The Argyle Social Team support@argylesocial.com 1.919.408.

7990

Why Argyle Social?

How to Conduct a

Social Media Review
Uncover the hidden insights in your social data: • How many fans should your business have? Are you attracting the right ones? • Which content is resonating and which isn’t? • What offers, calls to action, and landing pages are working?

The Argyle Social Team support@argylesocial.com 1.919.408.7990

WhyIntroduction Argyle Social?
As a social media manager, you’re down in the trenches every day. Finding and sharing top quality content, responding to followers and customers, monitoring competitors, tracking KPIs: it’s a never-ending, mission-critical business treadmill that you just can’t stop, let alone step off. While running full speed on the social media treadmill, it’s hard to step back and figure out if what you’re doing is working. Sure, you know the data, but do you know what’s good and what’s bad? At Argyle, we talk to social media managers every day, and a few key questions come up over and over again...

• • • •

How many followers should I have? What is a good click rate? What is a good interaction rate? What is a good conversion rate?

These questions all drive to a fundamental, overarching question: How am I doing? Social media marketing is an evolving practice in a new medium, so marketers don’t yet have guidance on good performance versus poor performance. If you were a search engine marketer, you’d know that 1-4% click-through on your ads is pretty good, and 3% conversion rate on an e-commerce landing page is reasonable. But if you’re a regional coffee roaster with $10mm in revenue and thousands of customers, how many social followers should you have? If you’re a mid-size B2B software company, how many clicks per post should you get? These questions don’t have clear answers in part because there are no clear industry benchmarks or methodologies for building internal benchmarks.

and a raise. questions to ask. The social media review is a process that you can use to step back and evaluate the overall efficacy of your social media marketing programs from a high level. and best practices you need to conduct your own review. And we’ll even give you a sample scorecard that you use to get you started.* In this white paper.. It’s what informs your social strategy for next quarter.919. This is where you highlight your *And informs your boss that strengths and identify and correct your deficiencies. Ready to find out how well your social media marketing is performing? Then let’s dive in! Why Argyle Social? .com 1. We’ll break the process down into bite-size chunks and leave you with actionable recommendations. We’ll equip you with the data.7990 Enter the social media review..The Argyle Social Team support@argylesocial.408. you deserve a bigger budget. we’re going to walk you through the methodology that Argyle uses to do social media reviews for our customers.

In social. See the inset on social conversion tracking for more information. or a micro-conversion such as a page view: either way. While some businesses have social accounts entirely devoted to customer support and/or market research. Action Measured by social conversions Once you’ve groomed a prospect down the sales funnel. this primarily takes the form of a “follow” or “like”. be careful of how you measure conversions— standard online marketing conversion tracking doesn’t work for social. This can be an e-commerce purchase. this involves creating and/or sharing interesting.408. it’s time for them to convert. in this white paper we’re focusing on the general case. a whitepaper download.7990 The SalesArgyle Funnel Framework Why Social? At Argyle.com 1. In social. We simplify the process into three distinct stages: 1. it’s the action you were looking to achieve at the beginning of this process. 2. relevant content that drives engagement and clicks from your followers.919. The sales funnel metaphor assumes that you are using social media as an inbound marketing channel and that your goal is to increase sales. we use the sales funnel metaphor as the basis for our social media reviews. Awareness Measured by followers / fans Your initial goal is to make potential customers aware of your brand. Interest Measured by clicks and engagement Once you’ve generated awareness. In social.The Argyle Social Team support@argylesocial. 3. you need to generate interest in your prospects. . This is a necessary prerequisite to moving them further down the funnel.

