When I started my new job as Simply Measured’s Community Manager, I wanted to measure my progress. But, I didn’t know where to start. As Community Managers, do we focus on our RTs, mentions, reach, engagement, influencers, etc.?
It’s safe to say that everyone has their own methods of measuring their personal progress. So to kick off a weekly series we’re calling “Community Manager Monday”, I decided to share some of my favorite benchmarking metrics.
Tweets that Drove Traffic
One of my favorite charts within our Twitter Traffic Report is “Tweets that Drove Traffic.” From this graph, I can view which of my tweets drove traffic to the website. Converting tweets to page visits is always good from a Community Manager standpoint. Users are more likely to become actual fans once they’re more acquainted with a brand, and there’s a good chance your boss is using traffic as a barometer for your progress.
While tracking my progress as a CM, I pay especially close attention to the engagement with brand tweets. Using this chart from the Twitter Account Report, I’m able to easily synthesize and interpret all our RTs, mentions, replies, etc. Based on this, I can see which days drove the most conversation around my content and model future posts after those from that day.
Fans Over Time
Although you shouldn’t get bogged down in your fan count, it’s important to know what drives people to follow your brand. When analyzing my own progress during July, I noticed our greatest spike was the day after we interviewed Andy Karuza of brandbuddee.com. The increased sharing from both us and those at brandbuddee.com probably caused this influx of new followers. This graph, pulled from our Facebook Fan Page Report, gave me insight into what attracts people to our Facebook page.
These are certainly not the only metrics that matter. Without a full scope of data, brands often miss out or misinterpret what they’re doing. However, Community Managers can rely on these metrics to give them a elementary level of measuring their progress.
Don’t forget to follow us on Twitter! I’ll be writing these posts every Monday, and for 201 level social content, be sure to check back for posts from our analyst Nate Smitha.