Lorenzo Johnson

To measure social media ROI, look beyond likes and shares. Focus on conversion metrics such as leads, sales, or traffic generated by campaigns. Use tools like Google Analytics or UTM parameters to track specific actions, and consider long-term metrics like customer lifetime value and cost per acquisition. Set goals that align with business objectives, track meaningful engagement that leads to conversions, and use platform insights and attribution models to fully understand social media’s true impact.

To find common ground when content direction differs with an influencer, start by identifying shared goals and core values. Both parties should recognize the importance of maintaining authenticity. Open discussions that prioritize mutual interests can lead to creative solutions, allowing the content to serve both the influencer’s audience and the brand’s objectives. This approach fosters collaboration and a stronger partnership.

When A/B test results contradict email marketing best practices, it's crucial to prioritize data over assumptions. Trust the performance metrics from your tests and adapt your strategy accordingly. Consider audience segmentation to understand why certain tactics worked. Experiment with different variables like subject lines, content length, or CTA placement. Flexibility is essential—best practices are guidelines, but real-world results should drive your decisions.

To keep a brand’s voice fresh in a changing market, adapt your messaging to reflect current trends while staying grounded in your core values. Use audience feedback and social listening to stay in tune with shifting preferences. Experiment with new formats like video or interactive content to maintain engagement, and ensure consistency in tone while embracing creativity to keep your voice relevant.

To manage multiple social media campaigns effectively, start by aligning each campaign with clear objectives. Schedule posts during peak engagement times for each platform to maximize visibility. Tailor content to suit each platform’s audience while maintaining a consistent brand voice. Finally, track performance through real-time analytics and adjust strategies as needed to keep campaigns relevant and impactful. Flexibility and data-driven decisions are essential for success.

Establishing shared accountability is essential—setting common KPIs ensures both teams are working toward the same objectives. Regular check-ins foster collaboration, allowing sales to provide real-world feedback while marketing fine-tunes messaging. Data-driven alignment is also key. Centralizing customer insights helps both teams refine their strategies, ensuring consistent messaging and a seamless buyer journey.