I sat down with a brilliant mind for dinner (Simon Doukas, Co-Founder and Director of Lodie) and we discussed at length some major issues with what brands social KPI’s are.
It became more and more obvious that brands are measuring on the wrong stats which is leading them down the wrong path. Below is a look at the stats you should be focusing on, as improving these will help your end objectives which is generally to sell $$$
If you’re reporting on reach or amount of likes or (you’re fired). The true stat here isn’t about eyeballs or how big your community is, it’s about how many people engage with your content.
- Talking About This
You could have 1 million followers this doesn’t mean anything. You need to be reporting on engagement. How many Twitter users engage with your tweets, this is the number you need to focus on.
Like all channels Instagram posts don’t have a long life span so gramming at the right time is critical. Once you have established the best time to post, your key metric here again is engagement.
The above is all about engagement and that KPI should be carried out in all your communication channels, this includes email. Email isn’t about how many you have in your database, it’s about how many of them are active and engaging with the brand.
Everything you do needs to be measured against engagement. If your content is not being engaged with, change it, if it’s working keep doing it and tweaking it slightly to make it better.
STOP worrying about these artificial numbers that you think makes you look good. Your KPI’s should be engagement, this is a true test for digital marketing managers. It’s also the hardest test so I know why brands prefer reporting on the fluff numbers.
Let’s get serious about what you’re doing and the moment you change your KPI’s to engagement is the moment your brand will start to see some real results $$$, who knows you may even start to enjoy it 🙂