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We’ve all spent way too much on something that we shouldn’t have. And that’s exactly what happened to Meta. The company recently sold Giphy, the world’s largest animated-gif search engine, to Shutterstock for $53 million. That sounds like a lot, until you realize that Meta paid $400 million for Giphy back in 2020. Too late to ask for a refund, I guess. 🤷♀️
In today’s newsletter:
Strategy: Social Media Metrics Q&A
Sneak Peek: Instagram’s New Twitter Competitor
How To: Use QR Codes on Instagram
This Wedding Video Will Last “Forever”
Strategy: Q&A on Metrics
In our May webinar — Social Media Strategy in 30 Minutes — there were lots of questions about metrics.
With so much available data, and so many tools to choose from, it can all feel very overwhelming.
So, I thought I would take a minute to address those questions here. Here we go…
Q: What should I be tracking?
A: You may not like this answer, but — it depends.
It depends on the goals and objectives that you set out in your social media strategy. I’ll give you an example:
I have a client who is focused on boosting awareness around events. The content is shared via Facebook events, in regular social media posts, and in ads. All of these link back to a webpage with full details. So, I would track metrics related to traffic to that webpage, and then social media metrics related to ads (reach, engagement, link clicks), posts (impressions, reach, engagement), and the FB event (people reached, responses, ticket clicks). I also check in to see how many RSVPs were received on my client’s end.
Q: There is so much data on the platforms, it’s overwhelming. Or if I have something specific in mind, I find it hard to find.
A: Again, once you define your goals and objectives, I suggest focusing on specific metrics that you want to track. And once you figure where to find those stats, I recommend creating documents with those specific metrics included. *Tip: If it helps, create a cheat sheet on how you collect specific metrics so you don’t forget where they are.
A: I also recommend collecting metrics on a monthly basis, so that what and where you collect data is still somewhat fresh (vs. doing things quarterly or semi-annually). The platforms are also constantly being updated, so if you wait too long in between periods, metrics may have moved!
Want to learn more?
If you want to learn (and chat!) more about social media metrics. join me on June 22nd for Social Media Metrics in 30 Minutes! You’ll learn about what to track, how to track (including some tips on tools), and how to share your metrics story. Hope you can join!
And if you want to watch the recording from Social Media Strategy in 30 Minutes, here you go!
🥟 SOCIAL SNACKS 🥟
Sneak Peek: Instagram’s New Twitter Competitor
It’s no secret that Meta has been building a stand-alone app that looks a lot like Twitter. But last week, images of what it will reportedly look like were shared in the social media newsletter ICYMI, by Lia Haberman. Her information is based on secret calls with top content creators, and suggest the app could be here by late June (I’m not sure I’m ready to take on a new app just yet, but ok). You can find all of the details in her newsletter, which include how to log on, character counts, and much more!
ICYMI
YouTube is getting rid of Stories as of June 26th [The Verge]
TikTok tests a chatbot tool in the Philippines [@TikTokComms]
Instagram now allows for ads in search results [TechCrunch]
Twitter is removing view count metrics from videos [Mashable]
LinkedIn starts rolling out new verification and anti-scam features [Engadget]
Snapchat reaches 200 million users in India [Social Media Today]
HOW TO…
💍 AS WE HEAD INTO WEDDING SEASON 💍
Here’s a look back at the (viral) video that kicked off the wedding dance craze. Or, if you’d prefer, here’s The Office version featuring Jim and Pam’s wedding.