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October 21, 2010

Making Sense Out Of The Numbers – Social Marketing Metrics

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marketing metrics Let’s say you’ve convinced top management that a strategic social media program is worth supporting. Let’s say you’ve created the social marketing plan and are implementing it. The next step (and probably most significant in terms of your future marketing  budgets) is showing everyone how well it’s working.

Every company is different when it comes to marketing reporting. Some senior executives can report you to death, leaving you no time to actually do the work. Others don’t want to or don’t have time to see anything, but when they do three months later, they riddle you with questions.

So what’s the best way to report your social media marketing stats? You can approach it two ways. One is to create from scratch a bunch of reports, using your excel and other analysis tools. Another is to look for off the shelf reporting templates. For example, in Demand Metric’s Social Media 5-Pack , you can use the Social Media Program Metrics Dashboard .

It’s a good place to start. It’s clean and easy to follow – something that CEOs and CMOs really like. Put your numbers in and they automatically translate into a graphic dashboard. You can show upper management actual numbers against goal, as well as show them growth trends.

It is also set up for monthly figures, which gets me back to the right balance of reporting .  I’ve found that showing your metrics monthly gives you plenty of time to do your other work while providing upper management with timely information.

Topics: Social Media Analytics

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