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Social MediaICBA Members, join us for our Spring 2020 Online Institute, a three-part webinar series! Read descriptions of all three sessions and get more info about ICBA Online Institutes here.

Session 3:

Metrics that Matter - Determining Success in Social Media & Email Marketing

Likes, follows, clicks, shares, reactions; what do they all mean? Unless you’re looking at the right social stats and using them wisely, they don’t mean much.

Used wisely, your metrics become powerful tools that boost your bottom line. If you don’t dig deeper and leverage those numbers, you’re leaving money on the table.

This session delivers insights necessary to deepen your understanding of the numbers that drive social media and email marketing success. We'll also review the consideration of current times, which are causing businesses to see a greater decline in reach and traffic and a lot of competition in the newsfeed.

We'll discuss what this means in the context of benchmarks and potential advertising budgets.


  • What to look for depending on your phase of strategy (brand awareness, community & loyalty, and conversion).
  • A glossary of terms because each channel may look at things differently.
  • A template you can use to simplify your data gathering and analysis.