How to Conduct a Social Media Review

The Argyle Social Team
support@argylesocial.com
1.919.408.7990

Why Argyle Social?

How to Conduct a
Social Media Review
Uncover the hidden insights in your social data:
• How many fans should your business have? Are you attracting the right ones?
• Which content is resonating and which isn’t?
• What offers, calls to action, and landing pages are working?

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WhyIntroduction
Argyle Social?

As a social media manager, you’re down in the trenches every day. Finding and sharing
top quality content, responding to followers and customers, monitoring competitors,
tracking KPIs: it’s a never-ending, mission-critical business treadmill that you just can’t
stop, let alone step off.

While running full speed on the social media treadmill, it’s hard to step back and figure
out if what you’re doing is working. Sure, you know the data, but do you know what’s
good and what’s bad? At Argyle, we talk to social media managers every day, and a few
key questions come up over and over again...

• How many followers should I have?
• What is a good click rate?
• What is a good interaction rate?
• What is a good conversion rate?

These questions all drive to a fundamental, overarching question: How am I doing?

Social media marketing is an evolving practice in a new medium, so marketers don’t
yet have guidance on good performance versus poor performance. If you were a search
engine marketer, you’d know that 1-4% click-through on your ads is pretty good, and
3% conversion rate on an e-commerce landing page is reasonable.

But if you’re a regional coffee roaster with $10mm in revenue and thousands of cus-
tomers, how many social followers should you have? If you’re a mid-size B2B software
company, how many clicks per post should you get?

These questions don’t have clear answers in part because there are no clear industry
benchmarks or methodologies for building internal benchmarks.

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Why Argyle Social?
Enter the social media review. The social media review is a process that you can use
to step back and evaluate the overall efficacy of your social media marketing programs
from a high level. This is where you highlight your *And informs your boss that
strengths and identify and correct your deficiencies. you deserve a bigger budget...
It’s what informs your social strategy for next quarter.* and a raise.

In this white paper, we’re going to walk you through the methodology that Argyle uses
to do social media reviews for our customers. We’ll equip you with the data, questions
to ask, and best practices you need to conduct your own review. And we’ll even give you
a sample scorecard that you use to get you started. We’ll break the process down into
bite-size chunks and leave you with actionable recommendations.

Ready to find out how well your social media marketing is performing?

Then let’s dive in!

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The SalesArgyleFramework
Why Funnel Social?
At Argyle, we use the sales funnel metaphor as the basis for our social media reviews.
We simplify the process into three distinct stages:

1. Awareness Measured by followers / fans
Your initial goal is to make potential customers aware of
your brand. This is a necessary prerequisite to moving
them further down the funnel. In social, this primarily
takes the form of a “follow” or “like”.

2. Interest Measured by clicks and engagement

Once you’ve generated awareness, you need to generate
interest in your prospects. In social, this involves creat-
ing and/or sharing interesting, relevant content that
drives engagement and clicks from your followers.

3. Action Measured by social conversions
Once you’ve groomed a prospect down the sales funnel,
it’s time for them to convert. This can be an e-commerce The sales funnel metaphor assumes
purchase, a whitepaper download, or a micro-conver- that you are using social media as an
sion such as a page view: either way, it’s the action you inbound marketing channel and that
your goal is to increase sales. While
were looking to achieve at the beginning of this process.
some businesses have social ac-
In social, be careful of how you measure conversions—
counts entirely devoted to customer
standard online marketing conversion tracking doesn’t support and/or market research, in
work for social. See the inset on social conversion track- this white paper we’re focusing on
ing for more information. the general case.

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Why Argyle Social?
The Sales Funnel Framework (contd)

A Brief A side On Social Conversion Tracking Techniques

Tracking conversions in social media is different than tracking conversions in
most online marketing. Social media tends to be intent generating rather than
intent harvesting. An example to illustrate what this means:

Search conversions usually happen at the bottom of the funnel:
• Person searches for product.
• Person clicks on a natural or paid link.
• Person buys a product.

