Marketers understand that the real value of social media isn’t represented in the data but rather in the analysis. The metrics that have real meaning will inform your overall strategy and impact your business’ bottom line. However, in order to accurately measure social ROI, you need to first identify the data and compile presentable reports with digestible social media metrics.
This week at #SproutChat we discussed which social metrics to look for, how to establish social goals and offered tips on best practices for presenting insights to a broader team.
Conduct a Social Media Audit
Whether you’re starting a new job or revamping a social strategy for a client or existing employer it’s important to conduct a social media audit before diving in and implementing any new initiatives. Having an understanding of what social content already exists and knowing what your brand’s follower numbers, engagement metrics, impressions and click-throughs are is essential for any progress.
— Jordan Bath (@jbath13) November 16, 2016
A1: I do a full-blown social audit! I want to know where everything is (including competitors) before I start to dive in. #sproutchat
— Meagan DeMenna (@mdemenna1) November 16, 2016
A1: What content types are getting the highest engagement, and what are people saying about it? #sproutchat
— Annaliese Henwood (@MktgInnovator) November 16, 2016
A1: likes, comments, clicks, how many different people are responding #sproutchat
— Brad Lovett (@Brad_Lovett) November 16, 2016
A1 Too soon to say "WHO CONVERTED?" (my favorite metric) #sproutchat
— Linda Mann (@TalentExch_Biz) November 16, 2016
A1) Why is the org on social? Awareness? Conversions? Customer service? For all, I'd want to know how each is trending and why. #sproutchat
— Kyle Murray (@TheKyleMurray) November 16, 2016
Present High-Level Learnings
Communicating the ROI of social to your boss can be challenge. It’s likely that senior leadership doesn’t speak the same language as your team does. Social metrics that are interesting and important to a social media manager may not be valued by the CMO and that’s OK. Secure buy in by the causation for visits to your website and conversions that came from social. Use your reports to clearly outline high-level learnings that directly impact your business and explain how engagement and other activity ties back to ROI.
A4: Always the vanity metrics (followers, overall page likes). But we always try to re-educate as to the more insightful metrics #sproutchat
— Nicholas Scalice (@nscalice) November 16, 2016
— GeofSloanSr (@GeofSloanSr) November 16, 2016
A4 We love seeing interaction/engagement. If you have thousands of followers but no interaction, is your content really working? #SproutChat
— Brenna Smit (@bren_smit) November 16, 2016
A4) positively handling your followers concerns/complaints #sproutchat
— Meredith Erikson (@MeredithE_JOUR) November 16, 2016
A4: Most get stuck on growth in audience size… I'd love them to catch onto engagement or reach being a bigger value. #sproutchat
— meghan speer (@meghan5580) November 16, 2016
— Chris Norris (@CNorris_10) November 16, 2016
A4: and then they ask, ok we have n amounts of followers, DO THEY BUY? #sproutchat
— Val Vesa (@adspedia) November 16, 2016
Continue to Educate Your Colleagues
Team members outside of your social media marketing team will often have a misconception about what quantifies as success. Some people will assume that follower count means success while others won’t understand that a successful social strategy will have a balance of paid and organic distribution. Try to proactively educate your colleagues so everyone’s on the same page with your social media goals and industry best practices.
— Nicole Schneider (@nicolemaries__) November 16, 2016
— Adeline🍴 (@AdelineJessica) November 16, 2016
A6B) Great EX: Poise & Purpose on FB. 350K followers, little engagement. Sub group of that page, Poise Chat (1/2) #sproutchat
— Kyle Murray (@TheKyleMurray) November 16, 2016
A6 That retweets and shares are all you need. Need to emphasize the importance of engagement and consistency with SM teams #SproutChat
— Evi (@sinopidou) November 16, 2016
A6 Don't wait for ppl to reach out to you – pick up the ball and engage. #sproutchat
— Toby Metcalf (@Toby_Metcalf) November 16, 2016
A6b: If your content is good (should resonate with intended audience) but doesn't- You might be building the wrong audience. #SproutChat
— Tim Mohler (@TimothyMohler) November 16, 2016
Q6: that # of followers isn't important. Not top metric, but shows how everything ties together. No engagement = no growth #sproutchat
— Jessie Brown (@jbrownsocial) November 16, 2016
Due to Thanksgiving, we’re skipping #SproutChat next week. But join us on Wednesday, November 30 to discuss content distribution with Sprout All Starand Content Marketing expert,Erika Heald. Looking for more ways to stay connected with our community? Join our Facebook group to connect with other chat participants.
Sarah Nagel: Sarah Nagel is the Senior Manager, Brand Advocacy & Community at Sprout Social. She heads community building initiatives as well as Sprout’s advocacy program, Sprout All Stars. Sarah is a champion for empowering passionate and enthusiastic customers and believes in the huge impact an engaged community can have on an organization’s bottom line. Outside of work, she loves taking on home renovation projects, spending time with her husband and two rescue dogs and making the best guacamole you’ve ever had.