919. Social conversions usually begin much earlier in the funnel: • Person sees one of your posts retweeted from someone they follow. Little do they know. If you don’t. they later have a need it fills. thinks it’s pretty interesting. They don’t remember your URL. • Person clicks your link to an external website. so they search for you. Social media tends to be intent generating rather than intent harvesting.7990 The Sales Funnel Framework Why Argyle Social?(contd) A Brief A side On Social Conversion Tracking Techniques Tracking conversions in social media is different than tracking conversions in most online marketing. • Person buys a product.com 1. you’re not going to get accurate ROI metrics and will underrepresent the true value you’re creating. because the click that led directly to a purchase was from these sources. They read about your company and think “Hm!” • Although person didn’t need your product earlier. • Person clicks on a natural or paid link. then wonders who originally tweeted it. make sure that you’re using a conversion tracking tool that’s specifically built with your needs in mind. An example to illustrate what this means: Search conversions usually happen at the bottom of the funnel: • Person searches for product. • Person buys a product. your social media team actually deserves the credit for the second! This is where social media conversion tracking is so important.com/landing/social-media-attribution-whitepaper .408. See our white paper on this topic if you’d like to learn more: http://argylesocial. traditional web analytics tools will count both conversions as either SEO or SEM. As a social media manager. In both cases.The Argyle Social Team support@argylesocial. • Person clicks on a natural or paid link.

Linking followers to more concrete marketing comparables will help you make more useful judgments.7990 Awareness Why Argyle Social? The first critical step in your social media review is evaluating your followers and fans. But is that good? Obviously more is always better.* Last month you had 1. How many followers / fans do you have? Your follower count is continually increasing.com 1.206. then you should be socializing with as many of your leads as possible. Do you have more leads than followers? Maybe you should find clever ways to encourage your leads to follow you in your email marketing nurture campaigns. How many do you have…and is that enough? Who are they? Are they the people you want to reach? How do you get more? The more you know about your followers and fans. but it is important to put a stake in the ground and define what “good” is. measure followers / leads. but we would challenge you that your followers-toleads ratio should be as close to 1:1 as you can get.The Argyle Social Team support@argylesocial.5%.919.132 followers and this month you have 1. the more easily you’ll be able to craft relevant and precise social media marketing campaigns. We recommend evaluating the strength of your follower count by comparing it to your “non-social” audience. *As long as you’re not spamming your followers about the debt ceiling debate (@barackobama) or showing off an unpopular haircut (@justinbieber). Your circumstances will vary. If social is one of your primary marketing channels. for an increase of 6.408. Here are some suggestions: B2B If you’re a B2B company. .

• Access to freemium content behind a Twitter OAuth wall that includes an auto-follow These practices will become more and more standard as a means of building followers. Consider making the follow action more obvious on your site or even an opt-out step in the sharing process. your products’ packaging. Consider two key levers to drive social awareness: First. only 7.919. companies will increasingly integrate the “follow” action with other interactions they have with their customers. and audiences: • Lead forms filled out with Facebook Connect data that include an auto-like • Unique offer codes tied to a Facebook like.000 followers and know that roughly 150. consider measuring followers / unique visitors on your site. More than likely. If you have a follow button on every page. even though your might be starting from a much weaker ratio. clearly it’s not getting a lot of clicks. If you have 1. Consumer Products Brands If you’re a consumer product brand.The Argyle Social Team support@argylesocial.000 people bought your products last year. your customers will always be interested in offers on your products. Create offers that are contingent upon following your brand. If you have 250. you’re doing very well. You goal should be a 1:1 ratio. your product packaging and advertising should always include a mention of your social properties. Second. Suggestions Many of the actions you’ll take to promote fan growth will be on your website. How many of these are you doing already? How many are your competitors doing? Don’t get left behind.5% of your monthly audience is actually following you.500 followers and 20.7990 Newspapers and Blogs Why Argyle Social? If you are a newspaper or blog. measure followers / customers. Over time. . your followers will be fewer than your customers. Always be on the lookout for new and innovative ways to push people to your social properties and encourage them to follow you. and your advertising.000 monthly unique visitors. leads. Many people are following you just because they find your content valuable and/or they aspire to purchase your products.408.com 1.

