The Hello Bar is a simple notification bar that engages users and communicates a call to action.


social media metrics

Both Twitter and Pinterest have recently launched analytics platforms to help businesses get the most out of their social marketing efforts.

Meanwhile, Facebook Insights have been available for three years (they’ve come on a long way in that time). And social media apps such as Hootsuite, Buffer and Klout all allow users to measure different aspects of their social media engagement.

As copywriters and marketers have known for over a century, stats are the best way of finding out what works, and what doesn’t.

But how can you make sure you’re making the most of your social metrics?

1. Know Where You’re Headed

For any journey, you need a map, a destination and a route.

Metrics are not the map. They don’t show you where to go. And they’re not the destination or the end goal. Rather, they help you see whether you’re taking the right path.

Before you set any goals for your social media engagement, you need to know where your business is headed. The goals you set for social media should then serve your business goals.

For example, let’s say you have a business goal of increasing revenue by 10%. To do this, you need to make more sales. And to make more sales, you need to increase traffic to your website. Boosting traffic is a goal social media can help with.

2. Get Familiar With What You Can Track on Social Media

What you can measure is usually dictated by the analytics tools you use. Some of the things you can track include:

  • Engagement. This is measured by tracking how many people reply to a post. On Facebook, these are comments and on Twitter they’re replies.
  • Volume. How much are your posts being spread? The more your updates are shared, the louder your volume. On Twitter, volume is created by retweets. On Facebook, the volume is amped up by “shares”.
  • Reach. This is the number of people who are seeing a particular post. Reach helps you put other stats into context. Getting 10 comments isn’t too impressive if you’ve got a reach of 1 million. However, 10 comments on a reach of 100 people is something to smile about.
  • Sales. How many sales are you making as a result of your social media posts? If you run an online store, Google Analytics can keep track of this for you.
  • Lead gen. If you run a service business, how many new leads are you generating each month as a result of social media? This is easy to track if you generate leads directly on social media though you’ll have to keep track of the stats for yourself.

This is just some of what it’s possible to track on social media. It’s worth getting familiar with several social analytics tools so you can see for yourself what it’s possible to measure.

3. Set Goals Based on What You Can Track and Where You’re Headed

Once you know what it’s possible to track, then you can set appropriate goals for your social media accounts.

Compare what you can track to your business goals. Which metrics are the best indicators of whether you’re achieving your business goals?

For example, if one of your business goals is to provide excellent customer service, then you might want to keep track of how long it takes you to reply to customer queries on social media.

If your aim is to boost the visibility of your brand, then you’ll need to track volume.

4. Make Your Goals SMART

SMART goals, as invented by Peter Drucker, one of the greatest business thinkers of the 20th century, are:

  • Specific
  • Measurable
  • Actionable
  • Realistic
  • Time-bound

When it comes to tracking your social metrics, it’s particularly important to make your goals measurable. You’ve already done this by setting goals based on what you can track.

It’s also important that your goals are actionable. This means you know the specific actions you need to take to achieve those goals.

This is easier for some goals than for others. Taking the customer service example we outlined in the previous step, you might have set a goal of responding to customer queries on social media within two hours. Acting on that goal is simple. You’ve got to find a way of keeping track of customer queries, and you’ve got to make sure you reply to them.

However, if your goal is to increase the number of times your posts are shared, then the actions you should take are less obvious, so it’s not a SMART goal. You could adjust this goal to be “create three pieces of content with viral potential every week.”

5. Have a “Dashboard” Where You Can View Your Stats

Measuring your stats is only useful if you remember to check-in and see how things are going. You’re much more likely to do this if you keep all your stats in one location.

All good analytics software provides a “dashboard” with a stats overview. However, this is only useful if the dashboard tracks the stats that are relevant to your goals. You may find it more helpful to create your own “dashboard” by noting down metrics in a spreadsheet.

6. Tweak as Necessary

Social media is a rapidly changing landscape. A decade ago, Twitter and Pinterest didn’t even exist. Facebook was in its early infancy.

No matter what goals you set for your social marketing, you will have to adjust them. This could be because technology changes. Or it could be because you discover that your goals are close to impossible, or that your goals aren’t as aligned with your business objectives as they could be.

Adjusting your goals – and the actions you take to achieve those goals – isn’t a sign of weakness. It doesn’t mean you’re turning back. It means you’re responsive to feedback, and you’re moving forwards.

7. Keep Experimenting!

Social media is an experiment. No one has the monopoly on the right way to do it.

