Things We’ve Learned: Social Media and Digital Reporting
90% of marketers aren’t sure they’re measuring success effectively. - Contently
Social Media and Digital Reporting
Myth: “You can’t measure social media.”
Social Media and Digital Reporting
The problem with social media may be that there is too much data.
Social Media and Digital Reporting
Myth: “Avoid vanity metrics!”
Social Media and Digital Reporting
Vanity metrics aren’t the only thing you should look at, but they could be the first thing.
Social Media and Digital Reporting
Vanity Metrics are important because we all report to someone.
Social Media and Digital Reporting
Full Report for the Team
• Recommended monthly or quarterly
• 1-3 pages per channel
• Detailed list of metrics and activity
• MTM and YTY comparison
• Specific metrics around campaigns
• A few notes, observations, room for improvement
Social Media and Digital Reporting
One-page Dashboard for the Boss
• Recommended weekly or monthly
• Basic metrics around community size, reach and engagement
• MTM and YTY comparison
• Reference big campaigns, observations
• Answer questions before they ask
Social Media and Digital Reporting
What should I do daily / weekly?
• Full Report and Dashboard are “rear-view”
• Look for trends daily
• Don’t be a passive poster
• Don’t worry about writing it down, unless it is an outlier (or you have a bad memory)
• Keep track of major changes in strategy, content, campaigns
Social Media and Digital Reporting
Reports can be intimidating and overwhelming. #ProTip: Know what you’re looking for.
Social Media and Digital Reporting
Reporting should answer the 5 W’s – Who, What, When, Where, Why
Social Media and Digital Reporting
Social Media and Digital Reporting
Google Analytics
• The best, most important tool in digital reporting
• FREE!
• Just add the code
• Avoid “proprietary” systems
Google Analytics
Google Analytics
Other “Audience” Reports
• Demographics – age, gender
• Interest (new!)
• New vs. returning
• Frequency
• Engagement = time on site
• Mobile and technology
Google Analytics
Google Analytics
Google Analytics
Google Analytics
What about Google Keyword Reports?
• Almost useless
• ‘Undefined’ or ‘unknown’
• Search Engine Optimization – Queries via Webmaster Tools
• Only way to really see which keywords drive people to your site now is by using Google Adwords ($)
• Google Keyword Tool (for advertisers) is good way to gauge search traffic around terms
Google Analytics
Facebook Insights
• Most third-party Facebook reporting tools just rework the data Facebook Insights provides
• Downside -> Sometimes had to select the dates you want, access archived data
• When downloading the spreadsheets, “Post-level data” is less overwhelming
• Twitter Analytics previously available only to advertisers
• No column for clicks
• Limited time frame, unless you download the CSV
• Other Twitter options include Twitter Counter, Follower Wonk, Bit.Ly
• Pretty bare bones reporting on LinkedIn pages
• Recent posts, impressions, engagement
• Follower demographics: seniority, industry, function, size, employee/non-employee
• Limited options when selecting reporting ranges
• Look at the post-by-post #s and note trends
Google Plus
• Just added ‘My Business’
• But still, pretty bare
• Insights on views, engagement on posts, and followers location, age and gender
Google Plus
Google Plus
What about the “Why?”
Social Media and Digital Reporting
(Almost) Everything is justifiable or up for interpretation.
Social Media and Digital Reporting
The data won’t make the decisions for you – It’s up to you.
Social Media and Digital Reporting
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