Are you the keeper of your organization’s social media metrics? If so, perhaps you’re like me and are a bit obsessive over data accuracy. Perhaps you dutifully copy and paste numbers from Facebook, Twitter or some other measurement tool every week, month or quarter to track your progress over time. But are your spreadsheets missing a key element? What happens when you go on vacation or someone else takes over after you’re gone?
You might have read this far and expect to hear something about what you should be measuring. That’s not what this post is about. Certainly put thought into your goals/objectives and match them with your measurement, but if you want to use data to measure your progress, the important thing is that you are measuring the same thing in the same way on a consistent basis.
Welcome to the data visualization dating game! Hi, I’m Adrienne and I’m new around here. I like engaging social media posts, long creative sessions and most especially thoughtful incorporation of data before and after campaigns. My ideal date doesn’t just take a dip in the data pool, he jumps off the high dive and into the deep end. After his swim, he keeps only the necessary, glistening, shining drops of important, actionable data points.
As my major data crush Avinash Kaushik would say, getting drunk on data and providing “data pukes” is totally unnecessary, not to mention classless and a total turn off. What he means by that is having data is great, but dumping a bucket of it onto a page doesn’t answer the two most important questions data exists to answer – “So what”? And, “So that?” Why is this graph important to your business and what is it telling you to DO!?
We’ve recently been hearing a frequent question from a number of our clients: “Is it even worth it to be active on Facebook anymore, given how you have to pay for anyone to see your content?”
It’s true that Facebook’s continually evolving news feed algorithm has been placing less and less emphasis on brand-related content. There are so many variables at play that it’s hard to provide a concrete statistic, but some research shows that your posts may be organically reaching only 6.5 percent of your total fan base – or even less. Gone are the days when all of your organic posts can easily reach thousands of customers. Read more after the jump…
It was reported last week that Facebook had been artificially inflating the average viewing time of videos on the social media platform for upwards of two years. Obviously the news is somewhat of a shock, as indicated by the outcry of complaints by marketing professionals.
This is absolutely big news in our industry, and I’m definitely in favor of creating some form of third-party verification for social media platforms and their native analytics. But I do challenge the impact of this news a bit, and believe its something that highlights a larger issue within our industry: A greater focus on meaningful metrics.
Marketing focused on interests more than demographics will net a much more specific audience
I came across a great Harvard Business Review article this past week outlining how psychographics (customer’s attitudes and interests) are just as important for marketers as demographics. The author outlines a couple of great examples of the differences between demographics and psychographics and why those differences are important for marketers, but more often than not we at GFM find the behaviors and interests of our target audiences to be much more important than their age or location.
When I was a young newspaper writer, I was a copy editor’s worst nightmare. One particularly forgiving improver of words described my early writing style as “breezy,” which was a diplomatic way to say “I asked you for 700 words, and you puked up 1,400.”
As I progressed in the industry, I slowly found out that editors wanted shorter, tighter copy not just so it would fit in the allotted space in the print edition (remember those?), but so that it would be at least marginally readable.
It was my tremendously good fortune to work with one managing editor early on who realized that I, like many young journalists growing up in the Please Validate My Opinion Era, saw myself as the next great American columnist. If I wanted to write columns, my editor said, then Gene Weingarten was required reading. The Washington Post scribe’s weekly “Below the Beltway” column remains required reading for me to this day.
Sure, Weingarten’s wit could cut through a ’68 Buick. But that isn’t why he’s one of our most brilliant living columnists. He earns the distinction because of the depth of emotion he elicits in 500 words or less.
You’ve created amazing, fresh, original content on your blog – and people are actually reading it! So you go to Google Analytics to find out how they got there… and then realize that although you posted the link to that blog post on Twitter 3 different times, it’s only showing up as one referral source all lumped together. So, how do you know which of your 3 tweets garnered the most traction?
Use a UTM Code to Create a Tracking URL
UTM codes are tags you add to the end of a URL that, when clicked, will be tracked in Google Analytics. Adding these UTM parameters allows you to track the effectiveness of various aspects of a campaign, such as the source or medium, and make decisions about how to best drive traffic to your website in the future.
GFM’s Saint Joseph Hospital Opening campaign encompassed web, social media, media relations, SEO and digital ad campaigns.
If you’re in the marketing communications industry, you’re probably familiar with terms like “content marketing,” “social media marketing,” “community management” – or simply “digital.” But can you explain the difference between each one? What does “digital marketing” actually mean?
Marketing departments and creative agencies are at a crossroads. Think about how greatly our work – our strategies – have evolved in the past five to 10 years. Marketing channels, consumer behaviors, third and fourth screens, mobile, SEO, distribution methods, customer service, thought leadership, media relations, bloggers/influencers, social networks, digital content, video, social advertising…it’s all different, and it continues to evolve. Marketing departments are struggling with where to prioritize budgets (and who to hire to do the work!) – and if any of you attended the Evolve or Die SXSW session this past March, it’s clear that traditional agencies have just as many questions about navigating the digital arena.Read more after the jump…
We get the question often, and it comes in several forms:
Metrics can be confusing, and worse, time consuming.
“What should we be measuring?”
“We’ve got all these followers, but what are we doing with them?”
“There are so many metrics, but which are the most important?”
“People saw our message, but what does that mean?”
The advent of digital marketing and social media is great because it allows us to measure an infinite amount of metrics. The downside is determining which metrics are most important, and not wasting time on all of the other statistics. Here are five simple questions to ask when identifying the metrics that will matter most: Read more after the jump…