#Bufferchat: Social Media Analytics

Buffer

My recap of the 3/15/2017 #Bufferchat hosted by @buffer and @RivallQ.  Join the conversation every Wednesday at 12pm EST.

Let’s kick off with an icebreaker! If you’d like, share where you’re tweeting from… & where you wish you were tweeting from!

Icebreaker: Tweeting from Needham MA – I am the – would love to visit Australia (it’s summer there now)

Q1: Why track and measure social media analytics?

  • You cannot improve what you are not measuring
  • Analytics help you report the success of your efforts up the management chain
  • Analytics help you identify the content your customers love (and my not like so much)

Q2: If you could only pick one social media metric to capture, what would it be and why?

  • The ideal metric will depend on the Social Tool you are using
  • For Twitter: time on site – shows you directed them to content they like
  • For my community: questions asked – As this number increases, it shows my community is trusted by my customers
  • No matter a Social Media campaign or a Tweetchat – engagement is the Key

Q3: What tools work well for capturing analytics across your social media platforms?

Q4: How often do you (or should you) analyze your social media data?

  • Monthly, Quarterly, Annually
  • It can depend on the campaign: email, social, blogging, etc
  • Remember to compare year over year – how did you move the needle?

Q5: Have you ever made a big shift in your social media strategy because of analyzing data?

  • Have not made a major shift – thankfully small tweaks have made the difference
  • Always testing hashtags and content types

Q6: Where are the best resources for better understanding social media analytics?

  • tweetchats (like this one)
  • I would like to learn the best resources, but there are some easily sourced content via Google search
  • I network with other Community Managers – we trade best practices

Q7: If you could wave a magic wand and have any analytics feature you wanted, what would it be?

  • I would wish for the one perfect tool: easy to use, digs deep into the network, creates solid dashboards

Thanks for reading – I look forward to you comments and hope to see you at the next #bufferchat.

Cheers,

Toby

Employee and Brand Advocacy

Launch-Brand-Advocate-Program-01-1

Word of mouth marketing is potentially the most effective driver in a consumer’s purchase decision. Brands are figuring out ways to tap into the communities of happy employees and satisfied customers by encouraging advocacy.  This is my recap of the 1/20 #SproutChat hosted by @SproutSocial & @sprout_sarah

Q1: What is the potential impact that dedicated brand or employee advocates can have on an organization?

  • Increased customer awareness and trust
  • Before they are advocates, ensure the know your message and know how to engage
  • Make sure to build trust by having conversations and not just pushing contnet
  • Too much employee and company generated content can actually hurt you

Q2: What are the key components in setting up an advocacy program for success? And how do you measure success?

  • Your online community is the best place to start – Measure new visitors, members, question volume growth, answer rate
  • Ensure you have a clear message, and MANAGEMENT who live it
  • Encourage employees to blog
  • Encourage employee participation within your online community
  • Encourage employees to participate in tweetchats

Q3: Is it necessary to incentivize individuals for advocacy to happen?

  • Rather than trinkets, explain why you need their help
  • Trinkets are false thanks – tell them the goal & make them part of their process – collect their feedback
  • Employees want to know how they are contributing, show them why their participation matters (and thank them)

Q4: What are some potential negatives around employee or brand advocacy?

  • Talking only about the brand and not providing customer-centric content
  • Employee advocates “defend” the brand online – let it go
  • Too much fluff content devalues the message
  • The over-share of company info: Things not made public yet get accidentally communicated

Q5: Is it always necessary for advocates to publicly disclose any relation with an organization? Legally or morally?

  • ALWAYS disclose you are an employee
  • Transparency = trust

#SproutChat takes place every Wed at 3pm EST – stop by and join the conversation.

Cheers,

Toby