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You can only know if your club's web presence is meeting its aims if you measure its success on a regular basis
As mentioned on the main Governance page, measuring the success of your club's online presence is an important way to determine if it is meeting its web presence aims. Many clubs do not consider their web presence success at all. This task is best taken on by the person or group in charge of coordinating the club web presence. Pick a time period over which 'success' will be determined and then decide upon some measures that will indicate the level of success. Examples of time periods might be in season/ off season; winter/ summer, and so forth.
Measures
Many success measures are specific to particular Internet tools, so these are listed under those tools on their specific web pages in this guide. However, here are some common examples of measures used by clubs:
- Level of usage of the club website (as determined by the number of 'hits' or visits to the website).
- Amount of traffic on social media pages (the number of comments, 'likes', and so forth).
- Number of new members who join or enquire about joining the club as a result of the web presence.
- Level of informal feedback from members, supporters or sponsors on online content.
Action
An important part of measuring success is that it should result in decisions being made about the web presence. If the web presence is performing as it should then the decision might be to leave things as they are. If not, then a new strategy may be needed to help to achieve your club's aims. New online tools may become available to assist the club in achieving its aims.
Over time, your club's aims for its web presence might alter. For instance, you might decide to place a greater emphasis on attracting new members or supporting online interaction amongst members. Your web presence strategy should be altered to reflect this.
At any time your club can make shorter term decisions regarding its web presence. This might include altering your approach approach to how social media content is posted (perhaps on the basis of some inappropriate postings) or even altering how your website may look if a recent change was not viewed by members as an improvement.
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