Social conversions usually begin much earlier in the funnel:
• Person sees one of your posts retweeted from someone they follow.
• Person clicks your link to an external website, thinks it’s pretty interesting,
then wonders who originally tweeted it. They read about your company and
think “Hm!”
• Although person didn’t need your product earlier, they later have a need it
fills. They don’t remember your URL, so they search for you.
• Person clicks on a natural or paid link.
• Person buys a product.

In both cases, traditional web analytics tools will count both conversions as
either SEO or SEM, because the click that led directly to a purchase was from
these sources. Little do they know, your social media team actually deserves the
credit for the second!

This is where social media conversion tracking is so important. As a social media
manager, make sure that you’re using a conversion tracking tool that’s specifi-
cally built with your needs in mind. If you don’t, you’re not going to get accurate
ROI metrics and will underrepresent the true value you’re creating.

See our white paper on this topic if you’d like to learn more:
http://argylesocial.com/landing/social-media-attribution-whitepaper

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Why Argyle Social?
Awareness

The first critical step in your social media review is evaluating your followers and fans.
How many do you have…and is that enough? Who are they? Are they the people you
want to reach? How do you get more?

The more you know about your followers and fans, the more easily you’ll be able to craft
relevant and precise social media marketing campaigns.

How many followers / fans do you have?

Your follower count is continually increasing.* Last month you had *As long as you’re not spamming your
1,132 followers and this month you have 1,206, for an increase of followers about the debt ceiling debate
6.5%. But is that good? Obviously more is always better, but it is (@barackobama) or showing off an
unpopular haircut (@justinbieber).
important to put a stake in the ground and define what “good” is.

We recommend evaluating the strength of your follower count by comparing it to your
“non-social” audience. Linking followers to more concrete marketing comparables will
help you make more useful judgments. Here are some suggestions:

B2B
If you’re a B2B company, measure followers / leads. Do you have more leads than
followers? Maybe you should find clever ways to encourage your leads to follow you
in your email marketing nurture campaigns.

Your circumstances will vary, but we would challenge you that your followers-to-
leads ratio should be as close to 1:1 as you can get. If social is one of your primary
marketing channels, then you should be socializing with as many of your leads as
possible.

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Newspapers and Blogs
Why Argyle Social?
If you are a newspaper or blog, consider measuring followers / unique visitors on
your site. If you have 1,500 followers and 20,000 monthly unique visitors, only
7.5% of your monthly audience is actually following you. If you have a follow button
on every page, clearly it’s not getting a lot of clicks.

Consider making the follow action more obvious on your site or even an opt-out
step in the sharing process.

Consumer Products Brands

If you’re a consumer product brand, measure followers / customers. If you have
250,000 followers and know that roughly 150,000 people bought your products last
year, you’re doing very well. Many people are following you just because they find
your content valuable and/or they aspire to purchase your products.

More than likely, your followers will be fewer than your customers. You goal should
be a 1:1 ratio, even though your might be starting from a much weaker ratio. Con-
sider two key levers to drive social awareness: First, your product packaging and
advertising should always include a mention of your social properties. Second, your
customers will always be interested in offers on your products. Create offers that are
contingent upon following your brand.

Suggestions

Many of the actions you’ll take to promote fan growth will be on your website, your products’
packaging, and your advertising. Always be on the lookout for new and innovative ways to push
people to your social properties and encourage them to follow you.

Over time, companies will increasingly integrate the “follow” action with other interactions they
have with their customers, leads, and audiences:
• Lead forms filled out with Facebook Connect data that include an auto-like
• Unique offer codes tied to a Facebook like,
• Access to freemium content behind a Twitter OAuth wall that includes an auto-follow

These practices will become more and more standard as a means of building followers. How many
of these are you doing already? How many are your competitors doing? Don’t get left behind.

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Why Argyle Social?
Who are your followers / fans?

Let’s say you ran a contest last month. In this contest, you promised one lucky winner a
free iPad. All that entrants had to do was like you on Facebook and post your contest to
their wall. The contest was a huge success — in one week you doubled your fan count.
Huzzah!

