The Must-See Social Metrics Map
2018 Social Media Marketing Planning Guide
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!
The Social Metrics Map helps you better strategize your content to align with each step of the buyer’s journey. Think of the various needs of your customers as they move through your sales funnel. For instance, you wouldn’t need to send them more information about what you do (an awareness function) when they are in the decision stage of the funnel—a customer testimonial or product demo might be a better content decision. Our Social Metrics Map is designed to help you in many ways, including:
1. Identifying 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. Organizing 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!
3. Setting 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.
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The Social Media Metrics MapDownload
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.