Are you having a metrics-tential crisis? Just keep these words of wisdom in mind:
“Measure early and often.”
“Measure twice, post once”
“If a social media manager writes content, and there’s no one to measure the impact, did it happen?”
There’s a lot of hype out there about social media metrics, but it really boils down to this: What does your client / boss /stakeholder need to know?
You have an infinite amount of data available to you thanks to Facebook Insights, Twitter Analytics, LinkedIn Analytics, and YouTube analytics. (What about Instagram? Well…no data…yet.)
But do you really need to inundate your boss with it all the time? Give them something THEY can brag about to THEIR boss! But most importantly, map your metrics to your original strategic goals. It’s easier than it sounds, really.
And if the data points you find don’t add up to support your goals….you are looking at the wrong data points. You can always find something to crow about, no matter how small.