Big Data: Why you need social-media metrics to pitch to brands


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AUG 17, 2017:

Numbers matter more than ever. In basic terms, this might be the number of followers you have or the number of likes and comments on a post. That data helps you (and potential collaborators) gauge the impact of your social-media activity and how that might translate into revenue – the process of monitoring this is what we call social-media metrics.

You likely already use analytics within your apps, but what do brands expect to see when you present this data to them? Tech Target explains there is never a one-size-fits-all model: ‘Some marketers prefer traditional engagement metrics like click-through rates, time on page, content shares and comments. Others might look for text analytics and search-based applications to keep track of positive or negative audience sentiment.’

Instead of trying to predict the preferred metrics for the brand, think about which stats matter to you, which timeframe is most valuable to you, and how you want to track your progress and growth, says Buffer. It’s your report – use the numbers that reflect you and your personal brand in the best light.

Perhaps instead of numbers, you want to focus on names – which top influencers are following you back or interact with you on a daily basis? Remember you want to highlight the quality of your content, based on engagement. You can do this through each post’s reach rate (‘My posts are seen by 40 percent of my fans’), or social referral traffic (‘Check out how many visitors to my site have come through social media!’).

Also, be aware of how social networks are responding to the growing content-fueled influencer marketing space – they’re making it much easier for you to properly measure your activity.

Snapchat, for example, despite recently been called out for turning its back on influencers, has recently rolled out a new tool called Snap to Store. This enables the user to apply a sponsored geofilter overlay to a picture taken at a specific store location. This kind of technology has been around for a while, but it’s the tracking capabilities that come with Snap to Store that matter.

Ad Week explains brands can now ‘determine whether or not the Snapper’s friends who see the story visit the same location at some point over the course of the next week. It will even track which of the friends who didn’t see the story end up visiting the location.’ What does this mean for influencers? This new metric is a meaningful way of measuring your influence on your following with more to come.

What type of data do you use to measure your influence and sell yourself to brands? Share in the comments! 

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