Social Media Analytics
To get the most out of social media, you need to know how to use all of the tools at your disposal. Until recently, we had not been focusing much of our time on Facebook and LinkedIn analytics. Both of these platforms allow businesses to easily view and track their analytics data using Facebook’s “Insights” and LinkedIn’s analytics feature.
These tools allow users to view analytic data for every individual post they have made to that page. Statistics like organic and paid reach, interactions, and clicks appear next to each post and allow the user to scroll through and see which posts have been the most successful.
At first, all of this new data can be somewhat overwhelming, but with a little research and time, your plan of action will become clear. Once we were able to gather all of the important data and separate the important stats from the irrelevant ones, we began seeing the answers to many of our social media questions.
Step 1: Create a Spreadsheet
Creating a spreadsheet that displays only the information most relevant to you and your social media goals is an effective first step. A detailed record of which types of posts were most effective throughout the month will put your priorities in order for the following months.
If your goals involve getting more impressions and growing your fan base, be sure to have your research reflect that. If you are more interested in your current fans becoming more engaged, focus more on what posts attract the most likes.
Step 2: See What Works
Since we were more interested in growing our overall fan base, we focused the majority of our efforts on discovering which kinds of posts reached the largest number of people.
Here’s what we did:
With a spreadsheet that detailed the types of posts (status, link, promotion) and their success, we were able to determine different factors that impacted our organic reach.
For LinkedIn: Text-only posts seemed to reach a far larger audience than posts that linked to our blog and other websites. The differential was substantial with text-only posts receiving 2-3 times more impressions than pictures and links.
For Facebook: Our organic reach was greater when a hashtag was included in the post. We did not use a hashtag the first few weeks that we ran a new promotion, however as soon as we began to use one, organic reach tripled!
Step 3: Create a New Plan
LinkedIn Solution: Incorporate a new type of weekly post that does not require an image or link. We chose to go with industry facts and quotations while still mixing in the occasional link.
Facebook Solution: For our weekly promotional contest, we began using a hashtag for the contest name. An effective strategy for making your posts visible to non-followers and potentially increasing page likes.
Although we just recently began tracking this data on a consistent basis, it is clear that we are making strides towards achieving our social media goals. In order to improve your social media results, it is essential to make changes. When you have data and something to refer back to, it allows you to find what changes to make and helps you achieve those goals.