In the following weeks, you’ve posted several links and a couple
of offers. You were hoping to see a doubling of clicks on your
links and conversions on your offers, but that didn’t happen.
*Show some love.
What’s going on?*

This is a straightforward example showing that raw fan / follower count isn’t very mean-
ingful by itself — you also need to evaluate who your fans and followers are. When
asking this question, consider these dimensions:

• What are my fan demographics?
• How did my fans find me?
• How much fan “churn” am I seeing?

Let’s take these one at a time.

What are my fan demographics?

Your company is looking to connect with specific types of people. You tailor your adver-
tising, website, product, and all corporate communications with a specific audience in
mind. The same should be true of your social media marketing.

First, make sure you know the exact target customer profile you’re trying to reach. This
may be the same demographic targeting that is common to the rest of your organization
or it may be specific to your social campaigns. Let’s say you sell gardening supplies and
are primarily targeting women from 35 to 65 on the east coast. Awesome — now we
have something to shoot for.

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Why Argyle Social?
There are many tools online that will show you the demographic information on your
fans and followers, but the most common way to look this up is via Facebook Insights
(for Facebook) and Twitter Analytics (for Twitter). Unfortunately, Twitter Analytics is
not yet open to the general public, so you may have to be patient to get at that data if
you don’t yet have access.

Once you have the data in hand, compare your actual fan demographics the targets you
defined earlier. The above graph from Insights shows gender and age for Argyle’s Face-
book fans. We’re actually pretty happy about the age breakdown, but we’d like to see a
more even split between male and female.

Where did my fans find me?

This is where we get fancy. It’s very important to understand where you’re getting your
fans. Are you running Facebook ads or a Twitter promoted account? Are they coming
from your website? A recent contest?

This data also comes from Facebook Insights and Twitter Analytics (for those with ac-
cess). In Facebook, there are two areas you need to look at: “Like Sources” and “External
Referrers”. Like Sources will tell you where new users find you from within the Facebook
ecosystem, while External Referrers tell you were users found you from outside the
Facebook ecosystem. Between these two data points, you can get an accurate picture of
where your fans are coming from.

There is no inherently better or worse way of acquiring fans — it’s up to you to find out
what works best.

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Why Argyle Social?
How much fan churn am I seeing?

Understanding churn will help you understand your fan base. Fan churn is simply lost
fans as a percentage of your overall fan base. If your page has 1,000 fans and 10 of them
“unliked” it last month, then your churn is 1%.

Churn is a good measure of how valuable people find your content. Very simply, if you’re
posting interesting content and valuable offers, people will stick around. We suspect
that a churn rate of 1-2% is natural, so take heed if you notice your churn climbing
higher - you might have some work to do.

There are a couple of things that fan churn tells you:

• Compare your fan growth rate to churn rate. If your churn is 1% and your growth
is 10%, that’s no problem. If your churn is 3% and your growth is 4%, you’re losing
fans almost as quickly as you’re gaining them. Yikes
• If your growth and churn are both high, that means that most of your fans haven’t
been with you for very long. The longer fans are with you the more receptive they
are to your marketing messages.

Bringing it back together

We started off by posing a situation: an iPad giveaway contest doubled your fan count,
but this wasn’t generating additional clicks and conversions. Our gut instinct is that the
fans from the contest weren’t the right target audience for our Page, and the data we
just gathered proves this out. Here’s how to analyze this situation:

1. Using Like Sources and External Referrers, verify that your new fans did in fact
come from the contest that you ran.
2. Look at your demographics from one month ago, prior to the contest. Now compare
those to the demographics from today, after the contest. The differences between
then and now represents the demographic breakdown of the fans coming from your
contest. Does it match your target demographic? Likely not. Of course 13-18 year
old males aren’t interested in your content and offers—they just wanted a free iPad!
3. Compare your churn from one month ago to your churn today. Any increase in
churn you see is from people liking your page simply for the duration of the contest
and then unliking you afterwards.

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Why Argyle Social? Suggestions

Getting fans is much easier than getting the right fans. Thus, it’s critical to keep an eye on the
demographic profile of your fan base — fans outside of your target demographic won’t progress
further down the sales funnel.

