From where it should start
Start at the beginning. Evaluate why it is the brand on social networks in the first place. Why have these channels chosen? We like to start with people first, so we want to make sure that the brand is coming to people and communicating with people. We also know that no brand is the same in terms of the client’s path to the purchase or path to the conversion. So we have to understand what roles they play social depending on the brand or industry. This gives us a better understanding of where the social is in the general marketing efforts of the brand and within the trip to the customer. Then we can begin to evaluate if social networks are working.
Common measurement errors
When it comes to common measurement errors, you see a brand, it is vanity metrics. There is a lot of emphasis on the counts of followers, even so. While with all changes of algorithm, you are lucky enough to achieve the 3% of your followers with an organic Facebook publication. The commitments, to a certain extent, can also be a bit of a vanity metric. Facebook prioritizes them in general. We believe that it is really coming out of that space and trying to find out where the deepest relationships are and the deepest actions.
The lack of importance in the count of followers.
A common question that we obtain is “How important is the follower as a measurement of effectiveness?” answer for this question, it’s nothing. It really is so that you can boast your co-workers or compare them against their competitors social networks. But in reality, it does not matter at all at this point, as he did in the day. That is not, I had no value, but currently it does not do anything for your brand.
KPI Common for retail brands
If we are seeing retail and driving consciousness, you want to see impressions and arrive and therefore frequency. You want to make sure you’re hitting the audience with the appropriate message enough, but not too many times. It depends on what access to the data you have, if it is your retail, or if it is a retailer you can measure. Trying to observe the modeling of mixed media or any attribution to see how many sales can be attributed from their social campaigns or sales. If you are selling your products on a target or a Walmart or some other store where you do not necessarily have transparency, you will not be able to obtain that elevator necessarily. But potentially, if you have on your website, where you buy or search for locations that take your product, you can track the events of people who are looking to find where they can go in person and buy the product and attribute this to social. In this way, you are referring to users to your website and then measuring those references of social actions and those actions.
The common KPI for sales of e-commerce
E-commerce is actually one of the easiest to measure. This is the place where you should want to go for just direct Roi. So if you want to see the result of sales and purchase value. That is the best type of cut and dry shape to measure ROI when it can directly track the real sales. Then, if you are watching e-commerce, you definitely want to measure the amount of sales and how much of those sales you got it in front of what you are entering in terms of your marketing efforts in social networks.
Words of wisdom for a brand that begins to think about its measurement strategy?
This quote is always sitting with me for a while, “Be careful of what you measure because it will be better.” It is an easy way to say that you are careful of what you measure with the followers, because if you are measuring the follower’s growth. Are you going to find a way to increase the followers, but at the expense of what? Being strategic about where social games play and identifying those metrics that are most important. If you focus too much on one thing that could not necessarily a tangible benefit for your business, it could be the expense of what you might be doing.