The 101 of social media data
Many marketers today still struggle to evaluate the effectiveness of their social media channels in terms of ROI, according to Oktopost blogger Sapir Segal. This is because they often find it difficult to figure out what data to collect, along with where to begin measuring. Segal offers a few tips on how to do just that:
Overview: The list of social media metrics to consider is enough to provide a wealth of data for marketing campaigns. These include: shares, likes, conversions, comments, mentions, impressions and — more importantly — clicks. Segal says the “click” metadata is “crucial for understanding more about what your leads are interested in.”
Question: The types of questions marketers need to consider include things like which social media networks offer the most lead generation, and what type of content generates clicks, shares and conversions? Marketers also need to identify the top-converting posts on social. And they need to discover which part of the funnel their audience is most engaged in (i.e. top-of-the-funnel (TOFU), middle-of-the-funnel (MOFU), or bottom-of-the-funnel (BOFU) content?).
Results: The next step, according to Segal, is to enter your social data into your marketing automation platform. Doing this can provide you with the following benefits:
- 1. It can help you create a complete lead scoring model that includes higher scores assigned to specific leads (example: users that click on social posts versus emails).
2. It can help you build a highly personalized lead nurturing system that would provide you with insights on what your leads are showing interest in. For example, Segal says whenever leads show a strong interest in a certain topic (via clicks), “you can trigger an email campaign with content around the same topic.”
3. Finally, you can create a more accurate lead attribution model that gives priority to social media actions. For example, if a lead clicks on a link to your website to review a promotion, social media would receive the conversion credit.
As for how to collect social media data? There many different advanced analytic systems available out there. A simple search should provide you with a long list of options.