The iPad giveaway example we provided exposes this nuance. Prizes like an iPad are valuable to
any demographic, so your contest will therefore attract a broad range of entrants. Instead, offer
a prize that only your target demographic will care about—for instance, a lifetime supply of your
product.

If you’re using Twitter Promoted Accounts or Facebook ads, make sure that your targeting is nar-
row. As always, the best type of fan to get is the one who is referred by a friend. Good content and
compelling offers are your best weapon.

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Why Argyle Social?
Interest

Once you’ve stopped to admire your fans, it’s time to move our analysis down the funnel
to interest. For your fans to actually convert into customers, they need to interact with
your content and click the links you’re sharing.

How many clicks are you getting?

There is a good way and a bad way of looking at click data.

• The bad way: You posted something yesterday. It got 150 clicks. We’re going to focus primarily on clicks
• The good way: Over the past 7 days, your posts received 1,402 for this section. But note that our
definition of clicks includes those that
clicks, for an average of 112 clicks per post and 1.39 clicks per
drive views to content on your site and
follower. Clicks were up over a week prior. An increase in post-
also those that drive views to external
ing frequency drove the uptick in clicks, as your clicks per post content.
remained flat.

See the difference? On a day-to-day basis, social media marketers get drawn into the
“How did my individual piece of content perform?” trap. Unfortunately, looking this
deep into the weeds doesn’t really tell us anything actionable. Raw performance data is
necessary, but we need to see it in context (and often in aggregate) in order to identify
trends and take action.

There are three primary data points we use to evaluate interest, and one bonus data
point for those of you who really want to compare yourselves against other companies.
These data points must be used in conjunction to get a full picture of your traffic.

1. Clicks
2. Clicks per post
3. Clicks per follower
4. (bonus!) Click response rate

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Why Argyle Social?
Clicks

Clicks are, well, clicks. You publish links to Twitter, Facebook, and LinkedIn. You use a
URL shortener. You get reports on clicks, broken down by social network, social prop-
erty, and post, and grouped by campaign.

Right?

If you don’t, you should be — link shortening and click tracking Check out bit.ly for a handy free URL short-
is the most fundamental tool in your social media marketing ener or – ahem! – check out Argyle Social
for an integrated, business-class offering.
toolkit.

Clicks data becomes most useful when viewed in trends. A month-on-month increase of
20% is excellent, whereas a 20% decrease over the same time period is less than ideal.
However, be careful when ascribing too much to this number. We’ll need some addition-
al data to explain any trends we see.

Clicks per post

A raw clicks count doesn’t tell us much of anything. If we take clicks and divide by the
number of posts made during the time period, we can start explaining the trends we
see.

Let’s say in month 1 we get 1,000 clicks and make 50 posts, for a total of 20 clicks per
post. Imagine the following situations that could arise in month 2:

• 1,250 clicks on 50 posts; 25 clicks per post
• 1,250 clicks on 63 posts; 20 clicks per post

Both results are good—you generated 25% more clicks than the prior month. But the
first scenario is clearly better. Not only are you getting more total clicks, you’re also get-
ting more clicks on every post that you make. This indicates that whatever you’re doing
seems to resonate with your audience!

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Why Argyle Social?
When looking to increase clicks, you have two
primary levers: you can post more often, and
Engagement per post also provides guid-
ance regarding the quality of your con-
tent. Keep close tabs on those “likes” and
you can post better content. Posting more often
“retweets” as well!
will only get you so far, so make sure you’re
laser-focused on the clicks per post you’re gen-
erating.

The same logic works if you’ve had a particularly bad month:

• 750 clicks on 38 posts; 20 clicks per post
• 750 clicks on 50 posts; 15 clicks per post

In both situations your clicks went down by 25%. As before, the first scenario is clearly
better. Your clicks per post have stayed consistent; the decrease in clicks is just because
you’ve made fewer posts. That’s easy enough to fix.

