Measuring Social Media

It’s easy to get wrapped up in the habit of pushing out social media content without actually measuring how well it’s performing. But how do you know that you’re producing relevant, engaging content for your audience if you’re not monitoring it?

Like any measurement, it’s important to do so to make sure that the time and effort you’re putting in is effective, and that you can plan future posts based on what has worked in the past.

With social media, it’s key to remember that each channel has slightly different metrics but generally, there’s a common theme running through them that means you can compare which channels are working better than others, and give you an overview to how well your social media is performing as a whole.

Depending on how much content your producing on your social channels, you can report as frequently as needed. As a minimum, aim to measure your social activity on a monthly basis, but more often if your posting multiple times a day.

Below are some key metrics that you should be measuring…

Number of posts 

Make sure to note how much content has been posted within your reporting period. Remember, it’s better to post fewer engaging posts than spamming your audience with irrelevant content.

Total and new followers / page likes

How many new followers or page likes have you gained within that time period and what is your overall total?

Facebook login screen on mobile phone


Not all channels allow you to see whether people have unfollowed your brand, but report on it if they do. We obviously don’t want to see too many of these, but they happen, so try and think about what might have encourage these during that time.

Impressions (organic and paid) / reach

How many users have seen your content? Whilst we want as many people to see it as possible, they also need to be relevant to your brand.

Profile / page visits

How many people have clicked through to view your page of profile on the back of seeing your post? This shows that something about that content has caught their interest and they’d like to know more about you. If there’s a certain type of content that seems to produce this reaction, look to do more of these to encourage users to engage with your brand.

Total interactions (comments, likes, shares)

How many times have users interacted with your posts? It’s important for users to engage with your posts as well as just seeing them


How many users mentioned your brand in their own content? Make sure you report on both positive and negative posts here to give a true picture of what people are saying about you

Engagement rate

This can be calculated by dividing the number of total engagements on your posts throughout a period of time, versus the number of users that have seen that content (impressions)

Follower profiles

This is important to paint a picture of the type of users that are following your profile. Are they in line with your target audience? You can also use this information to help target similar users if you’re promoting posts.

  • Age
  • Gender
  • Location
  • Interests
  • Job functions / seniority

Top performing content

Show the best 3 performing pieces of content for that time period based on engagements, engagement rate and follows. This will help you plan further effective activity

Paid activity

Make sure you report separately on any paid activity you’ve run so that you can effectively see how well this performed

  • Impressions
  • Link clicks
  • CTR – click through rate – How many people have clicked through to the link vs how many people have seen the post
  • Spend – How much money was put behind this post?
  • CPM – Cost spent per 1000 impressions gained
  • Interactions
  • New followers / page likes

Happy measuring!

SWOT Analysis

A SWOT analysis is a tool which allows users to identify strengths, weaknesses, opportunities and threats affecting their business. It should allow the business to determine what’s working, what needs improving and how it compares to competitors and the wider market.

Strengths and weaknesses are internal factors within your control, and opportunities and threats are external factors where you don’t have control.

The goal is to fill in your SWOT and then look for areas where you can turn weaknesses into strengths, and threats into opportunities. This then gives the business a focus for how to move forward with its plans.

Whilst you can do a SWOT analysis on your own, you might find it more useful to complete as a team, so that you capture multiple points of views.

Below are some examples questions to ask yourself when completing your SWOT. You can also use our SWOT template.


These are internal factors and areas of strength that your company has control over:

  • What is your USP?
  • What sets you apart from the marketplace?
  • What’s currently working well?
  • What resources, knowledge and skills do you have in your team that set you apart?
  • What makes people buy your products or services?


These are internal factors and areas of weakness that your company has control over:

  • Is something stopping you from being competitive in the marketplace?
  • What processes need improvement?
  • Are there resource or knowledge gaps on your team that need to be filled?
  • Are there any areas where you’re losing sales or struggling to convert customers?


