Ideas & Insights
Our blog is where we share our ideas and insights into the digital world.
YouTube, LinkedIn, Facebook, Google+, Twitter… the list goes on. They’re great for promotion, customer outreach and just getting your name out there. Most small businesses are not using social media effectively and are not adapting to changes. The problem is that they simply don’t know how to measure the success or otherwise of their campaign or outreach. One way of improving your business’ performance is understanding the effectiveness of your social media through platform insights. Some businesses don’t even use them, but they are doing their organisation – and their customers – a disservice.
The first and most important thing to say is that you should be using the metrics on every social media account you have. It tells you who your followers are, and how and when they engaged with your content. If you’re not examining the metrics, you’ll never know how effective your outreach is. You won’t know what works and what doesn’t, or how you can improve your ongoing campaign. Quite simply, you can’t and won’t make the most of your social media outreach.
Insights offer masses of data. It’s possible some businesses don’t use them because they feel there is too much information distracting them from the business of customer outreach. Yet much of your social media success depends not on whether or not you use the insights, but what data you extract and how you use it. Insights are great, but it’s important to focus on what is important to your business in order to make the right changes.
Now we’ve ascertained that insights are important, we’re going to highlight the sort of data you’ll be able to extract and why you should examine it regularly.
Reach: The reach is the number of accounts/pages that have seen your post. Your campaign, post or marketing campaign can only work if people are seeing your post or advert. Reach is important, but it is not the be all and end all. Nevertheless, it is a great indicator of how well you are targeting your posts at your audience.
Viewer engagement: This is the number of people who react to your posts – liking, commenting or re-sharing, for example. If they’re reacting in this way, they find the content useful. As mentioned above, reach is great, but you need your audience to interact too. If they’re ignoring the content, it’s time to rethink.
Click-through: Even more important than engagement is the number of visitors clicking through. It’s common knowledge that most people don’t read articles on which they comment, like or share. Therefore, a click through is an even stronger indication of interest from users. Without a click-through, there is no chance they are going to buy whatever you are selling.
Media engagement: You’ll also want to understand what type of content works best. Videos and images are more engaging and more popular than text by design. That’s not to say you shouldn’t post text-based content; it does make up the majority of the web, but you need to understand and adapt to how your customers prefer to engage.