Are you Using your Social Media Effectively?
Let’s face it, we should all have some experience of social media in this day and age, whether it be just for personal use or for marketing your business. Most of us understand which networks are best for different objectives and how to operate the functions of those networks. But how do we know if we are using social media to its full potential within your digital marketing strategy? Sure, you understand that content is key, but are you creating engaging social media content for your target audience?
Incorporating social media marketing into your digital activity is easy. Measuring the success of it is the hard part. Whether your goal is to increase traffic, grow revenue or simply raise brand awareness, you need to quantify your efforts to understand your ROI.
Starting with a clear objective in mind is key and establishing what effort level you can commit to each week is key in determining this, but in order to benchmark your return, you need to utilise analytics tools.
Measuring Social Media Engagement
There are a number of social media analytics tools out there, both free and fee based. Most social networks have their own built in analytics, such as Facebook Insights, Twitter Analytics and Pinterest Analytics. These offer a basic analytics platform to track a range of basic metrics, such as impressions, mentions, visits and engagement
Image Source: Brandwatch
Google analytics, although primarily a website analytics platform, gives important data analysis on social media as a channel and how this fairs against other channels such as organic, PPC, referral and direct traffic. It allows you to compare traffic from different social networks, so you can see which networks need more effort. Although Google Analytics doesn’t show engagement on the social platforms themselves, it does provide insights on how users are behaving on your site once they arrive from social media.
For more in-depth analytics packages, cross-platform social media tools give you the ability to analyse all your accounts in one place. Most are fee based tools, but some offer a free trial of the platform to try before you buy. Tools include Quintly, Brandwatch and Social Mention.
Using Stats to Improve Your Content Strategy
Once you have got to grips with measuring your success across social media platforms, you can use your stats to understand what sort of content is most engaging and where you need to up your efforts to improve engagement level. This comes down to honing your content strategy online. Reporting is therefore key, but most platforms enable you to download monthly reports, which you can use to populate your internal reporting to spot trends. Although time-consuming, it’s worth investing the time in data analysis to understand what works, where and when in terms of engagement levels.
Creating Visually Appealing Content
Social media users love visually appealing content. They are used to digesting large volumes of content quickly, which means that anything too text heavy or visually unappealing is going to get ignored. Your content needs to pack a punch visually.
Tweets with image links get twice as much engagement as those without. Facebookusers around the world generate billions of video-views every single month on the platform.
Ensure your social media updates are visually led to get the best chance of engagement.
Consider Content Timing
Timing is key for social media engagement. It is tempting to share content as soon as it’s ready, but results show that posting a peak activity times can provide you with significantly higher click through rates.
Your analytics tools will show you which posts are most successful at what times. Establishing whether the success is down to content or timing is difficult without testing, but content can be posted more than once at different times to measure results.
Are you looking to create engaging content on social media? Give the Whitefish Marketing Team a call on 01303 720288 and talk to one of our social media experts.