Social media measurement and reporting
This free lesson shines a light on how to think about social media evaluation, social media measurement, and social media reporting.
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Success story: Nottinghamshire Police
Hello, and this is the lesson on measurement and evaluation of your social media. I get lots and lots of people asking me about this, and I think the reason that people get a little bit kind of flummoxed by it is that there’s so much to measure.
We’ve got this access to loads of data, and it can just feel a bit meaningless sometimes if you look at it all and just think what does it matter what is it about. And this is going to be a really quick lesson to just get you that feeling confident that you know what to measure and how to make the most of the analytics that you’ve got on your social media accounts.
So I’m going to start with one thing that I want you to remember at all times when you’re thinking about measuring your social media and looking at analytics, and that is do not measure everything. I might come and say that a lot during this lesson, I might say about six times, do not measure everything.
If you try to look at all of the stats and especially if you try to not only look at it, but then report that back to your organisation, people will be bamboozled. They’ll just judge you on the size of the numbers and nothing else. So we’re going to have a think about how do you know what to measure and what is the point of measuring.
I want you to really think about having a sense of purpose when you’re evaluating – what are you doing it for? So you could say that, we’re going to look at our analytics and we’re going to learn what are the outcomes of our content or the outcomes of what we’ve been doing our activity.
So you measure in order to say right, so we let’s say we put a tweet out it reached 1,000 people, and of those 1,000 people, 20 people signed up to come to an event. So you’re using the evaluation to understand what’s happened as a result of your content. And that’s the one that most people think about really. But it’s not the only reason.
And sometimes I think people think they’re evaluating for that reason, but they’re not always. So, another thing that you can think about of a reason to evaluate is to brag, is to demonstrate your worth.
So some people will evaluate and they’ll say here is a report for our management team and we’re going to tell them that we’ve gained this many followers, and we have produced these results. And again, that’s a little bit different, isn’t it.
There’s a difference between we as a team want to know what’s worked and what hasn’t. And we as a team want to demonstrate the value of our work. So have a think about those two.
And also think about as a team, what do you want to learn so that the third category of a purpose for why you might want to evaluate is to get much better as a team, to understand which pieces of content really worked, what activities resonated with your audience, and what didn’t so that you can get better at what you do.
So before you do anything, and before I even talk to you about the specifics of particular types of measurement, just have a real grounding in which of those three things is most important to you when you’re evaluating, and then you can start to look at the right pieces of information or help you make that case.
So lots of you all have different forms of evaluation that you’ll want to do. Perhaps if you’re working in customer service you want to do something that’s very regular and measure something like average response time. That would be a really useful way for you to know how well, you’re performing.
Or if you’re working on campaigns, perhaps you want to use the CrowdControlHQ software to specifically theme subjects and just only look and measure on what’s been performing in that particular campaign. And either way, I think it’s just useful for you to get a hold on the specific types of measures within that.
So for instance, in Twitter what is better, is it better to have a profile view, or is it better to have a huge reach. We’ll have a little dig into those things right now, and then hopefully you should be on your way to really take some of the lessons today and apply it to your own use case at work.
So as far as I’m concerned, there is no tool better than you have to look at the data and thinking to yourself, what does this mean. And to explain this I’m going to show you a post that I put onto my Facebook page, and I will explain it to you now.
All right, so this is a post that I put up for my audience on my page on Facebook and it was around the time that the GDPR laws were coming in. And from my point of view, I just wanted to share with my audience the frustration around having to learn all this new extra stuff to do with GDPR.
And for me, if you call this a campaign, which it was kind of part of a small mini campaign around me just growing my audience and getting people to know, like, and trust me a little bit more. So I can look at the analytics on this post and go, wow, what does it all mean, there’s so much stuff.
And for me, the only thing that really matters is how many people clicked on the post and then how many people went on to follow my page. So I don’t care that 489 people were angry with this post. I can use my human evaluation tool, which is my brain to go, they probably weren’t actually angry with me, they were just angry with GDPR.
But either way, I don’t care if they were angry with me. Look at how many people liked and loved the post, but mainly look at the community that I formed by going through and evaluating all of those comments. For me this is all about the fact that all of those stats mean nothing until you understand what you’re trying to achieve. And for me, when I’m trying to achieve community, 47,000 comments is really useful.