7990 Who are your followers / fans? Why Argyle Social? Let’s say you ran a contest last month. In this contest.The Argyle Social Team support@argylesocial. you promised one lucky winner a free iPad. First. but that didn’t happen. product. You were hoping to see a doubling of clicks on your links and conversions on your offers. The contest was a huge success — in one week you doubled your fan count. consider these dimensions: • What are my fan demographics? • How did my fans find me? • How much fan “churn” am I seeing? Let’s take these one at a time. The same should be true of your social media marketing.com 1. you’ve posted several links and a couple of offers. What are my fan demographics? Your company is looking to connect with specific types of people. website. Awesome — now we have something to shoot for. This may be the same demographic targeting that is common to the rest of your organization or it may be specific to your social campaigns.408. make sure you know the exact target customer profile you’re trying to reach. What’s going on?* *Show some love. You tailor your advertising. . Let’s say you sell gardening supplies and are primarily targeting women from 35 to 65 on the east coast. All that entrants had to do was like you on Facebook and post your contest to their wall. When asking this question.919. and all corporate communications with a specific audience in mind. This is a straightforward example showing that raw fan / follower count isn’t very meaningful by itself — you also need to evaluate who your fans and followers are. Huzzah! In the following weeks.

there are two areas you need to look at: “Like Sources” and “External Referrers”. There is no inherently better or worse way of acquiring fans — it’s up to you to find out what works best. Twitter Analytics is not yet open to the general public. Like Sources will tell you where new users find you from within the Facebook ecosystem. The above graph from Insights shows gender and age for Argyle’s Facebook fans. compare your actual fan demographics the targets you defined earlier. Are you running Facebook ads or a Twitter promoted account? Are they coming from your website? A recent contest? This data also comes from Facebook Insights and Twitter Analytics (for those with access). .408. We’re actually pretty happy about the age breakdown.7990 There are many tools online that will show you the demographic information on your fans and followers. you can get an accurate picture of where your fans are coming from. but we’d like to see a more even split between male and female. It’s very important to understand where you’re getting your fans. while External Referrers tell you were users found you from outside the Facebook ecosystem. but the most common way to look this up is via Facebook Insights (for Facebook) and Twitter Analytics (for Twitter). so you may have to be patient to get at that data if you don’t yet have access.The Argyle Social Team support@argylesocial. Between these two data points. Where did my fans find me? This is where we get fancy.919. Why Argyle Social? Once you have the data in hand.com 1. Unfortunately. In Facebook.

that means that most of your fans haven’t been with you for very long.you might have some work to do. after the contest. Fan churn is simply lost fans as a percentage of your overall fan base. prior to the contest. Bringing it back together We started off by posing a situation: an iPad giveaway contest doubled your fan count. 2. verify that your new fans did in fact come from the contest that you ran. and the data we just gathered proves this out. Now compare those to the demographics from today. Compare your churn from one month ago to your churn today. Churn is a good measure of how valuable people find your content. then your churn is 1%. that’s no problem. Here’s how to analyze this situation: 1. If your page has 1.7990 Understanding churn will help you understand your fan base.The Argyle Social Team support@argylesocial. There are a couple of things that fan churn tells you: Why Argyle Social? How much fan churn am I seeing? • Compare your fan growth rate to churn rate. Any increase in churn you see is from people liking your page simply for the duration of the contest and then unliking you afterwards. . Yikes • If your growth and churn are both high.com 1. Our gut instinct is that the fans from the contest weren’t the right target audience for our Page. Does it match your target demographic? Likely not. We suspect that a churn rate of 1-2% is natural. people will stick around. If your churn is 3% and your growth is 4%. Using Like Sources and External Referrers. so take heed if you notice your churn climbing higher . you’re losing fans almost as quickly as you’re gaining them. The longer fans are with you the more receptive they are to your marketing messages.919. The differences between then and now represents the demographic breakdown of the fans coming from your contest. but this wasn’t generating additional clicks and conversions.000 fans and 10 of them “unliked” it last month. if you’re posting interesting content and valuable offers. Look at your demographics from one month ago. Very simply.408. Of course 13-18 year old males aren’t interested in your content and offers—they just wanted a free iPad! 3. If your churn is 1% and your growth is 10%.

it’s critical to keep an eye on the demographic profile of your fan base — fans outside of your target demographic won’t progress further down the sales funnel.com 1.919. Instead.The Argyle Social Team support@argylesocial. . make sure that your targeting is narrow. If you’re using Twitter Promoted Accounts or Facebook ads. a lifetime supply of your product. The iPad giveaway example we provided exposes this nuance.408.7990 Why Argyle Social? Suggestions Getting fans is much easier than getting the right fans. offer a prize that only your target demographic will care about—for instance. Good content and compelling offers are your best weapon. the best type of fan to get is the one who is referred by a friend. Thus. As always. Prizes like an iPad are valuable to any demographic. so your contest will therefore attract a broad range of entrants.

