Social media metrics that matter: telling your story to a non-social savvy audience

While social media has become ingrained into most people's lives, explaining analytics to those that aren't in the back end of different platforms on a day-to-day basis can be difficult. Social media analytics in the higher ed space can be especially challenging and complex due to a common lack of resources on social teams and the siloed nature of many marketing teams. Those that run social media accounts are often expected to produce analytics at a moments' notice and present results that an array of stakeholders can understand and use to make strategic decisions. In this presentation, I will discuss strategies and tactics that allow social media managers to demystify metrics and make a strong presentation — even with limited time and resources. Topics covered will include selecting key KPIs to report on, leveraging social media management tools or platform analytics to streamline the reporting process, and crafting a narrative that allows you to present your team's work in a compelling way.