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Beyond KPIs: Measuring Success on Social Media, Learning From Your Analytics and Reaching Your Social Media Goals

CERN is the world's largest particle-physics laboratory. Thousands of scientists from all over the world work together to advance our knowledge of matter, its fundamental constituents and the forces that link them. With more than 2.5 million followers on Twitter, nearly 700,000 fans on Facebook and more than 450,000 followers on Instagram, CERN has built a large community on social media. But is that enough? We still need to publish engaging posts, publications that speak to our followers and makes them want to click, enjoy and share. The challenge is how to reach more people while staying true to the Laboratory’s ideals and values. 

With social media today, scientific institutes must work hard to be stronger than Facebook, Twitter or Instagram algorithms. This requires getting closer to the online community by showing more of what we do on a daily basis in our facilities while continuing to make people dream. Content such as Facebook Live, 360° images and videos, Instagram Stories and scientists directly engaging with questions from an online community all work to build engagement.

This talk presents CERN's quantitative objectives and KPIs on social media and shares how we go beyond these in analyzing the impact of social media posts. Because behind the numbers, it can be more important to redefine success on social media.

Key takeaways include:

• What are the most relevant KPIs on social media in 2020?
• How to classify “engagement” on social media
• How to learn from your KPIs
• How to best use your budget on social media campaigns