Unfortunately. and one bonus data point for those of you who really want to compare yourselves against other companies.402 clicks. But note that our definition of clicks includes those that drive views to content on your site and also those that drive views to external content. We’re going to focus primarily on clicks for this section. These data points must be used in conjunction to get a full picture of your traffic. 1.7990 InterestSocial? Why Argyle Once you’ve stopped to admire your fans. Raw performance data is necessary. See the difference? On a day-to-day basis. your posts received 1. An increase in posting frequency drove the uptick in clicks. looking this deep into the weeds doesn’t really tell us anything actionable. It got 150 clicks. Clicks were up over a week prior. 4. but we need to see it in context (and often in aggregate) in order to identify trends and take action. • The bad way: You posted something yesterday. For your fans to actually convert into customers.com 1. they need to interact with your content and click the links you’re sharing. Clicks Clicks per post Clicks per follower (bonus!) Click response rate .39 clicks per follower. • The good way: Over the past 7 days.919. 3. for an average of 112 clicks per post and 1.408. social media marketers get drawn into the “How did my individual piece of content perform?” trap. as your clicks per post remained flat. There are three primary data points we use to evaluate interest.The Argyle Social Team support@argylesocial. How many clicks are you getting? There is a good way and a bad way of looking at click data. 2. it’s time to move our analysis down the funnel to interest.

you’re also getting more clicks on every post that you make. However.408. you should be — link shortening and click tracking is the most fundamental tool in your social media marketing toolkit. clicks. Right? If you don’t. whereas a 20% decrease over the same time period is less than ideal.7990 Clicks Why Argyle Social? Clicks are.com 1. Clicks data becomes most useful when viewed in trends.250 clicks on 50 posts. business-class offering. well. You publish links to Twitter. 25 clicks per post • 1.919. We’ll need some additional data to explain any trends we see. be careful when ascribing too much to this number. social property.The Argyle Social Team support@argylesocial. Check out bit. But the first scenario is clearly better. You use a URL shortener. Not only are you getting more total clicks. Let’s say in month 1 we get 1. If we take clicks and divide by the number of posts made during the time period. broken down by social network.ly for a handy free URL shortener or – ahem! – check out Argyle Social for an integrated. This indicates that whatever you’re doing seems to resonate with your audience! . Imagine the following situations that could arise in month 2: • 1. You get reports on clicks. we can start explaining the trends we see. A month-on-month increase of 20% is excellent.000 clicks and make 50 posts. and LinkedIn.250 clicks on 63 posts. and post. Clicks per post A raw clicks count doesn’t tell us much of anything. 20 clicks per post Both results are good—you generated 25% more clicks than the prior month. Facebook. and grouped by campaign. for a total of 20 clicks per post.

