There are no shortage of data points in social media analytics. What should your nonprofit actually be paying attention to? According to Marcos, the best things to focus on aren't so much the baseline numbers of followers and fans, but instead the trends. 

Ask yourself what's your rate of growth? Is it better than last month? The same time last year?

The type of information this analysis can give you includes information about what time of day your updates to Facebook and Twitter are most effective. 

What times work? For Facebook Saturday morning is a great time! For both Twitter and Facebook, avoid 1 pm -- people are just getting back to work. Marcos recommends the Blogger Dan Zarrella for more tips on timing.