best of all it offers simple A/B split campaign to let you customize your e-mail program for maximum effectiveness.
Online Metrics can be broken down into Macro and Micro level, where Macro measures your status of your business goals across the web and Micro measuring the status of your business within one tool.
Google Analytics (http://www.google.com/analytics/) - Google Analytics measures and tracks the progress of your website, displaying relevant and comparable data that you can tie into your Search Engine Marketing (SEM), E-mail marketing and display ad campaigns. Again it is important to know what it is you are trying to measure before jumping into it.
Social Mention (http://www.socialmention.com/) - If you are engaged in your digital marketing, social mention is a good way to see if your business is generating positive or negative buzz online. Employ this tool to not only measure your business but your competitors’ as well.
Klout (http://klout.com/) - While Facebook does a good job letting you know how well your group is doing, Klout is able to measure your progress over Twitter and Facebook to let you know how influential you or your business can be. The free service produces a Klout score for your business and an easy to interpret classification to let you know if you on your way to your goal.
Digital Marketing Fanboy