3. 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.
4. 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.
5. 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
6. How to Measure Data
Facebook – 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 optimum
time 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 Facebook
or Twitter.
7. The 5 Key Metrics for CEO’s
1. Followers
• Social credibility + Trust
• B2C = direct sales
• B2B = the money is in the list
• Market place size and growth
8. 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
9. 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,
10. 4. Competitor Analysis
• What results are your competitors seeing
• Consider likes, content, posting
frequency, fan engagement with posts.
11. 5. Value of a Like
• $ figure
• Potential ROI figure
14. 1M impressions x 2 posts x 30 days = 60M impressions
60M impressions / 1000 x $5 CPM = $3000,000
$3000,000 x 12 months = $3.6M
$3.6M / 1M = $3.60
15. L / UpM (LpD x 30) x (C / L) x CR x ACV = Value of a Like
L = Total Likes
UpM = Unlikes-per-Month
LpD = Links-per-Day
C = Average Clicks
CR = Conversion Rate
ACV = Average Conversion Value
16. The Issue with This Metric
Fan value vs. Cost of acquisition
Direct value
Indirect value
Fan unique value
Fan value is elastic
Fan value varies from product to product
