As Director of Social Media, I have to define, revise and review my area goals several times a year. This week as the 2021-2022 fiscal year came to a close; it came time to define goals for the next fiscal year.
Shifting Priorities
Historically, FIU, like many other social media presences, has used audience follower growth as a core social media KPI. The reason for this is that it is a metric that anyone can understand. Nevertheless, audience growth becomes much more difficult as a social media account matures and achieves a larger following. My goal is to wean off university leadership from KPIs that do not align with the mission of the flagship social media channels, which is to increase awareness of university rankings, research prowess, preeminent programs, student success, faculty work, and more.
KPI Realignment
In an exercise of analytics as an art form that enabled science, I propose placing more weight on awareness KPIs versus followers. Knowing that driving awareness is social’s strength, I want us to focus on metrics such as impressions, reach, video views, and engagement. Educating leadership will go hand in hand with applying the right metrics. Follower growth will be a secondary metric so that leadership has something familiar.
The goal is to gauge our work by how many eyeballs see it and interact with it. This is the best way to measure awareness and ensure that the FIU story is measured appropriately.
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