Data, data, data…big data, small data, machine learning. We don’t know about you but we are sick of hearing about data. Even though it underpins everything that we do.
Why so? Because, references to data are either so high level that its meaningless or it get too complex too quickly, also meaningless.
The problem, is that data must provide simple actionable insights. It rarely does and social media strategy often lacks data consideration. Data should give any strategy much needed PURPOSE.
In this article we are going to try and give you two super simple take-outs:
1. Switch from the fuzzy
Using concrete goals to give the one thing your social media marketing strategy was missing: PURPOSE.
What do we mean? All we mean is interrogating the actual action that you want people to take. Even if it’s a super hard objective like: buying a product. Measure this and expect the stats to look relatively poor….social should focus on long term success and not the top of the funnel (see below).
2. Focus on the bottom of the funnel
Every agency and brand is guilty of the same mistake. Measuring the top of the funnel as a priority. Reach, engagement, this is all very well but the wrong place to measure as a primary objective. We should not expect social to drive sales, even the experience on Facebook > Site > Cart is awkward.
The real measure of social is to drive new reach and new engagement, but it’s long term purpose is to drive action. So, plan for it and report on it. Just tell the stakeholders to be patient.
What you are looking for is gradual improvement on intent over the long term from your new visitors. Which guess what? Is cost effectively driven from social media.
The normal funnel of emphasis….
The switch to more FOCUS on the “bottom of the funnel”
Source: Simon Lloyd, Algorithm Agency, South Africa
So in summary, just question your strategy. Does it have purpose, is it measuring the harder metrics and how will you monitor long term success of intent “the bottom of funnel”.
Lastly, tell your stakeholder(s) to be patient, this is a long-term strategy.