How do you evaluate your social media presence?

One angle I have consistently come back to...simplify the approach by sticking to themes/ideas/content that support the brand or goal. Often, the copycat syndrome, while for some brands is effective, I usually consider a distraction and off-target.

Biggest success factor in 2023: Your goal is your GPS. Just like you can't get to your destination, if you put in the wrong address, you can't reach your goals, if you don't know in precise detail what it is that you are trying to accomplish. Once you define your business goals now it's time to translate them into social media KPI's. This will change per platform. Remember you need to have one primary goal. Why? The effective way to grow your Sales is not the same as the one to grow your Brand awareness. All goals require different strategies and tactics. If you don't prioritize your goals, and you do all at once, you won't accomplish any. Finally measure those KPI's you set per social platform to check your progress.

Ninja tips for 2023: ??Conversion metrics are the most important, as they impact your bottom line. If thousands of people like your content yet no one buys, you'll go bankrupt. Make sure to spend majority of your time defining the actions you want your ideal clients to take. There are many nuances here that require thoughtful consideration. ??Authentic Engagement is key. It's not the number of comments but their quality that matters. Long form comments mean you are building loyal Fans ??Even if it's an awareness campaign and you will pick metrics like likes, comments, it's important that you also have one KPI that tracks the impact on sales. Especially if you are using an external agency, as likes/comments can be faked/bought.

Measure what matters! That's the basis of KPIs. Each step has a million tiny tweaks you can make. But don't get bogged down in the details. Be bold. Act swiftly. Pivot often.

Analyzing social performance is not always straightforward, but start by establishing your baselines for these basic metrics with the largest set of data you have: - Ave. reach - Ave. impressions - Ave. engagement rate (over reach) - Ave. follower growth rate / month You can see if a post is performing better than, worse than, or meeting the average and help you to evaluate if it’s working well and continue to do more of the same, or to do less of a type of content.

Continuous analysis is crucial for you to check if you are on track to reaching your KPI's BUT 1. Change one variable at a time Biggest people people make, when a campaign wasn't successful, is changing all variables in the new campaign. That's not smart, because you don't know if it's the text, the picture, CTA or targeting that didn't work. You need to change 1 at a time. 2. Don't compare apples to oranges You can't measure campaign performance of Monday to Friday and decide it doesn't work. Comparing this Monday to last weeks Monday will give you more reliable insight. 3. Beware that social media algorithms change and there might be external factors impacting your performance so make sure to factor them in your analysis.

Top Tip: Don't analyze data in a silo. Always import data into a dashboard or a tool like Data Studio. That way, you can analyze how they stack up together and how each piece of data tells part of your story!

Ninja tips: ??All platforms reward the early adopters of their new features. So always jump on new features. Platforms will reward you by showing your content to a lot of people. ??Double down on the type of content/format that worked well in the past with your ideal clients BUT ???? ??Social media algorithms are every changing so never stop experimenting with new formats, CTA's, content...

This is where the maximum of the boats start to sink- "Taking action!" You see, after achieving a successful social media campaign/ presence one should never forget to keep the chain of actions going. Every platform has a unique mechanism for rewarding, Play Button- YouTube Top Voice- LinkedIn Verified Blue Tick- Instagram and Twitter (Now X) Therefore, it's your responsibility to seek out those rewards and acknowledge the metrics involved by: - Being dynamic about the type of posts & not just being boring - Learning, Optimising & Evolving - Be grateful to your audience

Your social media presence mainly depends on the 3 Cs: Content. Community. Consistency. So, - Create value through content - Build a genuine community. - Do it consistently. When you perfect these 3 Cs, you'll automatically achieve the 4th C: Communication Communication is the basis of why you need to use social media: . So, communicate: - Your thoughts. - Your authority. - Your brand values. Through communication, you get fans, not just followers.

Communication. That’s pretty much an important factor in everything we do. But with social media presence, if everyone is on the same page, then the conversations about metrics will flow easier. If a team member thinks your presence is judged by lead-generation, but you’re goal is brand awareness. You have two people pulling in opposite directions. Get on the same page and develop a campaign.

While many creators set their goals based on the reach and followers they get after each post, my focus has shifted over time. I've also noticed that some creators force themselves to make content just for the sake of it, but it's pretty obvious when they hit that submit button I was no different. But now, I create content mainly for myself, not just to please my audience. I start by evaluating my content for my own satisfaction. Then, I work on refining it to provide value to my audience. Afterwards I analyze what's been working & what hasn't. I check if I've achieved my intended message and goals. If I have, I strive to make it even better. If not, I study successful creators & make improvements to my content based on what I've learned.