Social Media Metrics and ROI from what I thought it was going to be was learning how to analyze metrics that describe audience behaviors and attitudes, how to measure trends, traffic, and behaviors, and lastly how to put all of these metrics into a professional planner/binder.
This class taught me the importance of prioritizing objectives and how they are essential to success. Defining SMART (specific, measurable, attainable, realistic, and time bound) goals or objectives, setting a benchmark, and setting a timeframe are what success looks like. Outlining the bigger picture before you even think of the business metrics will help with your campaign.
Three things that stood out to me this month were:
- The importance of setting SMART goals, both quantitative and qualitative at the beginning of a PR campaign, also measuring your social media KPIs on the regular rather than weeks down the road, it should be consistent and valid. This will prevent you from making the same errors over and over. Communicating to your client (and others) will help a campaign be successful.
- Another important piece that stuck out this month was I need to start including some expert articles and asking my followers for advice. This will get my followers more involved with what I am about and get them communicating with one another. I also need to list my social media pages in a way that my followers can see them and start following them as well.
- Lastly, having a very thorough, well thought-out social media strategy will help you and/ your client for a long time. A social media strategy should have their channels, who they will reach, SMART goals, topics, post velocity, and formats of posts figured out. The client should also have some kind of rules set up for engagements or interactions, resources on how much time would be needed prior to posting, a call to action, and most importantly KPIs. All of these things are very important when putting together a social media strategy.
I think the most important thing that can be taken away from this class is that it is important to stay up to date with high profile clients, such as brand influencers and those in the same industry as my brand. Collaborations with these individuals over a product or service will show my audience that we are both passionate about our brand and why. This will also get your (or my) audience engaged in conversations. Which brings me to the next important thing, sentiment metrics. These are very important to anyone in the public relations field because a simple comment, phrase, or statement could be misconstrued at any time. This miscommunication could cause the wrong kind of publicity to my brand/company. It is very, very important to be on top of things and keep the community well informed of any changes.
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References:
Breakenridge, D. (2012). Social Media and Public Relations: Eight New Practices for the PR Professional. Retrieved on September 27, 2020, from: https://learning.oreilly.com/library/view/social-media-and/9780132983273/ch08.html#ch08
Google Analytics Academy. (2020). Google Analytics for Beginners. Retrieved on September 6, 2020, from: https://analytics.google.com/analytics/academy/profile
Matthew. (2014). The Five Essential Rules of Social Media Engagement. Retrieved onSeptember 19, 2020, from: https://mavsocial.com/the-five-essential-rules-of-social-media-engagement/
WooRank.com. (2020). Check roxannekhafer.com’s SEO. Retrieved on September 13, 2020, from: https://www.woorank.com/en/www/roxannekhafer.com
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