How Can We Measure Social Media Effectively
How Can We Measure Social Media Effectively | Target Internet
Topics
- measuring social media
- vanity metrics
- grading engagement levels
Video summary
The video discusses the importance of measuring social media effectively, emphasizing that vanity metrics such as followers and likes are meaningless without considering their impact on desired outcomes. It suggests starting with reach and engagement, but emphasizing the importance of grading different levels of engagement. The video also highlights the significance of connecting social media measurements to business objectives, setting up analytics goals, and using attribution modeling to determine the social channels that contribute to desired outcomes. Additionally, it stresses the use of UTM codes to track links and measure conversions on websites. The video concludes by emphasizing the need to integrate social media efforts with other marketing channels for better measurement.
Video trancript
so how can we measure social media
effectively Daniel
so we are obsessed with vanity metrics
in social media how many likes have we
got how many followers have we got and
it's all utterly meaningless and then
smart people will go yes well it's not
about vanity metrics it's about
engagement and then you go well no it's
not because you can get all the likes in
the world you can get all the engagement
in the world and actually find out all
of that engagement is from Bots or it's
all negative engagement or it's people
engaging that are never going to buy
your products and services and it's
having no impact on your actual desired
outcomes so how we go through is
actually go go past all these levels and
kind of draw it through how is this
impacting our desired outcomes so what
are the types of measurements so you're
going to start off with reach so the
vanity but you kind of need them to get
the other stuff it's context yeah don't
look at it on its own because it makes
you look good the thing is it's really
hard right because you go oh you've got
a million followers and it's like it
just feels good right and it kind of
looks like it's authentic so you've got
so many followers but we know how easy
it is to buy followers I mean if you go
in and you check how many people search
by Instagram followers every month
there's 260
000 people doing that every month okay
so yes we need to reach how many
followers we get how many
um how many Impressions did our content
get how many people to get in front of
then you do look at engagement but not
all engagement is the same a like is a
lot easier than going through and
selecting that different hike icon and
giving it a love okay and that's less
compared to actually leaving a comment
and even less less compared to sharing
it and leaving your comments so we want
to probably measure those different
levels of Engagement you almost need to
grade them right from like like
impressive and large number but like not
terribly effective at showing how much
proper engagement that we got my
recommendation would start with the
harder metrics first put those at the
top
right because actually you know maybe
you can actually push through well how
many actual direct sales did we get off
of this now that's way harder now and
you're going to find that buried within
your analytics not within the social
media platforms
um but I tend to start with some of
those how many actual web page visitors
did we get that weren't a bounce then
they stayed there longer than 10 seconds
you know start with the harder metrics
first because that will keep your eye on
the price definitely and then you can
have some of those other other
measurements as as reference points the
problem is you know we're human so when
you put things right at the top that's
what everybody looks at that's where we
we we're drawn so start with the the the
the important numbers I generally the
smaller numbers
um first and that will help you direct
you on this and then so what about
connecting this all back to your
business objectives yeah so you've got
reach you've got engagement we're trying
to look at the the harder level
engagement but we want to tie this back
to analytics objectives so you go into
analytics and you set up what is your
desired outcome lead generation someone
filling a form e-commerce transaction
could be a defined level of Engagement
someone's staying more than five minutes
watching a video at the end you set that
as analytics goal and then you can use
attribution modeling and attribution
modeling
So within ga4 within Google analytics 4
is under advertising and you've got
these attribution models and it will
basically say of all the journeys that
ended with someone doing the thing you
wanted them to do how many of them
involved fit her Facebook LinkedIn
whatever you know the social channel is
and you can go yeah okay we've got loads
of each we've got loads of Engagement we
drove loads of website visits but
actually it was part of a journey that
led to my desired outcome an absolutely
fundamental to this you need to tie
together your social media platform and
all its lovely Matrix and your analytics
yeah they do the different places yeah
you do that very simply using a thing
called a UTM code right so these are
