Discover the importance of data analysis in your social media strategy.
On a scale of 1 - 10 how would you rate your organization's efforts to analyze your social media strategy data? (Hint: if you're unsure, it's likely at the lower end of the scale.) If social data analysis is something your organization is currently not engaged in, it's time to step it up and start getting even more out of your social media platforms.
"Why?" You might ask:
Sure, measuring data sounds daunting at first, but it will make your life easier overall. Never again will you have to make a blind decision when it comes to your social efforts. Analysing things like post engagement, reach and impressions will help to take the guesswork out of your next steps. Not only this but you will also be able to:
- recognize what is working, on which platform (they may vary)
- recognize what is not working, on which platform
- recognize ways that you can improve
- plan alternate strategies that will enable improvement
- set attainable social media goals
Data analytics will highlight where your efforts should be focused. What kind of posts get the most attention? Should you drop one platform and focus on another? Should you increase or decrease your number of daily posts? For which demographic should you craft more posts for? Data analytics will tell you and help you change or simplify your social media strategy.
With so many free and paid tools available online you'll be able to easily find and measure data such as:
- audience reach and growth
- post engagement (likes, shares, retweets, comments, minutes watched, etc...)
- brand perception and visibility (positive, negative or neutral brand mentions, where and how often)
- website traffic from social
- conversion rate from social (how many who click through from social also fill out a form or subscribe to a newsletter)
Remember, gaining a large social following on various platforms isn't the end goal. Of course, it's a goal, but the purpose of that goal is to fulfil the overall goal of increasing revenue and growing your business. It is a means to an end. It's up to you to entice this large audience of yours to take other actions, like visiting your website, signing up for a newsletter, or even simply sharing your content with their networks. By analyzing your social media strategy results you'll discover how to do this effectively.
If you're just getting started with developing our social media strategy check out our guide to developing an effective content marketing strategy.