Opportunities are external factors that can add to your success:

  • Are there any interesting trends in the market that mean your products and services are more likely to be needed?
  • Is there an emerging marketing that you could become a part of?
  • Is there any change to law or regulation that might assist in marketing your products and services?


Threats are external factors that you don’t have control over that might impact your success:

  • Are there any new competitors joining the market?
  • Is there any change to law or regulation that might challenge your products and services?
  • What are your competitors doing?
  • Are there any market trends that could have a negative impact on your plans?

Brand Tone of Voice

What is a brand tone of voice?

A brand tone of voice is quite simply, how you speak to your audience.

Having some guidance around tone of voice means that any contact you have with your audience sounds the same, no matter whether that contact is on your website, emails, over the phone or in a presentation; even if it’s being written or delivered by different people.

As a customer, this makes your business feel like a strong, trusted organisation. Getting mixed messages from a brand is not a good customer experience and subconsciously makes you feel as though you’re unsure about that brand.

Determining how your brand speaks starts with who your brand is talking to – your audience. Who are these people and how do they want to be communicated with?

Let’s take newspapers as an example. The primary functions of newspapers is to deliver news, but their tone is entirely different depending on who they’re talking to. Imagine a broadsheet and a tabloid are telling the same story – whilst the information will largely be the same, the way it’s delivered will be entirely different.

So how do you want people to feel when they receive contact from your business and how do you want to portray yourselves?

  • Are you informative?
  • Jargon busting?
  • Technical?
  • Warm?
  • Friendly?
  • Conservative?
  • Humorous?

You can pick a few words to help shape that voice and these can be toned up or down depending on the type of content you’re producing and who you’re talking to at that time.

  • If you’re trying to portray that you’re a business that’s easy to deal with, you want your language to be simple and clear, warm and friendly.
  • If you’re jargon-busting on a particular subject, would that content be more easily digestible in bullet points or separate sections?

It all comes down to how you want people to feel when they interact with you and creating some simple guidelines that will ensure that no matter who is talking to your audience, it feels like it’s the same person. So try and pick out some key words or phrases that feel like your brand, and refer to these when you’re writing content.

Swot Analysis Template

Doing a marketing strategy? A SWOT analysis is a tool which allows users to identify strengths, weaknesses, opportunities and threats affecting their business. It should allow the business to determine what’s working, what needs improving and how it compares to competitors and the wider market.

Governance Structure

We’re going to talk today a bit about Governance Structures, what they are and why they are important. My only caveat to this is that you have to apply, edit it to the structure and size of your business. If you’re a one woman/man band then it’s likely you won’t need this. But if you work in business environment and manage a team, thinking about governance is important to ensure that the right information is filtering both up and down to stakeholders at the right time.

Governance, in other words is about establishing a process/policy to monitor implementation. Yawn fest! But in all honesty your business will run smoother with it. Governance doesn’t have to be strictly marketing you can apply these principles to any departments.

I believe that governance is easily represented in a simple diagram…

Governance Structure
Image 1

Meeting Best Practice

1. Agenda for each meeting will be circulated 24 hours in advance.

2.Meeting recaps will be circulated to participants within 48 hours.

To facilitate this outcome a key lead will be accountable for each

3.Weekly Status reports will be shared with relevant stakeholders

Internal working status report (Green, Yellow, Red) against all deliverables  (Milestones PLUS all line items).

4.Leverage your file system to ensure that all the relevant material is in one place, accessible by all i.e. one source of the truth.

Meeting Watch out: Don’t have meetings for the sake of it. Meet when there is an agenda and a clear goal.

So be on your way, get implementing this fabulous and easy structure for meetings!


The EU GDPR (General Data Protection Regulation) law is the most important change in data privacy regulation in 20 years. It will fundamentally change the way data is handled across all industries. There is a whole site dedicated to GDPR below is a short summary to get you started.

What is GDPR?

