Recently during one of our members-only LiveCast webinars, someone asked a question I get all the time.
What do I do with my social media metrics?
This client, like so many others, collects an insane amount of data. Open rates, click through rates, bounce rates…on, and on, and on. The number of ways you can measure your digital marketing performance is almost infinite. In some ways that’s a good thing and in others, not so much. Let me explain.
Social media metrics is a tricky topic. The challenge isn’t related to the measurements. It’s knowing what to do with the numbers. If you aren’t clear on exactly what you’re measuring and why, you have no idea if you’re succeeding or not. If you’re goal is site clicks and your social media metrics tell you your Page likes grew by 16% this month, you’re welcome to celebrate, but you didn’t the goal.
More. there’s a dirty little secret that we’re almost all guilty of at one time or another. Every month reports flood our inboxes, but how many of us regularly analyze them? There are a few of you out there, but you’re in the minority. At most, teams glance at the numbers, make fast decisions about whether or not they’re hitting the intended marks, and move on.
How to make social media metrics matter
- Operationalize social media metrics into your workflow. Most people don’t have analysis time in their work routines because they’re so busy churning. It doesn’t matter if you make time to review the numbers weekly, monthly, quarterly or whatever schedule works for your needs. Just be sure to put time on your calendar.
- Set clear objectives. People measure things for different reasons, so it’s not easy to nail down exactly what you should be measuring and why. What are you measuring, why, what insights will the results give you, and what will your action steps be?
We’re launching a full digital measurement training in the next 30 days. Stay tuned!