Have you been looking for a concise-yet-thorough, clear-but-“wide lens” social marketing visual you can trust and reference — and serve up to your boss when he or she is asking you what your results mean for the larger organization?
We were, too — so we made one! Enter the Metric Map, brainchild of our very own Senior Director of Marketing Uri Bar-Joseph.
The Metric Map helps you:
1. Identify Objectives
This is the marketing funnel.
The funnel is a linear representation of the buyer’s journey, designed to align marketing and sales activities. These are the stages that a buyer goes through when trying to make a decision about a product or a service, and even after they purchase. Companies create functions, programs, and campaigns that allow their marketing team to move the buyer between those stages, so we align each stage with an objective.
2. Organize Social Metrics
While a lot of marketers are capable of identifying the correct objective and putting together the appropriate strategy, a lot of them fail in this stage.
We asked why, and the answer is that there are so many metrics out there. There is a lot of confusion about what is important, which metrics matter where, and what I should look at. On top of that, metrics with the same name have different definitions depending on the network you’re analyzing. It’s exhausting!
[To Read the Rest of this Section, Download the Whole Social Metrics Map and Guide Here]
3. Set Realistic Goals
Setting goals with no information is a gamble. We don’t have to gamble as social marketers, because we have an abundance of information.
Setting realistic goals is about a reference point. A goal is taking one of the metrics we’ve discussed, and attaching a value. So if impressions is the metric I’m focused on, the goal would be a certain number (a value) of impressions, during a specific time frame, with a specific audience, etc.
The first step is to set a reference point. To find out how to set a reference point, download the full Metrics Map and Guide below.