I wanted to take a minute and share a few of things I’ve learned as I’ve gone deeper into the fast paced world of social media. While leading the global marketing team at The North Face for six years I learned a ton about social media but digging deeper the last couple months has taught me several key things:
1) The social media marketing industry is reaching a more mature state.
2) All businesses big and small are trying to figure it out and are using multiple tools to manage their social media presence.
3) There are two golden social media numbers that we all have to pay attention to: audience growth and engagement.
I remember when I started my career at Levi’s in 1998 and ecommerce was just getting going. There were a million different KPIs that marketers were using to track digital marketing efforts but in the end two numbers became the common language: traffic and conversion. I believe the same is happening with total social audience and engagement. In the end we all need to ask our teams a couple key questions: 1) what’s our goal for total social media audience growth and how does it compare to our competition? And 2) what’s our total engagement goal and how does it compare to our competition? These two metrics keep it simple enough for all team members to understand and I would argue are the two most important numbers in a modern brand strategy.