5 Tips for Building a Better Social Media Marketing Strategy
Reporting Best Practices for a Strong Strategy
You can’t run a blind social media marketing strategy; you could waste a lot of resources pushing content out to random audiences hoping something will stick. On the other hand, you could get pretty bogged down in reports, wondering whether all of it – or none of it – is relevant to your strategy. Fortunately, there are some reporting best practices that can help you create a clean strategy that gives you direction and a way to measure whether you’re effective.
Recently, the wisdom of our SJC Marketing social media experts was featured in an article listing top reporting best practices, so check out what some of our team shared about what you can do to clean up your social media reporting:
- Examine data year over year. It’s a common practice to look at social media reporting results each month, comparing how your posts are trending over just a few weeks. It’s also valuable to look at the same month compared to that month in previous years. It not only helps you identify seasonality trends but also helps your clients to have realistic expectations for that particular month’s results.
- Remove irrelevant data. It’s tempting to show clients every interesting piece of data, but some of it isn’t as relevant to decision-making. For instance, a report that shows every user that has engaged on your social profiles may be interesting to pore over on a rainy afternoon, but it doesn’t have a significant impact on decisions related to your social media marketing strategy.
- Don’t review demographics every month. Again, this might be interesting to you, but it’s not as important to your strategic monthly decisions about how to market to your audiences. An annual review of demographics is more than adequate.
- Use communication tools within the reporting. Your client isn’t a marketing specialist, so use a legend or the comments to clarify what they’re seeing. This allows them instant information about the report and makes it user-friendly when a marketer isn’t there to explain the results.
- Educate the client. Don’t be afraid you’re giving away your expertise. A client that sees the connections between your metrics and their success is one that will continue to invest in your services. Explain why benchmarking, engagement and consumer behavior help funnel leads into their pipeline and clarify the return on investment for their marketing dollars.
You can swim in metrics, never truly understanding whether your social media marketing strategy is working. Instead, incorporate these reporting best practices to clean up and simplify your planning. Contact us at SJC Marketing to learn more about how we determine what’s relevant and apply it to our strategies.