tap into your target audience - ragan communications · 2021. 3. 16. · measuring social media...

Tap Into Your Target Audience Measuring Social Media Efforts to Help Engagement and Brand

Performance Soar

Heather BrinckerhoffDirector of Social Media, Magnolia

Heather Brinckerhoff

Heather Brinckerhoff

Why is data important for a social media program?

+ Create a data-driven strategy+ Get buy-in from stakeholders + Understand your audience+ Address crisis in a timely

manner

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Heather BrinckerhoffHeather Brinckerhoff

Data overload!03

There’s so much data available. How do we choose what to look at?

05.1.20

Heather Brinckerhoff

What’s your goal?

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+ Drive awareness?+ Reach + engagements

+ Understand your audience?+ Comments, sentiment,

engagements+ Gain brand loyalists?

+ Engagements + Sell products?

+ Link clicks/website visits. (Consider a paid campaign)

Heather Brinckerhoff

Build a data-driven strategy

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+ Conduct a content audit+ Decide what your overall

goals are+ Determine what kind of

content is helping you reach your specific goals

+ Create content pillars based off your goals

+ Adjust based off the data

Heather Brinckerhoff

Gaining buy-in from stakeholders

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Determine who your stakeholders are:+ Your boss?+ Different departments? + Company executive?

1. Structure your report based on their goals

2. Inform/educate regularly 3. Simplify where possible

Heather Brinckerhoff

RecapWe covered:

+ How to determine your goals+ How to build a data-driven

social media strategy + How to gain buy-in from

stakeholders

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Heather Brinckerhoff

Thank You!

Connect with me

Heather Brinckerhoff