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Carrie BarrettCarrie Elizabeth Consulting
ANALYTICS
Social Media Baseline
1. What are my current metrics?
2. What are my current goals for social media?
3. What are my current KPIs?
What is my current State of the Union?
1. Look at GA or website analytics tool:
– Social Media Referrals
– Conversions and Social Media Conversions
2. Social Media Channel Metrics
– Leverage tools like Hootsuite or Sprout Social to gain further channel-specific insights
Social Media Referrals
Overall Conversions
Social Media Conversions
Social Media Channel Insights
Analytics + Insights = GOALS
Create your goals and Key Performance Indicators (KPIs) by:
– Understanding the data
– Organizing the data
– Acting on the data
AUDIENCE INSIGHTS
General Social Media Usage
Website User Demographics
Social Media User Demographics
Social Media User Demographics
Social Media User Demographics
Social Media User Demographics
CONTENT BUCKETS
We have a handle on our analytics… ✓
We know who our audience is, and who we’d like for them to be… ✓
Now, we chat content…
Available Buckets
PR / CUSTOMER
SERVICE
MARKETING / EVENTS
COMPETITORS
Public Relations
• What campaigns are they running?
• What outreach is currently taking place?
• What charity or goodwill campaigns are coming up?
• What media lists can we leverage for social campaigns?
Customer Service
• What are top FAQs?
• How can we articulate these into content pieces?
• What are top successes and challenges our customers face?
Marketing
• What does the overall editorial calendar look like?
• What are the over-arching marketing team goals?
• What resources are available to me?
Events
• What events are on our team radar?
• What sponsorships or partnerships does that include?
• How is social incorporated into the event briefs and contracts?
Competitors
• How is our competition leveraging social media?
• What themes/topics do they cover?
• What does their SWOT analysis look like?
• What does OUR SWOT analysis look like?
CONTENT MANAGEMENT
CONTENT MANAGEMENT
Schedule / Categorize
Monitor
Engage
INDUSTRY ALIGNMENT
How do you consume media and stay relevant?
• Industry Publications
• Social Media (personally)
• Google Alerts with keywords
• RSS feed
• Follow Thought Leaders
• Join industry groups…
REPORTING
