How can you use a social media measurement framework to boost your strategy?

Social media measurement is the process of tracking and evaluating the performance of your social media activities. It helps you understand what works, what doesn't, and how to improve your strategy. But how can you measure your social media effectively and consistently? One way is to use a social media measurement framework, a tool that helps you align your goals, metrics, data, and actions. In this article, you'll learn how to use a social media measurement framework to boost your strategy in four steps.

1 Define your goals

The first step in using a social media measurement framework is to define your goals. What are you trying to achieve with your social media efforts? Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, you might want to increase your brand awareness, generate more leads, or improve your customer satisfaction. Your goals should also align with your overall business objectives and target audience.

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Helen Kay Smith

Digital Marketing @ BuildEmpire
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In my experience, defining the goals of social content or a social campaign has been vital so that you can remind yourself to stick to the strategy. For example, if a campaign is focused around brand awareness you will have key ideas that you know have worked in the past so it gives you a direction to go in. SMART goals make it clear for you but also for your team so that you can be held accountable but also it helps you to be realistic with what can be achieved with any constraints you may have.

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2 Choose your metrics

The next step is to choose your metrics, the indicators that measure your progress towards your goals. Metrics can be divided into four categories: reach, engagement, conversion, and retention. Reach measures how many people see your content, engagement measures how many people interact with your content, conversion measures how many people take a desired action, and retention measures how many people stay loyal to your brand. For each goal, you should select the most relevant metrics that reflect your performance. For example, if your goal is to increase brand awareness, you might choose metrics like impressions, followers, and mentions.

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Helen Kay Smith

Digital Marketing @ BuildEmpire
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Your metrics can be based upon what are the main goals of your campaign. If it is brand awareness, you will be looking for signals that what you're doing is working. It may be a metric such as higher reach, engagement, followers and direct traffic. Different content and campaigns will require different metrics to focus on and prioritise depending on what the desired outcome is.

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3 Collect and analyze your data

The third step is to collect and analyze your data, the information that shows how your metrics are performing. You can use various tools and platforms to collect and analyze your data, such as social media analytics, web analytics, surveys, and dashboards. You should collect and analyze your data regularly and consistently, and compare it with your benchmarks and competitors. You should also look for patterns, trends, and insights that can help you understand your strengths, weaknesses, opportunities, and threats.

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Helen Kay Smith

Digital Marketing @ BuildEmpire
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Now I see this as the fun part! Here's where you get to celebrate all your hard work. Being able to look back and review what went well and what can be improved on is key as a social media manager. It helps you grow and gives you ideas (which are always needed in this non-stop social world).

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4 Adjust and optimize your actions

The final step is to adjust and optimize your actions, the tactics and strategies that you use to achieve your goals. Based on your data analysis, you should identify what works well and what needs improvement. You should also test different variables and approaches to see what generates the best results. You should then implement the changes and monitor their impact on your metrics and goals. You should also document your learnings and best practices for future reference.

Using a social media measurement framework can help you boost your strategy by providing you with a clear and consistent way to measure your social media performance. By following these four steps, you can align your goals, metrics, data, and actions, and improve your social media outcomes.

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Helen Kay Smith

Digital Marketing @ BuildEmpire
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Optimising leads to even greater social success. Constantly improving your content is how you'll go from zero to a hero online.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Helen Kay Smith

Digital Marketing @ BuildEmpire
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When it comes to social measurement is key. Posting blindly and having the odd look at analytics will only get you so far. At the very least monthly review your social content so you know what's worked, what's not and then what you can do about it. Plus, a good tool for tracking your progress like an attribution tool helps me keep my social figures in shape.

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How can you use a social media measurement framework to boost your strategy?

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1 Define your goals

2 Choose your metrics

3 Collect and analyze your data

4 Adjust and optimize your actions

5 Here’s what else to consider

Social Media Measurement

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