The reason a client selects your agency might be because they don’t know where to start or how to translate analytics. The same could be true of agency teams that manage client services and communication. Open up a conversation that feels supportive and educational. For both parties. You can find the specific social media metrics you should be sharing in this article. But the most important thing to know is that what you report on should be tied directly to your clients’ goals it may be simple enough to educate clients with metric definitions. But once they have a general understanding. Dig deeper and leverage storytelling skills to convey a more holistic vision and explain changes that have occurred over time. If for instance. Your client saw a major spike in impressions for a specific period but your goals for engagement and web traffic were unaffected. What data or insights.

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Either quantitative or qualitative. Can you point to PR Directors Email Lists why? Perhaps your content used a popular hashtag but lacked a strong call to action. Make that clear to the client. Then explain what you might do differently. Whether you communicate reports via email or a full-blown social media presentation. Anticipate the questions your clients will ask and be prepared to answer. Sprout customers with premium analytics who use our custom reporting options can add text widgets to their reports to help build a narrative and make callouts that answer a client’s pressing questions. Data visualization can also help to tell a story. For more visual learners. Charts and graphs show valleys and peaks in data that help connect the dots between trends.

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On How Social Marketers Can Navigate

Push past vanity metrics to more rich data one element of reporting that clients and marketers alike can get hung up on is vanity metrics. Vanity metrics include data points and analytics that look good on paper. But don’t ultimately impact business goals. Some examples include followers and fans. Raw page views. Impressions and more. The key difference between vanity metrics and meaningful ones is that the latter drive more action and strategic decisions. If a client has a goal of generating traffic from social to their website but is focusing on sessions and pageviews alone. They could be missing a key piece of the puzzle. Bounce rate can be a really good metric to understand whether your social positioning and web positioning are working consistently together and keeping the traffic you drive engaged. While followers are oftentimes considered a vanity metric. They do still matter.

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