Clicks per follower

We can also normalize clicks by the number of followers in a given period. This is espe-
cially useful if you’re going through a period of high growth in your fan base.

Continuing with the example above, let’s say in month 1 we get 1,000 clicks and have
800 followers for a total of 1.25 clicks per follower. Imagine the following situations
that could arise in month 2:

• 1,100 clicks from 850 followers; 1.29 clicks per follower Remember from the “Awareness” part of
• 1,100 clicks from 950 followers; 1.16 clicks per follower the funnel – make sure you’re aggregating
the “right” followers that fit your target
customer demographic. As your follower
Both results are good, but the first scenario is clearly better.
base grows, you can expect a natural decline
While it’s hard to make a definitive judgment about what’s in clicks per follower…just make sure you
going on, it seems like the 150 new fans added in the second watch closely!
scenario weren’t as interested in the content you were sharing,
thereby driving down the average click rate.

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WhyClick response Social?
Argyle rate
The ultimate way of normalizing clicks is both by fan base and by post count. A simple
example: if you generated 1,500 clicks on 50 posts and 1,500 fans, your response rate is
1,500 / 50 / 1,500 = 2%. What this means is that 2 out of every 100 fans click on every
link you post.

We’ve found that this metric is the most easily understandable way to look at the level
of interest your fans are showing in your content. While results will obviously vary, we
try to aim for response rates of 1-3%. Anything higher than 3% is gravy, while anything
under 1% needs work.

Trust us on this one. If you don’t already know your average *Or activate an Argyle Social subscription!
response rate, throw together a quick spreadsheet* and figure
it out. You’ll be fascinated by how much you learn by the end of
the exercise.

What types of content are working?

We now have plenty of information on our performance, including an understanding
of the factors underlying that performance. But we still don’t know enough to make
tactical decisions about what to do more, what to do less, and what to change. In order
to make decisions like that, we need to figure out what content is working and what
content isn’t.

Enter the Content Matrix. No need to decide between the red pill and the blue pill—
we’re talking about a two-dimensional grid, not a 4-dimensional virtual reality built to
enslave all humans. This grid is going to be your biggest tool to measure and improve
your content. Let’s take a look.

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Why Argyle Social?
The Content Matrix

Your content has two primary dimensions: topic and content type. Let’s say you’re a real
estate developer. Your topics and content types will likely look something like this:

Topic Content Type
Real estate Trends Informative

Financing Guidance / How-To

Local real estate news Engaging: Joke / Question

Owning a home Call to action

Topics answer the question “What am I posting about?” and content types answer the
question “How am I posting about it?”

Once you have your topics and content types defined and have tagged your posts ac-
cordingly, it’s time to report out your performance. Your quarterly report should look
something like this:

Take a moment to digest
this. There’s a lot there.
Feel free to daydream of
all the insights you could
gain if only you had this
data on your social media
efforts. If your daydreams
also involve rainbows and
ponies, we’re right there
with you.

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Why Argyle Social?
Back to reality? Ok, good. Let’s walk through this report step-by-step.

First, note that one of the cells is grayed out—Financing / Engaging. Who ever heard of
engaging content on home financing? Some cells in your matrix won’t make sense, and
there’s no reason to try to create posts in that cell if you know they won’t resonate.

Next, look at the color-coding. Colored posts are the outliers. Obviously, green is good
and red is bad. Take a look at your green cells. It looks like engaging content—ques-
tions, polls, and jokes—about local real estate news is an absolute gold mine. Your posts
in this cell lead all other posts by a long shot. Make sure you continue to continue doing
what you’re doing here.

Now look at some of the red cells. It looks like informative posts on
financing aren’t working well at all. It turns out that no one wants to
read long articles on the details of interest rates and loan types.* What Who would have thought that
is working, however, is simple how-to posts on the same topic. It seems people wouldn’t find detailed articles
like people realize that they need to deal with financing, but they’d about the machinations of the home
financing process to be interesting
prefer to be walked through the process step-by-step rather than read
and engaging?
broad informational articles. In the future, you may want to consider
eliminating your informational financing posts.

