Social media strategy and planning essentials -  Recommended dashboards and tools for creating social media marketing reports for different reporting periods

This is part 8 of my Smart Insights 12 part social media series. In the last part we looked at resource planning for social media; in this blog, I discuss what data you should capture and report to measure the impact of your social media marketing campaigns. To frame the conversation, I’ll cover four different type of report: Daily dashboard Weekly KPI report Monthly roll-up report Quarterly strategy review

Reporting scope and goals

It’s important to understand the context, and limitations, for reporting. The data you have access to depends upon your business resources and scale of social activity. For example, many small businesses don’t have subscriptions to social media monitoring tools like Audiense and Buzzsumo, so won’t be able to include data from these in their regular reports. Focus on what data you…

How do you know whether social media is working for you? How do you translate comments and likes into ROI

Social media marketing has become the norm for businesses across industries and niches. It’s often hailed as one of the best digital marketing strategies – but how do you know whether it’s working for you? How do you translate comments and likes into ROI (return on investment)? In this blog post, I will show you how to measure your social media ROI.

Why do you need to measure your social media ROI?

Like with any marketing practice, you’re investing time, money, and effort into your social media marketing strategy. So naturally, you want to know whether your efforts are paying off. That’s not to say that if you’re not getting any clear ROI from social media that means you should quit it altogether; rather, measuring your social media success helps you understand what you’re doing…

In new research by GetSocial, we look at new methods of sharing, the rise of Dark Social as a traffic source, the decay of the Facebook Feed and a surprising comparison of both (spoiler: dark social wins)

There are now 1.2 billion pages indexed on Google mentioning Dark Social. Definitions vary but they don’t escape much of what Alexis Madrigal wrote in 2012: “it shows up variously in programs as "direct" or typed/bookmarked" traffic (...) but that's not actually what's happening a lot of the time. Most of the time, someone g-chatted someone a link, or it came in on a big email distribution list, or your dad sent it to you.“ I call mainstream on the topic. Now, more than ever, marketers and audience developers must look at Dark Social. Not as a myth, something that may be happening,…

Chart of the day: After Snapchats controversial redesign last year, satisfaction with the app has plummeted

YouGov data suggests the app has erased two years of work in just a few months, as Snapchat's impression score and satisfaction score has dropped significantly. The survey asked users in the Unites States (US) aged 18-34, who'd then fall into the millennial category, to rate how satisfied with the SnapChat brand. YouGov do continuous tracking of brands including Snapchat, as part of their BrandIndex product. As you can see from the chart above those aged 18-34 have reported a massive drop in terms of a positive impression with Snapchat. As you can see from the chart below, there is a massive drop in satisfaction too. Those aged 18-34 have suddenly recorded a more negative impression of Snapchat and a…

ICYMI: Now that Snapchat has a new Insights feature, will it help calm down the miffed Snapchat Influencers?

With it’s recent layout change, Snapchat has been on the receiving end of some major flack from its users. There now seems to be noticeable divide between the average snapchat user and snapchat influencers, with 2 distinct pages, which led to Snapchat being accused of ‘forgetting it’s consumer’. However, that’s a debate for another time! Snapchat’s relationship with its users, particularly influencers, has been quite complicated. Especially, with competitive social media platforms being one step ahead of the game at all times, snapchat has found itself being far behind in the competition. Although, some would say that snapchat has its own set of loyal user base, which is unlikely to shake, even under competition. And some can say, Instagram is quickly catching up with Snapchat’s unique features and…

Updated report shows the why, what and how of selecting social media listening tools and engagement

‘Listen!’ is the first step towards creating a social media strategy. To listen effectively you need to choose the right tool. There’s certainly no shortage of choice. Back in 2009 Smart Insights created a comparison of 36 of the best-known online reputation monitoring tools including free and paid tools. Since then, there has been an explosion of new tools on the market, with top vendors developing features beyond listening, monitoring, analysis, or social media management, making the selection process now even more bewildering. Our free tools guides has a select number of services.

[si_guide_block id="70611" title="Download free resource – Essential Digital Marketing Tools" description="This guide will recommend the best types of tools and the most popular alternatives in each category based on our experience and talking to other marketers."/]

In order to enable companies and…

6 key metrics to measure your social media impact and social media ROI

Social media is one of those tricky topics that marketing departments know is effective for business growth, but getting this across to other departments – and specifically the C-Suite – can be difficult. Measuring vanity metrics and talking about “social shares” is not something the senior team has any interest in; you have to show the business impact and value your social activity is having. 52% surveyed in the recent Smart Insights and Clutch Social Media report confirmed that social media has positively influenced their revenue and sales with Facebook and Linkedin providing the highest value for businesses. But how to do you measure and prove this? Below we’re looking more closely at the metrics to focus on and how they can be demonstrated to the board as positively…

Frameworks for measuring social media effectiveness

I am fortunate in that I get to spend a lot of time with clients on a daily basis and my current portfolio includes 86 agencies. One increasingly frequent topic of discussion at meetings is measurement, ROI and social media in particular. *For more guidance on social selling, check out our quick win, What is Social Selling and Why is it effective?, which includes detailed advice and activities on the B2B social selling platform LinkedIn. It will help you locate, connect and engage with mre if the right type of people and how to turn them into paying clients.* Amongst clients across varying sectors I see a lot of focus on owned channels, and I believe the potential of big data enabled by social media is often underutilized. What’s more, with in-house teams growing their own capabilities, agencies will need…

How to leverage the power of social media analytics to expand your audience

These days, if you are looking to expand your audience, you should definitely try your luck on social media, simply because everyone is there. However, the problem with being present on social media, and using it to reach out to your audience, is that it can eat up a lot of your time. For instance, if you have a killer post that will provide value to the readers, you will need to come up with a headline that will grab their attention, which is usually very divided, as well as find an image that will reel them in, maybe even include hashtags, and so on. To make matters even worse, it's a shot in the dark, because even if it works like a charm, you will have no idea whatsoever why it worked. According to Arthur Mitchell, who is the…

New research from the DMA shows that only 48% of marketers agree that social media gives them any return on investment.

A report from the DMA on social media's place in marketing reveals some very interesting trends, but not all of them are positive. Although the vast majority (77%) of marketers are using at least one social network to promote their brand, that doesn't necessarily mean they are getting the most out of social or generating significant ROI from it. The research asked some 111 marketers from a mix of large B2B and B2C companies questions regarding their use of social media. We have also just undertaken our own research in 2017 with a much larger sample size (609) and found a big divide in how marketers view the effectiveness of social media marketing.

Which channels are used most for marketing?

As a rule of thumb, marketers will generally gravitate to the channels…

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Social media marketing?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments