As marketers are tasked with the challenge of doing less with more, there’s an increasing demand to quantify the value of social media. Here’s a guide to mapping a social media strategy with meaningful key performance indicators (KPIs) that align to business objectives for tangible measurement!
Following the Social Media Strategy Funnel
Quantifying the value of social media can be a daunting task. Unclear objectives and numerous metrics add confusion. It’s time to ground your social media initiatives with a strategic plan that makes measurement clear and easy.
Start by following the social media strategy funnel. Before diving into tactics, you need to define social media goals that align with business objectives.
“80 percent of marketers incorrectly begin with tactics instead of goals.” -eMarketer Report
Like most marketers, you probably began using social media because it was new and fun.“Everyone else is doing it… we probably should too.”
Confess already. You’re a victim of marketing peer pressure.
Stop the madness! Your time is precious. Don’t waste it on tactics that might work. You need a plan to strategically and confidently move forward.
Only 20 percent of marketers are planning social media goals before tactics, so this is a huge opportunity for you to jump forward! This is also the first stage in being able to measure ROI.