You formed an organisation that has now been around for nearly five years and finally decided to make your organisation a part of social media. You make your Facebook page and spread the word to everyone you know, and before you know it you have nearly 10,000 likes on your page! As you have learned your content is essential, so you become personable and put content out there that aren’t just glorified ads for yourself – you care about your organisation’s mission. Your content always gets thousands of likes. That must mean you fulfilled your goals of social media outreach and have a positive return on investment (ROI), right?
Likes and followers are not everything.
Our first problem is being content with having thousands of likes, followers, and feedback. These are great, but if you’re a business or a non-profit organisation that relies on revenue, you’ll quickly learn that likes aren’t an exchangeable currency. We need to break the mentality that quantitative knowledge is everything, and instead, focus on goals that measure value metrics over activity metrics.
We need to break the mentality that quantitative knowledge is everything, and instead, focus on goals that measure value metrics over activity metrics. Value metrics include increased revenue, deflected cost, moving brand perceptions.
Your Facebook likes alone won’t tell you if you’re succeeding, so create goals that have a value connected to them.
If you’re having trouble setting goals, trying to set S.M.A.R.T. goals
Direct contact with your audience isn’t everything either.
Unlike other media such as television, radio, and print, social media’s success isn’t measured based off of one person’s viewership. Social media gives the opportunity for your viewers to share and multiply viewership, further increasing potential actions from a new audience.
Social media platforms like Facebook, Twitter, and Tumblr rely on users sharing content, which makes the job of content creators a lot easier. With great content, comes great effort from content consumers, who unknowingly help fulfil their goals.
Social media goals shouldn’t be measured separately from other channels.
Because of its influence, we believe the goals we set on social media should be independently measured. In fact, we should be measuring them alongside all of the organisation’s media. Social media makes enough influence that it brings its viewers to their different forms of media.
Tyler Oakley, starting off as a Youtube phenomenon, is an example of this. Despite having over 8 million Youtube subscribers, Oakley does not measure his success based on that alone. Now spread to media like Facebook, Twitter, Tumblr, television, and recently books, Tyler Oakley can’t measure his success individually for each.
With these strategies in mind, we need to remember that likes aren’t everything, a single viewer can make large impacts, and to measure your media as a whole.