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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Q. Can I use hashtags to track my campaigns across social channels?

A. Yes! In fact, it’s a must. Hashtags are a common link that allows users to find content and conversations of interest on any channel. Google has begun to include Twitter hashtags in search results to make it even easier to find relevant content. While we tend to associate hashtags with Twitter, Facebook, Google+, Tumblr, Pinterest, YouTube and Vine all use hashtags. Tools like RebelMouse, Tagboard and Talkwalker can show you how far and wide your social campaign is reaching.

Until next time, Stay Social!

-Social Gal


Read Past Week’s Articles

Social media that attracts teachers to your brand

Using Facebook to create social bonds with educators

Pinterest is your best long-term social investment

Getting your tweets noticed (and shared!) by educators

How Brands Win with Teachers on Instagram

Exploring other social platforms to reach educators

When to send, how to listen: Smart give and take on social media

Winning educators’ hearts and minds: How do you measure social?



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