7 Steps to measuring your brand’s social media health

Social media is very easily measured with various indicators like share of voice, reach, retweets, and comments. However, to measure your brand’s overall social media health, here are seven takeaways from Maria Ogneva, the Director of Social Media at Attensity.

Takeaway 1: Set a clear goal

In order to properly measure your social media efforts, you need to know why you are engaging in social media in the first place. Then you measure you social media health with corresponding merits.

For example, if your goal is driving awareness, you will be looking at metrics like share of voice, reach, readership and engagement with content (measured in action v.s. views).

Takeaway 2: Get your departments on the same page

Social media handling is always teamwork. So you’d better set up your organization for success by better aligning necessary departments to work as units towards a common goal. 

Takeaway 3: Always consider context

Metrics without context are meaningless. Always look at metrics over time and inside of a competitive landscape.

Takeaway 4: Select your platform wisely

Here are some aspects you should consider when selecting a platform:

·      Data—Which data do you need?

·      Reports—Identify how you want to share and present information

·      Actionable insights—There’s a big difference between data and insights

·      Budget—Keep in mind that cheaper tools can sometimes be harder to use or come with less features.

·      Ease of use—If you have limited resources, your platform must be easy to use and allow you to get your job done quickly.

Takeaway 5: Conduct a full social media audit

Conducting a social media audit can also help you monitor the current share of conversation of various players and channels.

Takeaway 6: Dig deeper in your channels

You should also evaluate performance by channel, for yourself and for your competitors, to find which sections are performing well and to help give your numbers specific context.

Takeaway 7: Do A/B testing

Remember to measure your general social media health comprehensively at least once a month and track responses to particular programs more frequently.