Engagement rates have long be sought after when it comes to social media success. We need likes! We need more fans and followers! Let’s boost that for more reach! Pay for ALL the video views! But for plugged-in marketers, whisperings of engagement and engagement rates being “dead” are all around us. So what’s the deal? Should you be measuring engagement rates as part of your social media metrics? Here’s our stance.
Picking effective social media KPIs (key performance indicators) can be a daunting task. Some social media managers choose to go super “vanity” and only measure follower growth (which isn’t that smart considering you can have hundreds of thousands of fans who still aren’t buying your stuff). And some CEOs force their social teams to stick with direct return on investment (ROI) only — which for many brands, a direct dollar-for-dollar return is extremely tough to prove. We’ve got some tips for a happy medium when it comes to choosing social media KPIs.
We use a lot of data visualization — Excel sheets, charts, graphs, infographics, etc. — to help interpret the data we collect for our social media marketing clients. Often times the client doesn’t care about the raw data and wants to see the “pretty” reports (as we call them). Luckily, we have a team who is skilled at data storytelling. But what if your team isn’t well versed in how to collect, clarify, and confirm the data? There are three issues that delay data visualization; we’ll spell them out here and give ideas for overcoming them.