How You Can Rock Social Media Reports and ROI
A pain point for social media marketers is proving ROI. Data is readily available, but packaging the appropriate metrics and shipping them off with an actionable or insightful message requires skill.
Reports with strong topline numbers can seem impressive, but the underlying impact is often untold by marketers.
Garnering 3M+ organic impressions in six months sounds great, but what’s the takeaway for senior executives?
Effectively communicating performance is as important as the ability to analyze data and pull insights.
Here’s a few tips I’ve used to deliver impactful social reports and prove ROI:
Align social metrics with business goals and explain how they help accomplish those objectives.
For example, link clicks to a sign-up page could be considered ‘intent to purchase’ or help lead gen. Followers could be considered acquisitions. Reach impacts brand awareness. Audience sentiment could be aligned with brand reputation. There are many conversion; identify the ones that make the most sense from your business’ perspective.
Once you’ve converted social metrics into relevant KPIs for your organization, you’re able to clearly speak to how social impacted your company, and your value as a social media marketer.
You should also provide context for the numbers you present. Standalone numbers have a low value. Insert benchmarks of average performances, and pull metrics from similar campaigns for quick comparisons.
And be agile in the way you present data (click to tweet). Consider potential communications gaps prior to compiling reports by estimating your audience’s grasp of social analytics. Every metric needs context, but how you frame it depends on who is reading along. If you’re in doubt, label and explain everything that could cause confusion.
The icing on the cake is sending off reports with actionable insights that reveal best practices, next steps or strategic improvements. Include them in the accompanying email or on the last page of the report.
Lastly, keep it short. 1-pagers with hard hitting KPIs saves time and communicates impact effectively.
What your tips for delivering impactful social results? Feel free to tweet me your ideas – I’d love to hear!