How to Set Realistic Expectations • Have it link back to your business goals. • How will it be measured? It has to be a number! • Don’t set your self up for failure. • Think of the “Why” this goal is important. • Have a monthly goal and track its success weekly.
Client Goal Example – Food industry Specific – Increased customer satisfaction Measurable – positive sentiment vs. negative sentiment (For every 1 negative comment we want there to be 20) 1 / 20 Attainable- Current positive sentiment vs. negative sentiment is at 1/ 7. Relevant – Yes, it is one of three company goals for the year. Time-Bound- This is measured monthly and once the goal has be obtained it will increase.
What Social Media Goals are Good Monthly – Aim for at least a 20% growth in both Twitter and Facebook. Virality per post – This is percentage based on the total number of stories creating from one post and the number of unique people who have seen it. Aim for a 3% Talking about you – If 10% of your total community. Unlikes or Unfollowers – This very much based on the industry you are in but no higher than a 2% of the total community per month
How to Measure DataFacebook – For a nice overall summary look at Facebook Insights. However for a more thorough view download your full data.Hotspot Timing – download post level data to gauge the optimumtime to post content and to see what content is really working.Google Analytics – Social media traffic.Bit.ly – Track how many click throughs have come from Facebookor Twitter.
The 5 Key Metrics for CEO’s1. Followers • Social credibility + Trust • B2C = direct sales • B2B = the money is in the list • Market place size and growth
2. Retweets /Talking About This • People talking about your brand • Generating remarkable content your fans like • Relevance of the content that is being shared • Can assist identifying brand influencers
3. Sentiment • Positive or negatively? • This should be the heart of your strategy. • Sentiment can offer key information about how fans online can affect sales. • Can define content creation,
4. Competitor Analysis • What results are your competitors seeing • Consider likes, content, posting frequency, fan engagement with posts.
5. Value of a Like • $ figure • Potential ROI figure