How to manage social media data

Marketers are now able to collect and utilize a large amount of helpful social media data that will help them plan their upcoming campaigns and lead generation strategies. It's important that companies understand how their social following is interacting with the brand, but there are certain things to look at that will be the most helpful in adjusting tactics.

Every metric means something different for individual companies, but it is a good idea to have a grasp on what social measurements will help the brand move forward with future campaigns. Here are two essential social media metrics to keep in mind:

1. Share of Voice
Share of Voice, or SOV, measures brand mentions in the context of other company's social interaction, according to Search Engine Journal. By looking at the business's content alongside that of competitors and the general public, SOV determines how the brand is faring on social media platforms.

2. Conversions
Many marketers believe that social media is the one and only marketing tactic out there. However, it is a medium through which companies promote products. This means business need to know how their social presence is leading interested parties to the company website to sign up for emails, read newsletters or even purchase products or services.

Sheila Kloefkorn (1030 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.