Tackling Social Media Analytics Challenges | The Social Shake-Up May 2017
Digimind was the life of the party at Social Shake-Up Atlanta. We sponsored the conference, held down a booth where we met tons of amazing professionals from different brands and agencies, and we threw a networking happy hour after the event. However, the highlight of our time in Atlanta might have been the roundtable we hosted.
If you’re lucky enough to have the opportunity, the only experience better than attending a conference is participating in a conference. Digimind’s US Director, Ross Martinez and US Marketing Director, Christine Carzo had the pleasure of hosting a roundtable discussion on social media analytics at Social Shake-Up.
If you weren’t able to make it down to Atlanta to see us, here’s a rundown of the key marketing challenges and the solutions we touched on!
There is so much data available from social media. How do you know which data points to use?
It’s important to understand your goals. Once you know what your objective is, choose about three to five key performance indicators to measure how effective you are in meeting that objective.
While every KPI should be unique, they should all lead you to the same place. Your method of measuring awareness should be different than your method of measuring engagement, but there should be a baseline idea of what actions you want see happen as a result of that awareness and engagement.
Without subsequent action, data is useless. The data you collect should tell a story that leads to an insight that leads to an action.
With such a variety of analytics available across different platforms and multiple capabilities on each platform, how do you find a consistent way to measure success?
Engagement is the great unifier across platforms. While each platform has it’s own particular set of capabilities, they all share the same system of approval—likes, views, and followers.
Benchmark the type and volume of engagement you'd like to see on each platform and try to reach it. The definitions of success will be commensurate with the audience you have on each platform, assuming your followership varies from medium to medium. But what will be consistent is your method of measurement—the rate at which people interact with your posts.
KPIs for social media are different than traditional media. How can you compare success across channels?
As a social media analytics software, that’s what we’re here for—to help define successful performance, and therefore key performance indicators, within this ever-growing industry. As you compare success across channels, you should accept and embrace the fact that social media and traditional media aren’t really comparable to begin with. It’s like learning a second language—it’s possible to convey the same message without there being a clear translation. As digital media expands, it’s important to become a bilingual marketer.
Written by Austin Williams
A New York based writer and pop culture enthusiast, Austin is your best bet if you ever want to know about the MTA or Love & Hip Hop.