As a marketer, you’ve run many a social media or influencer marketing campaign. Yet, you may still find yourself at a loss as to how to determine the return on investment on your social media and influencer marketing. The pressure is mounting: Your finance department (and your boss) want to know exactly what the ROI […]
Contrary to the nomenclature, a social media budget should focus on more than just dollar signs. A good budget requires research and development, as well as resources. Every organization—from billion-dollar global companies with multiple marketing departments to smaller nonprofits with social media armies of one—should take a look at where social media fits into their […]
Over the last year, some marketers have pulled the plug on their brands’ Snapchat presence (or have reduced resources around it). One of their biggest pain points: Snapchat’s lack of native analytics compared to Instagram Stories, which started as a clone of Snapchat and has pulled many brands back into Mark Zuckerberg’s orbit. This is […]
Infovision’s Rajesh Kari shared his advice on advocating for social budgets to the C-Suite, what KPIs are worth monitoring in 2019 and more.
“Is there going to be math involved? Because I went into marketing so I wouldn’t have to do math.” Does this sound like you? Don’t worry. We won’t judge. Many marketers shy away from delving into analytics because it can seem overwhelming to look at metrics from the outside in. But remember—most new skills seem […]
For communicators working with a tight budget, it can sometimes be tough to find time to post to social, let alone measure the success of those posts. But there are ways to prioritize social media measurement in your daily work, especially if you fully consider the benefits of doing so. Elizabeth Sorrell, vice president of audience […]
It’s one thing to have an active social media strategy. It’s quite another to measure its success and adjust accordingly to achieve program objectives. As VP, audience engagement, for Audubon Society, Elizabeth Sorrell has an intimate knowledge of social media measurement trends and will share her expertise at the upcoming Social Media Summit Aug. 9-10 in a session […]
As a reporting powerhouse, Google Analytics has the potential to help communications professionals make more strategic decisions. But too often, website analytics aren’t owned by the digital communicators who make decisions about content and messaging strategy at their organizations. Paul Headley, director, client strategy and analytics at Phoenix, Ariz.-based marketing agency ZOG Digital (an Investis […]
Measuring the value of PR and marketing efforts on social media continues to be a pain point for many communicators. In the broad strokes, most measurement initiatives proceed in three stages. First, you need to define the goal, then you need to determine the key performance indicators that align with those business goals. Finally, you […]
While an overnight change in a social platform’s algorithm might leave some startups in ruin, Chuck Lee, director of video growth analytics at Buzzfeed, says that short-form video provides an chance for media brands to read the digital tea leaves and see what content resonates best.
