For you as a marketer, social media is a source of client prospects unlike any other. Whatever your product or service, people are out there looking for it, asking questions, and discussing related topics.
But how do you know what types of content works? And what does not work? Similar to the way you can review the analytics on your website, you can also gain insight to your social media platforms to see what is effective (and what is not effective) so that your plans can be adjusted accordingly. Read the following article to learn how to gain the insights to improve your company’s social media marketing efforts.
See Which Content Resonates With Your Audience on Twitter
The dashboard provides a decent overview of activity over the last 28 days. The major statistics it provides are Impressions, Engagements, and Engagement Rate for each tweet and the trend for those over time.
The summary shows the number of times you’ve tweeted, tweet impressions, followers and profile visits. Next to each number is an up or down arrow, representing the change over the previous period.
It’s not just about statistics — your account home has even more in store. It’ll let you know who your top follower is every month, in terms of reach. You can also see whose Tweet mentioning your handle drove the most engagements. This is the place to start when you’re looking to kick-off a co-marketing venture or find a business partner.
Get to Know Your Fans Insight on Facebook
You have created a Facebook Fan Page. Now what? I bet these questions come to mind: “Is my page a success?” “Who is engaging with us?” “Is our engagement effective?” “Does our content strategy work?”
The Facebook Insights dashboard will help you answer some of these questions. As defined by Facebook, “Insights provides Facebook Page owners with metrics around their content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners are better equipped to improve their business with Facebook.”
The Overview section provides the most important analytics. It lists page likes, post reach (the number of people who have seen impressions of a post) and engagement (the percentage of people who saw a post and liked, clicked, commented on or shared it).
This is where you can drill down to view your Facebook Page statuses in relation to the fans on your page.
- Total Page Likes – View the growth or decline of your ‘likes’ over a weekly basis.
- Net Likes – This shows you the likes that were organic (unpaid) and those that were paid, through Facebook ads. You’ll also see if anyone has ‘unliked’ your Page. There’s nothing wrong with getting some ‘unlikes’, as long as it’s a very small percentage of your total audience.
- Where Your Page Likes Happen – The majority of likes will probably happen when people visit your Facebook Page but they could happen in other places.
Post Reach – This shows you the number of unique people who see your postings on Facebook over a period of time. This is split into organic and paid methods.
|View a daily breakdown of reach by day and by type|
If you click on any section of the graph, Facebook Insights will show you details of the posts that day that created the reach displayed. Check out the peaks and the lows. Why did you get those peaks and why were some posts not popular at all?
- Likes, Comments, and Shares – View the trends related to likes, comments and shares on posts. Click on any point in the graph and view the posts related to those trends.
- Hide, Report as Spam and Unlikes – Unlikes are ok as long as it’s only a very small percentage of your total fan count. However, people marking your content as spam is something you really need to watch. This is not a big issue if it’s only the odd time but, if it’s happening regularly, you may be penalized by Facebook for it.
- Total Reach – This shows you your post reach, plus any content that that was posted to your Page and shown to your fans, Page-like ads displayed to people, mentions and checkins. (Remember: reach is the number of unique people that see your content.)
Want to find out when your audience is online? In the Posts section, you’ll see a graph showing what days of the week and times of the day your fans are online. The takeaway? If you post at times when your fans are online, you have a better chance of reaching them. This is split into three sections:
When Your Fans Are Online – This shows you how many of your fans are online at any given time during the day. In the graph below, most of our fans are on Facebook later in the afternoon, which makes sense as a lot of our fans are based in the US and we’re at least 5 hours ahead of them.It’s not always best to post when most of your fans are online, because that may also be the most competitive time to get onto their newsfeed. You also may have fans in different parts of the world, so you will need to target them with content at different times.
- Post Types – View a list of the posts you shared on your Page by type. You can see which posts worked the best – photos, links or status updates. You should always have a variety of updates on your page, so try to have a good mix.
- Top Posts From Pages You Watch – This will show you the most popular posts from Pages you track. It is really useful to see which posts work well for your competitors.
The People section lets you review detailed information on your audience demographics: the percentage of women and men,ages, languages and even cities your fans live in.
Use this information to focus your content on what your fans care about. For example, if your audience is mostly twenty-somethings just out of college, you don’t want to talk a lot about retirement. Instead, share content that’s helpful to them, like tips for finding a first job.
In order to gain an optimal overview of your market, your customers, influencers, important topics and retain all the key channels and their figures in mind, using a combination of both, Listening and Analytics, is very helpful. Only using both approaches together results in a holistic, successful and sustainable social media strategy.