I manage social media content, and I also track its performance.
Analysis is extremely time-consuming work, even when you have access to a shiny digital tool that gathers much of the data for you. After all, once you present all that data, it's up to you as the keeper of the social keys to first explain what the heck it all means, then suggest the next steps.
In the thick of all those numbers, you might begin to wonder if you're the only one so passionately consumed by, say, the number of post shares you're getting.
In speaking with some like-minded individuals, it occurred to me that many of us don't have to wonder. They know they're the only ones who give even the slightest resemblance of a hoot about social data.
Which prompted one of those individuals to pose a question: "If you're the only one who cares, why kill yourself gathering the data?"
Two words, friends: Job security.
They (and "they" can be anyone: your boss, senior-level executives, etc.) may not care now. But they will. And when they put you in the spotlight, what, pray tell, are you going to have to show for yourself? A picture of a puppy that got a few likes on Facebook?
I certainly hope not. On the contrary, I hope you'll be able to show how certain types of content didn't do much for engagement, so you decided to instead try another approach that in turn increased your engagement by XX%, which in turn generated positive publicity/sales/more website hits for your business.
For you see, this will demonstrate that you truly care about what you do, and want to help the company succeed. The people you report to may not yet even know enough about what you do to respect the subtle art that is creating socially shareable content or building a relevant and useful online community.
But they sure as heck will respect your willingness to be accountable to the company's bottom line.
So take heart, social analysis nerd. You may not feel like what you do is paying off right now. But it will.