The end of the year marks the time for a broad review of your corporate social media plan. Take this opportunity to examine your media successes and failures for 2018. Before you step forward into the next calendar year, you should examine what has and has not worked for your company.
This broad overview is a specific year-end event. This differs from the regular monitoring of your media profile. The yearly review is an opportunity to see if you have reached the broad marketing goals you set for yourself and your company.
Key Performance Indicators (or KPI’s) are the benchmarks used to measure social media performance. A KPI could be the measure of website traffic, likes, clicks, or retweets. You need to examine your audience’s level of interaction with your social media profile. Are they interested? Have they been motivated to interact with your media? Are you providing the content they crave? At the end of the day – what service or content have you provided that they value?
Your media team should be analyzing your social media on a regular basis. How often? Daily, weekly, monthly, who is to say? Every company has different needs and resources. No two groups are the same. However, the one constant common to every organization is the clear need to understand their own customers. You need to decide what works best for both you and your customers.
There is one definitive answer – choosing to do nothing will be the most costly option you can select. At that point, you are wasting resources – time, money, and most importantly, your relationship with your customers.
Keep in mind that your social media profile is a living, breathing relationship between your company and your audience. It’s critical you listen to what they are telling you. However, it’s not always a simple conversation. The difference between what your customers are saying and what you are hearing can be immense. Be sure that you take the time to provide an honest evaluation of your media’s track record.
Media analytics tools make the process of analysis clean and simple. As a manager, you’ll be able to read either a brief overview or an in-depth report. Take the time to examine the story that is being presented to your team. As a business owner, this is a conversation you must understand. You don’t have to have fluent media skills, but you must be able to speak the language. You have to understand the basic concepts.
The key steps here are:
- Research and Plan – Do Your Homework
- Review your Analytics
- Modify your Media Plan
Let your media team do the heavy-lifting for you, but as an owner, you need to understand what they are saying. A small investment of time will yield a great reward. Learn the simple mechanics of social media analytics.
This is a polite reminder to re-examine the performance of your corporate social media portfolio for 2015. Before you do anything else, schedule a review near the end of Q4 2016 or whenever you perform your next yearly corporate media review. Don’t allow another year to pass without this critical review.
As you read these words, hopefully, you’ll smile and tell yourself “I’ve already had my yearly media review”. If this is a new concept for you, I challenge you to review your 2015 media results soon. Before you step forward into 2016, be sure to review your performance for 2015.
If you have questions how to proceed, contact Colure’s Advisory Team to help you mold your media profile for 2016.