Do you think you’re tweeting enough? Or do you need to tweet more? This is a question I ask of myself and of our clients. So I spent an entire year trying to figure out what happens when you tweet more. Here are my results from a yearlong case study (of myself).
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.
Clicks on my links, And engagement rates on posts. Influencer scores, And client boasts. Robust Sprout Social reports, Tied up in strings … These are a few of my favorite things (to measure on social media)!
When it comes to social media ROI, it’s no secret that most marketers use soft metrics — or vanity metrics — to measure success. In fact, according to research by the Association of National Advertisers, “80% of US client-side marketers measured the effectiveness of their social content, with social media metrics such as “likes” the most common.“ Things like Advocacy, Sales and ROI fell to the bottom of the measurement pile; a damn shame.