Here are 10 ways you can leverage performance data to bring your social media efforts to new heights.
1. Amplify your brand
Embrace social media analytics to improve the health of your brand or brands. By understanding preferences from key demographics and influencers, you’ll uncover insights and trends that will impact your brand’s effectiveness – and give you an opportunity to improve upon it. Be sure to integrate successful components of one brand’s social media activity with the others. Analyze at the brand level, but roll out best practices at the corporate level.
2. Better understand your audience, especially key influencers
Take the time to review what your followers are saying, and focus on those who are key influencers. Make sure you’re getting a good cross section of your audience to read their likes and dislikes. Staying engaged with them will arm you with actionable insights to keep your social media activities dynamic. Reach out to key influencers on a regular basis and stay connected; they can provide the most prized feedback.
3. Focus on quality, not quantity
Just posting more social media content and increasing the number of overall downloads and page views doesn’t guarantee success. What’s more important is the proportion of what’s posted and what people respond to. Focus on content quality, not quantity. Ten key assets that get good overall ratings are far better than 20 assets that get average ratings. This will have a positive impact on your overall brand.
4. Leverage analytics in lead generation
Analytics can have a big impact on your lead generation efforts by quickly validating the performance of your content and messaging. It often takes multiple cycles of message and content testing to find out what is most effective in your campaigns. Social media analytics help you make these decisions faster and speed up your lead gen pipeline.
5. Become a trusted resource and expert
The insights you gain from performance data helps you position yourself as an authority and valued resource. Return visitors and influencers can help build awareness for you, and that enthusiasm can go viral. You will establish your expertise by quickly sharing information that’s both timely and relevant.
6. Build a bigger sales pipeline
Social media analytics data gives you keen insights into buying criteria and preferences to help you expand your sales pipeline. Be responsive to customers and prospects who are providing feedback; a new sales prospect has a vested interest in your success. Stay engaged with these individuals, document their reactions, and tee them up for your sales team.
7. Boost customer satisfaction
Social media analytics help you measure customer satisfaction and keep pace with service or performance issues in real time. Low satisfaction or engagement levels are a sign that something is wrong. Analytics give you the power to understand shortcomings almost immediately and respond before problems can escalate.
8. Go deep with your analysis
Most companies aren’t armed with the tools to address more than simple metrics like number of fans and followers. A successful social media strategy needs to drill down on deeper metrics that bring tangible and actionable insights, such as identifying the most engaging content, analyzing changes in fan and follower activity, and comparing brand performance against your competitors. Powerful data is out there just waiting to be harnessed.
9. Build a steady stream of your best content
Measuring social media activity gives you intelligence about what’s working and what needs adjustment. Properly identifying the right content for the right audiences empowers you to keep a steady cadence of social media content and ideas flowing to your community. This will help you build a reliable audience that knows what to expect and keeps the feedback loop alive.
10. Key in on the most important metrics
Performance data metrics will tell you what areas of your social media strategy and content are falling short, but you can’t fix everything at once. Prioritize your top 2–3 key metrics and see how performance improves. You may not need to do an overhaul; making a couple of small changes and course corrections can have a big impact.
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