A while back I shared a list of blog post ideas and one of them was to talk about your day job. I’m taking that one step farther today and using my day job to help you take your social media marketing to a whole new level!
You see, I’m the director of communications and social media for a non-profit and basically eat, sleep and breathe social media marketing and analytics on a daily basis. Well, sometimes I eat donuts instead, but you get the idea.
Over the past few years, I’ve learned so much about the world of social media analytics tools, that I know will benefit me and my social media platforms in the long run. When you start writing a blog, no one tells you this, but then you think about it a lot more and do a bit of research, you’ll find that there is so much to the blogging world than you know. For example, there is a long list of Instagram automated services on sites similar to https://kamadevayoga.com/top-instagram-automation-services/, that can help you grow your audience. There are so many tools that can help you to grow your brand, whether it is a blog or an online business. This includes some very handy shortcuts, that I thought I would round up a few of my favorites to share with you all!
Now, a quick disclaimer, I am by no means a worldwide expert on all things social media, so if you know of a cooler/better/more environmentally friendly way to do something, please please please share it in the comments! I’m all about learning here too! Before we begin I wanted to mention on social media you have the option to engage with your audience and interact with them, doing this can grow your brand, but I understand if you don’t have the type of schedules that allows you to do this on a daily basis. There are social media tools such as KENJI.AI that could help you with the engagement through automation, so you don’t feel overwhelmed with having to keep up your social media every day. These types of services are great if you want to improve your reach and online presence while promoting engagement. Some businesses use companies similar to SidesMedia (https://sidesmedia.com/) to aid with the newer social media platforms available, so they can grow their brand and their customer base. Now on to the good stuff:
1) Engagement rate on Facebook posts:
- What is it? The engagement rate is defined as “the number of people your post reached who then liked, commented, shared or clicked on it” and is displayed as a percentage.
- Why do I care? It measures your effectiveness at creating content that engages your audience. Instead of having to do all the math yourself, it’s a quick metric that lets you know just how popular your posts are. This can then tell you how popular certain content is with your readers.
- How do I find it? Go to your page and click “Insights” at the top. Select “Posts” from the left side bar and then choose it from the drop down menu via the second arrow on the right hand side.
2) When are your Facebook fans online?
- Why do I care? Not everyone checks Facebook 20 times a day. Well, ok some people do (#guilty), but believe it or not, there is a period of time when more of your fans are online than any other time of the day.
- How do I find it? Go to your page, click “Insights” at the top, click “Posts” on the left side bar and a graph should appear at the top of the page. By running your cursor over the graph, you can see what time is the most popular for people to view your content. Odds are it’s somewhere between 7 and 9 p.m. This data is based on a weekly average, so there may be minor fluctuations, but for the most part, this pattern is pretty standard among your fans.
3) Shares vs. likes vs. comments: Facebook’s Newsfeed algorithm is the bane of a social media marketer’s existence, unless you know how it works. Certain posts are more likely to show up in someone’s Newsfeed than others and a big way Facebook determines that is by giving more weight to certain types of engagement.
Shares, comments and likes (in that order) each get a different about of value given to them with shares being the mac daddy of all engagement. In a world where the easiest thing to do is hit “like” and move on, we have to work extra hard to get folks to take the other two engagement routes. For example, a great way to boost comments is to ask questions directly in your Facebook post, even if you repeat them in your blog post.
4) Twitonomy is one my favorite social media analytics hacks to date. For a long time, I had to manually keep track of number of retweets and mentions on Twitter. But then I discovered Twitonomy and my whole world changed. Or at least my Monday mornings. Twitonomy is a free(!) service that collects the number and reach of retweets as well as mentions. There are a lot of additional analytics with the paid version, but these two come with the free version and do the majority of what I need. Overall a decent social analytics tool though.
- Mentions: When you first log-in, you’ll see a Dashboard. Select the “Mentions & Retweets” tab from the top. The first graph that appears on the new page is your mentions! You can trace your cursor over the graph to tally up your mentions (or if you have the paid version, you can download the chart).
- Retweets: If you scroll down, you’ll come across another section labeled “Retweets”. Here you’ll find each the number of retweets each of your tweets gathered, as well as the reach of the people who shared them. This gives you a much better idea of how many people are seeing your posts, beyond just your own followers, which can be very helpful when you’re reporting results of a sponsored post.
5) Hootsuite analytics:Hootsuite is a great way to schedule posts (including Instagram!). In fact, there is loads of software out there designed specifically for Instagram, probably because it is the unofficial home of the ‘influencer’, and we all know just how powerful influencers can be when it comes to marketing potential. You can get an instagram feed planner for example, that helps you design the aesthetic of your page. But when it comes to Hootsuite in particular, there is some kick-butt analytics potential. Now, I have a paid account through work, but the feature I’m spotlighting is available in the free version. When you schedule posts via Hootsuite, you can use their URL shortening service which I highly recommend as it gives you access to click-through data.
That’s right! You can see just how many people clicked your link across all of your social media platforms, all in one spot. That’s enough to make any social media marketer faint from excitement.
You can get access to that data by hovering over the left side bar and selecting “Analytics”.
Then choose “Ow.ly Click Summary” from the “Templates” side bar. You’ll then need to select a report owner (the same name you entered when you set up your account) and a Twitter profile before hitting “Create Report”.
Your report will immediately be available for you to customize by the date range you’re interested in. I pull this data weekly for work, but you can choose the date range that works for you.
The graph at the top of the page will show the total number of click-throughs you had per day, which may be all you need. But if you continue scrolling, you can find the location breakdown of these clicks, how many came from each social media platform and how many clicks each URL received.
Cool, huh? I could probably go on for days about all the different ways to analyze your social media efforts, but these are my top five, hands down. Hopefully you can incorporate some of them into making your blog grow in 2016!