Julie asks, “How do you put your analytics reports together? Excel, powerpoint, or something else?” As with any questions about tools, the answer is contingent on many factors. – What does the person have? Excel and Powerpoint are nearly ubiquitous, as is a web browser – What has the customer asked for? – What are…
Alessandra asks, “what is the best way to prepare a social media marketing report for 2018 to send to management? I keep track of followers and number of posts by month, but maybe there is other data I should include?” Great question. Reporting should always tell a story, and the story most management wants to…
Ian asks, “How often should I repost content on social media channels like Twitter and Facebook and Instagram? How much is too much?” Let’s dive into our analytics to answer this question. You’ll need the analytics for each of the social networks you use, as well as a web analytics package like Google Analytics. There…
Oliver asks, “How do you track offsite conversions post-view (not post-click)? E.g. How can you attribute conversions from a consumer who read about your product on your site, didn’t click on any link but afterwards went directly to Amazon to buy it?” Fundamentally, if you have no visibility into post-click analytics, which is the case…
Jim asks, “What should we be looking for in influencer marketing software? We need a BS detector for all the sales pitches.” Influencer marketing software has to fulfill at least one of three functions: Identification – finding influencers through proven methods. Outreach and management – managing the outreach, assets, contracts, etc. of influencers like a…
Ciri asks, “What’s the best way to measure brand awareness? Among all the searching I’ve done, it seems like people have a lot of different takes on measuring brand awareness.” The gold standard for how to measure brand awareness is unaided recall among your target audience, which typically requires a significant (five to six figures)…
Aditya asks, “What do you see as the top data challenges facing marketers in the next couple of years?” While it’s difficult to accurately predict anything today, given the rate of technological change, there’s one sea change already underway that marketers are failing at, and will only get worse. Watch the video to learn what…
Jenny asks, “What’s the best resource for 2019 social media strategy development?” The same as 2018! The overall strategy, the why – use social media to accomplish business goals – doesn’t change. What changes is the what and the how. Watch the video for details about how to build your 2019 social media strategy. Can’t…
Amanda asks, “How can you spot a fake social media influencer from a real one?” There are four metrics and one qualitative test that will help you identify low-quality influencers from high-quality influencers and spot fake influencers from a mile away. Watch this video to learn more. The five tests: – Are virtually all of…
