How to Answer Your Boss’s Social Media Questions by Putting #AnalyticsFirstBridget QuiggBlogger ExtraordinaireSimply Measured
Have you ever noticed that when someone asks a question and doesn’t feel like it was answered well enough, they’ll ask it again and again until they get the level of detail they want? Ever notice that this person is often your boss?
In the world of social, answers to performance questions that stop at “pretty good” or “we’re rockin’ it” don’t cut the mustard or any other small seed. Nope. You gotta cough up some digits to get people onboard with what you’re telling them.
In our recent guide to “Answering Your Boss’s Questions,” we gathered up advice from six of our Simply Measured account managers, trainers, and more. These folks not only know social analytics, but work daily to help social marketers to transform their general wrap-ups into high-utility reports that build respect and trust.
What were their top pieces of advice regarding analytics? Below I’ve gathered highlights from the feedback they gave. To see more detail, you can read the whole guide.
1. How’s the Social Media Campaign Going?
Before you give your response, ask yourself how your campaign impacted the things your boss cares about. This could be revenue, overall share of voice, or website traffic. This could just mean educating your leadership team about what success on social media actually means. 347 Retweets might be a good thing, but why? Level up your reporting to address what the receiver understands and cares about. – Kevin Shively, Manager of Content Marketing
2. Is Our Audience Growing?
First, you’ll absolutely want to show fan growth for the reporting period, but you’ll also want to share the growth rate compared to the previous reporting period. Are you growing at a steady rate? Is your growth percentage growing month over month, or are you starting to level out? A trend line of your follower trajectory shows overall performance despite any minor dips in follower gain. This is a great thing to add to your fan growth chart.
You will also want to call out how you gained those fans. For example, perhaps you launched a contest, put out a press release, had a new product launch, or worked with influencers to promote content on a specific day and that helped drive your traffic for the remainder of the month. If you had a large jump in fans because you started or updated your advertising, that is another thing to highlight, as well. – Alyson Andrews, Account Manager
3. How Much Engagement Did We Get?
As your audience grows, is your engagement growing along with it?
Dig in deeper with your boss. What type of engagement are you getting? Are you seeing lots of amplifications (shares, Retweets) or just interactions (Likes, favorites)? How deep is the engagement — are you getting a lot of comments? This might be a great opportunity to talk about content types — if photos or videos get more engagement than text, bring that up! Use this as an opening to discuss which resources you need to create the types of content that perform well. – Katy Whitney, Account Manager
4. How Are People Talking About Us?
You want to look both at what people are saying and the temperature of their comments.
What is causing the buzz around our brand? What about you are people people drawn to and what are you really getting right, both on social and off? What can we learn by observing the direction of the conversation – can our audience give us fresh ideas for our next campaign or ways to improve our offerings and strengthen our image? Ultimate crowdsourcing. – Christian Brown, Onboarding and Education Specialist
5. Why Aren’t We Seeing More Sales from Social Media?
With 81% of consumers doing online research before buying, according to a recent AdWeek story, your focus should be around growing your social presence and increasing engagement.
You want to be top-of-mind for consumers. You want them to already have a positive sentiment associated with your brand. While you can always track some of the sales attributed to social, the better question is: How are you using social to broaden your purchasing funnel and move consumers through it? That’s very quantifiable. – Cameron Voetmann, Account Manager
6. How’s Customer Service Going?
Start with the basic metrics, then focus on percentage change to show how you’re doing what you do better than ever, or to explain how other factors have affected your work. How many customer queries are you getting daily or weekly, and what’s your average response time this month vs. last month? If you’ve set goals around increasing the number of queries or speeding up response time, show how you’re measuring up to those goals. – Linda Schwaber-Cohen, Onboarding and Education Lead
All-In on an Analytics-First Approach
Are you a true believer in an “analytics first” approach to reporting? We hope so. If you’d like to drink more of the kool-aid, be sure to check out our full guide to answering your boss’s questions. And, please share any tips you have for keeping your peers pumped on and informed about your brilliant work.
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