Until a few years ago, for an offline brand, doing a ‘good job’ meant exceeding a sales target, for example. However, measuring the success of your digital presence can be a bit more comprehensive. That is, if your company invests in professional social media management, it’s only fair that you monitor indicators such as profile growth, ability to engage with users, etc. But how do you establish points of attention that go beyond vanity and really make a difference?
The process is not always simple, but it is essential for any trajectory. To begin with, it is essential that the professionals involved know the history and, above all, the objectives of the brand. From here on, every detail must be consistent with this information.
The role of the agency
With this content, along with the brand, the agency should select what makes sense to follow up on. For example, if your intention is to make your brand known and spread beyond the Internet, gain new followers It can be a great asset in the portfolio. Now, if you act to sell a limited number of specific products, reaching specific, interested people, it can be smarter than a random number among countless other needs.
From there on, the work tends to become more fluid and, if the agency and client work together even more assertively. The metrics will dictate what needs to be focused on, followed up on, and, if necessary, triggered to bring about updates. These improvements are, in a market as changeable as ours, also the role of a good agency.
Monthly reports
Beyond the day-to-day, monthly reports are an effective and direct way to monitor what has been done, the investments made, and the care applied to the work. The document reflects what and how it happened, within a specific period, and the impact of it. In addition to the numbers, it can explain why, point out your audience’s preferences, and what they expect. It provides information about specific campaigns, their goals, and even future trends.
