MORE THOUGHTS SCOREKEEPING FOR SUCCESS
This past week I found myself on a lot of zoom calls with coaches helping them set up their recruiting scoreboard. I guess I got a lot of you thinking about what you should be keeping track of after last weeks newsletter article. That’s great. Click here to read it if you missed it.
Today, I want to give you a social media scorecard as an example of one of the different scorecards you could set up.
This is for coaches who want your social media campaign to do more than simply create a presence online but to actually drive recruiting success. Whether you’re setting up a new social media campaign or looking to grow it, use this scorecard to quickly determine exactly what’s working and why.
Follow these 4 steps so you’re not blindly throwing social media darts at the wall and can create social posts that will effectively drive recruiting success.
The 4 steps are:
Establishing your cadence
Establishing your KPIs
Establishing your quality metrics
Analyzing your results
Once you have completed your scorecards, you should have an idea as to where across your social media pages you are succeeding, and where you could use some extra work. Continue to score your progress and adjust your goals as you see fit to ensure you’re constantly pushing yourself to grow your social presence.
Let’s break down the scorecard step-by-step.
SETTING UP YOUR SCORECARD
ESTABLISHING YOUR CADENCE
The first step in creating your social media scorecard is to establish how much of each type of content you post (or want to post) per week. If you have an established social media calendar, add up your individual items to generate your values. If you don’t have a social media calendar, then it’s time to make one!
ESTABLISHING YOUR KPIs
Once you’ve established how many of each type of post you’re going to be publishing each week, now it’s time to establish what your KPIs (key performance indicators) will be. These KPIs will vary by type of program. To determine your goals, you’ll need to dive into some historical data. Because social media metrics are always varying, we recommend that you look at the past month’s data to determine your goals. Averaging out your weekly results will give you a good indication of where you should be shooting for. In the name of growth multiply each average by 1.05 or 1.10 to make sure that each month you are aiming higher with your goals. If you find that you’re not growing one or more of your KPIs by 5-10% each month, keep them the same until you start to see growth. For example, if I set a goal for myself to get 50 comments per week in May, and I’m consistently hitting that goal, then in June I will look to increase my goal by 5-10% to challenge myself to grow the number of comments I receive on my posts month over month.
ESTABLISHING YOUR QUALITY METRICS
Now that you’ve established your KPIs, it’s time to dive into your post quality metrics. This section will help you understand how your posts are performing overall, and if you need to focus on the quality of your posts in any specific areas. Much like your KPIs, these quality metrics will vary from program to program, but we’ve identified the metrics that most programs will need to focus on. To determine your goals, again you’ll need to dive into some historical data from the previous month. Look at your highest performing posts from each week of the previous month and set your goals according to these high performing posts. For example, if you see that each week, 2 posts are typically getting over 200 engagements, then set a quality metric goal of “2 posts over 200 engagements.” This section is not an exact science, but a way to challenge yourself and raise your bar on quality each month.
ANALYZING YOUR RESULTS
Now comes the fun part of analyzing your results. Let’s recap each section of the scorecard before we jump in.
- Number of Posts: The number of each post type that you are publishing each week.
- Key Performance Indicators: The data supporting how well your posting strategy is performing according to your established KPIs.
- Post Quality Analytics: The data supporting how well your content is being received by your audience.
On Monday of each week, dive into your analytics to determine wins and losses for each section. While it may sound fun to add up your total score for all three sections combined, that’s not going to do us much good. Each section needs to be analyzed individually and scored. To get a win for an overall section, you are only allowed to have one loss in that section.
Once you’ve established your results, analyze your scores according to this key:
WIN WIN LOSS:
You’re hitting your KPIs, but you could improve on the quality of your posts. Try raising your KPIs a bit to challenge yourself to increase the quality and effectiveness of each post.
WIN LOSS WIN:
You’re posting quality content that resonates well with your audience, but you’re not hitting your KPIs. Consider increasing the number of posts you publish before adjusting your KPIs down.
WIN LOSS LOSS:
You’re hitting your number of posts but the quality and overall performance is lacking. Look into your highest performing posts to analyze what’s working with your audience and try to improve your post quality metrics.
WIN WIN WIN:
Keep it up! Consider challenging yourself by adjusting your KPIs and Quality Metrics up!
LOSS LOSS LOSS: Don’t worry, this happens to the best of us. Try for another week before adjusting anything, putting an emphasis on hitting your goal for number of posts.
LOSS LOSS WIN: You’re posting quality content, just not enough! Make sure to hit your goal for number of posts to see more positive results on your KPIs.
LOSS WIN WIN: This is interesting. You’re hitting your goals with quality posts but falling behind on the number of posts you’re publishing. If you’re finding that your goal for number of posts is too much to handle, consider adjusting your goals down. But, if you think that you can manage to hit your goal for number of posts without adjusting down, consider bumping up your KPIs in the coming weeks.
LOSS WIN LOSS:
If you’re seeing a scorecard like this, it’s time to adjust your KPIs up! Now that you know what to look for, it’s time to dive into the Scorecards themselves!
Number of Posts
KEY PERFORMANCE INDICATORS
POST QUALITY METRICS
Did _______ post(s) get over _____ likes?
Did _____ post(s) get over _____ comments?
Did _____ video(s) get over _____ views?
Did all posts get over _____ likes?
Did _____ stories get over _____ views?
Instagram Score: ___________ ________ ________
WIN/LOSS WIN/LOSS WIN/LOSS
STEP 1 STEP 2 STEP 3
I don’t know if this seems like a lot to you but once you get it set up, and work it into your weekly rhythm, it is super simple to keep up. I say this a lot, but it is worth it to put in some extra time up front to set up a better system. In the end, you can potentially save a massive amount of time on the backend and get better results. Win, win, win.
I have 3 main objectives to teach the coaches I work with in this group:
- Learn how to keep score and establish benchmarks.
- Understand what to keep score on.
- Know how to increase staff enthusiasm and personal commitment for getting results.
If you want coaching and help setting up your recruiting scorecards month after month, consider joining this great group of coaches who are a part of Recruiting Made Simple.
If you want help setting up your social media system for recruiting, check out my Social Story Recruiting. You will get a year’s worth of social media post ideas, daily method of operations, and other tips and tricks to help you set up or scale your social media recruiting.
To your success,
Here is how you can work with me:
I run a Facebook group called the Productive Coach and Recruiter. Every week I will post and idea or 2 to keep ramping up how effective you are with the operational side of your job. The idea is to help you eliminate what isn’t working and optimize what is.
If you are looking for monthly mentoring where you are a part of a group of coaches who are working to simplify their recruiting by creating better systems, please consider joining Recruiting Made Simple.
For a limited time, you can get all 5 of my books in a digital format for $50.