{"id":1408,"date":"2014-10-31T12:53:57","date_gmt":"2014-10-31T12:53:57","guid":{"rendered":"http:\/\/www.ethinos.com\/blog\/?p=1408"},"modified":"2014-10-31T12:54:41","modified_gmt":"2014-10-31T12:54:41","slug":"social-media-measurement-simplified","status":"publish","type":"post","link":"https:\/\/www.ethinos.com\/blog\/social-media-measurement-simplified\/","title":{"rendered":"Social Media Measurement: Simplified"},"content":{"rendered":"

\"Social<\/a><\/p>\n

With social media being a major part of marketing campaigns, marketers are pressed to measure the success and performance of their online efforts. Marketers struggle with a number of social tools and analytics to make sense of their data. Spending so much time and effort on social media outreach and not having a reliable analysis of its success can be frustrating. Keeping it simple yet specific is key. Here\u2019s a guide to the KISS approach<\/strong> of social media measurement<\/a> (Keeping It Simple, Stupid)!<\/p>\n

Set, Review and Reset Goals Periodically<\/strong><\/p>\n

More often than not, your goal will not be as simple as \u2018increased sales\u2019. Take time to clearly define your social media goals. Goals could be anything from increasing awareness, generating leads, converting them to sales or retaining current customer base to reduction in costs. Only ensure that these goals are time bound and measurable. It helps to assess your current status and direct your efforts towards a specific outcome. Review these goals periodically with the stakeholders and those involved in the social media activities.<\/p>\n

Don\u2019t Get Lost in the Data<\/strong><\/p>\n

Social media offers more information and data than just about any other marketing activity. Congratulations on all that exhaustive information on your marketing campaign. So, what are you going to do with it?<\/p>\n

It is easy to get lost in heaps of data and not know what to do with it. This is when the definite goals you had set earlier will help you determine what information can provide useful direction and what information can be trashed.<\/p>\n

Don\u2019t Ignore Basic Growth & Engagement Metrics<\/strong><\/p>\n

Insights from basic metrics are limited and marketers are looking for more measurable data that can give direction to marketing efforts. However, data on your page\u2019s Likes, Shares, Comments, Retweets, Click-through Rate is still constructive information. Shares have a huge impact on the number of people your overall reach and impressions. It gives insight on what content does and does not resonate with your audiences. No matter how successful you are in driving traffic to your social channels, if the content fails to interest the visitors your strategy is likely to fail.<\/p>\n

Avoid Metrics That Don\u2019t Matter to Your Brand<\/strong><\/p>\n

As mentioned earlier, social media offers you a lot of information about your brand\u2019s social activity. It is important to sift out the unimportant metrics. For example \u2018Content Volume\u2019; you already know how much content your brand is putting out and comparing content volumes to that of your competitors isn\u2019t exactly helpful either! The volume of content each brand puts out is unique to their marketing need and strategy. Don\u2019t be a copy cat. You are better off focusing on other competitive metrics like sentiment analysis, share of voice and tracking what your influencers are saying about your brand versus your competitor.<\/p>\n

Don\u2019t Forget to Involve Stakeholders<\/strong><\/p>\n

Different stakeholders within your company will have different goals, and hence have a different set of metrics they need to track. Ensure that you involve all such stakeholders, be it Human Resources, Public Relations, Recruitment, Legal or simply other marketing teams. Their involvement will give you insight into the specific metrics you need to measure.<\/p>\n

The more time you spend monitoring your brands social environment, the better your understanding of what you need to track. Like most cases, a lot of the learning will come on the job and a simple straightforward approach is half the battle won.<\/p>\n","protected":false},"excerpt":{"rendered":"

With social media being a major part of marketing campaigns, marketers are pressed to measure the success and performance of their online efforts. Marketers struggle with a number of social tools and analytics to make …<\/a><\/p>\n","protected":false},"author":19,"featured_media":1409,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33,20,11],"tags":[72,240,334,28],"class_list":["post-1408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogging","category-digital-marketing","category-social-media-marketing","tag-digital-marketing-strategy","tag-digital-media-solutions","tag-social-media-marketing","tag-social-media-marketing-tips"],"_links":{"self":[{"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/posts\/1408","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/comments?post=1408"}],"version-history":[{"count":6,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/posts\/1408\/revisions"}],"predecessor-version":[{"id":1415,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/posts\/1408\/revisions\/1415"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/media\/1409"}],"wp:attachment":[{"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/media?parent=1408"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/categories?post=1408"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/tags?post=1408"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}