Ideally, there should be a standard of metrics to measure each of this social media channels. However, such industry benchmarks have yet to be standardized across a fast changing platform that is social media. It all boils dow to what or how you (and your advocacy) define key metrics and should be at least “aligned” with your advocacy’s goals. Let me introduce, SMART Metrics.
- S-SPECIFIC
At the very least, such metrics should be specific and sensitive enough to detect changes across and within the different social media channels. - M-MANAGEABLE
KISS or the keep it simple and manageable, is all the more important to logistically challenge advocacy group and should be a key factor in choosing which metric demonstrate early success. - A-ACTIONABLE
Of course measuring impact on the different channels is useless if you can’t act on it. A metric should trigger corresponding action to achieve your advocacy/ social media goals. Can you improve on what this metric have measured? - R-RELEVANT
I cannot overemphasize the fact any metric should be relevant to your overall advocacy/social media goals. Does it add value to your advocacy? Will your advocacy group be interested in it? - T-TIME BOUND
I keep on repeating that you choose metrics that demonstrate early success. Giving your metrics “deadlines”. Otherwise, it will just be meaningless flutter of data.
Here are other goal setting strategies on social media according to buffersocial.com. Note it also characterize key metrics.
This figure illustrates the social media channels and the key metrics along the social media funnel. Choose SMART Metrics:)
I’m not going delve deeper into formulas and calculations for each of these metrics. Suffice to say, there are existing metrics online to measure social media success. Doing a SWOT analysis of each of your goals and aligning these with whats important for your advocacy help you choose which metrics to use. Once you’ve identified your metrics, finding your formula should be easier than you think.
For our next activity, identify metrics from the figure above and list it down beside the different segments of the social media funnel. Again, choose one that potentially demonstrate immediate success.
After this activity, you are ready to monitor performance for each of these segments in the social media funnel that adds value to your social media strategy and advocacy goals!
