Make the most of your analytics
94% of marketers use social media for content distribution (SEMrush, 2019)* but it may not be delivering the results you had hoped for or directing your audience how you want. This is why you should be looking at your data.
Data is a word bounced around a lot today with many connotations with regard to social media. For your brand, data is the most important element to learning about your audience and optimising your digital presence. There are plenty of social media analytics apps and programmes available however the simplest way to gather concise and accurate data, is straight from the social network itself.
Whether you are using Facebook, Instagram, Twitter or LinkedIn to post organically for business, all of these networks provide comprehensive analytics of your pages and posts going back as far as around 30 days.
Here is an example of a Facebook post we made for one of your clients. If you have posted recently, view your analytics for more context regarding your own Facebook business page.
Look at your reach, this is how many people see your post on their platform. Increasing the reach is not only appearing more frequently to more people but becoming known by your audience. Consistently appearing in their feed will make your business memorable to them, however it is important to note that frequent appearances will only have a positive impact on your audience if it is relevant, informative and impactful.
Next, take a look at your engagement. On Facebook this is broken down into specific interactions. Likes, reactions, comments and shares. The action of a ‘share’ on a post on Facebook can extend your reach to individuals who don’t already follow your page. Increasing the number of shares of a post can cultivate your following as well as boost your reach.
Each post will have a specific call to action, and in many cases for businesses, a goal for using social media is to drive traffic to a website. Remember to include a link to your website in your posts stating a call to action for the reader to click on the link. Social media platforms provide analytics for how many clicks the web address gets. Compare this with your website data and you can learn whether or not your social media content is generating conversions through your website.
To summarise, this data illustrates the type of content that gets the most engagement and exactly how your audience engages with your content. The data can be interoperated into a report for your business to actively strategise content and further optimise the use of social media for future campaigns.
If your business uses a variety of social media platforms for marketing, compare the data from each, what content performs better on each platform and how you can adapt content around each platform. Content refers to photographs, graphics and video.
Look at your following, who they are and when they are most active on each platform. Here you can judge a prime time of day for posting on your page to ensure the reach goes a long way for every post.
At Platform Media, our social media marketing branch is driven by data. The collaborative elements in our creative social media marketing approach stems from research into a client’s social media data. Results are stringently analysed and a strategy is devised to make the most of social media for marketing the business. Get in touch with us today to find out more.