Metrics and analytics for our social accounts... It can be pretty daunting. Most of us who use social are people who get and understand other people. We tend to be dynamic communicators with a deep empathy towards other people. We've trained ourselves to pickup on nuances in text messages encoded with emotion. Over the years, we've mastered our ability to hear the feelings behind the words.
MIn social, we lack most of the key cues for good communication. We've learned to decode messages encoded with clicks of the keyboard in the absence of body postures, voice inflection and tone. Anyone who produces content for social services knows that this is a skill. It's a skill we've honed with research and practice. Digital communications can be a challenge because we cannot rely on physical or visual social cues. We have to be masters of digital words and have an ability to fill in the gaps.
Decode Digital Communications for Real Connections
MSuch people are very good at zeroing in on emotion and feeling. We have to be. It's our trade. We've learned to stir emotions and get people excited about products and services through the use of our words. We are able to craft messages that get people excited and interested in our messages. We have learned how to decode comments and mentions and respond appropriately. We are masters of digital communication.
MThen there's the other side of social communications. We are held accountable to clients and employers. We love what we do but we have to justify either our time or our billable hours. While we have a deep understanding of the emotional side of people, we are also responsible for tracking our efforts and proving that we are producing results.
MThe other part of metrics and analytics is, we have no other way to know if we are coming closer to our goals and objectives or moving further away. We are results driven. We have to monitor factors such as, reach, response, action, and conversion. It's not all about the conversation. It's also about justifying what we are doing and quantifying our efforts. We are held accountable.