It’s a good idea to see your efforts in tracking metrics as experiments. That way, you can’t go wrong, because whatever you learn is feedback for your experiment.

And the great thing about experiments is that you never know when you’ll discover something no one has ever found before.

Pinterest Email Subscribers


This is a guest post by Sonja Jobson, founder of Success Lab.

Fans and flowers on social media networks are a beautiful thing. Platforms like Pinterest allow us to reach brand new people that we might otherwise never have been able to reach. You get to share great stuff, interact with a MASSIVE audience, and grow your brand credibility all at once.

Pretty sweet, right?

But if you stop there – if you never try to take your social media connections to the next level (we’ll talk about what the ‘next level’ is in just a minute) than you’re missing out big time.

Pinterest doesn’t allow you to communicate with your audience in the most effective way (same goes for all the other social networks you use). In fact, when you pin something to one of your Pinterest boards, only a small fraction of your followers will actually see it.

Which is exactly why you need to be working hard to transfer your network on Pinterest over to your email list.
Once you have someone on your email list, you can communicate with them in a much more effective and profitable way for 2 reasons:

  1. Email is more personal than social media, and more of your recipients will see your message when sent to an inbox verses a social stream.
  2. You own your email list. Unlike Pinterest, nobody can “shut down” your email list or change the rules.
    Today we’re going to go over the exact steps you can take to turn your Pinterest followers into email subscribers – and all you need to get started is an opt-in box for your email list, and an opt-in offer.

Step 1: Create an image for your free opt-in offer

You’re probably already aware that your opt-in offer is the content (or other type of gift) that you give people in exchange for singing up for your email list. Things like eBooks, guides, checklists, or video training series are popular.

The very first thing we need to do is create an image that represents your opt-in offer.

We’re going to use a free online tool called Canva to get the job done. We’re going to use a free eBook as our opt-in offer example, but you can use the same steps to create an image that represents any type of offer.

First, pull up (register a free account if you don’t already have one) and select “Poster” from the template options:


Inside the Canva editor, we’ll design our poster to look like the cover of our eBook. We can choose a background, graphic elements, and text.

For our eBook example, we’re going to pick a plain colored background, a simple graphic that supports our eBook’s topic, and create text that displays our eBook’s title and author:


After you’re satisfied with your design, download it to your computer:


Step 2: Create an email opt-in landing page that your Pinterest followers will love

You could put your email opt-in box on your homepage and send your Pinterest followers there to sign up – but an even better idea is to create a dedicated landing page for your email opt-in.

Having a dedicated lading page will make it easier and more enticing for your visitors to sign up, and there won’t be any distractions to get in the way.

Your email opt-in landing page can be simple: create a separate page without any of your regular website elements (like a navigation bar or side bar). Include a headline about your opt-in offer, some copy to explain the benefits it offers, and an opt-in box where people can submit their email address.

(Hint: if you want a super simple way to make highly effective landing pages, check out – not an affiliate link)

Here’s a sample of a simple opt-in landing page:


Step 3: Pin your opt-in offer image to Pinterest so traffic flows to your email list

Now it’s time to create a pin on Pinterest using our new opt-in offer image.

Head over to your Pinterest profile and click the plus sign in the upper right hand corner to create a new pin:


Follow the instructions to upload your opt-in offer image from your computer.

Choose a board for your pin and give it an enticing description. Make sure to tell people about the benefit your free offer will give them. For example, don’t just tell people to download your free eBook about buying a car. Tell them that they can grab your free eBook which will give them all the inside secrets to help them avoid overpaying for a car or driving home a dud. See? Benefits. You can also include a link to your opt-in landing page at the end of your description, but we’ll talk about an even more important place to put that link in a minute.

Once you’ve crafted a stellar description, click “Pin It”.


Now for the most important step: find the pin you just created and hover over it until a pencil icon appears in the top right corner:


Click on the pencil icon and an editing box will appear. In this box, there is a field where you can enter the source of your pinned image. It is super important that you put the URL of your opt-in landing page in this box so that your followers will be able to sign up for your list.


All done!

You’ve just created a pin that’s going to work overtime for your business. When people click on the image in your new pin, they’ll be shuttled off to your snazzy opt-in landing page and given the opportunity to join your list in exchange for your free gift.

For extra exposure, you can promote your new Pin on your other social network profiles like Facebook and Twitter. Then sit back, relax, and watch your Pinterest followers turn into email subscribers.

