Measuring Social Media Metrics in More Than Numbers


Has your client recently asked you to help them understand the value of social media? If so, you’re not alone, and most likely, you’re asking yourself, “Well, how should I do this?”

While social media has been around for a decade, defining the correct tools for measuring return on investment (ROI) is still an enigma for many. A recent study found that 47 percent of companies claim that they cannot accurately measure the effectiveness of a social media campaign. With that being said, determining “success” on social media is not easy: it lacks a rule book, “how to” guide or regimented process.

While “success” may be arbitrary, social media has become a ubiquitous and valuable tool for marketers and public relations professionals as demand for building brand awareness increases. A recent study found that 77 percent of Fortune 500 companies have a presence on Twitter and 70 percent have a presence on Facebook. With so much traffic and clutter on social media caused by an influx of messaging from startups, small businesses and multinational corporations, clients are looking to their public relations partners for more complex, insightful measurements of their social media tools.

At PAN, we realize that there is no “correct” way to go about this, but we share the most valuable insights available to help tell the story of how successful or unsuccessful a social media campaign or presence may be or may have been.

One of PAN’s technology clients, Carbonite, recently executed a social campaign around System Administrator Appreciation (#SysAdminDay). The focus for the campaign was not to drive sales, but to simply thank IT professionals around the globe for their hard work and increase the visibility of the Carbonite brand within this key market and demographic. Our day-of strategy focused on engaging the #SysAdminDay hashtag on Twitter as much as possible and injecting Carbonite into as many conversations as appropriate. Leveraging a creative thank you E-Card and #SysAdminSelfie contest, the social team was able to hijack many of the conversations happening on Twitter and Facebook organically.

When it came time to measure and report on the success of the campaign, the team built a social “snapshot” for the client which focused on sharing the value of the conversations we had and metrics focused on the number of people we reached, the number of unique people who interacted with Carbonite and the overall impressions garnered from the conversations we had.

When building an analytics report, here are a few helpful pointers to keep in mind:

  • Share your “wow” stat

Is there one particular metric that really surprised you when analyzing the data? Whether good or bad, it’s important to share this, highlight it and discuss with your client how this information can be helpful in the future.

  • Highlight useful or creative tactics

Did your team create or use something that really excited people and caused an uptick in engagement? Drawing attention to these assets in your report will help start a dialogue about what could be helpful for future campaigns or social media efforts.

  • Tell a story

A metrics report is a vehicle for walking your client through the success, challenges and overall execution of a social media plan. Including an overview of key metrics is helpful, but sharing clips of conversations with users, influencers you engaged with or who engaged with you, are equally as helpful. A well-rounded report should speak for itself—it should tell the story of the campaign: from strategy to execution, while including takeaways and general positive highlights.

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Topics: Customer Experience, Services

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