Frequent social media evaluation is critical for companies to maintain a strong online presence. Social media is the resilient backbone of a companies brand, and no inbound marketing strategy is complete without it. Knowing when and where to publish specific types of content can drastically improve your social media marketing efforts.
To do this you need to set and achieve goals. And as everyone knows, goals are most easily attained by sticking to a strategy. Evaluating your social media might sound overwhelming, but it can be easily achieved by knowing your customers wants, being attentive, and indulging in metric data that accurately shows your progress.
1. The Content Created Should Be Aligned With Social Media Metrics And Goals
Ask yourself, what’s the end goal of delivering content via social media to current and potential customers? To evaluate your social media, you need to know what to measure. Uncovering your content goals will allow you to know which metrics to use to measure progress.
For example, if you’re using social media content to:
- Create a following, then the number of subscribers, fans, and followers is an accurate depiction of progress made. If your target demographic happens to make up a large portion of your social media following, then give yourself bonus points.
- Generate leads, an appropriate metric would be the number of unique visitors, email signups, and/or forms filled out on a landing page through social media campaigns designed to bring in new customers.
- Create revenue, the best metric would be the exact dollar value each lead generates through a social media campaign.
2. Assess the Frequency of Your Posts
Updated posts and consistently managed social media accounts have a pretty solid chance of reaching further out towards your target audience. Here are three key points to keep in mind when choosing your amount of social media activity per day.Frequency is a must.
- It is advised to post around 1 – 4 times a day on Facebook and 5 – 10 times a day on Twitter.
- Social media marketing studies have indicated that the primary work hours of 8 am to 8 pm are the perfect time for making new updates.
- Make sure to post to multiple social outlets, including your website’s blog.
3. Get Cozy With Google’s Analytic Social Reports
Within Google Analytic’s you can find Data Hub Activity and Trackbacks, two separate reports which give you a more in-depth look at your companies social networks and how visitors view its content.
The Data Hub Activity report shows how visitors are talking about your content and helps determine how engaged the people are with the content being shared. For example, you get a picture of which recent URL’s people share, how they are shared, and where people are sharing the content.
The Trackbacks report shows you which websites are linking to your social media content and gives you the context of the share. Knowing this can help you decide on which content type is more popular, and shows you similar websites or companies related to your industry that can end forming into valuable business relationships.
4. Consider How Easily Content is Shared
Take a look at past content and see how shareable it is. Content that is easily shared, such as an infographic, will help you gain organic traffic.
Because of the infographic’s ability to convey something complicated through something fun and colorful, they are much more likely to be shared through social media as opposed to pictures, meme’s, or lines of text. Infographics are easy to understand, consume, and share, making their potential to go viral fairly high.
Following these four tips for social media evaluation will help you find simple ways to better engage with your audience. Use this to find a content strategy that best complements you, your business and target consumer for the results you need.