When trying to optimize your social media strategy and improve social media ROI it can often feel like a war of attrition, with your time being what’s sacrificed. As a marketer, your focus is needed in seemingly dozens of areas at once, and spending too much time on just social channels can result in other marketing initiatives becoming neglected.
The bottom line is we just spend too much time grappling with information gathering—and the data bares out that issue. For instance, the McKinsey Global Institute found that high-skill knowledge workers spend on average 19% of their workweek searching and gathering information. Additionally, according to a 2018 PointSource survey, 42% of senior decision makers feel an hour or more daily is wasted tracking or sharing digital info with others.
However, with social media analytics solutions, that doesn’t inherently have to be the case. By sticking to the following best practices, you can streamline the process of collecting and evaluating analytics without compromising the quality of insights, and get much more of your day back to focus on other initiatives.
Tip #1: Don’t Waste Time With Multiple Vendors
Say you were in the mood to go out for fast food tonight — you wouldn’t get a burger at McDonald’s, fries from Burger King, and a milkshake from Wendy’s. Working with multiple social media analytics platforms is an idea that’s similarly overcomplicated. You want to get as much insights you need from one vendor, and not worry about having to track down data points from multiple sources. If you’re looking at a vendor who can’t meet your social analytics needs, just move on and find one that can. Of course, it’s important to know what kind of analysis you need first.
Tip #2: Use A Solution With Cross-Platform Data Sets
If you’re running a campaign on multiple social media platforms that all have different engagement metrics, that shouldn’t be a stumbling block to understanding performance. You need to work with a vendor who can provide a bird’s eye view of your brand’s entire social media footprint. For example, ListenFirst’s Fan Growth Score combines new Facebook likes, new Instagram followers, new Tumblr followers, new Twitter Followers, and new YouTube subscribers into one data point.
Of course, you can still drill down and look at all of those channels individually. But, when you’re creating reports for senior executives, an aggregated signal might be all they need.
Tip #3: Seek Out Turnkey Benchmarking
It would be hard enough trying to determine the ROI of social on your own, but attempting to manually track the effectiveness of competitors on social media is nearly impossible. That’s why relying on a solution like ListenFirst, which tracks all the social signals and measures performance around more than 150K brands is important. Brands can instantly see where they rank, and it provides the context necessary to evaluate your own performance.
The advantage of a social analytics platform like ListenFirst is it increases your team’s productivity 10 fold without additional headcount. With all the social insights you need under one roof and easily accessible, you can spend less time formulating a social media strategy and spend more time implementing it. Want to learn more about how ListenFirst can help you improve social media ROI? Request a demo today!