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SCORECARDS SOCIAL MEDIA (City of Oakland)

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SOCIAL MEDIA
SCORECARDS
2
THE 10-POINT LINKEDIN AUDIT
DigitalMarketer Headquarters
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c
Copyright 2018
DigitalMarketer LLC. All Rights Reserved.
May be shared with copyright and credit left intact.
DigitalMarketer.com
ABOUT DIGITALMARKETER
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digital marketing pros on planet Earth with the best dang
digital marketing training you’ll nd anywhere.
We’re on a mission to double the size of 10,000
businesses and want to help you:
Drive More Trafc,
Produce Stellar Content,
Write Emails That Generate Clicks,
...and
Become the Smartest Marketer in the Room.
3
SOCIAL MEDIA SCORECARDS
Want your social media campaign to do more than simply
create a presence online but to actually drive business
success? Whether you’re setting up a new social media
campaign or looking to grow it, use this Scorecard to
quickly determine exactly what’s working and why. Follow
these 4 steps so you’re not blindly throwing social media
darts at the wall and can create social posts that will
effectively drive business growth.
The 4 steps we will cover are:
Establishing your cadence
Establishing your KPIs
Establishing your quality metrics
Analyzing your results
Once you have completed your Scorecards, you should
have an idea as to where across your social media pages
you are succeeding, and where you could use some extra
work. Continue to score your progress and adjust your
goals as you see t in order to ensure you’re constanlty
pushing yourself to grow your social presence.
Let’s break down the Scorecards step-by-step.
INTRODUCTION
4
SOCIAL MEDIA SCORECARDS
STEP 1:
ESTABLISHING YOUR CADENCE
The rst step in creating your social media scorecard is to
establish how much of each type of content you post (or
want to post) per week. If you have an established social
media calendar, add up your individual items to generate
your values. If you don’t have a social media calendar, then
it’s time to make one!
STEP 2:
ESTABLISHING YOUR KPIs
Once you’ve established how many of each type of post
you’re going to be publishing each week, now it’s time to
establish what your KPIs (key performance indicators) will
be. These KPIs will vary by type of business, but we’ve
included the KPIs the will be most important for most
businesses. To determine your goals, you’ll need to dive
into some historical data. Because social media metrics are
always varying, we recommend that you look at the past
month’s data to determine your goals. Averaging out your
weekly results will give you a good indication of where you
should be shooting for.
SETTING UP YOUR SCORECARD
5
SOCIAL MEDIA SCORECARDS
In the name of growth multiply each average by 1.05 or
1.10 to make sure that each month you are aiming higher
with your goals. If you nd that you’re not growing one or
more of your KPIs by 5-10% each month, keep them the
same until you start to see growth. For example, if I set a
goal for myself to get 250 comments per week in May, and
I’m consistently hitting that goal, then in June I will look
to increase my goal by 5-10% to challenge myself to grow
the number of comments I receive on my posts month
over month.
STEP 3:
ESTABLISHING YOUR QUALITY METRICS
Now that you’ve established your KPIs, it’s time to dive
into your post quality metrics. This section will help you
understand how your posts are performing overall, and
if you need to focus on the quality of your posts in any
specic areas. Much like your KPIs, these quality metrics
will vary from business to business, but we’ve identied
the metrics that most businesses will need to focus on.
To determine your goals, again you’ll need to dive into
some historical data from the previous month. Look at
your highest performing posts from each week of the
previous month and set your goals according to these high
performing posts.
6
SOCIAL MEDIA SCORECARDS
For example, if you see that each week, 2 posts are
typically getting over 500 engagements, then set a quality
metric goal of “2 posts over 500 engagements.” This
section is not an exact science, but a way to challenge
yourself and raise your bar on quality each month.
STEP 4:
ANALYZING YOUR RESULTS
Now comes the fun part of analyzing your results. Let’s
recap each section of the scorecard before we jump in.
1. Number of Posts: The number of each post type
that you are publishing each week.
2. Key Performance Indicators: The data supporting
how well your posting strategy is performing according
to your established KPIs.
3. Post Quality Analytics: The data supporting how
well your content is being received by your audience.
On Monday of each week, dive into your analytics to
determine wins and losses for each section. While it may
sound fun to add up your total score for all three sections
combined, that’s not going to do us much good. Each
section needs to be analyzed individually and scored. To
get a win for an overall section, you are only allowed to
have one loss in that section.
7
SOCIAL MEDIA SCORECARDS
Once you’ve established your results, analyze your scores
according to this key:
WIN WIN LOSS:
You’re hitting your KPIs, but you could improve on
the quality of your posts. Try raising your KPIs a bit to
challenge yourself to increase the quality and effectiveness
of each post.
WIN LOSS WIN:
You’re posting quality content that resonates well with
your audience, but you’re not hitting your KPIs. Consider
increasing the number of posts you publish before
adjusting your KPIs down.
WIN LOSS LOSS:
You’re hitting your number of posts but the quality and
overall performance is lacking. Look into your highest
performing posts to analyze what’s working with your
audience and try to improve your post quality metrics.
WIN WIN WIN:
Keep it up! Consider challenging yourself by adjusting
your KPIs and Quality Metrics up!
