Are you evaluating your social and digital strategies on the daily? As a social media manager, your job is to keep a finger on the pulse of your audience. Your job is to make sure you’re taking your brand in a successful direction on social.
To fulfill these responsibilities, constant interaction with your data is necessary.
But, don’t be afraid. This doesn’t mean you have to spend hours (or even more than 15 minutes) looking over the data everyday.
It does, however, require regular and consistent measurement. Which data should you glance at rain or shine, even on your days off, no matter what?
The data that will immediately alert you to a PR crisis, windfall, or industry event that’s spotlighting your brand: an overview of paid and organic posts; a slightly deeper dive into your brand’s top posts; and a similar list of your brand’s top-functioning ads. Read on to learn more.
Ah, the beauteous overview chart so dear to my heart…
Gain a broad perspective on what’s going on, in both paid-land and unpaid-land, all in one place. Look at this data for the month or week-to-date, and get a good idea of where tweaks need to be made and where you’re already seeing success.
Discover the how behind your Overview and go a tad deeper by looking at the top posts for whichever time period you’re working with.
This will give you a nice taste of which posts are driving engagement, and enable you to give credit where credit is due. It is also a guidepost for future strategy – what should you do more of, what should you veer away from, and how can you get the most bang for your buck?
If you’re looking at your top posts on the daily, you better be looking at your top ads, too.
Ads and posts play elegantly off one another. Social experts know that a Facebook strategy thrives when it consists of a symbiotic relationship between these two programs.
That’s why it’s important to look at the reactions to and data behind your ads, as well. This metric serves as an excellent guidepost for future ads and posts, too.
Which Facebook metrics are most important to you?
Do you check in on your brand’s presence daily, weekly, or monthly? How do you use your check-ins to inform strategy? Do you change course when a campaign isn’t going as planned, or stay the course and keep an eye on what the metrics tell you?
In this guide, we’ll show you how to get the most complete view of your Page, including:
- The fundamental problem with focusing your analysis on reach
- A list of the key metrics you should benchmark and track
- Three basic types of analysis your team should perform regularly
- How negative feedback plays a role in your understanding of your Page’s performance
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