As social marketers we’ve been focused on drumming up engagement, building relationships, and creating experiences in social campaigns that boost awareness and reinforce loyalty – important work that’s come a long way since social emerged. Many brands have been able to show exceptional results from their engagement programs – either quantitatively or qualitatively – but many others are struggling with proving social’s contribution.
Tracking social media can be, well, tricky. There are a lot of layers to it. Engagement and reach metrics give you a sense for how well you’re resonating with your community, but tying that to the KPIs that matter to your company through analytics can feel like a hurdle.
The conversation about digital and social media is steadily moving toward one focus: the customer. There’s an urgency to figure out omnichannel, to get serious about optimizing the digital customer experience, and for the C-Suite to lead the charge on making everything a brand does customer-centric.
If you work at a retail brand, you know how much things have changed in recent years when it comes to social media, digital, and marketing as a whole. If you’re in another industry, just pausing to ponder how your own shopping experiences have changed will make you empathize with fellow marketers in retail. They’re tasked with keeping up with the changes in e-commerce, mobile, peer recommendations, and all of the new ways you’re shopping and buying products today.
At any moment, thousands of social media and community managers are working diligently to make sure their company’s social media efforts are valuable for both their brands and their customers. There are usually some golden nuggets of advice that come out of that hands-on experience.