Many brands in various industries try to measure their social analytics data in the same way – which just doesn’t make sense as every brand is different.
The idea of using analytics to gain advantages over competitors is one of the oldest aspects of marketing. Yet social media marketers are unable to properly innovate their practices around current market realities.
Here we are going to go over what social metrics connect with different brand building goals, in order to help marketers ask the right questions about how to measure their social success in a way that will add directly to the value of their businesses. This will help you find success now and will let you change and adapt according to what your business needs.
Always keep in mind that the main point of social marketing is to achieve business goals via platforms that have incredible audience penetration. Social marketing cannot exist in a vacuum.
Here are questions you need to ask before beginning a social campaign:
1) What are the main business goals of this campaign (loyalty, awareness etc.), and how does that look in terms of social content?
Example: your awareness campaign should have the aim of being shareable across all media. On social, that means it should mostly be made up of whatever content will get the highest total number of shares across platforms. Something further down the marketing funnel, like a campaign driving product trials, for example, would be more focused on targeted, high-quality interactions, so the overall interactions aren’t the main point.
Instead, it’s more about using social content to reinforce your understanding of private success metrics, such as Click-through Rate (CTR) or App Downloads, than it is about comparing the success of your trials to that of your competitors’. Tie together private and public metrics (such as find the correlation between the interactions on each network and referral traffic from each network and post and watching how the content spread for instance) by using a social media analytics tool. If targeted content gets shared, it is more likely to get shared to high-quality leads that you won’t need to find yourself.
2) Where do my target audiences go, and what kind of content draws them?
Each major network – besides YouTube – publish multiple content formats. Knowing why your audience goes to one place for one type of content and elsewhere for other content is key to getting results. Understanding what audiences get out of each of these platforms at any time is just as important as knowing how your social publishing connects to larger business goals. At the moment, Facebook has become the video platform, but Twitter has also just rolled out a video tool to complement Vine.
Again, it’s important to measure both the private and public metrics together in order to stay on top of viewership trends. Private metrics can include reviewing social ad success and seeing how differently targeted ads, performed across the different platforms.
3) How does each medium suit the different types of content?
The one truth in social media that one needs to keep in mind is that platforms are forever changing. Therefore, it’s important to consider future trends when planning campaigns, so that the creative idea behind the ads can be replicated across media. Whatever your campaign goal may be, guide social media users through content across the different platforms. Create a hashtag and see which social network it gets the most action. The main idea is that cross-platform content works best, especially when each network has content optimised for its strong points. By doing this, you’ll be prepared to react quickly should a major change occur.
It’s important to ask the above questions – not just so you run successful campaigns – but so that you can also get your brand ahead of the curve. By looking to answer problems and use social as a tool, instead of as an answer, you can plan better Social Marketing campaigns and your company will reap the benefits thanks to its investment in social media.