INBOX INSIGHTS, December 7, 2022: Goal Setting with Community, 12 Days of Data

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Goal Setting Is a Community Activity

It’s the most wonderful time of year. You are getting spammed with health and fitness ads. I actually just got a DM on LinkedIn from a “fitness coach” that can help me reach my fitness goals. Yikes.

All of this to say, if ever there was a time of year where people set goals, both personal and professional, this would be it.

Oh, and here’s the data – the peaks show Dec-Jan since 2004 of people searching for “goal setting”.

December Google Trends for Goal Setting chart

Goal setting can be deeply personal for some people. Goal setting is also how businesses thrive and survive. But this post isn’t about how to set a goal. This post is about what to do once you’ve set the goal and want to reach it.

Whether you have a personal goal or a professional goal, you need a community.

Let’s say your goal is to compete in the Olympics. You may be the one training, but you’re not getting there alone. You have a coach to guide you. You have a nutritionist to set a plan for you. You may have a team that you train with. You have friends and family to motivate you and cheer you on. That’s your community.

Think about your business, your company, your team. You likely have goals that you’re working on setting for the next fiscal year. Once those goals are set, how do you achieve them? With the help of your community.

Start thinking about the people around you as a your community, instead of staff or just people to delegate to. Consider it a mindset shift. It’s a great way to get your team more involved, give them a sense of ownership and help with accountability.

This morning, I had a bit of breakthrough in how we, Trust Insights, would do a better job of reaching our goals. I may be the one setting the goals, but I am surely not the only one working to meet them. First, I talked with Chris about what the company needed from him. Then I talked with my right hand woman, Emilee, about what the company needed from her. I checked in with a good friend because I admittedly needed the reassurance.

I turned to my community to start the process of achieving the goals that have been set. I gave everyone sense of ownership and expectations. We’re going to work together to meet our goals. Oh, and don’t worry – John and I will connect soon too. He doesn’t get out of this exercise!

Your community is going to be unique to you. My advice is to not try and go it alone. Activate people around you. Give them responsibilities, even if it’s only to cheer you on. Just because you set the goal and will do the work the reach the goal, lean on those around you to support the goal and keep you accountable.

Do you have a community to help you reach your goals?

Come tell me about it in our free Slack group, Analytics for Marketers »

– Katie Robbert, CEO

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Binge Watch and Listen

In this week’s In-Ear Insights, Katie and Chris tackle the written and unwritten rules of community management, especially for private social media communities like Discord. What makes a community management team successful? What makes it prone to chaos? How do you set up your community and your moderation team to be successful? Tune in to find out!

Watch/listen to this episode of In-Ear Insights here »

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Data Diaries: Interesting Data We Found

This week and next, Data Diaries is on hiatus because… it’s time for the 12 Days of Data! The 12 Days of Data is our look back at the data that made marketing in 2022. We’re looking at the year that was (and oh, what a year it was, something we’ve been saying for three years straight now…) from an analytics perspective to see what insights we can take into the next year. Take a look at the first issues, and click through to read more and see the data for yourself.

  • 12 Days of Data 2022 Day 1: Private Social Media Networks: Private social media platforms like Slack, Discord, and Telegram saw explosive growth in 2022, providing companies with an opportunity to create communities and incentivizing them to focus on member retention. Companies that embraced these platforms early on benefitted strongly during the pandemic. It’s not too late to jump in and create a valuable community.
  • 12 Days of Data 2022 Day 2: Instagram for Brands: In 2022, the median engagement rate for unpaid brand content on Instagram was 0.18%, a decrease of 41.9% year over year. However, since the changes in management at Twitter, there has been an increase of 15% in follower growth, 8% more comments, and 4% more likes. Brands should continue to experiment on Instagram, taking advantage of the new content formats and engaging with their followers. It’s also important to diversify away from one platform in case of changes to the platform.
  • 12 Days of Data 2022 Day 3: Instagram for Influencers: Influencers have seen their engagement rates drop substantially in the last few years on Instagram, but we see a mid-year bounce in both influencer engagement rates and follower growth since the management change at Twitter. If performance continues to improve, it may be worth pivoting your marketing strategy to include more focus on Instagram. Keep an eye on your own analytics in the social media management tool of your choice, and reallocate attention as you see performance change.
  • 12 Days of Data 2022 Day 4: Content Republishing: Content republishing remains a major part of the content landscape in 2022, but original content continues to out-perform republished content. Content republishing can be a useful technique to refresh and update old content, but if you don’t have the resources to consistently crank out high-quality content, you may find better performance in generating new, original content or leveraging AI-powered content generation tools.
  • 12 Days of Data 2022 Day 5: Top News of 2022: News volume in 2022 was at an all-time high with 53.2 million news stories. The most consequential stories of the year were the war in Ukraine, the mass shooting in Uvalde, Texas, the death of Queen Elizabeth II, and the protests in Iran. Companies only made up 0.79% of news stories in 2022, making attention from our audiences more valuable than ever. Companies need to prepare for major disruptions in their marketing plans and have backup plans to ensure success in a challenging environment.
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