Don’t Just Measure, Measure *Everything*
OK, maybe Ivana wasn’t talking about social media metrics, but I like saying the title to this post in my best Ivana Trump accent.
Managing a large federal social media program has been a learning process. It’s all well and good to think up clever posts and tweets, monitor daily, and engage with fans. But if you can’t demonstrate the value of your program to management, then eventually nobody will see the point in keeping your program around.
There are lots of conferences and Web seminars that promise how to teach me how to demonstrate ROI to management (for a hefty price tag). I’ve been to some of these, and they’re a waste of time. There is no “one size fits all” method to metrics, it’s really all about what matters to your management.
For example, one of our clients is all about numbers, she really likes the solid quantitative metrics. Her boss is more interested in the larger buzz trends and the top influencers. And yet another program has very high visibility (and is a critical client for us.) We always need to be ready to show wins there.
So, how do we prepare for the periodic (inevitable) call to present our success? We keep track of everything. Because you never know exactly where the wins are going to show up and what trends are going to emerge. One month we might see a record number of Facebook clicks. The next month might be the biggest jump in YouTube views ever. Another month might be the highest Twitter reach…you get the idea. And those are just the quantitative metrics, there’s also the anecdotal. We constantly take screenshots of interesting user comments. Sometimes we’ll use them, sometimes we won’t, but we never know what we will be able to use.
I have a monster Google Doc spreadsheet that I keep updated every month. Some of the running metrics I tally are:
- Number of tweets per month
- Total reach of tweets that month
- Average Reach Per Tweet
- Number of Facebook Fans Talking about us this month
- Reach of Facebook Posts this month
- Facebook clicks
- YouTube minutes watched
- YouTube engagement
- Bitly clickthroughs