Using Analytics to Improve Social Media Marketing
Want to know what metrics to follow?
Knowing what to measure and how to apply the data makes it easier to modify your social media efforts for better engagement, reach & visibility.
Like most data sets, social media platforms offer some analytic information that is based more on vanity than value.
For example, an increase in 'likes' or 'followers' makes you feel all warm and fuzzy inside and are great for growing your overall brand awareness and digital presence, however, in and of itself – ‘likes’ and ‘follower’ metrics are not really telling you anything.
Focus on analytics that are specific to your strategy and goals.
For example, if you want to grow engagement rates, then you need to focus and zero in on per-post engagement levels. See what works and what does not.
Facebook and Twitter both offer data on how well individual posts perform, including reach & engagement.
(In Facebook you will find this under your insights tab. In Twitter, you can find this information by clicking your profile and selecting analytics).
Pay close attention to this data, this is data shows what types of content / posts your audience is most interested in, and when your audience is interested they help you by engaging with your content and amplifying it through their own networks, which in turn helps to grow your audience and create greater brand awareness.
So…How do you find out exactly what types of content, formats and posts your audience is most likely to like, comment, re-tweet, share, etc?
Start by posting various links, images and video - which post types are receiving the highest engagement rates?
If your audience prefers video to images, than posting a video of a new listing will be a better use of your time and effort than a link or single image post. If you do not have a short video snippet, have no fear, there are a few ways you can go about creating one.
1. Create a PowerPoint presentation (recommended for those with at least intermediate experience with the program). Once you have made your presentation, save as an MP4 and upload. This can be posted to most social accounts.
2. Save quality images to your computer and go to your Facebook business page (this only works for business pages, so if you are using a profile account only, try our first suggestion). On your business page, click ‘share photo/video’, this will provide you with 5 options of file types to use. Select create slideshow and add your images – you can even add music!
3. Pay a professional to create a virtual tour and link for you to share.
(As a side note; there are some great FREE tools out there to add flair to images/social posts. See our list RIGHT HERE)
Conversely, if you are finding that posting a listing link from your website to your Facebook account delivers the best results, than it is in the best interest of both you and your client to post listings through web links.
As an aside, be sure that you take a look at your post engagement and reach data before making any decisions - time and time again, agents assume what is working best (whether it is because of their own personal preference, a lack of knowledge, or sometimes lack of care and effort). Don’t assume, you know it makes an ASS out of U and ME.
Another key metric to pay attention to might be knowing when your audience is most likely to be online, and what times to post for the great chance of post engagement. Again, in Facebook this is found under your insights tab, and in Twitter under your profile settings (under analytics).
Getting timing right is a big factor in determining who sees your posts, and after all if nobody is going to see it, why bother? It’s simple there is limited amount of real estate that each of us already get in social feeds, and it’s highly competitive and hard to come by, so use your insights to know when your fans are online and likely to see your content.
When all is said and done, there typically is not a ‘one size fits all’ approach to social media marketing. Check your insights, experiment, check your insights again and zero in on when and what works for you and your audience.
MARKETING IMPROVEMENTS YOU CAN MAKE USING DATA
Craft content based on pain points revealed in audience data and research
Shift the details and timing of sponsored posts to improve audience reach and engagement
Adjust tone to better fit your audience
Expand content and data to discover new segments
Create offers better aligned with audience interests
Let us know how you did! Or, if you have any questions about how you can use analytics to improve social media marketing, get in touch! email@example.com