Top Inspirational: Internet Marketing Special Tips & Tricks: #SproutChat Recap: Using Data to Prove the Impact of Social Media

Tuesday, 1 December 2015

#SproutChat Recap: Using Data to Prove the Impact of Social Media

SproutChat7-01 Social media metrics typically include post performance, engagement rates and follower growth across networks. But there are much broader implications in terms of how social media impacts your business as a whole (and vice versa).

To better understand how social and non-social data can work together, we probed our #SproutChat community. Here’s what our experts had to say about painting the bigger picture to prove the impact of your work as a social media manager.

Ask Your Community to Take an Action You Can Track

Components of marketing beyond social are incredibly important when monitoring and assessing social media success. Social media campaigns should have a desired action attached that can be easily tracked. With this criteria, web traffic, email signups, ad views, event attendance and more can be attributed to your time and effort on social.

Which Marketing Components Best Tell the Story of Social Success?

A1) SEO is a great way to help tell the story of SM success. #SproutChat http://pic.twitter.com/FBPOHbAfoN

— Charleigh (@char6529) November 25, 2015

A1) They ALL should be included when measuring #SoMe success. #sproutchat — Jose Watson (@Josewats) November 25, 2015

A1. It also depends on what the goals and KPIs are! #sproutchat

— Reva Minkoff (@revaminkoff) November 25, 2015

A1 it’s all relative to the business but increased engagement, foot traffic and e-commerce sales are some that I’ve encountered #sproutchat — Tate Dimech (@tatedimech) November 25, 2015

Rise Above Vanity Metrics

Forget follower counts. Vanity metrics are appropriately named—they reflect measurements that aren’t particularly revealing. For instance, they don’t paint the picture of how much your customers appreciate your product or service or how enjoyable your fans find the content you post.

Why Focus on Actionable Metrics Rather Than Vanity Ones?

You can buy numbers, you can’t buy realtionships #sproutchat

— Chris Desadoy (@EliteYouTubePro) November 25, 2015

@SproutSocial A2: Actionable metrics produce RESULTS, & vanity ones don’t do much, if at all, to help push the needle up #sproutchat — Aaron Lumnah (@aaronlumnah) November 25, 2015

A2) Actionable metrics are the data you use to demonstrate “See? It’s worth it business wise.” #SproutChat

— Kyle Murray (@TheKyleMurray) November 25, 2015

A2) Vanity metrics still hold merit – we can’t discredit them. They’re just not the end all KPI! #SproutChat https://t.co/YzZH4lpdGW — Jacob Warwick (@jacobwarwick) November 25, 2015

Build Relationships With a Sound Strategy

Asking your customers to DTR—that is, define the relationship—can get them to commit to your product or service more fully. With an established program, they’ll also feel closer to your brand and be less likely to consider a competitor. Start with a small ask, but set a goal of something more time and effort intensive. Consider the commitment curve, which outlines that a bigger ask is condoned with the passing of time. Try conceptualizing this for your own community, and build out strategy from the goals along the curve.

How Does a Loyalty or Ambassador Program Impact the Brand Overall?

A5 A Brand Ambassador Program, done right, could be your most powerful marketing tool! #sproutchat

— Kayleigh (@HappyLittleLift) November 25, 2015

A5) These programs can spawn influencers and brand promoters that are gold in the H2H domain. People buy on advice from people. #SproutChat

— Wayne Hendry (@ideakid88) November 25, 2015

A5) A well run ambassador program gives a well informed third party that people can trust regarding your business. #sproutchat

— Kyle Murray (@TheKyleMurray) November 25, 2015

A5: An Ambassador Program makes the brand more “personal and relatable” as it uses real people for advertising #sproutchat @SproutSocial

— Gianine Nicole (@GianineRed) November 25, 2015

Social media and community managers should always be seeking ways to prove social’s value to the business. It doesn’t have to be an increase to the bottom line, but it should lend to other metrics. Every social post is trackable, and it’s vital to demonstrate the worth of building and spending time with these important online communities.