5 Things You Can Learn About Your Blog From Social Data
As the newest member of Simply Measured’s marketing team (hi!), I’ve been busy learning about our product, coming up with ideas, and digging through data to figure out which kinds of posts are working, which aren’t, and what to write next.
Everyday I learn something new, and everyday I’m blown away by all the things you can do with our analytics. There’s no reason to make an ill-informed social media decision or write a post that languishes unread with all this deep-dive goodness at your fingertips. I thought I’d share the love by giving you a quick peek into what quality social data can teach bloggers, brands and brand bloggers alike.
1. What’s driving the conversation in my industry?
Over the past few weeks, I’ve discovered that the Conversation Driver Analysis report offers strong answers to this question. It’s vital to understand the field you’re playing on before attempting to win it.
One of the Conversation Driver Analysis report’s many useful features is its mining and measuring of hashtags, phrases and/or keywords that are frequently coupled with your chosen search item—in my case, the phrase “social media.” I recommend initially choosing a general industry term, which offers broad spectrum insight into the field, and then slimming your search terms once you have a robust understanding of the popular macro lingo being used in conversation (More on how this kind of query can be taken down to the brand-specific level—and why it matters— under #4).
2. Which networks drive people to my blog and make them stay?
A question that seems to come up again and again is: Where should I focus my efforts? With so many social media platforms available, it can be tricky figuring out where your followers are most active. Should you be spending more time on Facebook, Twitter, Google+—and which will offer the biggest return on investment? Where and how should you post links that entice people to visit your site—and stick around?
This graph is just a small component of our Social Traffic Report’s robust metrics, and measures how many visits to the Simply Measured blog are derived from social media click-throughs.
This is important because it shows me what our top social channels are. However, my one of my goals is to foster long-term engagement as well. While big numbers are nice, I don’t want an audience that takes a glance at my site and quickly navigates away. I want to know which social media audience tends to stick around. Looking at the chart below – another key feature of our Social Traffic Report – I gain even more insight:
It looks like, during the first few weeks of February, Twitter drove the most visits to the Simply Measured blog, but LinkedIn brought people who spent more time on the site. That’s definitely something for me to think about when I consider how to promote my site’s content over social media and how I develop it.
Cater your content to the social media audiences that actively click through and also spend the most time on your site. Sometimes these are not the same audiences — i.e. I’d be happier if I had more LinkedIn visits since they seem to stay longer, and I’d be happier if my substantial Twitter click-throughs spent more time on my site. But now that I know what my strongest social media channels are and where the weaknesses lie, I can modify my blog content by target audience and social media activity by target channel.
3. Which content is getting shared by folks with the largest audience?
The Website Influencer Report is a fantastic tool for finding out who’s driving visits to your site. Here’s one especially awesome component of the report:
This visual aid clearly shows me who is tweeting and sending the most traffic towards my site during the given time period. With this powerful knowledge in hand, I can research my influencers, cater my content to them, and tweet my latest posts directly at them, thus capturing the maximum amount of people.
4. What should I post?
If you’re planning out content for the next few months and looking further entice your social media followers, it’s time to run a Twitter Account Report. This tool can tell you which terms users are mentioning when they shout out your brand, and help you cater your offerings to their interests. It can also help explain why they’re already seeking you out.
Double down on content which includes these top keywords, along with headlines that are SEO-solid and built to feed off the conversation already going on in your field.
5. When should I post it?
Monday at 8 AM. Friday night at 9:30 PM. Wednesday at noon. The answer to this question varies by the kind of brand you are and what your audience looks like. A B2B audience will visit your site at very different times than a B2C audience. Our Twitter account report uses mentions of your brand to provide you with guidance on when to post that killer, beautifully-tailored content you’ve been working so very hard on.
In the era of total access and real-time customer data, you have the opportunity to make better business decisions than ever before. We know you’re writing the best stuff out there. Don’t get lost in the shuffle. Get it to the right people. Post smart.
Want access to all of these reports? Simply Measured’s FREE trial includes each one, and many more, spanning every major social network.
I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.