Marketing Minute – What should we measure?

amber recker 3-12Marketing Minute is a monthly post series by guest blogger, Amber Recker

Since joining the PUNCH Films team in September 2013, I’ve spent a lot of time thinking about how to effectively measure our marketing initiatives. At Cancer Services, we tracked blog subscribers, Twitter followers, Facebook fans, website views, and media mentions. And while those are important things to measure, I always felt we needed to track more in order to determine if our efforts were producing results.

If you track the right metrics for your organization, you’ll better understand when and how to share information, as well as what type of content your audience likes to engage.

So what should we measure? I put together a wish list and have been working on creating dashboards to review on a weekly basis to see if we are moving the needle and encouraging interactions.

Website:

  • Page views
  • Time spent on site
  • Number of visitors

Blog

  • Visits
  • Subscribers
  • Comments

Twitter:

  • Followers
  • Number of tweets
  • Retweets
  • Mentions
  • Click throughs
  • Replies
  • Reach

Facebook

  • Shares
  • Reach
  • Page likes
  • Number of posts
  • People talking about
  • Impressions
  • Likes on posts

Youtube

  • Video views
  • Channel subscriptions

This is just the tip of the iceberg, but it’s a good start. A quick Google search for social media and marketing measurement tools will yield hundreds of results. Don’t get overwhelmed. Start with the simple stuff. Nothing about this is magic.

Here are the tools I use:

Website: Google analytics can capture everything you need to know about your website.

Facebook: Has built in analytics that every page manager has access to.

Twitter: I use Hootsuite to track my Twitter stats.

WordPress: This is our blogging platform and it has some simple analytics embedded.

Youtube: logging in and recording video views and channel subscriptions right from my account is the simplest place to start.

As my dashboards evolve and develop, I’ll keep you posted about what I’ve found works best. If you have questions or ideas for this blog, please email me at amber@punchfilms.com. I’d love to connect with you on social media too.

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