Social statistics: what do we want to achieve?

Social statistics: what do we want to achieve?

Door Martijn Lasonder
There is a new blog on the block! This time, we will tell you everything about social statistics in three parts. Within the social media kingdom, there are a lot of different perspectives on which goals are considered relevant and, subsequently, which KPI’s are relevant. We at Dorst & Lesser are all about challenging the status quo. Below you can read our lay of the land. Make sure to check out part 2 and 3 once they are out!

Goalgetters
Instead of our usual approach – the latest IG update, our opinion on data, beautiful stories of intern life at D&L – this blog is not meant for everyone. This blog is aiming at a specific audience, with a specific purpose in mind. And it’s all about targets and goals. Do you believe the amount of followers and likes is still the Holy Grail in terms of social media marketing? Think again and please read along!
 
Red, red wine or Sambuca shots?
In a previous (Dutch) post, our Managing Director Birgit already tore down the aura around engagement as the most important measurement. Here’s an example:
A big brand sends a brief to an agency asking them to help them sell more of their product, in this case, alcoholic beverages. The agency accepts, gets to work and comes back with a great proposal: “You need more engagement! How about a fine little poll having your followers pick between wine and Sambuca. Perfect, right?” Fast-forward a couple of weeks. The post is live, people voted, a report was made. The agency can present great results for engagement, but do we know how much bottles of Sambuca were sold? Well, no, we don’t.
 
From games to goals
So is this the best way to use social in your marketing mix? Well, no, we don’t think so. Facebook posts and Insta-stories might have a far greater potential than scraping together some likes and a few nice comments. When developing campaigns, always ask yourself: how can this contribute to our overall goals? Whether it’s sales, branding or something else, social media has the power to contribute, but everything depends on the goal or KPI you have to reach. In the end, marketing and advertising are still all about selling your products to the right people. “Advertising is good advertising when you sell the d*mn product “and “If it doesn’t sell, it isn’t creative” weren’t just said because they sound good. The idea of “a glass of wine or a shot of Sambuca” would probably make those big marketing moguls turn around in their grave, hearing this type of “strategic input”.
 
Back to business
Marketing strategies can’t be based on social media tricks. Do you want to involve your audience, hear their thoughts, create a community? Engagement it is! But do you want to sell more or generate more clicks? Then there are better options to base your campaign on.
 
Next time when a client says they “need more followers”, take a step back. Do they really? Only in very rare cases, the number of followers or engagement rates are a goal on itself. It’s far more likely that your brand needs something else. It would be a shame to use your social channels only for these purposes when they could really do a lot more as part of an overall business strategy.
 
Do you want to know what they can do? The next episode of “Social Statistics: what do we want to reach?” will summarize all the in’s and out’s of social goal setting and reporting.

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