Beyond vanity metrics: setting objectives for your social channels

Social Media Network
17 January 2019

Likes. Comments. Shares. Mentions. Conversions. Followers. Reach. Our social media channels provide us with loads of stats, but without the right social media goals and objectives for our organisations it’s difficult to know how well our social media strategy is performing.

So how do we dig beneath the vanity metrics to set meaningful KPIs that connect to our organisational objectives and measure the effectiveness of our social media activity?

This event was packed full of discussions, practical exercises and presentations. We discussed what is and isn’t a vanity metric and why, heard from the RNLI and Breast Cancer Care on the metrics that really matter and how this looks in practice, discussed the role of measuring and reporting in our organisations, informally benchmarked some of our social data, worked through a business objective setting meaningful KPIs to measure effectiveness of social activity, and came up with a load of top tips and advice to consider when it comes to measuring and reporting on social media activity.

Resources from the day

Notes from the activities: 

Presentation: Metrics that matter – Rich Ward, social media manager, RNLI

Presentation: Beyond vanity metrics – Dan Papworth-Smyth, digital engagement manager and Laura Herbert, social media co-ordinator, Breast Cancer Care


About the Social Media Network

This networking group looks to address a gap for strategic and professional development of social media leads working in charities and not-for-profit organisations.

Each meeting will offer a safe space for members to chat about working in charity social media, with the focus of discussions on strategy-led topics. This is a space to learn together and share best practice, challenges, successes and inspiration with your peers.

Attending the Social Media Network events is free and exclusive to CharityComms organisational and individual members (charities only).

In between events, stay in touch with your peers via the Facebook Group CharityComms Social Media Network.

These events are for professionals who have strategic social media as the core function (over 50%) of their role working in charities.

If you’d like to be one of the first to hear about these events, please email Sarah Cutress to sign up to the mailing list.

If you’re interested in presenting at a future event or joining the steering group, please contact Harriet Smith for more information.