ReadyTalk

Meet with Confidence

Shoes, Trains, Gangsta Slang – Tips for Social Media Metrics and Executive Buy-in

Posted by Simone Nabers on
Share this Post:

 

Compiling the right social data can be difficult. What the executive team needs to see in order to understand the health of their brand is quite different than what the optimizer who is running campaigns wants to see. Some metrics will be more beneficial to one business/brand/job role than another. Not all benchmarks are the same. So therein lies the challenge – what do I need to measure and how can I make sure that it actually resonates with the right group of people when called upon for reports?

Justin Kistner, Director of Social Products at Webtrends and Dennis Yu, CEO of BlitzLocal will be covering this topic on Wednesday’s webinar, “The Right Social Metrics for YOUR Business.”

Most of us probably realize by now that dropping terms like status updates, followers, retweets, doesn’t necessarily capture the attention of the CEO; those types of metrics are not giving them the information they are looking for. So here a few items that might just peak their interest a bit more and provide them with the insight that helps you justify why you’ve put forth the effort to not only maintain, but expand your company’s influence in the ever broadening sphere of social:

Take off your shoes -

Yes – that’s what I said. Your shoes – your marketing shoes. And, put on the shoes of your executive director. They tend to think a little differently about social media measurement, so in turn, you might consider this also when reporting to them on the ROI of your programs. Use terminology that THEY will understand – leave out the jargon. Think 20,000-foot view and bottom line results. Daily metrics don’t matter as much as sales do.  How is your time and effort in this area affecting that? That’s what they’re looking for – align your benchmarks with these types of items.

Embody the Mindset of Thomas the Train -Put your self in your CEO's shoes

I think I CAN, I think I CAN, I think I CAN. Point being – pick three metrics that you CAN measure and report on those. Maybe its closed sales that started with a tweet or a Facebook comment that you’ve tracked, maybe its cost-savings from implementing a tool that now helps measure some of your social metrics instead of tedious hours of spreadsheet work. Whatever you CAN measure, glean your information from that. Although “influence” sounds great to us in marketing, there’s not a dollar amount you can associate with it to really bring home your point with the executive team.

“You Betta Recognize” -

Recognize what? Recognize what you’re currently working with in regards to reporting systems and see how they can all tie into your case for social. How do your CRM and your marketing automation platform help you leverage your social reach? For example, both Saleforce.com and Eloqua have application “marketplaces” with numerous social plugins that can supplement your current campaign efforts. This is where you bring up COST SAVINGS to the board. Look at what we already have, look at how I am using it, and look at how I can report back to you on items X,Y, and Z with numbers and/or percentages that make sense. You want executive buy-in? Let them know that you’re not just blowing money on new-fangled tools to measure something they don’t necessarily see value in quite yet anyway – help them recognize what you’re doing with what you already have.

What roadblocks have you run up against when reporting to your executive team on your social strategy? Leave us some feedback! And we hope you can join us on Wednesday, Nov.16, for the webinar to learn more about what you need to measure, how to measure it, how to report on those metrics, and how to determine what is good versus bad for your type of company.

 


Comments for Shoes, Trains, Gangsta Slang – Tips for Social Media Metrics and Executive Buy-in

blog comments powered by Disqus

Recent Posts

ReadyTalkers Take to the Park

ReadyTalkers Take to the Park Today’s post is provided by Samantha Mizzi a quality assurance engineer at ReadyTalk. Samantha is an active member of ReadyTalk’s Charitable...

5 Awesome Reasons to Attend Dreamforce '14

Dreamforce '14 is quickly approaching! Are you planning on attending? If you are still unsure and need just a little push to commit, check out these 5 awesome reasons to attend.  ...

Sales & Marketing 101: What We Don't Learn in College

Sales & Marketing 101: What We Don't Learn in College Today's post is from Brittany Jones. Brittany was recently hired as a marketing coordinator after being a ReadyTalk intern for...

Giving to the Greater Community

One thing that I appreciate about ReadyTalk is our sincere wish to make a positive difference in our community.  This certainly applies to relationships with other businesses and...

A Customers Perspective: Using ReadyTalk for Tech Training

A Customers Perspective: Using ReadyTalk for Tech Training Today's post is provided by Kelsey Harms, a computer specialist with the Illinois Education Association. IEA is a...

Growth Through Marketing and Innovation: How Peter Drucker Shaped ReadyTalk

Growth Through Marketing and Innovation: How Peter Drucker Shaped ReadyTalk Those who know me well know that I read a lot of business books. Besides Jim Collins, the books and...

New from ReadyTalk: Pause Desktop/Application Sharing

Keep Presentations Professional with Pause Have you ever wanted to pause screen sharing in a meeting to do things on your system without showing potentially confidential...

New Functionality for ReadyTalk for Salesforce Users

The ReadyTalk team continues to add new features to our Salesforce application to create additional efficiencies for our customers when using the two applications in their...

ReadyTalk in the Community: Mountain Range High School MESA / FTC Robotics Team

In 2013, ReadyTalk’s Charitable Contributions Committee started a great relationships with the Mountain Range High School MESA / FTC Robotics Team. ReadyTalk employee Samantha...