Jen asks, “How important are conversations to social media goals?”
It depends on the goal, and it depends on how conversations advance that goal. For example, if raw engagement is a goal, conversations with people – especially in public social media forums – may be very relevant. On the other hand, if website traffic from social media is the goal, conversations may not necessarily play a role.
Conversations and Outcomes
How would we know whether or not conversations matter? This is where we do some data analysis. Let’s say our goal is website traffic from Instagram. Over on the Trust Insights Instagram account, we post our weekly podcast episodes and a link back to the Trust Insights website in the biography.
Suppose our goal was to get website traffic from Instagram? How would we understand whether or not any of the data could solve this?
Using a basic correlation analysis, we might examine all the different Instagram metrics provided through the API to see which, if any, have a correlation to website traffic. As usual, this isn’t causation, but at the very least, if there’s no relationship between website traffic and any Instagram metrics, then we can be reasonably certain Instagram isn’t working.
Well, that’s a big load of nothing. In fact, none of the Instagram metrics – conversations included – have a relationship to website users. Comments – conversations – don’t really have much of a relationship to anything.
Perhaps that’s just because we’re bad at Instagram. Let’s look at a different account, that of American musician Megan Thee Stallion:
We don’t have Megan’s user traffic, so there’s no way to do the same kind of analysis, but we do see that conversations have a moderate relationship to new follower growth, and a strong relationship to likes. It’s likely that with some down-funnel data, we might see conversations having relationships with brand awareness, loyalty, or even purchase consideration. We might want to further engineer out specific features, like what topics spur the most conversations, or what media formats.
Correlation Still Isn’t Causation
At this point, if we were managing Megan’s social media, we might want to establish causation. Absence of correlation usually also implies absence of causation, but correlation isn’t causation for sure. So we’d need to run some tests by increasing the volume of conversation – straightforward when you have an account/presence that all your 20 million fans want to engage with more – and then determine if the change in conversations led to changes in other metrics. If Megan were to increase engagement – conversations – by 25%, what other metrics would commensurately increase by 25% or more?
Conversations is a metric, but only thorough investigation can help you understand whether it’s a KPI. Once you’ve made that determination, you’ll be able to set your conversational engagement strategy.
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