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How to measure your influencer’s social media metrics

This article outlines how to measure if an influencer’s campaign is helping you to meet your objectives. Let's explore.

Tracking your influencers metrics

A long term influencer who does a monthly blog for you may only need monthly tracking. However, a high profile launch campaign that is only running for a few weeks may benefit from daily tracking.

Total up each of the metrics for all of the platforms you are using, there is a section for each influencer or blog. Input each of the totals into the corresponding section on the template.

In this sheet you can total up your focal social media metrics, such as Likes or Comments.

To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step.

What does good look like?

If this is the first time you have done any influencer marketing, the first stage will be setting your benchmarks so you are measuring against your own previous activity. Read below for some tips.

Volume isn’t everything: when it comes to social media metrics, small niche audiences can be just as effective in meeting your objectives as broad high volume audiences.

Compare the activity of different influencers

Use a few different influencers: before deciding what good looks like, you should compare the activity of different influencers.

Use influencers for short bursts in your early days: this way you are avoiding committing time to a relationship that is not working. Use click data. Do not limit to social media metrics. Observing how the audiences travel through to your brand activity or website is key.

Prepare tracking in advance

To measure click data, you must prepare tracking in advance or you will not be able to measure anything beyond your social measures.

Looking at the interactions your audiences are having with your brand outside of the social media platforms can give you insights into how the campaign is playing out.

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Running a Social Media Campaign: Customers, Influencer Engagement, Analytics

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