‘Social media metrics: Outputs, outtakes, & outcomes’ – Econsultancy
Jeff Rajeck says, “Professional social media is hard work.
Practitioners have to come up with new posts for their brands every day and then report the results upwards to justify the social media team’s budget.
The lack of universally accepted performance metrics, however, makes this difficult to do.
To help, here is one approach to organising social media results to help management understand the value of social channels.
On one hand, social media is one of the most transparent marketing activities. Everyone can see a brand’s strategy in one place and, in many cases, can see how well its posts are performing.
Comments, likes, and shares are all public so brands cannot hide a viral success or an idea which has bombed.
But on the other hand, it’s surprisingly difficult to know how well social media is performing for a brand, even to its own management”.
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