You're faced with conflicting social media metrics and campaign goals. How will you align them for success?

Your Metrics are Meaningless! ?? Conflicting metrics often mean you're tracking the wrong ones. Assess the relevance of your metrics to your campaign goals. For example, if you aim to boost brand awareness, focusing solely on click-through rates misses the mark. Instead, track engagement rates, share of voice, or brand mentions to better gauge your campaign's effectiveness.

Lo primero es identificar claramente cada uno y entender por qué no están alineados. Habla con tu equipo para definir cuáles son los objetivos más importantes y ajusta las métricas para que reflejen esas prioridades. Puedes redefinir los KPIs para que todos trabajen hacia las mismas metas. Comunica constantemente con tu equipo para asegurarte de que todos estén en la misma página y haz ajustes según sea necesario. Así lograrás que todos trabajen hacia el éxito común.

As an agency owner, I've learned that the key lies in aligning metrics with your specific campaign goals. We start by defining clear objectives for each campaign—whether it's brand awareness, engagement, or conversions. This clarity helps us determine which metrics truly matter. For instance, if brand awareness is the goal, we prioritize reach and impressions over click-through rates. Conversely, for engagement-focused campaigns, interactions and shares become our primary metrics. This holistic view approach, combined with leveraging key analytics, helps us make more informed decisions.

Your Goals are a Mess! ?? Conflicting goals and metrics stem from poorly defined objectives. Redefine your goals using the SMART framework: Specific, Measurable, Achievable, Relevant, and Time-bound. Clear and measurable goals ensure you focus on what truly matters and what's realistically achievable within your resources and time frame.

Prioritize actions aligning with goals. If engagement is low, create interactive content like polls. Develop a content calendar to efficiently allocate resources and support these priorities.

Your Actions Lack Focus! ??? To align your metrics and goals, prioritize actions that drive alignment. If engagement is a priority but metrics show low interaction, create content that encourages participation, like polls or questions. Develop a content calendar that reflects these priorities and allocate resources efficiently to support these targeted actions.

Also use your internal network! Employee engagement is key, you can't just rely on outside engagement on posts. The more buy in you have internally, the better your results will be in the long run.

I am always adapting and changing and evolving with different content strategies. Using AI prompts has also streamlined my work process and figure out if people will even understand the message I'm trying to convey. Also switching it up between using hashtags or not using them and using vs not using emojis in posts is something fun to do in A/B testing and engagement.

I monitor my analytics daily. I want to always see if anything has been picked up overnight and if there is a conversation happening around what I have posted. I'll check daily from the previous day, and then on Fridays I look at the whole week. Monthly then I scroll through my feed and see how everything has been performing overall and determine if there's something else I should replicate then in my next month's strategy.

One of my best suggestions here is to know your audience. In using social media in my career, I always have to think about different people across different cultures communicate. On my personal brand side for my side gig work I do as an influencer, I know my main audience is millennial women based in the US and so I change the way I address my audiences in both scenarios.