  • It’s an updated version of the Data Protection Act 1998
  • EU Legislation
  • Took effect in May 2018
  • The main principle = ACCOUNTABILITY

The regulation gives the consumer individual rights over their data; they have the right to:

  • To be informed of any data you hold
  • To access their data
  • Rectify their data
  • Erase their data
  • Restrict their data
  • Object to having their data stored

This relates to any personal data, which is defined as anything that can personally identify an individual i.e. one or more factors specific to the online, physical, physiological, genetic, mental, economic, cultural or social identity of that person.

Things to consider if you collect or handle any customer data:

  • Consent – customers must clearly give their consent for you to gather, store and use their data. It must be as easy to give consent as it is to withdraw consent.
  • Breach – if there is a data breach, the customer must be communicated to within 72 hours
  • Right to access – customers have the right to understand how, where and why their data is being processed. A copy of the customers personal data must be provided on request electronically and free of charge.
  • Right to be forgotten –  customers have the right to request that their data is erased from your systems and from further use.
  • Privacy by design – this refers to data holders implementing appropriate technical and organisational measures to meet the requirements of this Regulation and protect the rights of data subjects. You should only hold the data that is absolutely necessary and customers data should be processed by a limited number of employees.

What is a User Profile?

A user profile is a collection of data about a particular customer which a brand uses to build a picture of their customer base or target audience. You use them to ensure the products, information and services you deliver are relevant and whether they are meeting the needs of your desired audience.

You’re aiming to build a sketch of someone – their job, interests, demographics, behaviour, so that you can understand your customer as much as possible.

Try to build 3-5 personas for your brand. Some might be existing customers that you want to retain, as well as new customers you’re looking to attract.

How do I know who my customer is?

You can find some information about your customers using your website’s and social media’s analytics. These will give you top line data about who your customers are and some key demographics. You can also collect information from consumer research and surveys to help collect the information you need, or think about people you already know who are also potential customers to build your profiles.

As well as your own data, external sources such as Acorn’s CACI data provides a heap of information about customers and their lifestyles.

Building the Profile

You don’t have to include all of this information to build your user profile – just pick what’s available to you and what’s relevant, and add anything else you can think of.

  • Name –use an actual name here – it makes the persona feel like a real person!
  • Gender
  • Age
  • Location
  • Job role
  • Salary
  • Education
  • Hobbies
  • Needs
    • What needs would drive them to come across your brand? What are they looking for that you could help with? Do they have a problem that you could help solve?
  • How can you fulfil these needs?
  • Likes
    • How do they like to consume information eg. video, blog? Where do they shop and how?
  • Dislikes
    • What would turn them off your brand? Are they happy to be sold to, or do they need a softer approach?
  • Devices – What kind of device are they using when they’re looking for information and products? This will help determine what content you need to produce and where

Having User Profiles and using them effectively in your planning will produce a better customer experience for your users engage them with your brand and make sure your best placed to solve their problems.

SOSTAC Template

Planning Marketing? SOSTAC can help you. SOSTAC is a Marketing model which can be used to assist in building Marketing plans that means it can be used for overall plans and strategies, as well as smaller topic areas and tactical Marketing.


How to write a Social Media Strategy in six steps!

It might seem daunting to write a Social Media strategy, but it really doesn’t have to be. We’ve compiled six key steps to getting your strategy going and working effectively for you.

Why do we need Social Media strategies?

They’re a great tool to help line up your activity with the company goals and to support the overarching Marketing plan. It also means that all colleagues are following the same plan and can use this to guide their thinking if they’re going to be managing your Social Media accounts. Nowadays, customers and consumers are so influenced by Social Media that it’s key to make sure your efforts are focussed and consistent. Having an overarching plan to manage this is key to its success.

Step 1 – Goal and objectives

If you’re going to have a presence on Social Media and spend a lot of time and effort there, you need to make sure you know what you’re hoping to achieve so you can work towards it. We wouldn’t recommend setting more than 3 or 4 objectives for your strategy so that you can really focus on what you’re trying to achieve.

Some broad ideas for objectives include:

  • Increase brand awareness
  • Build a community around the brand
  • Effectively deal with queries/complaints
  • Improve ROI
  • Drive traffic to your website

You’ll need to make these SMART objectives, so you’re set up for success. Setting these parameters will mean you can effectively manage and measure your efforts and adjust accordingly.

