As more companies introduce social media campaigns, there’s often
a real lack of understanding when deciding which numbers really matter, so the default action is often to watch everything.
On the one hand,
keeping track of every tweet, post and comment is good practice. However, when it
comes to actually interpreting the piles of data, meaningful analysis is sometimes sorely absent.
Ideally you should be able to
interpret the figures so that you can both hone your KPIs and make ongoing
strategic decisions. By analysing figures in meaningful ways
you’ll receive deeper, more useful insights.
consider a few ways you can sort figurative fact from fiction:
Do it yourself
There are a number of tools and apps available that will score your online sentiment for you. Don’t trust them.
As an example, someone might tweet: “Joy, another £50 charge on my account. Thanks for that Big Bank PLC.”
If you’re using an automated service it will see your brand name, and the words ‘joy’ and ‘thanks’ and assign a positive score.
It’s far more useful to have a real person hand check your Twitter stream for relevant comments rather than have a program simply rate everything.
Accumulate to speculate
Short term reporting is always handy, but make sure you compile long-term reports for all your social media channels.
Every stream will experience highs and lows and the temptation is there to act on them directly, especially with the speed and flexibility social media offers you.
Make sure you also have tracking in place so that you can view the long term effects and growth stemming from your campaign.
Depth of data will provide you with solid numbers to base long term decisions on. Don’t be fooled by trends. Looking at short term figures, weekly hits for example, can be misleading as they don’t take factors like public holidays or network outages into account.
Keep it together
Make sure you timetable your regular round of data collection from each stream.
We’ve all received emails saying the boss wants a reprot straight away. Good for him, but randomly pulling data from everywhere at a moment’s notice does no good at all.
You’ll receive a much clearer picture if you’ve taken data from a single source at 3pm on Thursday every week than from anything you’ve randomly grabbed. Above all else, be consistent.
There are an awful lot of facts and figures to be found on both your internal analytics and the net at large, but the key is in organising them and examining them effectively over time.
Without a clear system in place the data becomes random, meaningless and can actually be damaging to your business by being incorrectly understood.
Make sure you have a clear plan in place before you act on your figures.