So last week we introduced you guys to the idea of a content calendar. Mapping out your social media campaigns allows you to be calculated. Developing a strategy with the metrics in place to measure your efforts, sets you up for success. But just mentioning the word metrics can send most running in the opposite direction. With the right metrics in place and some online tracking support you really can solve the mystery to Social Media Marketing success. The information that you’ll obtain will let you know just where to spend your time and money while simultaneously providing you with a steady feedback from your customers. Many debate on whether or not you can actually see a ROI on your Social Media Marketing efforts, but you can if you put the right measurements in place. All it takes is a spreadsheet, some data and a little analysis. Today we want to discuss with you putting those measurements into place.
All a metric does is quantify and evaluate something! Simple, right? Well when it comes to your Social Media campaigns your metrics will help you understand what is and isn’t working for you or your customer. And with this knowledge, you can target your products, messaging and efforts on what does work. You see, every piece of content that you create and share is designed to enlist a response from your audience. Therefore, you need to have metrics in place to measure what is happening to the content and conversations you create. The issue arises in measuring that response, so we need to break it down into portions that we can measure:
- Actions: How are people interacting with your website, content and presences on various social platforms?
- Attention: How are people accessing your content and how long are people engaging with your content?
- Community: Who are your Evangelists, the individuals who are invested in you? They often grow with you as you strengthen your presence.
- Influencers: Who are the individuals that are sharing and engaging with your content the most? Chances are they are causing others to do the same.
- Interest: What catches the attention of your audience and drives action? This is where content and context meet to create the best content for your audience.
- Listening: What are people saying about your business and where are they saying it? Invest time in learning as much as you can about your audience by listening to them.
- Reach: How far is your content traveling and for how long ? Quality content not only gets noticed but it also gets shared.
- Views: How many times is someone visiting your sites or seeing a piece of content? Is this a first-time or a repeat visit?
These eight sub-divisions of response can all be individually measured, combine them and you will begin to see a treasure trove of information to help your tweak and make adjustments to your efforts. We know that this concept can be pretty intimidating for most. Luckily there are tools out there designed to help you. Let’s begin by breaking down the type of services out there:
- Single-metrics service providers: These are third party metrics measurement systems that only measure one thing. These services include Klout or Kred, which measures your influence across your social platforms. Tweriod is a service that tells you the best times to post to twitter.
- One-site metrics: These are the measurements that you receive directly from Facebook, Twitter, Instagram, etc. Typcially they can provide you with useful information, but you still have to put it all together. If you happen to use an automation service to schedule your posts such as, HootSuite, Sprout Social, Buffer, CustomScoop etc., you can begin to obtain measurements across your multiple platforms. You will still be limited in the information you will generate from them without taking things a step further.
- Advanced metrics: This is where things can get really exciting! Accessing the true power of metrics takes advanced techniques, that you are fully capable of learning with Google Analytics. It is one of the best tools you can access as a business with a website and social presence. Extract reports that allow you to view your metrics at a microscopic level.
With all of these metrics tools you now have some good information you can put to use. The data you collect is your guide to creating the best content for your audience at the right times in the most visible place. This is key information that you will want to have handy as you begin to lay out your content calendar.Taking the time to map out your content ensures that your messaging will be on brand and takes the guess work out of your daily social media engagement. Keep in mind that you want to leave room for the unexpected.