What’s even more concerning, however, is that your call to action posts are not per-
forming as well as you’d like. Ultimately, you’re trying to drive prospects down the sales
funnel, and if your call to action posts aren’t getting clicks, you’re not achieving that
objective. We’ll talk more about call to action posts in the next section on conversions.

You don’t have to stick to the data we’ve highlighted above, either. Consider the follow-
ing possibilities:
• Look at post count within each cell as a percentage of total post count. Where are
you spending your time and directing your fans attention? Does this align with your
strategic objectives?
• Look at post counts for each content type as a percentage of total post count. Are
you posting too many informational links? Sometimes people want to see that you
have a personality. Are you posting too many calls to action? As a general rule, calls
to action should be no more than 5-10% of your total post count.
• Show trends over time. Your social media marketing is always evolving. Set goals
at the end of every quarter for areas that you want to improve, and then report on
your progress.

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Why Argyle Social?
The social media content matrix is your ultimate tool to evaluate the efficacy of your
content. But it’s also action-oriented — the whole point is to allow you to make tactical
decisions on where and how to improve. Use an iterative approach: make tweaks to the
content you’re publishing, evaluate the response from your fans, repeat.

How do I build a content matrix?

At Argyle, we think it’s critical to define your content matrix at the beginning of your social media
marketing efforts. If you don’t have goals set for your topics and content types, your content
machine is a rudderless ship.

That said, if you didn’t create this type of matrix during your planning phase, it’s not too late to
do it now.

Once you have your matrix planned out, you need to implement it. This involves tagging every
single post you make with its topic and content type.

The data in the cells of your content matrix is very difficult to construct after the fact. The only
way to efficiently create this report is by using a social media management tool that allows you to
tag your posts as you publish them and provides performance-reporting capabilities. Look into
the features of your platform and figure out how to get this data. You need it.

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Why Argyle Social?
Action

The final step of a good social media review *Once more with feeling: this review
focuses on how to get your fan base to act on methodology works best for marketers that
your content. You got them to follow your social drive outcomes through online conversions.
(Think ecommerce transactions, free trials,
presence and click / engage with your content.
whitepaper downloads, contest completions,
How do you motivate them to act? In social
video views, etc.)
media, as in all online marketing, we measure
action in conversions.*

Before we get too far into this section, it’s important to talk about measuring social
conversions. Most marketers use a web analytics tool such as Google Analytics or — if
you’ve got some cash — Omniture to track online conversions. These tools work well to
track marketing efforts that happen further down the funnel, such as email or search.
But these tools don’t work well (or at all!) when it comes to social conversions — in part
because social touch-points happen further up the acquisition funnel.

So make sure you’re using a purpose-built social conversion tracking tool. See the notes
on page 5 if you’d like more information on this.

How much revenue am I generating?
Last month your social media marketing drove $32,590 in revenue. Congrats! But don’t
take that victory lap yet — just making judgments on a single revenue number isn’t
enough. In order to more fully evaluate your performance, you’ll need to dig a little
deeper. The world of conversions is chock full of interesting numbers that you absolute-
ly need to know.

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Why Argyle Social?
Important ways to me asure revenue:

• Conversion count: How many conversions did you What’s a micro-conversion?
get last month? Pretty self-explanatory, right? E-commerce companies can track
conversions back to revenue
• Revenue generated: How much revenue was gen- generated very easily because they
erated by the conversions you received? This can be actually collect cash from online
transactions. If your conversions
a hard dollar figure if you’re an e-commerce com-
aren’t directly tied to a dollar
pany, or an estimated dollar figure if you are using value (commonly lead forms or sign-
micro conversions. ups) you can still tie these actions
to dollars. Just estimate the value
• Revenue per conversion: If you’re an e-commerce of a lead or a signup!
company and sell products from $10 to $1,000, it
obviously makes a big difference whether you’re av-
erage conversion is for $20 or $700. Trends in this
statistic can be very instructive.

