The #GirlsWhoCode Movement & What It Can Show Us About Success Metrics

On February 18, 2016, Posted by , In Digital Marketing,Industry Trends, With No Comments

Marketing Land columnist Chris Kerns recently took a dive into the Twitter numbers of the #GirlsWhoCode movement, which aims to shrink the gender gap in technology focused industries. What he found can teach marketers a very valuable lesson: the easiest and most obvious metric isn’t always the best predictor of success. See below for a summarized walk through his process.

He first looked at the easiest & most basic Twitter metric – mentions. Based on this graph, it looks like things aren’t going so well for the movement.

1

 

 

 

 

“I can hear the panic from here: We’re becoming less relevant! Do a big ad buy! Everybody freak out!”

Total mentions are great at illustrating the buzz around a movement, but to really get an idea of impact, you need to look to individuals – The next graph shows unique users who are talking about #GirlsWhoCode.

2

Finally, segmenting the unique users by gender becomes most revealing way to analyze the success of the #GirlsWhoCode movement. Though the total mentions have decreased each month, the number of women talking about the movement has steadily increased each month!

3

4

Chris advises to “always look beyond the simple solution” when it comes to measuring success.

“The key to a good measurement process is focusing on the number that will drive your business — not the easy numbers to get, but the right numbers. Sometimes a quieter story can speak volumes about bottom-line results.”

Check out Chris’ full write up here.

Comments are closed.