What Tim “The Tool Man” Taylor Taught Me About Social Media Measurement
If you are a serious social marketer, you probably have several go-to tools in your reporting arsenal. But how do you know when to use one report over another?
A good friend of mine always says that the only thing separating a professional from an amateur is the right tool for the job. Or in other words, anything is possible if you are properly equipped for the task at hand. As a new home-owner, I’m constantly reminding my wife of this simple idea. The right tool can make the most difficult job easy, and even more important it can save you time. Go ahead, insert your best Tim “The Toolman” Taylor grunt.
If you are like most marketers, the problem of selecting the right measurement tool is likely getting even more complicated as you expand your efforts to more and more social networks. Not to mention that with dozens, or even hundreds, of individual profiles on several networks, it is becoming more complex and painful than ever to measure your brand.
Cross-Channel vs. Channel-Specific Measurement
Understanding which tool is best for your specific social measurement job is important. As my colleague Lindzee pointed out recently, you’re probably continually asking yourself questions like:
- Which channels are resonating the most with my community?
- Which one is giving me the maximum results for the most minimal amount of effort?
- Which types of content should I use for my next campaign?
- How is my brand performing on social media?
You have access to the data that can help you answer these questions, but finding the answers means navigating your tool box. To answer the above questions you need to understand the purpose and benefits of both cross-channel and channel-specific measurement tools.
Different Tools for Different Jobs
The goal of cross-channel measurement is to understand and compare the performance of your brand across all of your social networks. Your brand is active on multiple networks and your campaigns and content programs are designed to be cross-channel. But, are you also measuring cross-channel? By standardizing the way you measure performance across networks, you’ll be better equipped to make informed, strategic decisions.
A good cross-channel measurement solution will give you aggregated insights into key performance indicators (KPIs) like:
1. Audience growth over time across all channels
2. Engagement across all channels
3. Content type performance across all channels
While cross-channel measurement is great for making “big picture” strategic decisions, a channel-specific report is your tool for making tactical decisions and optimization adjustments within a specific social media network. A single-channel report should dive deep into your KPIs and reveal:
1. Content resonating on specific channels
2.Time of day/week on each channel
3. The audience engaging with your brand on each channel
How To Get Started
At Simply Measured, our goal is to give you a tool box that would make Tim Taylor jealous (more power, anyone?) by providing complete measurement reports that help you understand and compare the performance of your brand, both within a specific channel and across all of your social networks.
Want to learn more about adding strategic cross-channel measurement to your social media marketing strategy? Download our new whitepaper The Five Essentials of Cross-Channel Social Media Measurement today.
I've lived in the greater Seattle area my entire life and have ZERO plans to ever move. Technology, marketing, and sports (Seahawks!) are my passions.