Refining Your Content Strategy With Social Media Analytics
Author W.B. Yeats said it best: "Think like a wise man, but communicate in the language of the people."
Who knew this literary quote would one day be applicable to the realm of social media? Today's brands understand all too well just how important it is to create compelling content that resonates with their target audience.
We've all heard digital marketers preaching time and time again that valuable social media content is both strategic and snackable, especially in terms of delivering value, education and, in some cases, entertainment. When it really comes down to it, great social media content not only supports the goals of your brand, but the desires and needs of your social community. In essence, you need to speak the language of your social media audience.
So how do you know if your social media content is meeting the mark? The answer can be found in social media analytics.
Engagement is king
Despite what your CMO/boss/client may think, social media has never been about Facebook "likes" or Twitter followers. Social media is all about engagement. Brands need to interact with their audience and provide content that truly drives the conversation. If you're only looking at the fluctuations in audience size, and not examining the post and channel performance, you're only seeing part of the picture.
Consider your social media audience as a virtual focus group and look into how well your content is performing within that group. Through a combination of qualitative analysis and strong measurable metrics, you'll quickly begin to see trends and be able to optimize your content strategy for greater success.
Start by identifying your top-performing messages and really dive into what's working. Is it the type of content you're sharing? Is it the time of day you're posting? Is it the topic or tone of the message? Hone in on what's making those particular messages drive higher engagement from your audience.
Related story: Getting ROI From Your Social Media Efforts