This is especially useful if you’re going through a period of high growth in your fan base.7990 When looking to increase clicks.The Argyle Social Team support@argylesocial. Posting more often will only get you so far. and you can post better content. you have two primary levers: you can post more often. so make sure you’re laser-focused on the clicks per post you’re generating. thereby driving down the average click rate.25 clicks per follower. 1. 1. As before.16 clicks per follower Both results are good. the first scenario is clearly better.100 clicks from 850 followers.919. As your follower base grows. let’s say in month 1 we get 1. Clicks per follower We can also normalize clicks by the number of followers in a given period. Your clicks per post have stayed consistent. you can expect a natural decline in clicks per follower…just make sure you watch closely! . Imagine the following situations that could arise in month 2: • 1.29 clicks per follower • 1.100 clicks from 950 followers. That’s easy enough to fix. While it’s hard to make a definitive judgment about what’s going on.408. 15 clicks per post In both situations your clicks went down by 25%. but the first scenario is clearly better.000 clicks and have 800 followers for a total of 1.com 1. the decrease in clicks is just because you’ve made fewer posts. Continuing with the example above. 20 clicks per post • 750 clicks on 50 posts. Remember from the “Awareness” part of the funnel – make sure you’re aggregating the “right” followers that fit your target customer demographic. Why Argyle Social? Engagement per post also provides guidance regarding the quality of your content. Keep close tabs on those “likes” and “retweets” as well! The same logic works if you’ve had a particularly bad month: • 750 clicks on 38 posts. it seems like the 150 new fans added in the second scenario weren’t as interested in the content you were sharing.

If you don’t already know your average response rate.500 clicks on 50 posts and 1. This grid is going to be your biggest tool to measure and improve your content.500 = 2%.500 fans. A simple example: if you generated 1. Let’s take a look. *Or activate an Argyle Social subscription! What types of content are working? We now have plenty of information on our performance. and what to change. we need to figure out what content is working and what content isn’t. Anything higher than 3% is gravy.919. your response rate is 1. including an understanding of the factors underlying that performance. not a 4-dimensional virtual reality built to enslave all humans. We’ve found that this metric is the most easily understandable way to look at the level of interest your fans are showing in your content.com 1.500 / 50 / 1.The Argyle Social Team support@argylesocial. In order to make decisions like that. while anything under 1% needs work. we try to aim for response rates of 1-3%. what to do less. . No need to decide between the red pill and the blue pill— we’re talking about a two-dimensional grid. But we still don’t know enough to make tactical decisions about what to do more. Enter the Content Matrix. You’ll be fascinated by how much you learn by the end of the exercise.408.7990 response rate WhyClick Argyle Social? The ultimate way of normalizing clicks is both by fan base and by post count. Trust us on this one. While results will obviously vary. What this means is that 2 out of every 100 fans click on every link you post. throw together a quick spreadsheet* and figure it out.

7990 The Content Matrix Why Argyle Social? Your content has two primary dimensions: topic and content type. Your topics and content types will likely look something like this: Topic Real estate Trends Financing Local real estate news Owning a home Content Type Informative Guidance / How-To Engaging: Joke / Question Call to action Topics answer the question “What am I posting about?” and content types answer the question “How am I posting about it?” Once you have your topics and content types defined and have tagged your posts accordingly.The Argyle Social Team support@argylesocial. There’s a lot there.com 1. If your daydreams also involve rainbows and ponies. . Let’s say you’re a real estate developer. it’s time to report out your performance.919. Feel free to daydream of all the insights you could gain if only you had this data on your social media efforts. we’re right there with you.408. Your quarterly report should look something like this: Take a moment to digest this.

Your posts in this cell lead all other posts by a long shot.7990 Back to reality? Ok. Make sure you continue to continue doing what you’re doing here. either. It looks like engaging content—questions. Your social media marketing is always evolving. Ultimately. Where are you spending your time and directing your fans attention? Does this align with your strategic objectives? • Look at post counts for each content type as a percentage of total post count. look at the color-coding. Obviously. you’re trying to drive prospects down the sales funnel. and if your call to action posts aren’t getting clicks.com 1. It turns out that no one wants to read long articles on the details of interest rates and loan types. • Show trends over time. however. green is good and red is bad. you may want to consider eliminating your informational financing posts. Are you posting too many informational links? Sometimes people want to see that you have a personality. Consider the following possibilities: • Look at post count within each cell as a percentage of total post count. It seems like people realize that they need to deal with financing.919. First. Who ever heard of engaging content on home financing? Some cells in your matrix won’t make sense. polls. and jokes—about local real estate news is an absolute gold mine.* What is working. good. It looks like informative posts on financing aren’t working well at all. is that your call to action posts are not performing as well as you’d like. however. calls to action should be no more than 5-10% of your total post count. you’re not achieving that objective. but they’d prefer to be walked through the process step-by-step rather than read broad informational articles. note that one of the cells is grayed out—Financing / Engaging. Set goals at the end of every quarter for areas that you want to improve. Take a look at your green cells.408. You don’t have to stick to the data we’ve highlighted above. Let’s walk through this report step-by-step.The Argyle Social Team support@argylesocial. . We’ll talk more about call to action posts in the next section on conversions. Next. is simple how-to posts on the same topic. and then report on your progress. Are you posting too many calls to action? As a general rule. Now look at some of the red cells. In the future. Colored posts are the outliers. Why Argyle Social? Who would have thought that people wouldn’t find detailed articles about the machinations of the home financing process to be interesting and engaging? What’s even more concerning. and there’s no reason to try to create posts in that cell if you know they won’t resonate.

