Marketing is often referred to as a combination of art and science, a balance of creativity and analysis. This combination is what routinely draws marketers to the field, and it is no different when applied to social media marketing.
Well-defined metrics allow marketers to defend their efforts, push for greater budgets, track progress, and optimize for continued success. However, it can seem difficult to wrangle the right metrics through the sea of available options and then drive true meaning out of them.
Despite the challenges, a defined social media strategy combined with proper measurement can lead to real business and marketing wins — and set the structure to find the return on investment (ROI) of your social media marketing efforts. Whether you’re an experienced social media marketer or just starting out, here is a framework to organize the metrics (which can also be applied to any digital channel from email to search), and examples of the metrics that fall into each layer.