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Reporting for C-level management
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I‘m responsible for social media management in a large international company. When reporting social media campaigns about e.g. a trade fair (so including paid and organic activities) we usually hand over a high level report which just includes the number of impressions and all of our activities to C-level management. So a pretty basic report on the pure quantitative success of a campaign. I never was really satisfied with that but no one on C-level understood any basic quality KPIs so that’s why we kept using the report relying on quantity. The project manager of a fair however always gets to see a quality report with quality KPIs like engagement rate.
A few weeks ago the demand from a new C-level manager arised to get some quality-based insights into our social media activities but he only wants to see a SINGLE kpi for this....I feel somewhat hopeless.
Is there a singular KPI that you can easily calculate for all major networks that allows you to make claims on the quality performance of a whole campaign? A campaign for a trade fair is put together by a multitude of smaller sub paid campaigns (for reach, for clicks, for engagements and so on) as well as tons of organic posts.
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October 09, 2018 at 04:00PM