If you’re on a computer and connected to the internet, you’ve probably experienced the all-consuming presence of social media- in fact, it may have brought you to this very blog. Beyond being a tool to connect with family and friends, social media allows companies to disseminate their message while connecting with customers and prospects. While a helpful tool to spread brand awareness, social media marketing does come with its fair share of obstacles and is not a guarantee of success.
To hone your social skills and figure out where your brand fits in the social media web, it’s vital that you take time to assess your numbers. Let’s dig in.
Why Analysis is Important
The realm of social media for business is competitive and crowded. The market saturation makes it essential to continuously test and track your results in order to identify the most effective strategies.
You wouldn’t run an ad campaign and then end it without assessing the success of your pre-defined goals. The same goes for social media. Without data or feedback on your social channels, you’re stuck in the dark on what is and isn’t working.
Producing social media can generate a “throw lots of content at the wall and see what sticks” mentality- AKA create as much content as possible and hope that a few things go viral. This strategy not only wastes time but dilutes your content. Through analysis, you can save time and precious engagement. For example, during the course of a routine social audit on all of The Moak Group’s social pages, we noted that we could benefit from an increase in Facebook engagement- especially after Facebook announced a shift in their feed algorithm. So, we chose to shift our social content calendar to increase our number of video-driven campaigns, and are in the process of implementing exciting new changes to the way we present content on Facebook.
What to Look For
It takes many pieces of the analytical puzzle to get a well-rounded social strategy in place. Here are a few of the key metrics to keep an eye on:
- Followers: The number of followers you have directly influences your content engagement and traffic. Follower numbers can also speak to influential content. Looking at a graph of followers gained per day/week can bring outliers to light. When you start digging into why spikes occurred, you can see what is working best for your brand, such influencer engagement or graphic campaigns. Whatever it is, note it and do more of it.
- Impressions: Impressions are the number of people who have seen your social media posts. Check out your impressions and note any irregularities in reach, especially on a platform to platform basis. Getting double the impressions on Facebook than on LinkedIn? Maybe you need run a few advertising campaigns on LinkedIn to increase followers or change your LinkedIn content to inspire business-oriented users to follow you.
- Engagement: Social media engagement means getting your fans to do something in response to your content. Look into the posts that gained the most engagement (such as likes, shares, retweets, etc.) and analyze what they did right. Equally important, look at your low-engagement posts. What can you cut out of your social media strategy to reduce the duds?
Work Smarter Not Harder
The bad news? Diving into social analytics can be difficult and at times overwhelming. The good news? The tech industry realized that people wanted to see the impact of their social media and created a bunch of tools to make it easier! At TMG, we have incorporated support and analytics from platforms that allow us to increase the information we have access to in the most efficient way. While most social platforms offer their own form of analytics, utilizing third-party analytics, and scheduling tools allow us to optimize our output and compile all of our data in a comprehensive 360-degree way with the touch of a few expertly crafted buttons.
Looking for expertly crafted and analyzed social? At TMG, it’s what we do.