BYOB: Be Your Own Benchmark

How do you answer the question, “is that good?” when explaining social achievements? Analytics can be a crucial tool in developing buy-in from stakeholders, supporting strategic creative decisions, and influencing long-term platform strategy, but external benchmarks can be misleading, incomplete, hard to come by, or feel irrelevant (whether too high or too low). In this hands-on session, you’ll learn how to create and utilize internal benchmarks to help generate continuous improvement across your social media channels.

Social media is undeniably critical to the digital marketing and PR landscape, but still often treated as an afterthought or secondary consideration by many traditional organizations. Contextualization—being able to answer the question, “is that good?” when explaining social achievements—can significantly shift the conversation about social with key stakeholders, and analytics can be a crucial tool in developing buy-in, supporting strategic creative decisions, and influencing long-term strategy. Finding relevant external benchmarks, however, can be a challenge, as many are either misleading, incomplete, hard to come by, or feel irrelevant (whether too high or too low). In this hands-on session, you’ll learn how to create and utilize your own internal benchmarks to help generate continuous improvement across your social media channels, so you can better paint a picture of the value social media provides within your organization.