There are a lot of KPIs that we focus on as social marketers: From audience size and engagement, to content type to the best time of day…the amount of data at our fingertips makes almost anything measurable.
But working for a social media analytics company, I get unique insight into what the most social brands and agencies in the world are focused on, and I’m always impressed when I see someone step back and ask what they’re missing. It’s easy to get tunnel vision. It’s almost necessary. Otherwise we’d spend our entire week digging through metrics that we might not need.
It’s important to focus on what we can use, and avoid zeroing in on the “vanity metrics” that we think help mark our success. These four types of analysis will help you take a different look at your social channels and look at things in a different way.
1. Your Posting Frequency
It’s common to look at the best time to tweet, which day of the week your audience is active and when photos work better than links…but are you focused on how much content you’re putting out there? Too much and you can overwhelm your audience; not enough and they’ll forget about you.
Finding that sweet spot can be tricky. There isn’t a magic number that works across the board. You’ll have to test things, and you’ll have to get it wrong…probably more than once. Play around with the amount of content you’re sharing, and how your audience responds. If you Tweet more than 10 times a day, are you losing followers? How about engagement? Does it cap out at a certain amount? On the flipside, what happens if you don’t post enough? Does engagement slip? Does your site traffic dip?
Our Community Manager, Jade Furubayashi, wrote a post about this analysis recently, giving you the playbook to understanding how many Tweets is too many for your brand.
2. Your Audience Growth…Across All Channels
Make sure you’re not focusing so hard on one channel that you’re missing all the others, or just examining each social channel in its own vacuum.
By looking at audience growth across all your active channels at once, you get a broad and oft-overlooked perspective on how your networks stack up against one another.
You might be surprised about where your brand is seeing the most success, where the slight lags start to happen, and what the general patterns are around your brand. Do decreases and upswings on different networks mirror one another, or is there no correlation? The answer to this question can only be found by looking at multichannel audience growth on a side-by-side, over-time basis.
3. Relative Competitive Volume Across All Channels
You know how often your brand is being mentioned across all channels, but do you know how much the other terms you’re running against are being mentioned on each relevant channel?
This used to be a tedious chore that involved pulling a few different charts or data sets, then compiling them in one Excel doc or trying to gauge an idea of how you measure up loosely, looking at them one after one.
Now it’s not – so make sure you’re getting all the information you need so you can make the best decisions about which network needs a little more love, or which network your competitor is seeing a lot of buzz on.
4. Your Top Rebloggers On Tumblr
If you’re active on Tumblr, make sure you know who’s reblogging your content most often.
Tumblr is a social media network that lends itself very nicely to collaboration, cross-promotion, and the viral spread of content. People are also spend more time reading posts on this network than on many others.
This kind of deep internalization – and the opportunity to appear on one person’s feed several times – means that keeping an eye on and connecting with the users who Reblog your content is a must-do on this channel.
What Have You Overlooked?
Have any of these social media analyses sparked interest or reminded you of another kind of analysis you should be doing? Let us know in the comments below, and click on that bodacious green button if you’d like to give our ballin’ software suite a try for 14 bountiful days.
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