Once you know what you're trying to achieve, you will better understand what metrics to track to evaluate the account's effectiveness. DoD social media managers must assess the value of establishing an official presence on social media and, once established, always provide timely and accurate information to the public and the news media. Use the Account Audits
tab of the Social Media Audit template to record any Pinned Posts for the account and ensure they are still relevant.
Set Key Performance Indicators (KPIs) to note which metrics you will use to evaluate performance. There are multiple KPI columns in the Account Audits tab of the Social Media Audit template where you can track your KPIs. You can add or remove columns as needed to match your desired number of KPIs.
Some good metrics to watch are:
In the below example, the KPI #1 column was changed to Engagement Rate, and an entry of 4% was added. The KPI #2 column was changed to Number of Followers, and an entry of 12,452 was added. The KPI #3 column has been left blank. An additional KPI may be entered there or that column may be deleted. The number of KPIs and what they are is up to the individual conducting the audit.