Use an iterative approach: make tweaks to the content you’re publishing. The data in the cells of your content matrix is very difficult to construct after the fact.The Argyle Social Team support@argylesocial. But it’s also action-oriented — the whole point is to allow you to make tactical decisions on where and how to improve. you need to implement it. evaluate the response from your fans. we think it’s critical to define your content matrix at the beginning of your social media marketing efforts. If you don’t have goals set for your topics and content types. Look into the features of your platform and figure out how to get this data. if you didn’t create this type of matrix during your planning phase. Why Argyle Social? How do I build a content matrix? At Argyle. You need it. it’s not too late to do it now.com 1. .7990 The social media content matrix is your ultimate tool to evaluate the efficacy of your content.919. repeat. your content machine is a rudderless ship. Once you have your matrix planned out.408. That said. This involves tagging every single post you make with its topic and content type. The only way to efficiently create this report is by using a social media management tool that allows you to tag your posts as you publish them and provides performance-reporting capabilities.

590 in revenue.408. . video views. Most marketers use a web analytics tool such as Google Analytics or — if you’ve got some cash — Omniture to track online conversions. etc. So make sure you’re using a purpose-built social conversion tracking tool.The Argyle Social Team support@argylesocial. See the notes on page 5 if you’d like more information on this. You got them to follow your social presence and click / engage with your content.) Before we get too far into this section. such as email or search.com 1. How much revenue am I generating? Last month your social media marketing drove $32. How do you motivate them to act? In social media.7990 Action Social? Why Argyle The final step of a good social media review focuses on how to get your fan base to act on your content. These tools work well to track marketing efforts that happen further down the funnel. free trials. (Think ecommerce transactions. The world of conversions is chock full of interesting numbers that you absolutely need to know. as in all online marketing.* *Once more with feeling: this review methodology works best for marketers that drive outcomes through online conversions. Congrats! But don’t take that victory lap yet — just making judgments on a single revenue number isn’t enough. But these tools don’t work well (or at all!) when it comes to social conversions — in part because social touch-points happen further up the acquisition funnel. In order to more fully evaluate your performance. it’s important to talk about measuring social conversions. contest completions. you’ll need to dig a little deeper.919. we measure action in conversions. whitepaper downloads.

919.com 1. If you had 3. right? Why Argyle Social? What’s a micro-conversion? E-commerce companies can track conversions back to revenue generated very easily because they actually collect cash from online transactions. Trends in this statistic can be very instructive.4% conversion rate.The Argyle Social Team support@argylesocial. If your conversions aren’t directly tied to a dollar value (commonly lead forms or signups) you can still tie these actions to dollars.200 clicks last month and got 45 conversions. A 1% social conversion rate isn’t bad—remember.7990 Important ways to me asure revenue: • Conversion count: How many conversions did you get last month? Pretty self-explanatory. take your conversion count and divide by your total clicks. that’s a 1.000. social is a very soft sell. so don’t try to compare conversion rates with search engine marketing.408. or an estimated dollar figure if you are using micro conversions. it obviously makes a big difference whether you’re average conversion is for $20 or $700. • Revenue per conversion: If you’re an e-commerce company and sell products from $10 to $1. . • Conversion rate: To find your social conversion rate. Just estimate the value of a lead or a signup! • Revenue generated: How much revenue was generated by the conversions you received? This can be a hard dollar figure if you’re an e-commerce company.

