This section explains what these metrics mean, and how they should be interpreted and reported to staff members and various departments.
There are three primary social media measurements:
Measuring growth in social media is one of the core aspects of reporting success, and should be done on at least on a weekly basis.
- Identify the social media tool you are measuring. Standard tools include, but are not limited to Facebook, Twitter, YouTube, Flickr, Blogs and Podcasts. You may have different or additional tools depending on your campaign.
- Identify the growth metrics. Decide these metrics as a team based on: awareness? activity? engagement? dislikes? You do not need to limit yourself. A list of suggested metrics is included in the measurement section.
- Record your current metric and the change that occurred from a previous benchmark. List previous metrics in each report so you can evaluate your progress and understand why change occurred.
- Add notes explaining why a change did or did not happen.
Below is a sample reporting template that takes into account the many variables you should be aware of, with examples for each field.
It is important to understand that numbers cannot live by themselves – they need context. When reporting to a peer, inside or outside your department, be sure to add explanations on what these metrics mean.
- Include screenshots and transcripts of online conversations and engagement. Although it may be a single post, these elements will add value to your numbers. One post capturing a viewer who is thankful for the reminder to watch a program can mean more to a manager than a series of numbers.
- Summarize and be concise. Describe metrics in a language specific members of your team can understand (i.e. development, community engagement, programming, etc.).
When measuring and reporting social media, it is important to look at metrics beyond those found within social media sites, such as web traffic. Showing that social media is driving traffic to your website is a tangible metric that all departments can understand.
Measuring and reporting the engagement activity around content on social media allows your station to better understand which content is most desired by your audience, and in the end, to produce content that is most engaging.
The simplest way to evaluate the success of your content is to record the most engaging posts and categorize them by type of content. Keeping track of these facts over time will allow you to understand what excites your social media audience and what content to create in the future.