We now know how to create presence on social media platform. After we have created a presence, we need to make sure, that we analyse what strategy we had implemented on social media accounts. We need to make sure what is working for us and what things need to be improved upon.
We need to know how engaged is the audience on various social media platform and are we targeting the right people? We also need to know whether the platform is right, demographics of audience, interests, behaviours of audience etc. All this can be done with the help of social media analysis. Most of the sites like Facebook, Twitter, Instagram have analysis tools available, which can help us measure this. Even if a website doesn’t have these you can measure it easily using Google Analytics. Also, there are other social media tools which I would be discussing later about.
How social media analysis can help in digital marketing strategy
Social Media Analysis in Action
The first thing you would like to begin with is analysing the number of followers or like your page is having and also your competitors page. There are also percentage changes you would like to measure to make sure that you are able to compare changes over a period of time and not just measure absolute changes. Let’s understand this with the help of example. We have 3 digital marketing company in Delhi A, B and C. Company A has the largest followers, B and C have less followers. However, that doesn’t mean that their social media strategy isn’t successful. You will need to look at this in more detail before you make a call.
Engagement
First, is the engagement. You will need to look at how many engaging content all the three companies have posted. The number of posts, made by each of them won’t exactly give you the real idea. For example, A posted 10 times in a day, while others posted three and two times respectively in a day. However, this does not mean that which Page was more engaging. For this you will need to look at the number of likes each post got in the day, you will also need to look at the change over the previous week.
This shows the number of followers don’t actually matter much. What matter is how are engaging your content was? Even if you have less number of followers, you can make it up by posting good content and using the correct hashtags, which will help it reach the audience which is not even followed you.
Followers help in increasing is the director each of your content but for indirect reach you need to have content which is engaging and using right platform and methods like hashtags for FB, twitter, Instagram and Upvotes for YouTube, Reditt etc. After you have studied the engagement you will need to find the most engaging content.
Most Engaging Content
Studying the most engaging content of your company and your competitors website can be a little tricky. You will first need to select the timeframe over which you need to make the study. Let’s say we need to study this over a period of two months. We would bring out all the posts which have been made by you and your competitor on the social media platform see Facebook. Now, find the number of likes and shares made on each and every content during this period. The number of likes and shares would help you understand, what the audience actually liked and what strategy can you use to make the content more engaging.
Conversations
One thing that I have noted over my career, is that engage with your audience in a better manner, you will need to make sure that you interact with them time to reply each and every query, feedback for testimonial of theirs’s. this goes a long way in helping build you a fan of loyal customers. Suppose the customer mentioned some comments on your content on Facebook. Then you would like to answer it and making feel that you have gone through it and have noted his point down. A lot of the companies take great pains in making sure they reply to customers on social media just to build a reputation with them.
Promoted Posts
Promote posts, help in reaching more target audience and you can actually without increasing the number of followers reach your target audience and more conversions for your business. Well, the fact is Facebook does not show your content posted 200% of the audience. The limit is usually within the range of 3 to 5%. So, if you have thousand followers your content would be shown through organic method only to 30 to 50 people. You would need to show this content to thousands of people and thus, you would need a promotional post.
Coming onto the social media analysis, you would have need to have a look at how are your competitors have promoted their post over given time frame. And how successful have they been in reaching the target audience. You would need to also get an idea of what it is costing them to get more engagement. Also, you would need to understand which social media platform to choose for promoting your post and which one is working and which is not?
Reach and Impressions
You would need to understand the reach and impressions of your content shared on the social media sites. You would also need to understand your competitor’s data. Reach is the number of people to which your post can actually reach. Impressions is the number of times the people see it. So, actually if a person she supposed multiple times it would count as multiple impressions but, since the person is the same it will count as one reach.
Obviously need your content to have more reached and impressions. Be it through a promotional post or through the organic route, and you would need to make sure that your target audience actually gets to know about your business. So that when they have a problem they contact you for the solution.
Understand the social media analysis loop
- Analyse your content. Know what is bringing customers. What customers are liking what they dislike about your content. See the percentage changes, actual numbers, demographics interest, stages of buyer journey, feedback testimonials etc.
- Compare this with your competitors in the industry. Do the same analysis in step one for your competitors as well. Analyse what they are doing better and what you are better at.
- Followers and Page likes or not the exact measure about how engaging your content is. Likes, shares, reach, impression will help you analyse how engaging your content is. However, if you’re not able to achieve so, look at your competitors, analyse their strategy, look at their strength and weakness and implement it for your content
- Repeat it over a period of time. Getting success on social media can take time. If you want to build a reputation and not instant fame which will fizzle out you need to make sure that you are constantly analysing and repeating the strategy.
For learning and reading more about inbound marketing strategy you can visit, inbound marketing certification course. For getting help or information, from the best digital marketing company in Delhi you can contact The Buzz Stand Team.
