Performance reporting
Social media strategies are born from research, then nurtured by performance reports. In my role as a social media strategist, I work to define key performance indicators that align with strategic objectives for each social platform. I create systems that allow brands to track results over time, and I build reports to analyze performance throughout the year. Each report has its own objectives and is tailored specifically to the audience that will receive it.
Monthly reports allow the social media team to see how creative elements such as copywriting and visuals influence community engagement. These reports showcase top and bottom performers and highlight patterns and key takeaways, which allows the team to make frequent, incremental adjustments when creating social content.
Bi-annual reports are a tool for strategists and data analysts and serve as a mid-year checkpoint for key performance indicators. These reports highlight changes in our audience size and follower demographics and measure the prevalence and performance of strategic content themes.
Annual reports feature high-level insights intended for a leadership audience. These reports are multi-directional in that they provide a view of the past year, and they also project ideas for the year ahead.
Social listening
Social listening allows marketers to look beyond an analysis of owned media, and to pull in real-time insights about the candid online conversations people have about a brand, about an experience, or about considerations throughout the marketing funnel. These findings help internal stakeholders make informed decisions about marketing strategy, public relations, and communication in times of crisis.
Helping university leadership navigate messaging in a global pandemic
In August of 2020, The University of Kansas welcomed 20,000 people (students, staff, faculty) back to their campus. With mandatory COVID testing, redefined classroom experiences, and a mountain of new policies and procedures, the university’s public affairs unit needed data-backed insights from the social media team.
Using a social listening tool, I was able to provide daily insights that allowed campus leaders to gauge public perception, identify harmful misinformation, and understand how the key audiences perceived communication from the university.