@leesasleep shares interesting behind the scenes details about their products.
Track how engagement signals such as replies and Retweets translate into long-term ROI by comparing these signals between the types of content you’re sharing. Over time, this data will help you measure interest levels in the themes that your stories are covering.
Step 2: Choose front-end and backend metrics to sanity-check one another
Focusing on one metric to measure engagement levels creates an inaccurate picture of how social media storytelling translates into long-term ROI.
That’s why you need to align your front-end metrics (i.e. Tweets, Retweets, likes, etc) with sales. One simple technique is to implement a post-purchase survey. Simply ask your customers whether content and social media played a role in their purchase decisions. Then follow up with your customers for supplemental, qualitative information.
Step 3: Simplify your analysis using net-promoter scores (NPS)
Happy customers and communities drive brand loyalty and engagement. That’s why it’s important to choose a metric that captures how consumers feel about your company and whether that metric is changing over time.
Net promoter scores are based on responses to one question: “How likely is it that you would recommend our company/product/service to a friend or colleague?”
Respondents can provide a simple answer that you can use to compare with your front-end data. Calculating an NPS score is especially effective, in contrast to a conducting lengthier survey, for generating high response rates.
This can be a simple question that your brand Tweets. Or, your marketing team could conduct a formal survey. You can even tailor this question to your content strategy by asking whether your audience would share your stories.
After all, engagement fuels more engagement.
Have more questions? Follow @TwitterBusiness for more tips or check out the basics on how to create a campaign.