Marketers and communicators recognize the need to measure the impact of their social media efforts. Most realize it’s good to understand the value of quantitative metrics (likes, shares and comments). However, it can be tricky to identify qualitative metrics and align them to organizational goals. David Murray, the social media manager at Blue Cross Blue Shield of Michigan, shares an approach that will help you collect and report on the right social media KPIs and ROI indicators that build unique value for your channels.
- Where to start in building a data-driven social media strategy
- How to move beyond vanity metrics to learn about follower engagement
- The connection between data + content + trends that influence analytics
- How to identify the unique value of each of your social channels