What are you actually measuring on Social?

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As Social Media Marketers we love measuring the performance of our campaigns; ensuring engagement is high and our cost per clicks stay low! However for looking at the bigger picture, we can be a little slack…

Could you be neglecting reporting the deeper impact of social media for our business? Probably. Usually, our reporting efforts fall into two categories:

1. Campaign focused metrics that show us the impact of various targeted marketing campaigns.
2. Analytics Monitoring that tracks what we are doing over time.

But, it isn’t just happening on Social Media. The problem with measuring in this style can give us great insights into changes in engagement, website traffic or online popularity for our brand, and each independent platform provides us with this information quickly and easily! But often, we miss out on tying these to our bigger business goals; such as the connection to sales or leads.

Set goals for your Social Media efforts
This issue is resolved by establishing exactly what you want from your social media. Could you tell us right now? If your social media is a vital part of your sales funnel, utilising Google Analytics goal tracking is a must to judge how you are converting. On the other hand, if it is just a brand building broadcast medium, engage on kiddo! But…you’d want to make sure you’re using tools like Mention to track where you are being discussed throughout the social/online sphere. All is for sure is that different goals require different approaches to social management, so it’s fundamental you know these.

Metrics make life easy
By being clear from the start with what you are going to measure (e.g. retweets, website brochure downloads, loyal fans) you will be able to create meaningful reports.

Meaningful reports = Killer future strategies

Moreover, imagine someone has been preaching about your brand with a Klout score of 99, but you aren’t clocking influencers on your reporting? You are going to lose some valuable data (and brownie points from your boss) if your goals are exposure. The metrics to measure aren’t always obvious so it’s important to think outside the box.