You’re probably asking what a quarterly marketing review (QMR) is. It’s just like a quarterly business review (QBR) but for marketing. The QMR takes place when we schedule our quarterly review with our clients to go over key performance indicators and business goals. We like to show (not just tell) the client how we’re meeting their goals through our marketing efforts. Whether you are or aren’t having a quarterly marketing review, here’s a look at how things go down.
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.