The ultimate guide to matching your metrics to your goals

It can be overwhelming to think about what you need to be doing in order to get the most out of your metrics and social content strategy— but that’s what we’re here for!

We wrote up this guide to get you started. Every industry is a little bit different, so definitely keep that in mind as you work through it.

Got questions or something we missed? Find us on Twitter @UnionMetrics.

First things first: What are your goals

When’s the last time you mapped out your company goals? Do you have separate goals for each team that tie into larger goals for the company as a whole? How can smaller goals- like things you want to achieve with your social presence- support your larger marketing or sales goals and company goals as a whole?

If you don’t have a clear idea around each of these things (or whatever version of them makes sense for the size of your brand, your resources and what you’re planning for 2018) now is a good time to sit down and map it all out.

If you sat down to map it all out at the end of last year or the beginning of this one, give everything a good review. Anything you should add or edit? Run it by your team.

If it has been a long time since you’ve reviewed your goals, that could be a reason your brand presence has been suffering. Goals will naturally shift over time and so will how you measure them. What works when you’re first launching a brand and a social presence isn’t the same as what works once you have established a community online.

So once you’ve organized and reviewed your goals, it’s time for the next step.

How will you measure your goals?

You need to know which metrics to concentrate on to measure your movement on your goals.

If you don’t know where to start, we suggest these 5 social media KPIs:

  1. Mentions
  2. Reach
  3. Amplification engagement
  4. Conversational engagement
  5. Share of voice

You need to establish a baseline around your brand, then keep measuring, adjusting your strategy and measuring again as you move forward.

If your brand’s goal is to increase your presence relative to your competitors, you’ll want to concentrate more on share of voice. If your goal is to build a bigger and better community with your fans, followers and customers, then you’ll want to concentrate more on engagement.

Reach- or knowing the size of your audience- is always important because it helps contextualize everything else.

Need help measuring?

We can do that. We’ve got everything from several comprehensive analytics plans to choose from, to some free tools you can test out. Get started below.

Want more engagement on Instagram? Our checkup analyzes the last 30 days of posts, likes and comments on your account to quickly give you key insights into how to improve.

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