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.
Last year we started the tradition of sharing our most-shared blog posts with you, the reader, at the end of the year with ‘Our 20 Most #AwesomeSauce Blog Posts Of 2013.’ And in continuing the tradition this year is no different. Except for the fact that I’ve honed my writing skills a bit, so we’re sharing less posts and more takeaways. You know, a nice and neat way to bookmark our most valuable posts for referencing … as judged by you!
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.
We’ve all been on the quest for sign ups. Whether it’s for our bootcamp, webinar, event, eBook, or just to get readers on our marketing list, we’ve all tried well-planned (and not-so-well planned) launches. Raise your hand if you know marketers who send out a week-before and week-of email blast, along with a smattering of social media posts (even on sites we haven’t seen you on in months!) to push their event. [Raises hand and waves it around wildly] So you mean to tell me you spent months planning this launch and then mere moments marketing it? Hmmmm. [Silence]