2. Find your core social media KPIs and metrics

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As Jamie Gilpin, Sprout’s CMO, explained at a recent LinkedIn Roundtable event, “If you don’t know your organization’s most important business priorities or objectives, how can you deliver results that matter to leaders?”

If you aren’t already briefed on your company’s mint data goals, now is the time to meet with leaders and develop a regular discourse. Or, if you don’t have direct access to your leadership team, seek support from other stakeholders who can help you uncover the information you need. Find out what keeps your CMO up at night. Learn what challenges the revenue org is facing. Discover the insights R&D wishes they had.

Through this exploration, you will uncover the right questions to ask and jumpstart high-impact data mining.

Based on the insights you learned in step #1, you need to define core KPIs that ladder-up to your organization’s goals and keep a pulse on your social performance. These metrics will be the foundation of how you define success for your business on social. By evaluating these metrics consistently, you get the intel you need to offer thoughtful and deep understanding of your audience and the future of your business.

For example, some common KPIs for brands include audience reach, customer engagement, response times and social listening volume. You will notice these metrics aren’t always easily accessible in native social platforms.

By using a platform like Sprout Social, you can fully leverage all the data available on social and swiftly prepare presentation-ready reports. Some of our platform’s analytics highlights include: