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How are metrics used?

How do you know that your social media campaign is successful? The answer lies in the metrics.
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Lisa Salem: When we use data to measure the success of a campaign, we use things called key performance indicators. There are usually ways of figuring out whether you’ve met your objectives. If you are wanting increased brand awareness, you might be measuring things like likes or followers of your page or views of your content. And each of those things might be a target that you set to reach, a key performance indicator. And by the end of the campaign, or as the campaign goes along, you monitor how those things are doing and measure whether you’ve achieved those targets or not.
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Danielle Haynes: I determine success on a social media campaign by referring back to the overall goal of the campaign in the first place, and this should connect to your overall business strategy. So if your strategy is to have more product sales or more sign ups, then those are going to be the indicators for success for you. If your strategy is to get brand awareness and get word of mouth out there, then your success is going to be either more shares and more engagement on social media posts, or it may be more site visits to your website. Social media metrics may not be enough and may not tell you everything you need to know about your product or your business.
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Maybe scroll through the comments and look at your inbox to see what customers are directly saying to you about your product and about your business. This can help you make changes if necessary.
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Lisa: If certain things aren’t going as planned in the middle of a campaign, don’t panic. You can always tweak things as you go along. Investigate the problem, look through the comments that you’ve received so far, look at your analytics, and then just pivot as you go. And if you really are at a loss, you can always ask. You can actually ask your audience. You don’t have to be direct about it most of the time. You need to get creative about how you do it. But your post can be market research.
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Danielle: If in the middle of a campaign things aren’t going exactly the way you’d hoped, stop and review your content. Could you change the imagery? Could you change the wording to perhaps make it more engaging for your audience? Look at your comments. Are there any questions about your product that you hadn’t anticipated. If so, answer those in a helpful manner and review your content so you’re addressing it before the concerns arise.
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Lisa: I was working on a music documentary that followed the live performance career of a band, and I noticed that the content we were sharing was really impacting the overall attention that our page got. We were sharing content that on the face of it looked quite similar, but some of it bombed and some of it was doing amazingly. And so because of that, I had to really dig down and figure out what was the difference between those two types of content and share less of the bad stuff and more of the good stuff. And actually, overall we realised that sharing less content made our whole page do better, which was a big surprise for us.
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So I discovered that our community wanted less content, not more. And that we wouldn’t have known that had I not dug down into the data.
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Danielle: There may be some things that can tell you a little bit more than just data when deciding what to do in a campaign. Before your campaign starts, you’ll want to use the data that you learned from your last campaign and any activities you’ve been doing since then to inform what you’re going to be doing in your next one. But you’ll also want to use your hunch and your own intuition to decide as well. Are there any things that are trending in the industry right now or any particular topics that you think are really going to resonate with your audience? Use that to inform some of the content that you’re going to make.
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After your campaign is finished, data is also going to be really important and may matter actually more at this stage. Here is where you learn from the campaign, learn about what worked and what didn’t, and this is the information that’s going to inform your next campaign in the future.
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Lisa: My top tips for metrics with a social media campaign are, firstly, do not get overwhelmed. You do not need to over measure. If you’re a small operation, just measure a few things. Measure even only one thing. But just stay on top of it. Measure it month to month or however long your campaign is, so that if you need to tweak as you go, you can. And always look out for risks and opportunities. If things are not working so well, you’ll want to tweak. And you may even want to lay off of that thing. And if something’s working better than you expected, it’s a sign that you probably need to do more of it.

How do you know that your social media campaign is successful? The answer lies in the metrics.

As well as knowing what your objectives should be, understanding what to measure and how to interpret the results will help you to refine and report on your campaign’s progress.

In this video, Lisa Salem and Danielle Haynes share their experiences of tracking campaign effectiveness, including which metrics are most telling and how to report results.

What do you think?

After watching, think about which metrics you think would be most useful for any campaigns you might run.
Share your thoughts with other learners in the Comments section.
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