Measuring the Results of Your Content

  • Posted on: 23 March 2018
  • By: Leonard Shostak

You have published social media and the question is how often should you collect your data?

To begin, plan to schedule reviewing results on a monthly basis, from there you may consider doing it weekly or bi-weekly. There is no doubt that if you do this you will be able to keep your goals on track, particularly because you will be able to see if any changes need to be made quickly. As long as these metrics help support your goals and allow you to take action then you’re on the right path.

Keep in mind that if you have several goals in mind you may want to put them in order of priority. Writing down the key performance indicators helps with having an action plan to gather this information. Creating a spreadsheet on excel/word document with each goal and the results listed per month/week/bi-weekly can be useful. Consider adding names of the people who will be managing the goal if there are more than one person involved. Some of examples of what you may want to include are: brand awareness, engagement, lead generation, sales, customer retention, upselling of new products and much more.

An example for lead generation would be to track where subscribers are coming from (webinars, website, blog, email responses, online registrations etc.) and studying what topic may have interested them. From here we can track our conversion rate to align our mission and goals while they evolve. To
facilitate this work we can think about how to automate the collection of data and our reports. We are able to do this though dashboards such as Google Analytics, and programs such as Salesforce or Xero.

With these results in hand, analyze the data. See where the opportunities for improvement can be found, find a path to achieve improvements and leverage what works throughout your platforms.