What metrics should you use to measure the success of a social media campaign as a community manager?

As a community manager, you are responsible for creating and maintaining a positive and engaged online presence for your brand, organization, or cause. But how do you know if your social media campaigns are effective and reaching your goals? In this article, we will explore what metrics you should use to measure the success of a social media campaign as a community manager, and how to use them to improve your strategy and performance.

1 Define your objectives

Before you start tracking any metrics, you need to define what you want to achieve with your social media campaign. What are your specific, measurable, achievable, relevant, and time-bound (SMART) objectives? For example, do you want to increase awareness, generate leads, boost sales, improve loyalty, or drive advocacy? Depending on your objectives, you will need to choose different metrics to measure your success.

Add your perspective

2 Choose relevant metrics

When measuring the success of your social media campaign, you should focus on metrics that reflect your desired outcomes and help you make informed decisions. Reach indicates how many people see your content or profile on social media platforms, impressions measure how many times your content or profile is displayed, and engagement measures how many people interact with it. Additionally, conversion tracks how many people take a desired action after seeing or interacting with your content or profile, retention measures how many people stay connected with your brand, organization, or cause, and advocacy tracks how many people recommend or endorse it.

Add your perspective

Bobby Kuntaᵍᵐ 🌐³🕹️🚀

Web3 🌐³ Gaming 🕹️ Social Media 💫 Marketing 🚀 Biz Dev / Relationships 🤝🏼 Storytelling 📚 ΞVΞNTS 🥳 Communications 🗣 Strategy 🧠 Community ✨️ 🏳️🌈
Report contribution
Content is not king. Relationships are. And social media, used wisely, is a place to use content to foster relationships! What an opportunity! Consider looking past the "vanity metrics" associated with traditional social media KPIs (followers, likes, comments, etc) and even past the traditional marketing metrics (click-through rate, conversions, cost per lead, etc). Those metrics focus on the "media" and advertising elements of social media instead of the lesser-emphasized "social" elements of social media. The best social media managers are working closely with marketing, communications, biz dev, growth, and sales teams. Consider developing content collaboratively with your ideal clients or partners: "content-based networking."

Like

Unhelpful

3 Use the right tools

Tracking and measuring your metrics requires the use of the right tools that can provide accurate and reliable data. You can use native analytics tools such as Facebook Insights, Twitter Analytics, Instagram Insights, LinkedIn Analytics, YouTube Analytics, etc. Additionally, you can leverage third-party tools like Hootsuite, Sprout Social, Buffer, Socialbakers to monitor and analyze your social media campaigns across different platforms. You can also create custom tools that integrate with your website, CRM, or other systems to track and measure conversions, retention, and advocacy. Examples of such tools include Google Analytics, Google Tag Manager, Zapier, etc.

Add your perspective

Bobby Kuntaᵍᵐ 🌐³🕹️🚀

Web3 🌐³ Gaming 🕹️ Social Media 💫 Marketing 🚀 Biz Dev / Relationships 🤝🏼 Storytelling 📚 ΞVΞNTS 🥳 Communications 🗣 Strategy 🧠 Community ✨️ 🏳️🌈
Report contribution
Have the right tools for the job! Additional software for social listening, automation, and analytics include: 1. Iconosquare 2. Later 3. Mention 4. Sprinklr

Like

Unhelpful

4 Analyze and optimize

Once you have collected and organized your data, you need to analyze and optimize your social media campaign. You should compare your results with your objectives, identify what is working and what is not, and find out why. Additionally, look for trends, patterns, insights, and opportunities to improve your strategy and performance. You can ask yourself questions such as: How did your social media campaign perform in terms of reach, impressions, engagement, conversion, retention, and advocacy? How did it compare to previous campaigns or competitors’ campaigns? What were the best and worst performing content, platforms, channels or segments? What were the main drivers and barriers of success or failure? What can you do to enhance your strengths and address weaknesses? By using these metrics and tools, you can measure the success of your social media campaign as a community manager, and use the data to improve your future campaigns and achieve your goals.

Add your perspective

Bobby Kuntaᵍᵐ 🌐³🕹️🚀

Web3 🌐³ Gaming 🕹️ Social Media 💫 Marketing 🚀 Biz Dev / Relationships 🤝🏼 Storytelling 📚 ΞVΞNTS 🥳 Communications 🗣 Strategy 🧠 Community ✨️ 🏳️🌈
Report contribution
How often are you posting each category of content? Find the ratio that works for you, but "4-1-1" is a general rule for content posting. Post 4 pieces of valuable content, 1 promotional post, & 1 post that encourages engagement. Create a balanced mix of content that is informative, engaging, and promotional. Avoid overwhelming your audience with too much promotional content. Here is an example of how to use the 4-1-1 rule for content posting on social media: 4 valuable content posts: Articles, blog posts, videos, or infographics that are relevant to your audience's interests. 1 promotional post: About your product or service, a special offer, or a contest. 1 engagement post: A question, a poll, or a behind-the-scenes photo.

Like

Unhelpful

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

Add your perspective

Bobby Kuntaᵍᵐ 🌐³🕹️🚀

Web3 🌐³ Gaming 🕹️ Social Media 💫 Marketing 🚀 Biz Dev / Relationships 🤝🏼 Storytelling 📚 ΞVΞNTS 🥳 Communications 🗣 Strategy 🧠 Community ✨️ 🏳️🌈
Report contribution
The role of the social media advertiser may be changing. As the importance of a core supportive community for brands is increasingly realized, more emphasis is put on social listening and stimulating the advocacy levels of the golden cohort of early adopters of the brand. We'll always have great uses for paid ads across social platforms, but I suspect we'll observe greater social media bandwidth being allocated to a more personalized approach to grassroots community engagement. The rise of the "community manager" title across verticals is evidence of marketers tapping into the consumer's increased need for a sense of belonging in a post-pandemic world where volumes of data show a sharp global increase in loneliness since 2020.

Like

Unhelpful

What metrics should you use to measure the success of a social media campaign as a community manager?

1

2

3

4

5

1 Define your objectives

2 Choose relevant metrics

3 Use the right tools

4 Analyze and optimize

5 Here’s what else to consider

Social Media

Rate this article

Thanks for your feedback

More articles on Social Media

More relevant reading

What metrics should you use to measure the success of a social media campaign as a community manager?

1

2

3

4

5

1 Define your objectives

2 Choose relevant metrics

3 Use the right tools

4 Analyze and optimize

5 Here’s what else to consider

Social Media

Rate this article

Thanks for your feedback

Explore Other Skills