Just think of new software or a new service

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Structure step ② – Potential range per channel With these audience segments, immerse yourself in the metrics of all channels, available through each channel's ad environments. You investigate through which channel all those different segments can best be reached. Play with the filters and write down the numbers. This is the potential reach per target group per channel and also important input for drawing up your social KPIs . Icing on the textured cake: measuring becomes easier.

These numbers give context to your social KPIs. Your supervisor's question – “Are 85 likes on an Instagram post a lot” – you can answer by looking at your potential reach on that channel for that target group. If you consider that 3% of your followers see your photo editor Instagram post, you can do the math. And then those 85 likes get meaning. This is % of all clicks. Of these blogs, got no clicks at all and another got or less. News topics and new topics You can also divide these topics into news topics and new topics.



A news topic will see a strong increase in search volume and then fall back to almost . Just think of all the news in the showbiz world. Those topics are hot for a few days, but then nobody cares anymore. A new topic will also (may) see a strong increase in search volume, but will not fall back to . These types of topics will have search volume for a longer period of time. And maybe even only increase if the product or service becomes more popular.