For many content marketers, social media strategies go beyond the spray-and-play process of sharing new content with the widest possible audience and measuring whether someone is involved in it. It’s based on the idea that you can just create new content and keep pushing it and you’ll get results.
But, as Jonathan Crossfield says, “on social media, the audience pulls the leash.”
In #socialmedia, the audience is pulling strings, says @kimota. Click to tweet
As content marketers, we have to take a step back. Just as you spend your time creating content marketing strategies, you also need to create social media strategies that are tailored to your content goals. And this begins with establishing social media KPIs (key performance indicators) that fit these content goals.
After all, if your social media strategy is built on intuition rather than KPIs, you won’t be able to serve your content properly.
Social media strategist Jeremy Gould knows one or two things about this. He is the author of Going Social and Getting to Like and the founder of Firebrand Group, a brand management consulting firm that counts L’Oréal and Unilever as its many clients.
CCO: Going Social was published four years ago
Goldman : When Going Social was about to come out, I was surprised for the reason you just said … Social media moves very fast. How do you write such a book without getting old quickly? I realized that I should avoid writing about how Canada Mobile Number it works, as the way I reply to comments on Facebook and join Twitter chats can change easily at any time. Instead, I focused on how social media is based on the principles of communication that have preceded social media for thousands of years.
What about the most important changes? It’s easy. Social media is the price of play, and we are fortunate to carry out meaningful strategies around purely organic reach. When I wrote Going Social, medium-sized businesses were actually able to find a way to be creative and win on social media without a paid media budget. Oh, how have the times changed?
@jeremarketer, do your best by implementing a meaningful #socialmedia strategy with a focus on purely organic reach. Click to tweet
Carefully selected related content:
- 9 great tactics for promoting your blog content on Facebook
- Content Amplification: How to Promote and Distribute Content Effectively
In the context of content marketing, how do you look at seemingly
Goldman: First of all, it’s perfectly normal for metrics and KPIs to be confused to some extent. In fact, I saw this ridiculously even for advanced level people. Metrics are simply quantified measurements. KPIs are indicators that are judged to be mission-critical to the business.
I will touch on something very important here. Nowadays, it is possible to measure more than ever. However, this is not always a good thing, as it causes some organizations to lose focus. Just because you have a lot of metrics doesn’t mean you need more KPIs.
The more KPIs your organization defines, the less focused it may be. There was one company that was proud to have decided to move from 4KPI to 16KPI next year. Is it always a good thing, or does it dilute the value of KPIs?
CCO: Talk to your newly appointed Content Marketing Manager. What are the first steps you need to take to find the best social media KPIs for your content marketing goals?
Goldman: It depends on the organization and the scope of its particular role, so the first thing to do is to find a way that has the greatest value for the entire organization. If the best way is to focus on the company’s latest whitepaper, the best KPIs are access to the lead generation form connected to the whitepaper and the total number of whitepaper downloads.
CCO: What are the most important social media KPIs in general for content marketing? And how do you create a sustainable team-oriented process to drive towards them?
Goldman: Again, it depends on your organization, but I think sales leads are probably the biggest KPI for content marketing. If you’re not making money, it’s hard to keep the lights on and it’s hard to write good content without the lights. Associated with it, the customers coming from those leads are powerful KPIs, not to mention traffic for specific content.
I like being asked how to do a team-oriented process. Because it’s not touched by enough people. It’s important that the entire team goes in the right direction. All team members need to understand not only team KPIs, but also the role each member of the group must play to reach them. Not everyone can row in different directions. I see it happen too often.
CCO: You’ve helped both cluttered start-ups and large multinationals establish social media KPIs. What are the themes of each, and what can content marketers learn from them, regardless of the size of the company?
Goldman: Small businesses and large businesses have much more in common than you might think. The biggest similarity is the desire to run before they understand the path they should take. We live in a society where people who take a moment to breathe are judged fairly rigorously. If you’re not doing it, you have to be lazy, right? But in reality, it’s not important to set KPIs and then review them on a regular basis, and both start-ups and monolithic companies don’t do it often enough
According to @jeremarketer, it’s not important to set KPIs and then review those KPIs on a regular basis. Click to tweet
CCO: What are some tips for establishing the best social media KPIs for your content marketing goals?
Goldman: Understand your brand. Your organization probably has a mission statement – that’s why it exists. It may sound like a high starting point, but you can’t succeed without understanding the company and where it’s heading.
Determine your own role. Make sure you know your role in the company. You’ll be amazed at how many content marketing managers spend their time in areas that are a little different from what they want.
Investigate the indicators. Check all the metrics your organization is tracking. Don’t assume that everything is important. Similarly, seemingly worthless metrics are not always very useful.
Determine the KPI. Analyze the list of indicators and select some that are determined to work day and night to measure success. Make sure you don’t select too many. You can choose from 6 or less, and in some cases even fewer.
Determine the KPI. According to @jeremarketer, it’s 6 or less, and in some cases less. Click to tweet
We will continue to improve. You may have selected the wrong KPI, your role has changed, or your organization is heading in a new direction. Whichever happens, you can modify the course and select a new KPI by checking the KPIs on a regular basis.
The version of this article was originally published in the August issue of the Chief Content Officer . Sign up to receive a free subscription to the bi-monthly print magazine.
Cover image by Joseph Kalinowski / Content Marketing Institute