Looking at your data and analysing your results is a great way to find out what’s working and what’s not when it comes to your social media posts. However, often it can seem difficult to know what to look at and how to turn the findings into actionable insights.
Here we will talk about the importance of analysing data, how to find the metrics and how to turn the numbers into useful insights.
The importance of analysing data
Monitoring your analytics gives you an idea of who your audience is and the content that is resonating with them. This is important because from this, you can then respond accordingly to ensure that the content you are sharing best captures your followers’ interests.
For example, if a behind the scenes post creates a lot of excitement and engagement it might be worth doing them more frequently. Alternatively, if an article post doesn’t create much interest, think about why that might be and how you can change that type of post moving forward.
By really getting to know your audience and the content that inspires them, the level of engagement will increase.
Where to find the data
The best place to start when it comes to looking for data is your Twitter Analytics page. Here you will find lots of useful insights.
Click on the ‘Tweets’ tab to find out which tweets have received the most engagement. Then select the ‘Audience’ tab to understand more about your followers and their interests.
Helpful article: Who are your customers
Alternatively, within the Maybe platform you can select ‘Engagement’ -> ‘See what works’ from the drop-down menu and you will be able to see a visual representation of your engagement against your posts, with the ability to click through for more information around the content.
‘See What Works’ Graph within Maybe Platform
Helpful article: What you can learn from your See What Works Report
Also selecting ‘Engagement’ -> ‘See how they feel’, you can see how people feel about your content.
‘How They Feel’ Graph within Maybe Platform
Helpful article: What you can learn from your How They Feel Report
In addition, by selecting ‘Audience’ – ‘Who’s got influence’ you are able to easily identify those people with influence around your area and make sure you are interacting with them.
‘Who’s Got Influence’ from the Maybe Platform
Helpful article: What you can learn from your who’s got influence report
Turning the numbers into useful insights
Whether you get your data natively or through the Maybe platform the principles of analysing the data are the same.
Look at your posts and see which ones received the greatest engagement figures and the least – focusing on comments and shares rather than likes. Now it can be helpful to identify if there are any common themes for content that should be increased upon and content to scale back.
Have a look at the type of audience that is following you. Are they your target market and people you want to engage with and sell to? If yes, then keep up the good work. If no, think about how you can start tailoring your content and how you use the channels, to start attracting the right followers.
- By monitoring your analytics you have an idea of who your audience is and the content that is resonating with them. You can then make sure your content is appropriate to capture their interests.
- When looking at the data, think about what is driving the right results and how you can change things to keep improving.
- Don’t be afraid to try new things. Monitor the data to see if it is working and if it’s not, then you can change it.
Maybe* turns your social media conversations into insights and actions that deliver results.