How to Educate Your Executives on Social Media

How to Educate Your Executives on Social Media Bridget Quigg Blogger Extraordinaire Simply Measured

“So, how do we do on the social?”

Okay, it might not be that awkward when a senior leader at your company asks about your work, but sometimes they’re not hip to the happenings and you gotta give them the straight scoop, quickly.

Whether over email or in-person, communicating with an executive must send the message that social is essential and making the low-cost, positive impact that only it can.

What IS Social Analytics?

Fortunately, executives have some favorite topics you can address for success, like growing the business, bringing in revenue, and crushing the competition. If you can touch on one or all of those topics, things are gonna be just fine.

Here are some ways to make your brilliance shine.

Growing the Business

More fans means, well…more fans. We know, though, that just growing your social audience doesn’t mean growing your customer base or reach on social. You have to develop a following filled with engaged fanboys and girls who have healthy followings of their own.

Reach: When you tweet, how many eyes have a chance of seeing that post in their followers’ feeds? An audience with their own big audience matters for total impressions on Twitter.

Klout Scores: Again, if your audience is already sassy on social, the chances they’ll help spread your promotions and content to new folks gets a boost.

Engagement as a % of Audience: How often your audience responds to you shows the depth of their dedication like nothing else. If that number is growing, shout it out.

This Audience Follower Distribution chart from the Simply Measured Twitter Audience Analysis report shows offers a sense of the reach for a brand's Tweets.
This Audience Follower Distribution chart from the Simply Measured Twitter Audience Analysis report offers a sense of the reach for a brand’s Tweets.

Bringing in Revenue

Social can bring in the dollars. You know it. I know it. We all know it. But, how do we show it? Conversions, people.

Website Visits: If you’re getting people from a social network onto your website, shazaam, you’re making a difference. Count ‘em up, show growth in the number, and brag on!

“Buy” Button Clicks: Twitter, Pinterest, Instagram, and Facebook make it very easy for people to buy your products from their networks. This simple metric is easiest for B2C companies to track. If you’re a B2C marketer, keep this number at the top of the dashboard.

Downloads: If people are downloading your content, they’re cruising down the marketing funnel straight into the sales funnel. This is a great number to share, especially if it’s growing.

This Twitter Activity Funnel from Simply Measured follows a Tweet's impact from send to site visits.
This Twitter Activity Funnel from Simply Measured follows a Tweet’s impact from send to site visits.

Crushing the Competition

Oh, those wimpy competitors, with their empty promises and shabby products. You know, the ones you need to CRUSH. There are ways to show that you are.

Audience Size: If you have a ka-jillion more followers than a major competitor, on any of the major social networks, take a moment to shout it out. Yes, audience quality matters, but sometimes it’s just nice to hear you’re bigger and better than someone else.

Post Engagement: Did your video rock the views by being clever and funny, especially compared to your competition’s (a-hem) business-like video efforts? You might want to mention that, as well as Retweets, shares, or clicks on promotions, discounts, contests, and other campaigns you ran that had a great response, compared to your competition’s.

New Networks: Have you hopped on to a new network, seeing some exciting signs of life, that your competition hasn’t caught on to yet? There’s another great nugget to share. Being especially hip and innovative on social appeals to your executive friend.

This activity comparison chart from Simply Measured shows how different brands' audiences are responding on YouTube.
This activity comparison chart from Simply Measured shows how different brands’ audiences are responding on YouTube.

To learn about other types of reports, download our free guide 5 Essential Social Media Reports by clicking the link below.

Do you have any tips you’d like to share with your peers on this important topic? You gotta fight, for social’s right, to paaaaarty…and have a budget. Good luck.

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Bridget Quigg

Bridget Quigg

Hello, fellow Marketeers. My job at Simply Measured is to tell Kevin and Lucy how awesome they are at running the blog. Because, they are.