Unraveling the Mystery of Social Media Insights
If your head starts to spin when a marketing conversation shifts to analyzing and insights on one of your favorite social media platforms, you’ll appreciate what I’m sharing.
I’m here to help you unravel the mystery around what this data means and why it’s important to you. There’s a lot of information to be gleaned when you dig deeper into the analytics on Facebook, Twitter, LinkedIn, Pinterest, and any other platform you might use.
Why Understanding Social Media Insights Matters
If you go the route of hiring a social media manager to help with your social media content and scheduling, you might be asked about the analytical information on a particular social media platform. Even if you don’t work with a social media expert, knowing this information yourself will be beneficial and insightful in understanding who makes up the community or tribe you’re building and growing on a particular platform.
Here are some examples of what can be learned:
Struggling with who your target audience is?
WHAT CAN BE LEARNED: In the insights you’ll discover if your social media posts are connecting with more women or men, as well as their respective age groups. Are the people you’re trying to reach in a specific group represented by the data? If not, two things could be happening: 1) you may be reaching a new target market you hadn’t considered, or 2) you’re missing the market completely and need to course-correct to get back into the sight-line of those you really want to work with and serve.
Unsure about where your people are located?
WHAT CAN BE LEARNED: The data will reveal not only which countries these people live in, but also list the major city locations represented. If your sales are focused on local business but your insights aren’t showing much interaction with your local community, this means you’ve got some work to do. If you notice you have a sizable and consistent following for a specific region, you may want to consider doing an in-person event or targeted marketing in this location. Knowing where those in your target market come from can open new doors for conducting business and serving this community better.
Confused about the best times to share your social media posts?
WHAT CAN BE LEARNED: When you use the insights as your guide, you’ll know with certainty the peak times as well as peak days. Just because a colleague or marketing expert says posting on a Saturday is best, if your own analytical numbers don’t support this statement, don’t make the shift. The truth is there is no one right time or day to post for everyone. Each individual business page will have their own unique numbers to follow to connect them best with their own market audience. Don’t be distracted by what the masses are doing. Let your numbers be your guide.
In the dark about which types of posts your community values the most?
WHAT CAN BE LEARNED: The data collected helps you see which types of posts are getting the highest engagement through likes, shares, and comments. You may be surprised, for instance, to find visual posts are more impactful than posts with a link, or video posts have higher open rates compared to posts about your blog. When you know what your people want you can give them more and serve them better. As an example, if video appeals to your audience and you’re a blogger, create a short video to introduce your blog post.
Having insight information at your fingertips will aid you in developing new products, services, and offerings which are already of interest to your target market, and allow you to deliver this information in ways your people like and enjoy.Do you know your social media insight numbers?
Using the Insights for Increased Business Growth
I encourage you to regularly check your analytics and pay attention to the numbers as well as the types of things your people are responding to the most. When you examine the analytics for each social media platform, you’ll have a better understanding of what’s happening on each of them.
Don’t be surprised when the analytical data from each social platform differs. This is to be expected. Different types of people prefer one social media platform over another. Not all people like Twitter or Facebook or any other social media site. For this reason, it’s natural your social media content planning will vary by the platform being used. The types of posts you share will most likely vary, too. By using the knowledge you’ve learned, you’re in a better position to shift and share your social media posts when your people are naturally online and more likely to join in the conversation.
It’s disappointing to share a post and nothing happens. It’s equally disheartening to pour your efforts into writing social media posts that aren’t considered interesting to those you’re connected with. If you’re struggling and don’t know where to begin or how to find your social media insights, BizEase Support Solutions can help. Contact me to schedule a complimentary discovery session to see how we can help you discover the value and benefit in understanding your social media insights!
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our bi-weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!