How to use data to identify your social media strengths from Social Media Marketing: Strategy and Optimization by Martin Waxman
About Lesson
How to use data to identify your social media strengths
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– A doctor I know, made a video that went viral. So, he started making more videos but none of them were as popular as a first. I asked about that and he said, “Not everything needs to go viral, it’s okay to be bacterial too”. Of course, only a doctor would say something like that but he had a point, and that is. A well targeted piece of content doesn’t have to appeal to everyone, the key is to reach your customers. The same principle applies to your company’s social media. Simply going viral for viral sake is not a sustainable tactic nor a realistic goal. It’s better to create niche content your audience can’t find anywhere else that speaks to their needs and builds relationships and trust. Okay, you’ve done your social media audit. Now, you can delve into your analytics to uncover deeper insights. What times of day work best for your posts and why? Is there a consistency to your engagement or does it vary? And, what does your CRM or customer relationship management data tell you to support or refute your observation? Customer engagement depends on many variables but here are the key ones, the type of social content you produce, the tone, timing and most important the relevance to customers. Interpreting your data wisely helps you optimize and adapt. It all comes down to understanding your audience and what they like or need. Do they respond better to videos or infographics? Maybe it’s tips and list? that attract them. Identify the topics and keywords that customers engage with and figure out how to do more of that. Look at your content calendar and determine if the content you believe is your strongest actually is. You might be surprised by what you find. We’ve a sample content calendar in the exercise files. Get under the hood of your social media post to see where you’re getting the best engagement and figure out why, then adjust your content calendar and continue to monitor and adapt in real time. Your analytics also show you who on the team was responsible for the highest producing or performing content. Celebrate or reward their creativity and encourage them to keep it up. Or maybe invite your social media star to lead a lunch and learn and share tips about what made their content stand out and inspire your team. Don’t just create content in a vacuum and rely on your gut to determine what works instead dig into your data, analyze it and watch how your customers behave. And remember, one viral success is not a social media strategy.
