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9/22 Thread (General):
What will be the take home for below?
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Don't measure organic. Only measure paid. If paid drives 99% of activity why contort yourself to measure the last 1%?
Sure, but that’s not my team. I’m trying to measure what we’re doing. Do you have suggestions or should I tell them that we don’t measure brand teams?
You have two tasks: 1) identify a valuable metric the client doesn’t appreciate. All about shares and saves these days. 2) Optimize for it.
Give your owned strategy a voice, series of tasks, and executions that aren’t beholden to Paid’s growth efforts, so you can focus on the committed and converted. You’ll never beat Paid’s scale, but you can prove resonance and dominance for your target audience through actions (like comments with @mentions) and compare that against your competitors.
Let Paid do their monthly and quarterly reports, and you deliver bi-weekly snapshots + learnings so you can capture success, and replicate it.
Which one of your work streams gets to cast influencers and handle whitelisting?
Thank you! Very helpful.
The growth team handles influencers and whitelisting, but we are also starting to collaborate. They have aggressive numbers to hit that we don’t, so they can sometimes want to do things their way for speed.
Our content is actually really engaging. Basically the growth team brings followers with clickbaity ads for them to go to the CTA, and then they see that our content is cool so they follow us.
It sounds like shares, saves and @ mentions might be good metrics to focus on?
If there are resources that I can look into, lmk! 🙏
That or figure something else out. It doesn't matter which organic post is best or worst when the best one achieves 0.01% of what paid is driving.
How about a alignment to an internal metric like message pull through or something that isn’t quantified with social metrics? It’s probably a stretch given how numbers oriented social is, but using organic performance is not going to set you up for success. Find a way to show how social is helping you to advance the internal agenda that the brand team is trying to push.
This seems counterintuitive, wouldn’t the agency ( or internal team?) want to structure a team to deliver a holistic analysis of the campaign? I would look at a mixed model for analysis, lead by an analyst or research lead to look at the combined impact of organic and paid performance. It seems like you’re being asked to do something in a bit of a silo, which isn’t fair to you or the work.
That’s not true, I work on clients with robust paid and earned plans and there is a cost benefit in the media and PR mix when we look at very timely activations.
If you’re looking at 1 to 1 running a reach ad and a single social post, then it will favour the reach ad as a more cost effective approach, but that’s not how we measure in our mixed model.
It’s important to set up a strategic measurement approach and not one solely based on ROAS.
My original point still stands, the organic social team OP is talking about should not have a conflicting measurement strategy or
measure in a silo.
Is creative split this way, too?
The same creative team works for brand and paid content. But the output is very different. Paid is more “clickbaity” and organic is content our followers actually enjoy. Basically the ads create clickbaity intrigue and check out the CTA in the profile, then they follow us and realize our content is actually cool.