Using Analytics to Improve Your Social Media Presence

The goal is to turn data into information and information into insight.

Carly Fiorina

When you think of number-crunching, you might picture accountants, data scientists, or auditors. Now, think about the smartphone that’s undoubtedly sitting not-too-far-out-of-reach. What about social media? Your social media apps are home to valuable information that can be tapped into. To provide insights to your past activity and guidance for your future campaigns.

And yes, there are people out there who are social media number crunchers. (Like us!) Your posts you’ve shared and the engagement you’ve received from your followers all work together to give a comprehensive overview of your digital activity. Working with someone who knows how to use this information can be extremely beneficial to your social media success.

So how do social media analytics help?

1. Understand your audience

Have you ever posted something on social media and hoped that no one would see it? Of course not. The purpose of social media is to share information with your network. But if you’re sharing updates during times when your audience isn’t active, what good is that doing you?

Social media analytics can give you information about your audience to better help you target them appropriately. Maybe they’re most active around 7:15pm, so that would be a better time to post than at 5pm when they’re heading home from work. Analytics can even tell you about your audience’s demographics – age, gender, location – to help you connect with them further.

2. Create better content

It’s likely that your brand utilizes multiple social media channels – maybe Facebook, Twitter, Instagram, and LinkedIn. Remember that each type of social platform is used in a slightly different way. Instagram, for example, is much more visually focused than the others. And Twitter is used for short, catchy thoughts with a limited number of characters.

When looking at each platform, analytics can help determine which types of posts are performing the best so you know what to focus on. Maybe you find that one particular social platform isn’t driving engagement quite as much as the others. It could be better to let it go and give more attention to the higher performers.

3. Adjust your strategy accordingly

Some posts are better received than others. Some are more popular, and some stimulate more engagement. But it’s unlikely that your very first posts were the very best. In social media content creation – as in life – we rarely get it right the first time. We continue learning, growing, changing, and evolving into something better.

Using numbers and metrics give us concrete data about the results of the content and campaign strategies. And when you notice posts that aren’t performing as well as you hope, you know that it’s time to make a change. Back to the drawing board, or maybe a pivot back to a more successful strategy. When you have numbers backing you up, you can feel confident in the decisions you make.

If you’re looking to bolster your social media analytics strategy – or start from scratch – we at Brieffin are here to partner with you through the process. We have 8+ years of experience and are enthusiastic about sharing our knowledge with our clients as we work together.

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