This post is part of our Digital Marketing 101 series. Sign up to get the full series!
“You can manage only what you measure.” There are many different versions of that mantra, and all of them hold true. Just as in fitness and weight loss, if you don’t start with a baseline, take regular measurements, and see what’s working, you can’t make data-driven decisions.
In this second post of six in the series “Digital Marketing 101,” we’re offering up highly practical tasks for you to determine how best to grow your digital presence using data backed by marketing analytics.
Kelley is the lead on marketing and social sales strategy at The Honey Bee Company and Digital Marketing Instructor at GA in NYC.
One of the biggest challenges that marketers face—whether coming from a Fortune 500 or a scrappy startup—is how to measure the effectiveness of their social media efforts. This challenge is often answered with elaborate dashboards, data visualization maps and obscure metrics that are so complex no one in the room can understand—including the presenter. The aforementioned charts, graphs, and maps may look pretty (and keep agencies employed), but they leave us lost. And the problem perpetuates because marketers, more so than most other professionals, never admit when we’re lost.
Because the truth is, there is no clear-cut way to measure social media.