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