How to determine your brand’s baseline across social

As we’ve recently discussed on the blog, numbers are meaningless without context, but getting that context around numbers for your brand isn’t always easy.

Here’s a little bit more about how you can establish a baseline for your brand across social.

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

First: Be clear about your goals

If you don’t have clearly established goals for your brand, this is definitely the place to start. Ask yourself:

  • What are your goals for your brand on Twitter?
  • On Facebook?
  • On Instagram?
  • Across social as a whole?

Finally you want to ask how these goals tie into or reinforce your larger brand goals; for marketing, and/or for sales. Have meetings across teams- and regular check-ins- so everyone stays on the same page and you avoid doing anything repetitive or counter-productive as much as possible.

Tie those goals to specific metrics

Once you have all of this mapped out, you need to tie these goals to specific metrics. If you want to increase your share of voice on Twitter, for example, concentrate on comparing the volume of your brand’s tweets to a set of competitors in your industry, over time. You might also want to concentrate on your reach vs. the reach of each of those competitors and the number of unique contributors to the conversation around all of your brands.

For share of voice specifically, it will be important to look at data over time. You can start tracking now if you’re not already, or use something like Echo to build a picture of the past.

Your goal on Instagram might be to strengthen the community around your brand, so there you’d pay closer attention to engagement metrics, like comments, brand tags and mentions, and direct messages.

The baseline is where you are now

If you already have trackers set up, you can focus on the metrics that reflect your goals to see where you are now; that’s your baseline. Decide where you want to be in the future and make a plan to work towards it.

Don’t get discouraged if you don’t immediately meet your goals, either. Establishing real community on social takes time and there are no shortcuts.

If you need help with the specifics around all of this for your brand, let us know. We’re always happy to help!


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