Now that I am bursting with excitement over all the different networks that can be used to chat, listen and promote my professional brand, I know that it’s just as important to start to consider how I can monitor the effectiveness of what I am saying and how I am saying it…and that kind of scares me.
When social media was new and there wasn’t much of a plan, you were celebrated for maintaining a constant posting schedule. Now that strategies are a must and results are expected, this has become a much more serious game.
KPIs or key performance indicators are already in my vernacular but have never pertained to social media. I believe that the important metrics are:
- Reach (your fans, followers, and other relevant stats and gauge the size of your community)
- Engagement (retweets, comments, bounce rates, clicks, video views, average time on site, etc.)
- Competitive data (comparison between us and our competition)
- Sentiment (how your brand is seen)
- Sales conversions (the measure of your networks referral traffic)
But, do I have the time to commit to making sure our targets and goals are measured and reported on?! This is where my fear gets the better of me. Like most of you, social media is a portion of my responsibilities and the deeper I come to understand how to effectively use the various networks, the more I realize this could very well gobble-up a lot of my precious time.
There are a number of free monitoring services such as:
And even more extensive, paid-for services including:
It all comes back to time and ultimately budget too – is anyone else starting to sweat or is it just me?