Your turn: what are your favorite list-building hacks? Share them with us in the comments below!

Sonja JobsonSonja Jobson helps small business owners and entrepreneurs become incredible on the internet with smart, fun, authentic marketing. Join the free Success Lab for more business building content, live Q&A parties, and access to a supportive community of entrepreneurs. 

Image credit: Twin Design /

Pinterest Boards

We live in the age of the visual. Pictures are no longer 1,000 words. They’re replacing words entirely.

Even Twitter’s in on the visual game now.

What was the game changer? Pinterest. It’s the social network that’s all about finding and sharing great images.

Yet it isn’t only a place to procrastinate. There are boards on Pinterest that inform and inspire.

After all, information makes a lot more sense when it’s portrayed in a picture. And just a single image can be a huge inspiration.

So what are the boards you should follow, as a social media marketer? Here are 19 of our favorites…

Social Media Marketing World

Follow 007 Marketing’s board Social Media Marketing World on Pinterest.

Board Followers: 6,500

Created by: 007 Marketing

Curated by: Various

A pinboard of social media-related infographics put together by thought leaders in the field of social marketing.

See also: Social Media Insights, a pinboard by Jeff Bullas.


Facebook ‘Mega’ Tips & News

Follow Ching Ya’s board Facebook ‘Mega’ Tips & News on Pinterest.

Board Followers: 6,500

Created and Curated by: Ching Ya

Stay on top of your Facebook marketing with this collection of Facebook infographics and tips from freelance writer and social media enthusiast Ching Ya.

See also: Facebook Tips for Business, curated by Lorna Sixsmith.

Facebook Marketing

Follow Mari Smith’s board Facebook Marketing on Pinterest.

Board Followers: 6,000+

Created and Curated by: Mari Smith

Get favorite Facebook marketing tips and infographics from the queen of Facebook, Mari Smith.

See also: Mari has another brilliant pinboard of Social Media Infographics.  

Helpful Marketing Ebooks

Follow HubSpot’s board Helpful Marketing Ebooks on Pinterest.

Board Followers: 16,500

Created and Curated by: HubSpot

HubSpot publishes some of the best eBooks in the marketing world. And they’re free! Following this board is a simple way of keeping up with their latest publications.

See also: Templates and Tools – everything you need to put HubSpot’s advice into action.

So Pinteresting

Follow M2 Media Management / Social Media’s board So Pinteresting on Pinterest.

Board Followers: 3,500

Created and Curated by: M2 Media Management

Keep up to date on the latest Pinterest marketing advice by following this board from M2 Media Management. Recent pins include 5 Design Tools to create Pinnable Images, How to Add Vine Videos to Pinterest, and What Consumers Love and Hate About Brands on Pinterest.

See also: Pinning Tips, a board created and curated by Pinterest itself, and Pinterest for Business Marketing by Cynthia Sanchez.


Google+ Resources #EvanG+

Follow Peg Fitzpatrick’s board Google+ Resources #EvanG+ on Pinterest.

Board Followers: 4,500

Created by: Peg Fitzpatrick

Curated by: Various including Guy Kawasaki

What’s the difference between a Google Plus page, community, and profile? How can you test and refine your Google Plus strategy? Get answers to these questions – and much more – at this popular Google Plus pinboard.

See also: Google Plus Galore, curated by Jimmie Lanley.

Social Media Research, Data and Stats

Follow Beth Kanter’s board Social Media Research, Data, and Stats on Pinterest.

Board Followers: 5,000

Created and Curated by: Beth Kanter

When it comes to social media for nonprofits, Beth Kanter is your gal. This board that Beth has created will keep you updated on the latest research and trends in social media, and you don’t have to be a nonprofit to see its value.

See also: Marketing Fun Facts from Constant Contact.  

Content Rules

Follow C.C. Chapman’s board Content Rules on Pinterest.

Board Followers: 3,000

Created by: C. C. Chapman

Curated by: C. C. Chapman and Ann Handley

A board featuring content marketing tips and examples of brands doing great things with content marketing.

See also: Blogging, a board of blogging tips from Social Media Today.

Creative and Marketing Wisdom, Quotes and Sayings

Follow The Purple Agency’s board Creative and Marketing Wisdom, Quotes and Sayings on Pinterest.

Board Followers: 2,000+

Created and Curated by: The Purple Agency

Need to add some zest to your day? Then check out this board of quotes and sayings that are sure to get any marker fired up.

See also: Marketing Quotes to Inspire