I’m going to show you another one of my silly little posts for my community, and this time it’s on Twitter. So this is a similar kind of post posted at a similar time for me when I was trying to grow my audience and trying to build community. And I knew that I had some campaigns coming up later on to sell my courses, so building community first was really important to me.
And this post is a bit funny is kind of going along with a theme that I’ve been putting through a lot of my themes at the time, which was a unicorn, and hooking into that idea of a shared experience we have where people think that they want everything we do to go viral. And again, think about the stats here, what am I trying to achieve. I’m trying to achieve new members of my audience and trying to get grow and get more people to like who I am and understand what I do.
So the first thing I’m going to look at here is profile clicks. So Profile clicks tell me that someone saw this post and thought, who is she. Let’s have a little look. And then they get to read my bio and find out more. That’s exactly what I want from this kind of post.
However, if I was trying to get people to do something to read a blog post to sign up to a course, I’d be looking at link clicks. And in this case I’d say this is a low performing post because only 12 people clicked the link but as it was that’s not what I wanted.
So it’s great people engaged with the little video that was in there, and the impressions were quite big, 42,000 not bad for one tweet. But you can see how each one of these things mean something a little bit different. And there’s no point in reporting on all of it.
If I was going to say to myself or demonstrate to somebody else the value of this, I would be just honing in on the thing that matters to my purpose. So you want to measure how your posts are performing, but don’t forget really valuable insights can be got from what other people are saying about you and to you.
You can think about looking in the CrowdControlHQ software for your most engaged user, the person who’s interacted with you most over the last period of time. And also you can look in Twitter analytics for something like the best post where you mentioned in that period of time as well.
So here’s an example of one of those kind of posts and this is from someone who came on one of my courses and got the bar of chocolate that you get when you come on my courses.
And what’s really interesting for me is if this was one of the most engaged with posts ever then I know that providing people with chocolate is a real treatable moment.
And we know that photos get more engagement than posts without photos. So there’s lots of learning to be had when you don’t just look at your own stuff, and you start to look at your community stuff as well.
Actually another way that you could use evaluation is to create a little sense of kind of competition amongst a lot of your teams. So let’s say you evaluate how each team using social media is performing across your whole business. And then you might want to reward the people who are getting the most engagement or meeting the outcomes that they’ve set out to achieve. That’s just another way that you can think about using evaluation.
And it’s just really important that you don’t just measure things without any sense of purpose. Have a think about what you’re there to do. So that’s just a little look at the kind of things that you can start thinking about when you dig into your own analytics.
And one thing that I would say is, if you’re creating evaluation that is around earning trust and demonstrating your value in the work that you’ve done, don’t forget to make that report a piece of content.
A lot of the teams that I work with will create evaluation reports, and they’re just so dry, and sometimes they’re Word documents with tons and tons of words in them basically. Sometimes they’re spreadsheets and it’s like, I’m interested in the subject and I look at them and think no way. I couldn’t be bothered reading that, especially on a regular basis.
So if you’re trying to kind of win people are around and report to management, don’t forget that is content too, so make it visual, make it brief and tell a story, tell people what you want them to know about that period of time’s activity.
If you don’t explain it to them, they’ll make up their own mind or they will just switch off and they won’t understand at all what you’re trying to tell them with your evaluation.
So I would say, to sign off this is, understand the analytics and know what the measures are. But don’t forget that you are a storyteller and you can use these bits of data to work for you, to either get people to like what you’re doing and understand your work, or to really get better at what you’re doing.
And that is a really good opportunity and it makes it a lot easier to spend more time doing it if you do it.
So that’s the end of the evaluation one, let me know how you get on and what you do to find out how you’re getting better and how you demonstrate your worth using your analytics.
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In this lesson Hel shares the proven tactics she’s used to grow a social media audience and develop engaged communities.
Your tutor – Hel Reynolds
Hel Reynolds is an award-winning social media and digital communications pro. Her social media training has seen amazing results for participants, who go on to be more strategic, create better content and grow engaged audiences for their organisations.