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Welcome back!

Summer is officially in full swing, and so is your social media marketing game! This month, we’ve been exploring the more creative sides of social media marketing— now it’s time to blend in the numbers.

With over 3.5 billion users, social media platforms have become a treasure trove of data. As a business, harnessing these insights into customer behavior and preferences is a golden opportunity not to be missed.

Let’s dive in! 📲

News

Tools + Productivity

Strategy

Goals → KPIs → tools:

Before you delve into the data, it’s crucial to pinpoint your North Star – your key goals. Think SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. These goals shape the KPIs you'll track amidst endless options.

For instance, if your target is to ramp up brand awareness, set a specific follower growth goal for a defined period.

Let’s break down the KPI categories and what goals they align with:

1. Engagement Metrics: These cover clicks, shares, comments, and profile visits. They reveal how well your content connects with your audience and sparks interactions.

   Goal: Boost customer engagement and foster loyalty.

2. Reach Metrics: Keep tabs on followers/fans, impressions, and traffic data. These metrics illustrate how widely your posts are spreading and who’s seeing them.

   Goal: Expand brand visibility.

3. Conversion Metrics: This metric tracks how many leads convert into paying customers after engaging with your brand on social media. It directly ties your social efforts to business results.

   Goal: Drive sales and revenue.

4. Click-through Rate (CTR): CTR indicates if your posts are effectively driving traffic from social platforms to your website or landing pages.

   Goal: Increase traffic from social media to your website.

   

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In terms of accessing insights— there are tons of social media tools out there, so prioritize platforms that offer:

• Simple Interface: Easy navigation and user-friendly design.

• Comprehensive Reporting: Detailed insights across all social platforms.

• Actionable Insights: Recommendations on what’s working and areas for improvement.

Remember, It’s not just about crunching numbers but rather understanding your audience’s habits, preferences, and behaviors.

All about the audience:

We know we can’t stop talking about audience, but it really is that important, especially when it comes to making sense of analytics.

Using basic demographics is essential, but you should also delve into interests, behaviors, and even buying patterns using audience insights tools.

Once you’ve gathered insights into your audience, it’s time to segment based on these factors.

From there, create content that speaks directly to each group. Urban millennials into fitness? Tailor your content to offer tips that align with their active lifestyle. Busy moms? Highlight how your product saves time and hassle. Customizing your message shows you’re in tune with your customers, boosting engagement and loyalty.

Knowing your audience also helps to address things going wrong. For example, say McDonald’s sees more reviews on Google Maps, while KFC and Subway thrive on Twitter interactions. This data can help each company pinpoint where to focus attention and allocate resources effectively.

Similarly, if your ad campaigns aren’t hitting lead and conversion targets, analyze the demographics, interests, and behaviors of those interacting with your content. Identify who engages most positively and allocate more resources towards creating content that resonates with them.

Sus out sentiments:

Sentiment analysis, powered by machine learning, categorizes posts as positive, negative, or neutral, giving you a pulse on audience attitudes in real time.

Understanding the reasons behind spikes in mentions is crucial for brands looking to capitalize on viral moments.

Imagine a local artisanal bakery sharing a heartwarming story about a customer who proposed with one of their custom-designed cakes, which unexpectedly goes viral on social media. This viral moment generates a surge of positive sentiment and widespread sharing among users. For the bakery, this presents a unique opportunity to amplify engagement by:

  Leveraging Content: The bakery can create and share more stories about personalized cakes and customer celebrations, resonating with the sentiment of the viral post.

 Engaging with Users: Actively responding to users who interact with the viral content by liking, commenting, or sharing it can amplify its reach and impact.

  Promotional Opportunities: Capitalizing on the attention garnered by the viral moment, the bakery can strategically promote their custom cake services or offer discounts on wedding cake orders, aligning with the themes of love and celebration highlighted in the viral content.

Basic sentiment analysis only scratches the surface. To gain deeper insights, consider aspect-based sentiment analysis. This advanced feature dives into specific aspects like product taste or customer service quality.

By filtering sentiment analysis by demographics or product tags, brands can tailor responses and strategies more effectively. For example— focusing on addressing complaints about product availability or store locations in response to sentiments towards these aspects.

Understanding the topics associated with your brand and competitors online is crucial. McDonald’s, besides food, frequently ties into economic discussions, such as employee wages and brand earnings. Subway, on the other hand, is often linked to incidents at its restaurants, highlighting areas for operational improvements.

Snoop on competitors:

Many social analytics tools can help you track not just your own brand’s data, but also that of your key competitors.

Don’t forget to track crucial engagement metrics of your competitors like follower growth rate, engagement rates, and how frequently they post.

Spotting gaps between factors like your posting schedule and your competitors' can highlight areas for improvement. If a better-performing competitor posts more frequently, consider ramping up your page’s posting frequency.

Social listening tools go a step further by analyzing your brand’s share of voice compared to competitors across industry keywords, discussions, and hashtags. This insight helps you gauge how much buzz your brand is generating in the market landscape.

From there, look at the keywords, discussions, and hashtags brands with a bigger share are using and try adopting them.

The right words:

Although we’ve mostly been talking about leveraging numbers, let's touch on choosing the right words to make the most of your social media presence.

SEO is crucial for social media too. Optimizing your bio, posts, and captions with the right keywords and hashtags can boost your visibility and engagement.

Make your bio count by including these key elements:

• Who you are: Share your business identity and what sets you apart.

• What you do: Clearly describe your services or products.

• Your interests: Highlight topics you’re passionate about to attract like-minded followers.

• Brand tone: Showcase your personality – are you playful, professional, or a mix?

• Contact info: Make it easy for people to reach out.

Sprinkle in relevant keywords that your target audience might search for. If you’re a travel company, words like “travel” should be front and center, even in your username if possible (@yourcompany_travel). Also, consider adding your location and frequent or branded hashtags to your bio.

Here, lululemon uses keywords to cement brand associations in its’ IG bio:

Don’t sleep on captions— relevant keywords there can also boost discoverability. Use tools like Google Analytics to discover which keywords are driving traffic to your site and test these in your social media posts.

Hashtags

Remember when hashtags dominated social media? Nowadays, they can come across as desperate when abused. Stick to these straightforward rules to avoid rubbing viewers the wrong way:

• Keep it quick: Don’t go overboard. A handful of hashtags (3-5) are enough.

• Ditch the Generic: Avoid hashtags that are too broad or spammy like #Explorepage. Instead, choose niche ones that relate to your post.

• Be honest: Forget hiding hashtags in the comments. Just place them right in your caption.

Better yet, use (or start) a hashtag specific to your brand:

Looking Ahead
The biggest takeaway? Social media analytics isn’t a one-off task but an ongoing process of testing, learning, and refining. Continuously experimenting with different content types, posting schedules, and messaging allows you to stay responsive to audience preferences and market trends.

Remember: social media moves at warp speed. Keep your finger on the pulse with real-time analytics. Notice a drop in engagement or a spike in sentiment? Pivot quickly and adjust your strategy.

Here’s what’s coming up this month:

Social Media Strategy
Week 1: Picking your Platform(s)
Week 2: Content Curation
Week 3: Community Engagement
Week 4: Analytics & Optimization (this week!)
Week 5: Paid Advertising

Stay tuned!

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