One of my favourite parts of my role here at Rewired is delivering social media for a range of clients. From day-to-day content across a variety of sectors, to delivering reactive and live social media during an event, the impact of social media marketing is something which just seems to keep on growing.
Last Friday, Ruth and I were part of the team that delivered Glynn Purnell’s Friday Night Kitchen, as part of our work with Cure Leukaemia. Whilst Ruth was busy supporting with event management, I was glued to my iPhone to document the event through social media. With some fantastic engagement throughout the evening, and seeing our #GPFNK16 hashtag trend across Birmingham, there’s no doubt that social media added another dimension to the evening.
But when the curtain falls, or the music stops, how do you measure the impact of social media at your event?
1. Work out what matters to you
Each event will have its own key metrics and KPIs to determine success, so ensuring you know yours will get your evaluation off to the best start. For example, a launch event might aim to increase awareness and grow its social media audience, whereas a more established event might be looking for increased conversation and engagement.
Each platform also has its own metrics, but here are some of the general stats to consider:
- New followers or page likes
- Total reach
- Total impressions
- Engagement, including likes, retweets, comments and shares
- Brand mentions, especially from influencers
2. Understand what it means
All good reports need to be explained, so having a clear understanding of all the key terms will enable you to showcase clear and concise results. If your report couldn’t be picked up and interpreted by someone with the most basic understanding of social media, then it’s time to rethink your approach. Need to brush up on your key definitions? Understand reach, impressions and engagement in this jargon-free guide.
3. Start with in-built analytics
Whilst there are several free (and paid for) websites and apps designed to analyse social media results, start your search much closer to home. In-built analytics across Twitter and Facebook are some of the most in-depth and reliable around, whilst the newly introduced Instagram Business Accounts provide some fantastic insights on a weekly basis.
On both Facebook and Twitter, you can filter your results down to a specific period of time, whether that’s the month leading up to your event, or just the day itself. With a whole host of key statistics and visual graphs to demonstrate your social media success, there are so many reliable options lying within the platforms themselves. Not sure where to start? These handy guides will help you master Twitter, Instagram and Facebook insights.
Exhausted insights, but still want to find out even more? Here are my top 4 FREE social media analytic tools online:
4. Presenting your results
Put yourself in the shoes of the person receiving the report. Whether it’s your boss, a client, or a colleague, making sure the headline statistics are easy to find and easy to understand is key. Consider the two documents below, both show exactly the same information, but which one conveys the key information the best?
5. Comparing or benchmarking?
Another thing to consider when reporting on your social media success, is whether you’re comparing it to a previous event, or using this as your future benchmark. For comparison reports, say for an annual event, you’ll need to show how this year performed compared to last year. This can be done with numbers, percentages, graphs or more, but is key to show growth (hopefully!) year on year. Do bear in mind that your key metrics may have changed, as these might explain any decreases – remembering understanding what you’re talking about is key.
If this is the first event of its kind, this report will form the new gold standard, something which can be built on for future events. It’s important to analyse what went well, as well as what could be improved, so your social media presence can grow event after event. As they say, the only way is up.
Want to find out more about social media reporting, or how Rewired PR can support your event or company with social media? Email firstname.lastname@example.org.