Hey, I’m Chrissy Mais. I’m a content creator and Content Marketing Manager at Animalz, living in New Jersey (state of the best pizza & bagels). I also write articles for davegerhardt.com. Let’s connect on LinkedIn & Twitter!
You’re scrolling on LinkedIn, and you see a competitor of yours KILLING IT. Their daily posts about their current and upcoming product features are generating tens of thousands of views, thousands of likes, and hundreds of insightful comments. So you think, “Hmmm, maybe if we talk about the same thing, our audience will grow!” But that may not be the smartest approach.
What works for others may not produce the same results for you and yours (even if in similar markets). And the sooner you realize this, the sooner you can start using metrics that are perfectly tailored for your brand’s social.
Dave has seen so many questions about measuring social media, so he added his two cents on the topic through a quick video about it in DGMG U, and now here I am to talk about it further.
Wake up, social media is not a conversion channel
Unfortunately, everybody wants to measure social media like it’s a conversion channel. And if you do that, it’s not going to work.
Good social media is not about, “Hey, click on this, give me your email address so we can measure it.” No, you shouldn’t promote yourself, links, webinars, or events. That’s actually how you do bad social media for a B2B brand.
Instead, meet with your team to create a plan of action. For example:
- Here’s why we’re doing social media as a brand
- Here’s what we want to get out of it
- And here’s how we’re going to measure it
And no, it’s not going to be about lead generation.
Create your own measurement
Measurement is going to be distinct in every company.
It’s different based on the team, the stage, and the size of the company – meaning, there is no perfect social media conversion measurement. So come up with your own metric.
Think about who you care about and why you’re on social media. You’re likely looking to grow awareness and your brand, so come up with a metric for that.
For example, “Audience growth on LinkedIn and Twitter” can mean that you’re going to focus on growing from X hundred followers to Y thousand followers on each of those channels.
Once you have your goal set for the year/quarter to measure success, get your boss (or whoever) to sign off on and buy into that metric.
Ready to start measuring?
As you start brainstorming metrics, keep your company values at the core. Like if one of your principles is about being authentic, show that in the comment section – writing honest and intuitive responses to questions and feedback.
Your consistent engagement will allow customers to better understand your branding. You’ll also ensure your CEO sees how you’re exemplifying such values externally.
The clearer and more precise you can outline your social media metric details to those in charge, the easier it will be for them to envision your end goal.