If you’re using social media for business, then you should also be measuring and analyzing your metrics. Keeping tabs on how well your content performs will give you real-time insight on what’s successful and what isn’t. Ultimately, this will allow you to adjust and fine tune your content strategy.
Peter Drucker is credited with two of the most important quotes in business management. The first one being; “If you can’t measure it, you can’t improve it”. This statement rings true in the world of content, and social media marketing.
Benefits of measuring and analyzing your social media activities include; Better public opinion, better lead generation, better engagement, and more customers. So, what are the best ways to measure and analyze your social activities?
I’ve got three tips to get you started
#1 Define Your Social Goals
Before you can measure and analyze your social media activities you need to clearly define the goals of your content strategy. What are you trying to accomplish or gain by posting on social media? Are your goals to grow your following? Offer a product for sale? Build awareness? Build a community?
All of these are viable goals. Your task here is to list all of the goals you want to achieve. This will give you a clear picture and shape the type of content you’ll produce across the social media platforms.
#2 Create Metrics
Now that you have clear goals in mind, it’s time to match those goals with metrics and analytics that you can measure.
Growing a following, measure how many page likes, followers and email leads your content generated.
Offering a product for sale measure how many sales your content generated, age group of those who purchased, gender of those who purchased, location of those who purchased.
Building Awareness, measure how many post likes, shares and comments were left on your content.
Building Community, measure metrics like retweets, comments, replies, and participants.
All of these metrics, over time, will provide in-valuable insight into how your business or brand is seen on the social platforms, and will reveal what adjustments need to be made to make your strategy more successful.
Focus on one metric at a time. Spreading yourself too thin and bombarding your audience with more than one goal can lead to consumer confusion and turn off potential prospects from your business or brand.
#3 Monitor and Adjust
As data rolls in your initial findings will set a baseline or benchmark for future measurement.
Carefully review these measurements so that you can figure out what you can improve on. Once the weaknesses in your content strategy are identified you can make slight changes, try a different approach, and measure again. Keep the initial metrics handy so that you can measure improvement or decline in your strategy.
If you’re participating in a content strategy for social media, you really need to understand how your content is performing. What sort of impact is your content having in your market space? How is your content performing in comparison to your competition? Are you meeting or exceeding your social media expectations? All of these questions are vital in the world of content marketing.
Having reliable and consistent analytics will help you track your success across the top social media platforms. It’s only by measuring that you can truly understand your position in the market and what changes need to be made in your strategy to help you stand out.
Charles Watson, M.B.A., T.M.
Digital Content Strategist / Founder
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