Not every brand is the same - so why do so many brands in so many industries try to measure social data the same way?
The idea of using analytics to find advantages in competitive markets is as old as marketing itself, yet social media marketers are struggling to innovate their practices around current market realities.
To help marketers ask the right questions about how to measure their social success in a way that adds direct value to businesses, we’re going over what social metrics connect with different brand building goals. These will not only help you find success now, but will let you pivot immediately as your business needs change and adapt.
Remember, the main point of social marketing is to achieve business goals via platforms with incredible audience penetration. Social marketing can’t exist in a vacuum.
Before beginning a social campaign, ask:
- What is the main business goal of this campaign (awareness, affinity, trial, loyalty), and how does that look in terms of social content?
For example: an awareness campaign should aim to be shareable across all media. On social, that means it should mostly be comprised of whatever content gets the highest total number of shares across platforms. Something further down the marketing funnel, like a campaign to drive product trials, would be more focused on targeted, high-quality interactions, so the overall interactions aren’t really the point.
Instead, it’s more about using social to enhance your understanding of private success metrics, like Click-through Rate (CTR) or App Downloads, than it is about comparing the success of your trials to your competitors’. Use a social media analytics tool like the Socialbakers Executive Dashboard to tie together private and public metrics – for instance, you could find the correlation between interactions on each network and referral traffic from each network and post – not just seeing which posts got the highest CTR, but watching how your content spread. If targeted content gets shared, it is likelier to get shared to high-quality leads you won’t need to find yourself.
- Where do my target audiences go, and for what kind of content?
Other than YouTube, each of the major networks publish multiple content formats. Knowing why your audience goes to one place for one type of content and elsewhere for another is key to getting results. Understanding what audiences get out of each platform at any time is just as important as knowing how your social publishing connects to a larger business goal. Right now, Facebook has become the video platform, but Twitter has also rolled out a slick new native video tool to complement Vine.
Again, it’s important to measure both private and public metrics together in order to stay on top of viewership trends. Private metrics can include reviewing social ad success and seeing how differently targeted ads, on different social networks, performed according to your preferred bid type. Check our latest Facebook Ad Report for an example of how to find value in social ad analysis.
- How does each medium suit different types of content?
But as important as it is to be on top of today's trends by analyzing ad data, the one truth in social media is that platforms are always changing. It’s important to consider future trends when planning campaigns, so that the creative idea behind ads can be replicated across media. Whatever your campaign goal, guide social media users through content across different platforms. Introduce a hashtag and see which social network it gets the most action on (and which content types are most prevalent in posts that users tag). The main idea is that cross-platform content works best, but especially when each network has content optimized for its strong points. By doing this, you'll be prepared to react agilely when (not if) a major change happens.
Get Ahead of the Curve with Socialbakers Analytics
It’s important to ask these questions not just so you run successful campaigns, but – even more importantly – so that you can get your brand ahead of the curve. By looking to answer problems and use social as a tool, instead of as an answer unto itself, you can plan Smarter Social Marketing campaigns and reward your company for its investment in social media.
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