Week 8: Social Media Insider – Social Measurement
TIP 1: Choose the goal, then the platform
You’ve chosen the right channels for your brand, now track the social media behaviors that align to your campaign goals, i.e.:
Goal: Increased awareness: Measure Facebook likes, or Twitter, Pinterest and Instagram follows
Goal: Content engagement: Measure Facebook comments, Tweet quotes, Pins, and Regrams
Goal: Brand advocacy: Measure Facebook shares, Twitter retweets, Tumblr reblogs
Goal: Lead gen: Measure clicks and traffic from social posts
TIP 2: Measure for progress, not peaks
Reaching one million education followers can be satisfying, but is it meaningful to your business? Educators value sustained progress over time and you should, too. We recommend setting social campaign goals that are SMART: Specific, Measurable, Actionable, Relevant, and Time-bound. What might this look like?
TIP 3: Use the data
Measurement results should spark analysis. You should always ask “WHY?” for both good and bad results, apply lessons learned, and then continue to measure performance. Measurement data tells you the results; it’s up to you to determine if those results are moving the needle and then take the appropriate action by testing, refining, and retesting until you get the results you want.
TIP 4: Creating benchmarks for social media
Each social campaign is its own animal, with its own metrics and brand strategies, so head-to-head comparisons don’t always work. But let’s face it: it’s nice to know where you stand!
One option is to find a competitor or peer that is using a similar social strategy and use their performance as a rough benchmark, keeping in mind the maturity of their program vs. yours. You can also refer to WeAreTeacher’s social engagement stats* as a measure of the scope of the available education audience:
|* WeAreTeachers followers – August 2016|
TIP 5: Educate your executives
ROI for social media is new subject matter; it’s up to marketers to teach leadership about its value and to advocate for its inclusion in your media mix:
- Use some of the stats we’ve shared in this series to prove what avid users educators are of social.
- Show them how including social media impacts your other marketing channels.
- Enlist them as Subject Matter Experts to generate content so they can see the response first-hand.
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