Evaluation happens on a regular basis. You can’t hide from it. From the small things, like checking to make sure there’s enough food in your fridge, to the large decisions, like where your career path is taking you, analysis is constant. Sometimes, it can be draining, over times it can be exhilarating, but it’s always necessary.
Evaluating your organization’s social media efforts are no different. Whether you’re a veteran or a relative newcomer to any platform, grading yourself on strategy and results is crucial to growing, improving and benefiting your organization as a whole. Assessing your own efforts is never an easy task, which is why we’ve created an easy-to-use grading system using the five Cs; consistency, creativity, completeness, calculation and crowd.
Consistency is a fundamental part of even a mildly successful social media account. Without a consistent presence on any platform, engagement will fall off, your audience will leave and your efforts will amount to very little. When looking at how well your organization does in this category, you need to evaluate how often are you posting, how often key details are refreshed and how often you are responding to engagement.
What Gets You an A- Daily or weekly posting (depending on the platform), updating various sections of your profile on a regular basis, such as a profile picture or a pinned tweet, and responding to engagement in a very timely manner (within 6-12 hours).
What Gets You a B- Regular posting (daily or weekly depending on the platform) with infrequent or rare lapses, updating your profile on a semi-regular basis (ex. every quarter instead of every month) and responding to engagement only once a day.
What Gets You a C- Infrequent, but scheduled posting (such as once a week, bi-weekly or once a month on the same day, depending on platform), updating your profile every 6-8 months and infrequently responding to only selected engagement.
What Gets You a D- Infrequent, sporadic and unplanned posting (ie. tweeting once every two weeks on different days), updating your profile once a year or less and responding to very few interactions.
What Gets You an F- This is a failing grade that usually means your account is dead. There has been no posts in quite some time or ever, your account has never been updated (or, as we’ll see later, ever been completed) and engagement has been abandoned.
Creativity is in the eye of the beholder, but it’s not quite as subjective as you might think. A lack of creativity leads to the dreaded B-word; boredom. Having boring content spells trouble for any social media account. Some things to consider when grading yourself on creativity are the amount of original content, the variety of content and the relevance of the content.
What Gets You an A– Original content appears a majority of the time and in many different forms, such as infographics, articles, videos and fun headlines. When using other people’s content, it is always relevant to your target audience and comes in many different forms and from diverse sources.
What Gets You a B– Original content is makes up roughly half of your posts and is a few key forms of delivery are used (ex. articles and videos). Posts are clear and concise. Re-published content comes from a regularly-used pool of sources and a vast majority is relevant to your target audience.
What Gets You a C– Original content makes up less than a quarter of posts and comes from a limited forms, such as only press releases. Posts are short and to the point with no added elements, such as visuals or imaginative headlines. Re-published content comes from a small pool of sources and strays from relevance at times.
What Gets You a D– Original content makes up less than 10% of posts or is non-existent and comes in limited forms. Posts are short, dull and/or copied from other sources. Re-published content comes from the same handful of sources and strays from relevance often.
What Gets You an F– A failing grade comes from hijacking other people’s creativity completely. There is no original content and a large majority of re-published content is copied word for word or is simply shared with no extra thought (retweeted, repinned, etc).
A painter would only let their art be hung in a gallery when they feel the final brush stroke has been added. The same should go for your social media accounts. When certain elements of your accounts are left incomplete, it creates a lack of legitimacy, lowers accessibility and tarnishes the experience for your audience. Consider if all sections are filled in, if the settings are up to date and if the layout is appealing and formatted correctly.
What Gets You an A– All sections in the “About” settings are filled in, including contact information, a description of the organization and additional details like photos or membership tools. Photos spots are filled in and images are sized correctly, relevant and vibrant.
What Gets You a B– All sections in the “About” settings are filled in, but with few or no additional details or tools. Photos spots are filled in, but some images are sized incorrectly and/or clash with each other.
What Gets You a C– Some sections in the “About” settings are filled incomplete or out of date and contain few details and no additional tools. Only some photos spots are filled in and/or some images are sized incorrectly.
What Gets You a D– Few of the “About settings are filled in and the ones that are have spelling mistakes and/or are out of date. Only some photo spots are filled in, the images are sized incorrectly and the images fail to show viewers what your organization is about.
What Gets You an F– A failing grade in this category means your account is a mere skeleton. None of the “About” sections are filled. Photo spots are not taken up by images (ex. the dreaded egg picture on Twitter) and the user experience is confusing or out of date.
Remember how we talked about the importance of evaluation? Well, it’s vital to do an evaluation of how you evaluate. It’s key to know the response you are receiving from your social media efforts and if your goals are being achieved. Think about how frequently you are keeping track of results, how often you are analyzing these numbers and what strategy you have for using these results to improve.
What Gets You an A– An in-depth analysis of results on a weekly or monthly basis. A summary of these numbers into a detailed report. Development of a plan that uses these results to adjust and/or improve your social media strategy moving forward.
What Gets You a B– An in-depth analysis of results on a monthly or bi-monthly basis. A shorter summary of these numbers into a report. Development of a plan based on every two or three of these reports to adjust strategy.
What Gets You a C– An in-depth analysis of results on an infrequent basis, such as once a year. A very short or non-existent summary of these numbers into a report. No development of a plan based on these reports to improve your strategy.
What Gets You a D– A surface analysis of results on a very infrequent basis, such as once a year or less. No report to summarize and analyze these numbers. No development of a plan based on the numbers you have tracked. A limited understanding of how these results affect your strategy and how to improve them.
What Gets You an F– A failing grade in this category means you are completely unfamiliar with the process of tracking social media results. There is no analysis or report based on numbers and no process is in place to gather results. No plan has ever been instituted to examine strategy improvements based on data.
It doesn’t matter how well you do on social media if no one is listening. Having an audience is important to getting the word out and achieving results. When measuring success in this area, you need to examine the size of your following, the growth rate of your audience and the percentage of your following that is your target audience.
What Gets You an A– While the meaning of a large following can differ from organization to organization, it should be equal to more than your target audience. For example, if you’re an association with 1000 members, a large crowd would be 1100+. If you’re small business with 5,000 people in your neighbourhood, a large crowd would be 5,500+. Your audience sees a steady and/or daily increase in its audience. More than 75% of your audience is your target demographic.
What Gets You a B– The following is 75-100% of your target audience (ex. 750-1000 for the aforementioned association). Your audience grows steadily, showing a small increase from month to month. Your following is made up of 50-75% of your target audience.
What Gets You a C– The following is 50-75% of your target audience (ex. 500-750 for the aforementioned association). Your audience is stagnant or shows very little growth from month to month. Your following is made up of 25-50% of your targeted audience.
What Gets You a D– The following is 10-50% if your target audience (ex. 100-500 for the aforementioned association). Your audience is stagnant or shows frequent losses from month to month. Your following is made up of less than 25% of your targeted audience.
What Gets You an F– A failing grade in this category means that no one is interested. You have a very small or non-existent following amounting to less than 10% of your targeted audience. Your audience shows no growth or frequent losses from month to month. Your following is made up of very few members of your target audience and is full of spam or irrelevant accounts.