Without looking at metrics, there is no way to tell if a marketing campaign is working. As a marketer, uncovering which metrics correlate with your overall business goals will help you tell a complete story to your clients or stakeholders. But before you can measure your social ROI, you need find out which social metrics matter.
This week at #SproutChat, Sprout All Star and Director of Digital at Atomic Revenue, Steph Nissen, provided tips on pinpointing the most valuable data and presenting it in a way that impacts.
Different Metrics for Different Platforms
Marketers know that different social platforms are used to achieve different goals. However, cumulatively tracking engagement across channels can be an easy way to gauge overall performance.
A1 For me (read: all of us) metrics that matter are tied to your goals. Your platform selections will be based on that as well. #sproutchat
— Steph Nissen (@stephnissen_) April 26, 2017
@SproutSocial A1. My top categories of metrics are (in no particular order): (1) Engagement-based, (2) Audience-based, and (3) Brand advocacy. #SproutChat
— Ben Donkor ⚡️ (@FR314) April 26, 2017
A1 I favor qualitative over quantitative. Sure, you need to know/track growth, but the weeds/sentiment can tell you many gems #sproutchat
— Jennifer L Kirk ✈️🍴 (@The_Jenius) April 26, 2017
A1. I rely on engagement has my main social metric, and conversions as well #sproutchat
— Robert Jones Jr. (@rjmajorjr) April 26, 2017
A1) I look at reach and engagement for most channels, and Google Analytics to determine overall traffic #sproutchat
— Gordon D (@gordondym) April 26, 2017
A1) It varies on the campaign, but for the most part we go with engagement #sproutchat
— Alejandra Guillen (@AlejandraGui123) April 26, 2017
@SproutSocial A1: This depends on the platform, but engagement, traffic, and followers are priorities. #SproutChat
— Alexia P. Bullard (@ap_bullard) April 26, 2017
Create Metrics Based on Specific Business Goals
When setting up metrics for a new campaign or client take a step back and examine the larger business goals and objectives. Take an audit of how the client’s social platforms are are performing and what content is resonating most. Use this information to determine your campaign benchmarks.
A2: ROI is what we and our clients want from running campaigns so the metrics tied to that return are most important. #SproutChat
— Steph Nissen (@stephnissen_) April 26, 2017
@SproutSocial A2: Engagement is a big one, because that dictates what type of content the target audience is most interested in. #SproutChat
— Alexia P. Bullard (@ap_bullard) April 26, 2017
We usually carry out an audit covering the key numbers, but we’ll also look at how content has been written previously 1/2 #SproutChat
— Luke Taylor (@LukeTaaylor) April 26, 2017
A2: You have to look at the three C's (clicks, click-throughs, and conversion). That's an easy way to gauge success. #sproutchat
— Sam Boyd (@PaperBoyd) April 26, 2017
A2: Click-through rate and conversion rate are always key to measure. #SproutChat
— Express Writers (@ExpWriters) April 26, 2017
@SproutSocial A2: When doing Facebook campaigns I look at the CTR. This tells me if my ad is effective or not sticking with my audience. #SproutChat
— Shannon Willis (@etakappadiamond) April 26, 2017
Track Metrics to Inform Strategy
Utilize metrics to their fullest extent by looking at where there are opportunities to fine tune and optimize your social strategy. Sprout offers a robust suite of social media analytics tools to help you measure your efforts and get you closer to reaching your business goals.
A3: Data is king. The numbers are either positive or negative. If the metrics go up, then I’m happy! #SproutChat
— Steph Nissen (@stephnissen_) April 26, 2017
A3: The metrics also tell us more than just if the campaign is working though, it tells us about our audience. #SproutChat
— Steph Nissen (@stephnissen_) April 26, 2017
A3: when you see changes in conversion and getting closer to your business goal #SproutChat
— Rose (@tingtingrose) April 26, 2017
A3. If you are meeting your goals, then you're on the right track. If not, step back and see what's wrong #sproutchat
— Robert Jones Jr. (@rjmajorjr) April 26, 2017
A3. Also PLEASE make sure you're actually looking at and tracking your goal metrics. Metrics in a vacuum mean nothing. #SproutChat
— Reva Minkoff (@revaminkoff) April 26, 2017
A3) We need something to measure against before determining if the metrics are worth it, so setting goals before hand is key 🔑 #sproutchat
— Alejandra Guillen (@AlejandraGui123) April 26, 2017
Create Social Goals That Can Be Tied Back to ROI
Social goals should be tied to specific business goals such as sales, traffic or brand awareness. Create campaign brief that provides a clear understanding of what you are using social to accomplish and what success for your campaign looks like.
A5: Your social media marketing efforts have to support your goals. It’s just one tool in your tool belt. #SproutChat
— Steph Nissen (@stephnissen_) April 26, 2017
A5: ROI goes back to goals. Is social media adding revenue? Setting you up as a thought leader? Changing sentiment? #SproutChat
— Steph Nissen (@stephnissen_) April 26, 2017
A5: ROI likely can't be calculated unless you set up the infrastructure at the start. Can't be an afterthought. #SproutChat
— Dr. Liz Gross (@lizgross144) April 26, 2017
@SproutSocial A5: You want to ensure that the goals you are setting are specific, measurable, attainable, relevant, and timely. #SproutChat
— Carina Sherman (@CarinaSherman) April 26, 2017
@SproutSocial A5. Primarily growth & engagement w/ team performance & revenue through brands wanting to activate digitally & reach our fans #SproutChat
— Geoffrey Blosat (@GeoffTBlosat) April 26, 2017
@SproutSocial Q5 – UTM codes are great, whilst they only provide limited data… they do show the effectiveness of a certain campaign on GA #SproutSocial
— Daniel Bailey (@DaJoBa) April 26, 2017
Clear & Concise Reporting Is Best
Communicating metrics to a client or executive stakeholder can be challenging. Be sure to put yourself in the client’s shoes and present data that tells the full narrative. Remeber the story is not in the data, it is in the analysis.
A6: Delivering to clients and stakeholders – deliver it in a way THEY want. Don’t force your reports and style on them. #SproutChat
— Steph Nissen (@stephnissen_) April 26, 2017
@SproutSocial A6: You have to make sure that they understand what you are trying to achieve for them. #SproutChat
— AmairaniDeLaSancha (@amairanidls) April 26, 2017
A6) Work with client on a format, but always provide context to data. That will help immensely #sproutchat
— Gordon D (@gordondym) April 26, 2017
A6. Show trends. #SproutChat
— Reva Minkoff (@revaminkoff) April 26, 2017
@SproutSocial Think like the client. What would you want to see if you were investing budget in social media? #SproutChat
— Luke Taylor (@LukeTaaylor) April 26, 2017
A6: You have to be able to prove results and show how to get them. #SproutChat
— Express Writers (@ExpWriters) April 26, 2017
We will be back next week chatting about team collaboration. See you Wednesday, May 3, 2017 at 2 p.m. CDT on Twitter! Until then, be sure to join our Facebook group to connect with others in the community.
This post #SproutChat Recap: Metrics That Matter originally appeared on Sprout Social.
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