tracking codes and I see this all the
time a lot of businesses don't they fail
to put a link to the thing on their
website where you can get more on this
right and that's so so important because
actually if you put a link in there
you've given people a reason to engage
and and you've given them something you
can measure a hard and fast measure it's
not just a wooly fluffy social media
platform metric
um that you know this was seen by this
million people really no no actually
these people saw it definitely and they
clicked on it and then they went through
and we can see what they then did on our
on our website and I love that approach
because generally speaking although
there's a ton of things you can do on
lots of different social media platforms
actually our websites are far better
designed to get conversion in whatever
that conversion is maybe it's a sale
maybe it's a lead maybe it's just
engagement and a brand touch point you
can measure that a lot more effectively
on your own website and UTM codes and a
route to doing that yeah to make sure
all of your links that you put into all
of your posts are trackable and you can
trace them back to you know where it
originally placed was on Facebook was on
Twitter was in LinkedIn and that way
you've got a much better measurement
that you can can use to guide you on
what worked and what didn't so if you go
to Google you search URL Builder it will
give you the form you can fill in all
that add that tracking code into your
social media links or tools like
HootSuite and a few others will do that
for you automatically and that that
final point is really important that
don't do social in isolation some times
you just want someone to watch a YouTube
video you want them to look at Instagram
posts but yeah that that driving people
through makes everything so much more
measurable it's hugely important
Dig Deeper
Measuring Social Media Effectiveness
When it comes to measuring social media, it's essential to go beyond vanity metrics such as likes and followers. These metrics may make you look good, but they have little impact on your desired outcomes. Instead, focus on more meaningful measurements that align with your business goals.
One of the first metrics to consider is reach. While it may be a vanity metric, it provides valuable context for your other measurements. Reach tells you how many people your content has reached, including the number of followers and impressions. However, keep in mind that reach alone does not indicate the effectiveness of your engagement.
Next, look at engagement, but don't treat all engagement the same. Likes are easy to obtain, but they don't necessarily indicate true engagement. Consider measuring different levels of engagement, such as comments and shares, to get a more accurate understanding of your audience's interaction with your content.
Furthermore, prioritize harder metrics that are more closely tied to your desired outcomes. Measure things like web page visitors who stay for longer periods or direct sales generated through social media efforts. These metrics provide a clearer picture of how your social media efforts are contributing to your bottom line.
Connecting Social Media Metrics to Business Objectives
Your social media metrics should always tie back to your overall business objectives. Set up goals in your analytics platform, such as lead generation or e-commerce transactions, that reflect your desired outcomes. This allows you to measure the impact of your social media efforts on these goals.
Attribution modeling, available in tools like Google Analytics, helps you understand which social media channels are driving conversions and desired outcomes. By analyzing the different touchpoints along the customer journey, attribution modeling can highlight the effectiveness of each social channel in leading to the desired outcome.
Using UTM Codes for Measurable Results
To ensure accurate tracking of your social media efforts, use UTM codes. These tracking codes can be added to the URLs you share on social media, allowing you to trace back the source of your website traffic. By using UTM codes, you can measure the specific actions taken by users who clicked on your social media links and analyze their behavior on your website.
Always include trackable links in your social media posts and campaigns, and make sure to use different UTM codes for each channel. This will give you a clearer understanding of which channels are driving traffic and conversions. Tools like URL Builder or platforms like HootSuite can assist you in generating and tracking UTM codes.
Don't Do Social Media in Isolation
Finally, it's important not to view social media in isolation. While engagement on social media platforms is valuable, driving traffic and conversions on your own website is often more effective and measurable. Use social media as a way to direct people to your website, where you can better track their actions and measure the impact of your social media efforts.
By ensuring a strong connection between your social media platforms and your analytics, you can gain deeper insights into the effectiveness of your social media campaigns and make data-driven decisions to optimize your strategies.
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