Social Listening Revisited: Reasons To Outsource Or Hire.

Social Listening Revisited: Reasons To Outsource Or Hire.

One of the talks I’ve had lately with some members of my team is whether we should hire a vendor to do our social listening reports.

This prompted me to list some of the advantages of doing it internally or reach out to an agency for support. Check the list below and let me know if you want to talk more about this topic, Ițd love to geek out with some other social listening aficionados out there.

10,000 Steps Towards A Metric That Matters

10,000 Steps Towards A Metric That Matters

  • 10,000 steps.
  • 14 minutes of deep sleep.
  • 257 kcal burned and 1,800 kcal ingested
  • 1 hour of cardio exercise.
  • 5 hours of docu-series on Netflix
  • 5 trips across the globe


  • 2 hours/day in traffic jams and 10 swear words per minute.
  • 9 hours of staring into the screen of the office laptop.
  • 1 hour/day wishing you were anywhere else.

We’ve grown enamored with data when talking about our bodies, our health, our spare time as well as our work days. What is the metric that matters? The one Holy Grail you need to push yourself one step closer to the finish line, to achieving your goal?

As I like to say: set up one goal and one KPI to optimize against. In some weird way, life is just like digital analytics. 

You need to find that one metric to report on, to track progress and see how much of your goal you achieve. That’s easy. What’s really hard is figuring out what your priorities are, that’s the biggest challenge of both adulthood and digital analytics. Remember: big data might get you lost among irrelevant metrics, but, just as with any decent pedometer, there’s always that 10,000 steps/day milestone that can point you in the right direction. Figure out which way you want to go and start walking the talk.

Social Advertising: When To NOT report

Social Advertising: When To NOT report

  1. When you do not know who will read it
  2. If you don’t have confidence in the data you pull from tools/teams
  3. When you do not know what channels are part of the marketing mix.
  4. If you do not know the campaign audience and goals.
  5. If a campaign just launched a few days ago.
  6. If there are no action points you can come up with.

Stop. Breathe. Say no.

Assure stakeholders you’ll be tracking everything and report in due time. Be assertive and explain why you need more time to make sure you have all the data you need and the story behind it otherwise you’ll waste your time. Even worse, you’ll lose the trust of whoever’s reading your work: if you cannot provide value why are you there?

Social Advertising: Paid Metrics, To Optimize Or Not to Optimize?

Social Advertising: Paid Metrics, To Optimize Or Not to Optimize?

Two questions on my mind this Friday:

#1: Ad Relevancy Score: To Use Or Not To Use?

On Facebook I’ve had ads with relevancy scores lower than 5 perform better than ads with higher scores. I was puzzled. If it’s driving conversions I’d say it’s relevant. The platform says it’s not, it’s counterintuitive to me.

But then I came across this quote: ‘determines your audience’s expected reaction to your ad creative’.

So maybe, just maybe, Facebook cannot predict user behaviour after all?

#2: Frequency is a tricky metric. How many times should one person see your ad?

From my experience it depends on the industry and market. And on ad goal, of course.

You might see that you need to serve a shoe ad 3 times before you get a specific target to convert. In contrast, for B2B contact forms your user might need to be reminded 5 or 6 times about the benefits of the product before they actually take time to fill in your lengthy form. And then you just need to track if such a high frequency affectrs your result rate or costs.

Any thoughts on this Please comment if I am way off, let me know what you think.

Reporting Automation Does Not Deliver Decision Makers

Reporting Automation Does Not Deliver Decision Makers

Every analyst out there has a dream: to be able to open one dashboard and get an overview of ALL your marketing efforts.

Four years ago it was the Holy Grail. Now, you have multiple online tools that promise to deliver just that. With the right connectors and proper set-up they probably can. Automation, right? Stealing jobs from hard-working analysts? Not even close.

It’s still a matter of how you interpret the data and MAKE DECISIONS based on just that.

Even the Holy Grail of analytics cannot deliver that. And, unfortunately, most of the times an analyst cannot do that unless someone stands by the recommendations/next steps. How we get our leaders to do that? It’s on us.