Buffer has been reassessing its social media strategy, learning from community feedback, and evolving its approach over the past year. Key challenges include accurately measuring social media performance through both quantitative metrics like clicks and shares, as well as qualitative insights that are harder to quantify. The team emphasizes the importance of defining goals first, as this provides context for determining which metrics are most relevant to achieving desired outcomes.
One of the most challenging things for us at Buffer is to truly measure how our social media is performing. On one hand, there are quantitative data such as clicks and shares which is invaluable in gauging overall performance and on the other hand, there's qualitative data that's a little harder to measure.
In hopes of answering this, we've found that it's useful to start with what we want to achieve first, and then work our way back from there.
#social-media-strategy #performance-measurement #quantitative-data #qualitative-data #audience-growth
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