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Bridging the Gap Between Social Metrics and Digital Goals

Ron Schott
Ron Schott

As Simply Measured’s Director of Professional Services, Ron Schott works with some of the biggest brands on social to define their social strategy, tie measurement to ROI, and establish an analytics process that is customized for their brand.

Ron recently joined me and Lucy Hitz on the #SimplySocial podcast to talk about TrustRadius’s recent 2015 Social Media Marketing Trends Report and some of the problems that marketers have when it comes to developing a social strategy, establishing goals, and tying social measurement back to those goals.

Check out the full episode, or take a look at the cliff notes from our conversation with Ron below. Enjoy!

What Questions Should Social Marketers Ask Themselves About Their Social Goals?

Ron’s team starts by asking clients two specific questions about their social program:
1. What does your boss asks them day in and day out? This gives them a good understanding of what their goals should be.
2.Do you think what you’re doing in social is aimed towards those goals? This has to come first, otherwise you’re building a strategy around goals that aren’t aligned to other parts of the company.

What Are the Biggest Roadblocks for Social Teams?

Ron sees a big disconnect between the role of social media at almost every company. Companies need to get stakeholders from each team in a room to discuss how social serves the greatest need, and finding a common thread between each of the teams, from public relations, corporate communications, marketing, customer success, and all of the teams. Each of the roadblocks listed in the TrustRadius survey we discussed tie back to communication and creating a common understanding.

What Do Social Marketers Need to Keep in Mind When Reporting to Executives?

1. Think like the person who will read the report: How much time do they have in the day to look at a report. Pear things down.
2. Cut your report down to 4-5 things: It’s all about something that can create impact very quickly without someone having to dig down to get the most relevant information.
3. Be very clear: Social marketers use different language that CEOs do. Put your report in the terms and context that are meaningful to them.

Kevin Shively

I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.

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