How do you learn from best practices and case studies of social media attribution?

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Social media attribution is the process of tracking and assigning value to the actions and interactions that lead to conversions on your website or app. It helps you understand how your social media strategy contributes to your business goals and optimize your budget and resources. But how do you learn from best practices and case studies of social media attribution? Here are some tips to help you get started.

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1 Identify your objectives and challenges

Before you dive into the examples of other brands and organizations, you need to define your own objectives and challenges. What are you trying to achieve with your social media campaigns? How do you measure your success? What are the obstacles and limitations that you face? By answering these questions, you can narrow down your focus and look for relevant and realistic case studies that match your situation and needs.

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Alicia Holbrook

Head of Digital Marketing @ APMG International | AgilePM, Inbound Marketing, Strategy
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Only measure what matters. First of all decide on your goals and bear in mind that financial measures are lagging indicators of performance. Goals need to align to your strategic objectives which could be: Grow employee engagement Create a direct relationship with your customers Increase your number of followers Increase share of voice Social media goals tighten the alignment between what a company wants to do and what it actually does. These may be referred to as performance measures eg 9% more employees are engaging with social media than 1 year ago when we launched our social media ambassador program. Vanity metrics are measures which cannot be related to a goal eg we've had 10K impressions of a post but we can't correlate that to sales

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2 Find credible and updated sources

There are many sources of information and inspiration for social media attribution, but not all of them are reliable and up-to-date. You need to filter out the noise and look for credible and updated sources that provide accurate and actionable insights. Some of the criteria that you can use to evaluate the quality of the sources are: the reputation and authority of the author or publisher, the date and frequency of publication, the methodology and data used, the clarity and relevance of the findings, and the feedback and reviews from other readers.

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3 Analyze the key elements and takeaways

Once you have found some suitable case studies, you need to analyze them carefully and extract the key elements and takeaways that you can apply to your own social media attribution. Some of the aspects that you can pay attention to are: the goals and strategies of the case study, the tools and platforms used, the metrics and indicators tracked, the results and outcomes achieved, the challenges and lessons learned, and the recommendations and best practices suggested.

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Kelly Hudson

VP, Social Media, KWT Global
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Keep in mind that there are also several attribution models to consider before beginning: first-touch, last-touch and multi-touch. While multi-touch is the most accurate, it's also the most complex. After learning about each, select the model that best aligns to your objectives and resources.

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4 Adapt and test the learnings

The final step is to adapt and test the learnings from the case studies to your own social media attribution. You need to customize and modify the ideas and solutions according to your specific objectives, challenges, and resources. You also need to experiment and test different approaches and scenarios to see what works best for your social media campaigns. You can use tools like Google Analytics, Facebook Pixel, or UTM parameters to measure and evaluate your social media attribution performance.

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5 Keep learning and improving

Social media attribution is not a one-time project, but a continuous process of learning and improving. You need to keep track of your progress and results, and adjust your strategy and tactics accordingly. You also need to keep an eye on the latest trends and developments in social media attribution, and learn from new case studies and best practices that emerge. By doing so, you can optimize your social media attribution and maximize your return on investment.

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6 Share your experience and feedback

Learning from case studies is not only about taking, but also about giving. You can share your own experience and feedback with other social media professionals and practitioners, and contribute to the collective knowledge and improvement of social media attribution. You can use platforms like blogs, podcasts, webinars, or social media groups to showcase your social media attribution case studies, and exchange ideas and opinions with others. You can also seek feedback and advice from experts and peers, and learn from their perspectives and suggestions.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Social Media Measurement

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How do you learn from best practices and case studies of social media attribution?

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1 Identify your objectives and challenges

2 Find credible and updated sources

3 Analyze the key elements and takeaways

4 Adapt and test the learnings

5 Keep learning and improving

6 Share your experience and feedback

7 Here’s what else to consider

Social Media Measurement

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