8
SOCIAL MEDIA SCORECARDS
LOSS LOSS LOSS:
Don’t worry, this happens to the best of us. Try for another
week before adjusting anything, putting an emphasis on
hitting your goal for number of posts.
LOSS LOSS WIN:
You’re posting quality content, just not enough! Make sure
to hit your goal for number of posts to see more positive
results on your KPIs.
LOSS WIN WIN:
This is interesting. You’re hitting your goals with quality
posts, but falling behind on the number of posts you’re
publishing. If you’re nding that your goal for number of
posts is too much to handle, consider adjusting your goals
down. But, if you think that you can manage to hit your
goal for number of posts without adjusting down, consider
bumping up your KPIs in the coming weeks.
LOSS WIN LOSS:
If you’re seeing a scorecard like this, it’s time to adjust your
KPIs up!
Now that you know what to look for, it’s time to dive into
the Scorecards themselves!
9
SOCIAL MEDIA SCORECARDS
ACTUAL
ACTUAL
ACTUAL
GOAL
GOAL
GOAL
WIN
WIN
WIN
WIN
LOSS
LOSS
LOSS
LOSS
Photos:
Videos:
Stories:
Overall
Result
INSTAGRAM SCORECARD
NUMBER OF POSTS
STEP 1
10
SOCIAL MEDIA SCORECARDS
ACTUAL
ACTUAL
ACTUAL
ACTUAL
ACTUAL
GOAL
GOAL
GOAL
GOAL
GOAL
WIN
WIN
WIN
WIN
WIN
WIN
LOSS
LOSS
LOSS
LOSS
LOSS
LOSS
Comments:
Prole Views:
Likes:
Video Views:
New Followers:
Overall
Result
KEY PERFORMANCE INDICATORS
STEP 2
INSTAGRAM SCORECARD
11
SOCIAL MEDIA SCORECARDS
WIN
WIN
WIN
WIN
WIN
WIN
LOSS
LOSS
LOSS
LOSS
LOSS
LOSS
Did _____ post(s) get over _____ likes?
Did _____ post(s) get over _____ comments?
Did _____ video(s) get over _____ views?
Did all posts get over _____ likes?
Did _____ stories get over _____ views?
Overall
Result
Instagram Score:
POST QUALITY METRICS
INSTAGRAM SCORECARD
WIN/LOSS
STEP 1
WIN/LOSS
STEP 2
WIN/LOSS
STEP 3
STEP 3
12
SOCIAL MEDIA SCORECARDS
FACEBOOK SCORECARD
ACTUAL
ACTUAL
ACTUAL
ACTUAL
GOAL
GOAL
GOAL
GOAL
WIN
WIN
WIN
WIN
WIN
LOSS
LOSS
LOSS
LOSS
LOSS
Photos:
Videos:
Owned Links:
Shared Links:
Overall
Result
NUMBER OF POSTS
STEP 1
13
SOCIAL MEDIA SCORECARDS
FACEBOOK SCORECARD
ACTUAL
ACTUAL
ACTUAL
ACTUAL
GOAL
GOAL
GOAL
GOAL
WIN
WIN
WIN
WIN
WIN
LOSS
LOSS
LOSS
LOSS
LOSS
Comments:
Prole Views:
Likes:
New Followers:
Overall
Result
KEY PERFORMANCE INDICATORS
STEP 2
14
SOCIAL MEDIA SCORECARDS
WIN
WIN
WIN
WIN
WIN
WIN
LOSS
LOSS
LOSS
LOSS
LOSS
LOSS
Did _____ post(s) get over _____ engagements?
Did _____ post(s) get over _____ comments?
Did _____ video(s) get over _____ views?
Did _____ post(s) reach more than _____ people?
Did _____ links get more than _____ clicks?
Overall
Result
Facebook Score:
POST QUALITY METRICS
WIN/LOSS
STEP 1
WIN/LOSS
STEP 2
WIN/LOSS
STEP 3
STEP 3
FACEBOOK SCORECARD
15
SOCIAL MEDIA SCORECARDS
Now that you’ve you’ve finished scoring your Social
Media campaign(s), you’re ready to take your marketing
efforts to the next level.
If you want to hone and develop not only your Social
Media expertise, but learn new skills that will make you
a well-rounded, full-stack Digital Marketer, you’re going
to want to join DigitalMarketer Lab+.
As a member of DigitalMarketer Lab+, you will be
trained and certified in the following disciplines:
Social Marketing
Digital Strategy
Content Marketing
Paid Advertising and Customer Acquisition
Search Marketing
Email Marketing
Copywriting
…and so much more.
These are the same trainings that we use to train our
own team members here at DigitalMarketer...
WHAT’S NEXT?
16
SOCIAL MEDIA SCORECARDS
...and we made them available to you.
You’ll rest easy knowing your marketing is being done
right. We’ll make sure you stay up to date on what’s
working RIGHT NOW.
So, whether you’re a founder, freelancer, agency, or a
full-time marketing professional, if your goal is to level-
up your skills and your income...Lab+ is the place for
you.
JOIN FOR FREE TODAY »
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Completed 22 October 2020

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