Let’s Get Social: Understanding & Analyzing the Data (Part Two)

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Welcome Back! Now that you’ve completed the first steps in your social media audit from Part One of this blog post series, it’s now time to generate a “deeper dive audit” to get in to the more detailed data on your social media accounts. 

Following user behavior and monitoring funnels is so important. How is your audience interacting with your social media content? 

Analyzing the metrics is fairly simple. Most social media sites provide audience and content information, like Facebook Insights and Instagram Insights. Some third-party tools, such as Hootsuite, also provide helpful information on how to make your social posts more engaging. 

Determine what types of posts work best on each platform, which platforms are most valuable to you, and how your audience is engaging with you. Take a look at how your engagement and reach compares on different types of posts. Do you get more engagement when you post a video or tag other businesses? Do you have a higher amount of views on Facebook or Instagram Lives? Are your posts increasing in engagement over time? 

Facebook Insights, Instagram Insights, and Hootsuite (among others) can break down your top performing posts on a monthly, weekly, and daily basis. These tools can also provide information such as the best day and time of day to post, depending on your audience.

Compare your engagement rates monthly, weekly, and daily. Analyze posts that contain different content or were posted at different times of the day or week. Then compare the amount of comments, shares, and likes gained and lost. This process should give you a baseline of what types of posts to share in the future. 

Other significant metrics to evaluate in your audit include:

  • The general sentiment of engagement from users
  • Average response rates and response times
  • Number of engagement and clicks
  • Referral traffic to your site
  • Reviews, comments, and direct messaging

Although an audit may take some time to complete, it is well worth it. A social audit can be as simple or detailed as you want, reporting on anything from follower count to hashtag effectiveness. By evaluating your social platforms, you can form a strategy that maximizes your goals and objectives. We recommend completing an audit every quarter to evaluate what’s working or what may need improvement in your social marketing strategy.