Three Types of Goals and KPIs Needed for Social Media Analytics

Three Types of Goals and KPIs Needed for Social Media Analytics

social-media-analytics

By Brooke B. Sellas, {grow} Contributing Columnist

Good social media analytics are needed for businesses to understand the social consumer.

But which goals and key performance indicators (KPIs) are most needed? And why?

Companies looking to garner better social media results need to start with those two questions — and from my experience, these are the three areas that need addressing when looking to grasp social media analytics.

Start With Goals

It’s my opinion that you can’t choose your KPIs until you have chosen your company goals.

WHY are you on Facebook/Twitter/Instagram? How is this platform helping you meet a company goal of X?

For example, most of our clients use Facebook to capture leads or gain awareness; they’re using Facebook to meet a goal of gaining fans, followers, subscribers, or to obtain some kind of conversion.

The goal, then, is to increase the numbers of fans or followers on social media, while the KPI gives a specific benchmark to meet or show success of the given goal.

“We need to increase our Facebook fans by 100 fans, month-over-month, to show improved awareness.”

We find that most clients have three major types of goals they’re looking to achieve with their social media analytics, revolving around:

  1. Awareness
  2. Engagement
  3. Conversion

These are typically the three common types of goals and KPIs businesses seek with social media analytics.

Let’s dig deeper and now look at the most common goals and KPIs for each area.

Read more…

Three Types of Goals and KPIs Needed for Social Media Analytics

By Brooke B. Sellas, {grow} Contributing Columnist Good social media analytics are needed for businesses to understand the social consumer. But which goals and key performance indicators (KPIs) are most needed? And why?

 

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Eric Axelrod

President & Chief Architect at DIGR
I have helped companies bring new data driven products to market, drive efficiency out of their supply chain, execute strategic plans, and drive top line and bottom line growth by enabling every business function with actionable analytics. I can transform a business which is lacking critical insight into an agile, strategic, data driven organization.

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