Step 2 – Target Audience

We’re always talking about defining your target audience because it’s important. Define who it is your going to talk to through your social channels, this will help you to in turn define the type of content and media you produce.

Have a think through who those people are? What do they want from you on Social Media? and how they like to digest content?

Step 3 – Audit

Now that your objectives and who you want to talk to, it’s time to take a look at where you currently are. How is your Social Media currently performing? How do you compare to your competitors?  What content have you seen across Social Media that you thought was new or refreshing? Could that work for your business? Which of your posts get the best traction? Is there a specific day or time that is important to your product or customers?

Identifying where you are will help you to build a plan of action to achieve those objectives. Taking inspiration from others that do it well is completely acceptable, be inspired, don’t copy.

Step 4 – Platforms

Nowadays, there are so many different Social Media platforms available to use, but not all of them are going to be right for your business and your customer. You want to make sure that the time and effort you put into them is worth it.

Also, don’t try and do too much, remember you’ve got to manage all these accounts and each platform works in a slightly different way and needs different content – don’t bite off more than you can chew.

We’ll get an article out about which Social Media channels you should use to learn more.

Step 5 – Content & Planning

Creating and using a content plan is a must to get the most out of Social Media. Try and look at the month ahead and write content for that month so that it’s ready to go and is well thought through. There’s always going to be times when you need to be reactive on Social Media and in the moment, but in order to properly achieve those goals that you’ve set, you’ll want to plan ahead. Think about the types of content you want to put out there, whether it’s amazing photography, product information, helpful insights or links to articles. Getting these in production ahead of time will make your life easier!

Step 6 – Test and Measure

This step is hugely important if you really want to hit those goals, and here at Sweat Space we’re a bit nerdy for all things reporting. Depending on how frequently you post on Social Media, you may want to measure your activity on a weekly, fortnightly or monthly basis – it’s up to you. We’d say that anything longer than that isn’t going to give you much time to implement any changes from your findings and that’s what it’s all about! What should you be doing more of ? less of? and are you attracting the right customers to your brand?

Some top stats you’ll want to measure to get you started are:

  • Number of followers
  • Number of posts in that time period
  • Reach
  • How many engagements you’ve had (likes, share, comments, retweets etc.)
  • Engagement rate
  • Top performing content
  • Audience stats (location, age, gender, interests)

Social Media, watch out!  

What is Call to Action, where and why do I need it? 

Call to action is something you learn early on as a marketer, but even now so far into my career I see it constantly being missed. Once you learn about it too start looking out for it, when you notice it’s not there you can join me in rolling your eyes 🙂

Call to action is simply us telling the customer what we want them to do. Think of it like, So What?

Imagine the scenario…

…Customer is sent a Marketing catalogue in the post, highlighting a retailers products, prices, their great quality etc.

The customer opens it, flicks through, some items take their interest.

But the retailer hasn’t told the customer what to do.

Customer puts the catalogue down and goes about the rest of their day


…Customer is sent a Marketing catalogue in the post, highlighting a retailers products, prices, their great quality etc.

The customer opens it, flicks through, some items take their interest.

The retailer has included their website details and offered the customer 10% off their first order (or any promotional offer)

Customer heads to their website to look at their full range and places an order using the voucher code.

If you don’t tell the customer what you want them to do; they won’t do anything!

Be as specific as you like;

  • Follow us on Facebook
  • Like us on Instagram
  • Join our newsletter
  • Sign up to our loyalty program
  • Download our app
  • Visit our website
  • Visit our store

I was inspired to write this article today because I received an email that had no call to action, I rolled my eyes and started to type this!

The email was about the latest winners of an annual award. The email is all text with no imagery, white space, no headers or way to break up the information and no call to action. My heart broke a little.

Marketing is SO important, next time an email from that same company lands in my inbox I’ll think twice about opening it. Don’t let that be your company.