Social networks and strategic features

Marketing & Content Hub Social Tools
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How can we determine whether our social media strategy is actually working, and which metrics should we prioritize so that we aren’t guided solely by vanity metrics like follower counts?

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Hi @Mica2

Welcome to the community! :tada:

Great question! The specific reporting you need ultimately depends on what provides the most valuable insights for your business. To help you get started, here are a few relevant discussions:

  1. Which metrics matter most to your business?

  2. How do we measure the success of a content marketing campaign?

  3. How would you conduct a social media audit?

  4. Report based on social campaigns

In the meantime, I’ll tag a few community members who may be able to share what’s worked for them!

Hey @Lnorden2, @EugeneAtKiwi, @UlianaV – do you have any suggestions for @Mica2 on this?

Thank you!!

Sam, Community Manager

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Hi @Mica2 ,

Thanks for the Tag @stassey !

I think the first place to start is to define what successful metrics look like within your organization. For example, if the organizational goal is primarily organic growth, then a follower count metric would make sense.

For our purposes, The number of people that visit and interact with our social medias is more important than our number of followers, so we measure SM success by engagements, (clicks, shares, comments, etc). Engagement metrics will tell you what posts are drawing attention, (and which ones aren’t), and help you build a more targeted marketing strategy going forward.

We also look at CTA conversions. We include an interaction of some kind with almost every post and use the clicks as another measure of social media success. Lots of clicks = high performing post.

Sometimes it can be hard to determine what success even is for your company, so the best groundwork to lay will always be the basic metrics on a rolling scale (we usually do monthly) and start building a baseline of what your counts are on average today:

  • number of new followers
  • number of followers lost
  • number of likes
  • number of clicks
  • number of comments
  • number of shares
  • Total posts

Once baselines are built and understood, they can be transformed into deeper metrics. Example, if one month the # of followers lost has jumped up, and number of clicks has gone significantly down, you know something happened that month that did not market well and from there can dig into deeper metrics like singular post engagements for analysis.

Hopefully that is helpful!

Thank you,

Lindsey Norden

Hubspot Community Champion