Why Analytics Should Tailor Your Social Media Strategy
If you get a little panicked when you read the word “analytics,” take a breath—it’s not as scary as it may sound.
When it comes to social media, analytics simply means the collection of data regarding your posts—also known as insights. Such as:
- number of likes per post
- total people who viewed the post
- people who clicked through to your website
- men, women, age
- time of day and day of the week
The list seemingly goes on and on, but the most important takeaway is how to view your social media insights and use them to tailor your social media strategy.
What Viewers Want
The first way to utilize your insights is to see what people are responding to. Look at your posts; which are getting the most views? Be sure to change the sort type to see other metrics like Profile Views, Interactions, Impressions, Follows, etc. Looking at the posts that were saved the most is a big key that your content is proving to be interesting enough for viewers to hang on to it.
What You Want Them to Do
One of my clients has great reach (the number of unique users that saw your Instagram post or story on any given day) on their posts, but it’s overwhelmingly with non-followers. That’s not all bad as you need content in front of new people, but the mystery is how to start converting those non-followers.
I started by looking at the posts that got the most followers. The posts are an infographic view on what problem the client’s services solve—aka education about the business. Bingo! The next month’s strategy is going to focus on more education with new and interesting infographics.
So, let’s translate that to your business. What are you looking to get social media visitors to do? Follow? Go to your website? Once you decide, start researching which of your posts did that best and stay in that vein when creating new content.
How to Start
If you’re not sure where to start, just take a look at your social insights. Play around with the metrics and make notes about which posts are doing well in each category. Those metric-focused topics and images can be a great starting point for developing a new content calendar.
Don’t have enough content to get a clear analytical picture? Don’t worry! Just get started and analyze along the way. Choose a variety of post types, varying images and content and see what works.
Better Yet, Let Me Start for You
Does this sound a little overwhelming? Don’t worry, I’ve got you covered. Click over to my contact page and let me know where you’re getting stuck. I love digging into insights and analyzing where we can improve—I also like starting from scratch. Either way, let’s talk and see how BW Concepts can take a task off your list and get your marketing rolling in the right direction.