Going Beyond Engagement in 3 Steps
You know you should be looking at more than engagement (and surfacing that information up to your executive team), but how do you actually go about implementing more informative, relevant metrics in your organization?
The answer to this question surely varies from brand to brand, but here are some basic steps you can take right now for easier social analytics and deeper insight.
We’ll also be diving deeper into this topic in our free February 25 webinar with Ron Schott and Kristin Dean, so be sure to sign up and learn more!
Create a groundwork of consistent engagement standards across your team for simplified, unified measurement.
For instance, if one team is counting total engagement on Twitter and Facebook, but another team is counting total engagement on Facebook, Twitter, Instagram, and Pinterest, coming together to discuss the impact your engagement numbers have on other factors and how you’re driving them will be nearly impossible.
Enable everyone to have better visibility into interdepartmental progress by starting with the same measurement foundation.
Build additional metrics on top of your consistent engagement metrics to receive nuanced insight into situational and/or department-specific campaigns, events, and social categories like customer service or corporate communications.
Context, context, context. Being able to track audience growth and engagement levels over time and see how those numbers fluctuate is important, but you need to know the context of what’s driving your engagement.
Shift your KPIs (key performance indicators) and metrics to align with your business goals, whether they be brand awareness, customer service, ecommerce, or conversion.
Of course, choosing more nuanced metrics will vary from brand to brand. By refusing to accept engagement as the one-size-fits-all definition of success on social, you’ll be able to better align your social efforts with your broader goals, from share-of-voice to brand perception and beyond.
Join our webinar on Wednesday, February 25, 2015 to learn:
- How brands excel by measuring more than engagement
- Tips for more accurate benchmarking and expectation setting
- How to turn your brand’s social data into actionable insights
Click below to register now!
I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.