Hopefully you’ve read the first post in this series and are ready to start thinking about how to pull your social engagement strategy together. Here’s the method that I have drawn up based on my experience. You might choose to use it wholesale, or adapt certain elements. Remember with this sort of thing that ‘done’ is generally more important than ‘perfect’!
This post will focus on data – what you need to look into and pull together in order to start writing a document up. You can broadly use this approach for any of your social channels, though I am focusing here more on Twitter and Facebook, as they are widely used and have fantastic built-in analytics.
Let’s get analytical
Firstly you need to answer the question: what are our audiences responding to? You will need to do this separately for each channel – the nuts and bolts might be slightly different but the process will be the same.
1.Choose a timeframe. I would recommend six months as a solid starting point. Shorter periods might be less useful, particularly if you have had a specific campaign running that might have skewed your content output over that time.
2.Export the post data. I do this within the platform, as sometimes third party platforms cause variations in the data that I don’t quite understand. That said – if you prefer to use a third party platform, that’s fine too – just so long as you continue to use it when reviewing ongoing performance, so you are comparing like-for-like. Note that you might also need to do multiple exports, as some platforms have a limit (eg three months) for the date range you can export.
3.Determine what to measure. I tend to look at visibility and engagement.
Twitter: Exporting the data from Twitter gives you “impressions” and “engagement rate”. Reach is generally a more useful measure for engagement, as it tells you how many people have seen your content in their feed; impressions can be misleading because you can’t break down how often the same people have seen your content. That said, for the purposes of this work, impressions is fine so long as you continue to use the same measure when evaluating ongoing results.
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