Let’s take a look at some scenarios to give you a feel for the insight you can extract from this data. it’s now up to the landing page to drive the prospect down the remainder of the funnel. it’s time to start looking at trends. but they are fewer and farther between. You need to dig into the details. Make sure you understand the underlying drivers of revenue so that you can explain what’s really going on. Overall. What’s working and what isn’t? In order to get actionable information. so all is well. and it’s driving more conversions and more revenue.The Argyle Social Team support@argylesocial. there’s a lot more than a simple revenue number at play here. which we looked at in the previous section.408. . Your conversion rate has gone up so your customers are clearly responding to what you’re putting out there. and flat ) As you can see. down. You’re getting higher value conversions. your revenue is up.919. so your overall revenue is down. Why Argyle Social? Putting it all together ( symbols representing trends: up. the increased frequency isn’t making up for the reduced value. Solve this either by recovering some of your lost revenue per conversion or by increasing your conversion count. You’re moving downmarket. Your landing pages and offers have gotten way more compelling.7990 Once you have your core data. Once you’ve gotten a user to click on your call to action.com 1. you need to know more than aggregate numbers. Conversions Revenue RPC Conv Rate Diagnosis Congratulations! You’re successfully moving upmarket. Unfortunately. with more frequent lower value conversions.

Use this guide as a start and begin to create your own process based on your needs.7% When evaluating landing pages.3% D 180 12 6. you will want to use landing pages that have the highest conversion rate and discard the non-performing ones.408.com 1.7990 At Argyle. In order to help you do this. . there is a binary function that happens—either they convert or they do not.8% Landing Page Clicks Conversions Conversion Rate B 240 10 4. Summary And that is how we conduct social media reviews at Argyle.The Argyle Social Team support@argylesocial. we’ve shared a spreadsheet that will get you started on your way. sign up for a demo of Argyle Social and we’ll show you how easy it can be to conduct a social media review when the data and insights are all right there in front of you. Once a prospect gets to a landing page. If you find you outgrow the spreadsheet. For a given goal. conversion rate is king.919. as doing so is extremely time-consuming and inefficient. The trick is this — no single set of metrics or piece of advice will be perfect for your situation.gy/scorecard Of course. Click here for the sample spreadsheet: http://ar.2% C 210 9 4. we use the following simple table to look at the difference in efficacy between landing pages: Why Argyle Social? A 190 13 6. we ultimately hope that you won’t use spreadsheets to manage this data.

Do I have the right followers? Use follower churn to gauge the quality of your audience.7990 Social Media Review Cheat Sheet Why Argyle Social? KPIs Awareness Followers Followers / Leads (or Followers / Uniques) Growth/Churn Key Questions Best Practices Do I have a “right-sized” audience? Index your follower count to another marketing metric such as email list Am I retaining my followers? size. leads per month. Clicks Interest Clicks per post Clicks per follower Click response rate What does my click data tell me about the effectiveness of my content? What content works best? Use compound metrics like Clicks per Follower or Click Response rate to normalize your data. . Use a content matrix to organize your content and uncover performance insights. or page views.408.com 1.919.The Argyle Social Team support@argylesocial. Conversions Action How much revenue am I generating? Revenue Revenue per conversion Conversion rate Use a purpose-built social conversion tracking tool to measure sociallyinfluenced conversions.

For more information. NC.7990 About Argyle Social? Social Why Argyle Founded in 2009. manage customer interactions across social channels and quantify the bottom-line impact of their social media marketing efforts.com . Argyle Social is an innovative software-as-a-service platform for social media marketing management and analytics.The Argyle Social Team support@argylesocial.919. The platform helps marketers to easily organize and publish social content. Blue Sky Factory and UNC Kenan-Flagler Business School.com.com 1. Argyle customers include Gander Mountain. visit http://www.408. Sharefile. The company is based in Durham.argylesocial.

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