no lie the most popular post in
instagram history
is this picture of an egg the most
popular video on youtube is
baby shark doo doo doo doo doo doo baby
shark doo doo doo doo you get it
you got to get the idea and the most
retweeted tweet in the english language
was written by a six-year-old from reno
nevada
nevada who gathered almost 3.5 million
retweets trying to score some free
chicken nuggets from wendy's
so yeah clearly anything's possible on
these platforms what's up
it's jamal from hubspot this video will
help you identify what goals you should
be aiming for with social media and then
teach you a bit about the metrics used
to track these goals if you find this
useful be sure to like this video
and subscribe to the hubspot youtube
channel
when it comes to online marketing
everybody's trying to break the internet
and
it's easy to understand why social media
has made it possible to
instantly communicate with millions of
people with the tap of a smartphone
but with 6000 tweets being sent out per
second
four million instagram posts going out
every hour and more than 40 million
minutes of video being uploaded every
day
to youtube standing out on social media
is a huge challenge
going viral is not an effective online
marketing strategy
but that won't stop me from trying a
recent survey of how businesses use
social media shows that
most companies focus on things like
brand awareness brand reputation
community engagement and market insights
these are commonly called soft marketing
targets which
are important but difficult to quantify
when allocating resources
in the middle of the list you find
things like increased conversions and
nurture leads
these are hard market goals which are
easier to evaluate because they have
direct correlation to your bottom line
so why aren't more businesses focusing
on hard marketing goals on social media
seriously why what's wrong with you guys
i'm gonna let you in
on a little secret social media
platforms are not optimized for your
business goals
they're optimized for their business
goals which is to keep
people on the platform but you can still
hack your way to serious growth using
social media
if you know how the first thing you want
to master is knowing what metrics have
actual value and which ones are vanity
metrics for example
height of my hair versus how cool the
shack it is one of those
is very important let me know in the
comments vanity metrics are big numbers
that look impressive but
have little to do with achieving
concrete business goals learning to
identify and avoid vanity metrics will
save you from spending time and
resources
chasing numbers that don't actually
contribute to your success
to do that let's start by breaking down
social media metrics into four
categories
the first is reach as the name implies
reach is how many people are aware of
your brand and messaging on social media
it can be broken down into
how many followers you have how many
people see your content in their news
feed
otherwise known as impressions how many
people are talking about your brand on
social media
and share a voice which means how these
numbers compare to your direct
competitors
think of this as how big a piece of the
pie you're getting and if you're
anything like me
you want the whole thing just one big
bite all at once painted and everything
write down your gullet the next set of
social media metrics is called
engagement engagement means that people
are not just aware of your content on
social media
but are interacting with it they can do
that by liking your content
commenting on your posts sharing your
content and leaving ratings and reviews
these metrics indicate that people are
engaged with your content enough to
respond to it hopefully
in a positive manner not like the
comments i've been getting recently
and because social media algorithms love
engagement
accumulating lots of likes comments and
shares will contribute to more overall
reach
which will in turn increase your
engagement
you might have noticed that we've now
covered all the most common social media
metrics
there are also the numbers that
platforms care about because they keep
people
on their platform which is how they make
money the question is
are these numbers helping you make money
for most businesses the answer is
unfortunately no
yes you do need followers and reach and
engagement to succeed on social media
but chasing these numbers alone kind of
like chasing the ice cream truck when
you hear that the nice little ice cream
truck jingled
and you're pretty sure that he saw you
but he kept going anyway so now you're
chasing after him
and you're spending the entire afternoon
running from town to town trying to get
your favorite choco switch swirl
yeah doing that isn't a good idea and
for your business as well that'll affect
your bottom line
you need to dig deeper to gauge success
which brings us to the next category of
metrics
roi roi stands for return on investment
what kind of return are you getting from
investing resources into social media
is your social media leading to direct
sales this can be on your own website
a third-party store or increasingly on
an e-commerce platform powered by the
social media companies themselves
if you're not getting direct sales is
your social media activity resulting in
leak conversions like signups and
downloads that you can convert into
paying customers down the road
at the very least is social media
leading to inbound links where people
are
coming to your website you might notice
that tracking these metrics require more
than just the data you receive from the
social media platforms you didn't make
sure your own web portals are set up to
track the stages
of the sales process after users make
the jump from social media
only then can you probably analyze that
the revenue you're bringing from social
media is
greater than what you're spending on
social media makes sense
of course you can also improve your
bottom line by saving money and social
media has proven very effective in that
regard
especially when it comes to the fourth
and final metric customer
service how much money can you actually
save well
a customer service interaction on social
media costs about one dollar that's
compared to about four dollars per email
interaction and
six dollars for every call to customer
service with savings like that it's easy
to see why people want to monitor
social media for customer service issues
and you get yourself a nice
gum stick of gum six dollars gets you a
stick of gum
these days the economy is doing good to
make sure you're doing it effectively be
sure to track the following metrics
what issues were resolved via social
media what was the response time to
initially address the issue
and how long did it take for the issue
to be resolved
did whoever you help send you a nice
little meme afterwards as thanks
that's very important you should keep
track of that with all these metrics to
consider from
reach and engagement to rois and
customer service you might be asking
yourself how to make the best
data-driven decisions for your company
so let's talk about setting goals that
will turn your social media metrics into
actionable items
start by considering which of the
following metrics that we discuss will
help you best achieve your overall
business goal
now you might be thinking these can all
help
but to avoid the analysis paralysis that
comes with too much data
it's probably wise to start with just
one or two clear objectives
once you determine which strategic
objectives you want to achieve you can
solidify them into clear goals by
applying the popular smart goals
framework
smart stands for specific measurable
achievable relevant and timely specific
means knowing
exactly what metric you want to address
and how much you want it to improve
measurable means being able to quantify
the improvement with exact numbers
just be sure that the metric you're
tracking is accurately representing your
goal
achievable means setting goals that your
team can be reasonably expected to meet
set goals that are ambitious but not
ridiculous because that's not what the r
stands for relevant goes back to what we
talked about in terms of vanity metrics
versus useful ones
wanting to increase followers or the
height of your hair by 20
is a perfectly fine goal to set as long
as it's directly
tied to something that actually affects
your business and timely means setting
an exact time period during which you
want to achieve the goal you set
because the real-time nature of social
media can be tempting to check your
metrics too often
give your team enough time to execute
their social media strategy
without obsessively following every post
performance
if you want to learn more about using
the smart goals framework for all your
business goal setting
check out the link in the description
now i'm not saying you'd be smart
just got the link in the description but
you would be pretty smart
please laugh by pursuing the right goals
on social media then tracking your
efforts using the right metrics
you'll soon see results that your
business can bank on and
yeah hopefully people send you memes and
stuff
good luck i feel like these are the
things that
that i notice that no one else notices
my hair is a little lumpy
did anyone notice probably not do i care
a little too much