MEASUREThe Metrics Map Deep Dive

Tazi Flory

She/Her/Hers

Product Marketing SpecialistSprout Social @tazi_flory

She/Her/Hers

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She/Her/Hers

Bita Porubsky

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She/Her/Hers

Social Content ManagerThe University of Kansas @Bita_Bang

Talissa Beall

She/Her/Hers

Social Media ManagerIdea Grove @mstali87

He/Him/His

Brian Ayala

Manager, Digital Research & Analytics Univision @BrianAyala

She/Her/Hers

Julian Bond

He/Him/His

Social Media ManagerNSF International @Julian_Bond

What we’ll talk about today

● The Metrics Map

● Buyer’s stage and goals

● Strategies and tactics

● KPI’s and metrics

● Questions from YOU!

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The Metrics Map

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Which areas in thebuyer’s journey (aka goals)

are you focused on?

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Header text

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45%of site referral traffic comes from social

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How does your strategy ladder up to

your goals?

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What KPI’s do you use?

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It’s not about the numbers, it’s about the correlations

and trends

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MEASURE

Content performance by region, then by the kinds

of stories we’re telling

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Total engagements, then engagement per impression

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Video views, and correlation to increase or decrease in reach

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High engagement doesn’t necessarily correlate

with high reach

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PRO TIP

KPIs vary by stage/goal

Awareness

Follower growth and impressions

Any action an audience member could take to engage, including comments

Decision

Link clicks and swipe-ups

Consideration

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What are your best social measurement lessons?

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Tailor & Master

Tailor your reports Master Excel

Only show what’s relevant to your audience.

Slice, dice, and present the data the way you want—in the framework of other marketers in your org.

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Boil it down to a one-sentence takeaway

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PRO TIP

Assume your deck will travel

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PRO TIP

Don’t sleep on qualitative dataGoing beyond the numbers allows us to see social for what it is: a two-way communication channel primed for advocacy and community.

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How do you measure with Sprout?

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Bita’s measurement tips

Track monthly performance

Analyze follower growth, engagement rates, and our top and bottom performers

Plus/minus/delta

Quarterly strategy health

My favorite

Analyze campaign performance

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Q&A

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