Social Media Metrics That Matter

female hands holding a smartphone with apps on screen

In this webinar, Mike Delgado shares his insider tips relating to social media metrics and benchmarks. As the global director of social media at Experian, Mike is no stranger when it comes to creating campaigns and seeing results.

Don’t miss out on any great actionable ideas and real-world applications shared during this presentation!



If you’re saving the video for later, here are some highlights as food for thought.

Mike starts with the importance of Key Metrics and what it means to him.

Algorithms are constantly changing on social media where followers don’t matter anymore; they’re specifically for vanity metrics.

It’s much more than a simple strategy to solve this, but catering to the right target audience for engagement is key. Start by identifying which channel they spend time on, how much time, what type of content they engage with, and the amount of storytelling needed.

Building recognition and engagement creates key metrics of revenue, reputation, and retention. These 3 “R’s” involve leads and sales, positive engagement and issues management, email lists, retargeting, and communication.

Next, Mike examines the importance of Social Benchmarks.

What are the benefits vs. challenges of comparing engagement rates to other industries? A big part of the benefits include, but are not limited to, insight engagement rates compared to competitors, setting goals, and serving as aspirational engagement data.

Some common challenges are differentiating between positive and negative engagement, unrealistic comparisons, and the impact of follower count on engagement rates.

As followers increase, engagement rates decrease. Rival IQ is a great tool to access competitive analytical research for engagement rate on all social media platforms. BuzzSumo is a helpful tool for keyword research purposes.

Understanding and adapting the social benchmarks of your industry and trends is essential to social media success.

The final step is putting it into practice in Social Reporting.

Mike emphasizes three key factors when it comes to social reports:

  • Clear – main bullet ideas
  • Objective – data to support findings
  • Succinct – key themes and influential mentions

We don’t want to spoil it all. Watch the webinar to see some thorough charts to follow as inspiration for social media strategies. These metrics provide important findings and insights that can make or break your brand, depending on how you choose to translate it.

How do all these concepts translate to real-world applications?

Mike provides deep insights using case studies of global social listening and its transformation throughout 2020 — COVID, working from home, politics, the Black Lives Matter movement, pride, violence, etc.

In these case studies, Mike focuses on the importance of change across all industries affected by diversity issues. Find out how Expedia managed to not only create awareness to end hate and racism but also which channels they used to incorporate this.

As a bonus…

Simplify your social media strategy from the list of social benchmarks Mike mentions that cover everything, from industries to trends. (Again, we’re not spoiling this for you.)

Social media is an ever-changing platform, and the ultimate goal is to reach as many people as you can and let your customers feel the real personality behind the screen. In this sense, there is no one size fits all as every brand is distinct in what it offers, but remember to keep the data reports flowing and strategize to strengthen your social media accounts.

If you want to get all the details of how to apply this to your brand, check out the webinar, and stay tuned for some interesting questions during the final segment.

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