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How To Report on Social Media Marketing Campaigns; A Case Study of the APA Awards 2018

How are you?

It’s been a while… My bad.

But I’m back now, and I’m still crazy about data and social media.

Last time we connected, I was probably raving about the importance of sharing data within the marketing community.

However, after interacting and working with more digital marketers, I realized we can’t share data if we don’t know how to collect, process and report in the first place.

So I calmed my t*ts down and went back to the drawing board. How exactly do you collect, process and report data on social media marketing?

They say if you can’t explain it simply, you don’t understand it.

When I started talking about data and the dangers of silod data I clearly understood the why, however, I had very little clue about the how.

Nonetheless, since then, have embraced excel, Facebook insights and Twitter Analytics as my baes till death.

Here’s what I have learned so far…

Reporting on Social Media Marketing for APA Awards 2018

The Association of Practitioners in Advertising Awards is an annual event which seeks to recognize the best Kenyan Ads.

Through some twist of fate and a generous serving of determination, I got to work with APA committee to create awareness about the APA Awards, engage with the target audience and push ticket sales for the event.

The APA Awards 2018 Was A Success!!!

social media marketing reports

Here‘s the data:

Social Media Marketing for APA Awards
Social Media Marketing for APA Awards



Social Media Marketing for APA Awards
Social Media Marketing for APA Awards


What I learned on Social Media Marketing Report

  1. Pick The Right Metrics Based on Goals

When I started working with APA, I noticed there was a low awareness especially among the digital agencies which have mushroomed in the last 3 years. This could be attributed to the fact that the APA Awards had gone into a hiatus for 12 years and had just made a comeback in 2016.

Therefore, it would only make sense to create awareness among these new groups as well as remind the traditional creative agencies that the APA Awards still exists. This would require us to go beyond the current APA followers on social media, in other words, this would mean increasing reach.

Based with this goal in mind, Reach became a key metric for this project. To measure whether reach was increasing or not, I kept a close eye on our following.

Then again, followers just don‘t fall out of the skies. So I created a spreadsheet of my target audience. Who do I want to reach?

After filling this out, I had a pretty good idea who I was talking to. Next, I looked for them online. I wanted to know which social media platforms they were on, and what kind of content they were consuming.  This would later help me craft the right posts on the right platforms.

With the right message on the right platform, all I had to do was tag my target audience and they wilfully engaged with APA and followed back. More followers, more reach. Game shot!

But perhaps the most important lesson was that my new followers were not just any followers, they were targeted, they were relevant and they most definitely attended the APA Awards 2018.

Next, I‘ll share what I learned on using hashtags for reporting.

In the meantime, feel free to comment, suggest or ask questions. I love hearing from you.











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