WHOA NOW. Are you ready for part 2 of our Digging into Data Series? We hope you’re enjoying this data deep dive as much as we are. In this podcast we are reviewing social media data! We’re covering what you should review, the tools you can use to make it easier, how to interpret those tricky social metrics, and how often you need to review it. Social media isn’t just for millennials, we should all understand if it’s working or not! 

Transcription 

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Hello, and thank you for joining me. I'm Monica Pitts. Welcome to Marketing with Purpose. Today we are doing the second part of our series on reviewing marketing data to make decisions and today we are going to talk about social media data. I am not going to sit on my pulpit and tell you all about how amazing it is to review all of your marketing data because I'm assuming that you know how amazing it is or else you would not have tuned in today to listen to this incredibly interesting podcast about data. I really love data because not just the Star Trek character either although I was nearly raised with him because my dad's a total Trekkie. But I love marketing data because I think that marketing is just a huge science experiment and I love to see how all of my efforts come through in the end. And digital marketing is very special because it is so incredibly trackable. I love looking at the data because I understand it, but I find that a lot of my clients are very overwhelmed with data. They get these reports from me, and they never look at them because they don't understand them. And then I started writing them emails about all the data that I found and they said, Monica, I don't understand any of it. So then I make them sit in meetings with me while I draw them pictures just like my Edward Jones agent does for me about my retirement. And then they start to feel a little bit more in control. And finally, I started making videos for them about their data and explaining it to them and that seemed to work pretty good too. So I'm going to do the same for you today. I'm going to try to break it down into the different types of data that you would review, the tools you use to review it, what all of it means, and how often you need to look at it. Our topic today is super intangible. So tangible in fact that I questioned whether I should even cover it in this medium, but I did learn all about AdWords from the PPC podcast. That is also very intangible and those dudes are like gods in my world, so I figured you know what if I can learn that kind of thing from a podcast, you can learn to review social media data from a podcast too. But if you need visuals, you can hop on over to the Mayecreate website and get those visuals as well as the show notes and a link to a very nicely formatted blog post over the topic at podcast.mayecreate.com. Now while you're there, you can also check out our downloadable resources. We have an ebook on intro to Facebook, so many other resources that you can download for free to help you along in your marketing journey. 

 

So let's start at the top. What to review. Remember, you're reviewing marketing data pyramid style, just like we talked about in our last podcast on data to make marketing decisions from your website. The bottom of the pyramid is your plan, the activities you'll execute to implement the marketing plan. The narrow top is the end goal of your marketing campaign. And that goal defines your most important metric. So for example, if your goal is to increase sales, then sales revenue is your most important metric. So if you do nothing else, you're going to review the amount of money or hours you spent on your marketing versus the amount of sales revenue that you brought in. As you're reviewing your mark