• Conversion rate: To find your social conversion
rate, take your conversion count and divide by your
total clicks. If you had 3,200 clicks last month and
got 45 conversions, that’s a 1.4% conversion rate.
A 1% social conversion rate isn’t bad—remember,
social is a very soft sell, so don’t try to compare con-
version rates with search engine marketing.

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Why Argyle Social?
Putting it all together

Once you have your core data, it’s time to start looking at trends. Let’s take a look at
some scenarios to give you a feel for the insight you can extract from this data.

Conversions Revenue RPC Conv Rate Diagnosis

Congratulations! You’re successfully moving
upmarket. You’re getting higher value conver-
sions, but they are fewer and farther between.
Overall, your revenue is up, so all is well.

You’re moving downmarket, with more fre-
quent lower value conversions. Unfortunately,
the increased frequency isn’t making up for the
reduced value, so your overall revenue is down.
Solve this either by recovering some of your lost
revenue per conversion or by increasing your
conversion count.

Your landing pages and offers have gotten way
more compelling. Your conversion rate has gone
up so your customers are clearly responding to
what you’re putting out there, and it’s driving
( symbols representing trends: up, down, and flat ) more conversions and more revenue.

As you can see, there’s a lot more than a simple revenue number at play here. Make sure
you understand the underlying drivers of revenue so that you can explain what’s really
going on.

What’s working and what isn’t?

In order to get actionable information, you need to know more than aggregate numbers.
You need to dig into the details.

Once you’ve gotten a user to click on your call to action, which we looked at in the previ-
ous section, it’s now up to the landing page to drive the prospect down the remainder of
the funnel.

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Why Argyle Social?
At Argyle, we use the following simple table to look at the difference in efficacy between
landing pages:

Landing Page A B C D
Clicks 190 240 210 180

Conversions 13 10 9 12

Conversion Rate 6.8% 4.2% 4.3% 6.7%

When evaluating landing pages, conversion rate is king. Once a prospect gets to a land-
ing page, there is a binary function that happens—either they convert or they do not.
For a given goal, you will want to use landing pages that have the highest conversion
rate and discard the non-performing ones.

Summary

And that is how we conduct social media reviews at Argyle. The trick is this — no single
set of metrics or piece of advice will be perfect for your situation. Use this guide as a
start and begin to create your own process based on your needs. In order to help you do
this, we’ve shared a spreadsheet that will get you started on your way.

Click here for the sample spreadsheet: http://ar.gy/scorecard

Of course, we ultimately hope that you won’t use spreadsheets to manage this data,
as doing so is extremely time-consuming and inefficient. If you find you outgrow the
spreadsheet, sign up for a demo of Argyle Social and we’ll show you how easy it can be
to conduct a social media review when the data and insights are all right there in front
of you.

1.919.408.7990

Social Media Argyle Social? Sheet
Why Review Cheat

KPIs Key Questions Best Practices

Followers Do I have a “right-sized” audience? Index your follower count to another
Awareness

marketing metric such as email list
Followers / Leads (or Am I retaining my followers? size, leads per month, or page views.
Followers / Uniques)
Do I have the right followers? Use follower churn to gauge the quality
Growth/Churn of your audience.

Clicks What does my click data tell me Use compound metrics like Clicks per
about the effectiveness of my Follower or Click Response rate to
Interest

Clicks per post content? normalize your data.

Clicks per follower What content works best? Use a content matrix to organize your
content and uncover performance
Click response rate insights.

Conversions How much revenue am I Use a purpose-built social conversion
generating? tracking tool to measure socially-
Action

Revenue influenced conversions.

Revenue per conversion

Conversion rate

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Why Argyle Social?
About Argyle Social

Founded in 2009, Argyle Social is an innovative software-as-a-service platform for social media
marketing management and analytics. The platform helps marketers to easily organize and
publish social content, manage customer interactions across social channels and quantify the
bottom-line impact of their social media marketing efforts. Argyle customers include Gander
Mountain, Sharefile.com, Blue Sky Factory and UNC Kenan-Flagler Business School. The
company is based in Durham, NC. For more information, visit http://www.argylesocial.com

How to Conduct a Social Media Review

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How to Conduct a Social Media Review