The Road to Disney: How to create a data-driven social media plan

Social media is one of the richest data mines imaginable, yet too many people still run their accounts based on vibes only.

Heather Brinckerhoff, currently the head of social for QVC but with rich experience at brands including Magnolia and Legoland, laid out how to use data to improve your social media plan at Ragan’s 2021 Measurement, Social Media & Marketing Conference. Brinckerhoff will be sharing her insight again next week at the 2022 conference in Walt Disney world.

Though she’s worked for some incredibly fun brands, effective data collection and measurement is at the heart of Brinckerhoff’s leadership strategies. Not only can data help you get buy-in from stakeholders— it’s  also critical for understanding your audience and responding proactively to a crisis.

But it can be easy to get lost in the data or in the day-to-day work of feeding the content beast. It’s always wise to stop, take a deep breath and a look at your data and learn how one can help inform the other.

Here’s how to do it.