Managing a Growing Social Media Team Using Analytics and Data
It can be tough to keep tabs on what your entire team is doing on social media – especially if many brands live under your company umbrella. You know your team members are mapping their activities to your brand’s larger goal, but how can you keep track of which strategies are being used to meet those goals and, you know, if they’re actually working?
One of the biggest threats to your success is lack of communication and consistency in your social campaigns. It makes you look amateur. It makes you look sloppy.
A larger threat to your success is carrying out campaigns without insight into what your wins are, where you’re lagging behind competitors, and, thus, how you should direct future strategy.
When managing a growing team, the greatest threat of all is not having a clear vision of what you want to do next, and failing to communicate that vision to your team in a supportive way.
It’s like telling someone to bring you exactly 1.5 gallons of water from the well, then refusing to give him a bucket with a fill line. But worry not, there’s a solution.
Check. The. Data.
Eliminate the Guesswork
Who’s responsible for my uptick in Facebook Likes and engagement – my social media manager or marketing manager?
I hope you’ve stopped playing the guessing game when you’re figuring out why you’re experiencing Facebook follower growth and engagement goodness (or the opposite).
Once you have a solid, clear overview of how both kinds of Facebook efforts are panning out, you’ll have a better idea of what’s working, what’s not, and how to make sure your Facebook community stays strong.
You’ll also know who to give credit to, who needs some extra coaching, and how to use your social media manager’s expertise on your community to create more effective ad content. No more meetings where success is gauged qualitatively. No more meetings where one team doesn’t know what’s going on with another team. Circulate a Facebook Insights With Ads report before that meeting, and see more transparency and better results.
Manage Multiple Profiles
Which of my brand’s multiple Twitter accounts are seeing the most success?
Which accounts need some serious strategic adjustments? And why?
Wonder no more.
If your brand has multiple Twitter handles for different sectors of the organization or product lines, use your next teamwide meeting to show your content creators, social media managers, and marketing team data for their accounts.
I recommend using a leaderboard kind of setup like the one above. It creates healthy intercompany competition. No marketer wants his or her Twitter presence blown out of the water by the guy or gal the next office over.
Which Tweet times or Facebook times work best for each of the different kinds of content we’re putting out there?
We recently wrote a great post about this topic, but the importance of this data point can’t be emphasized enough.
This information allows you to create reasonable, effective team-wide deadlines and goals for when to post which type of content – and creates a solid base for running tests on your timing strategy.
Create a Universal Language
How do I create a team-wide strategy for content creation that drives traffic to my brand’s site?
The first step here is knowing which channels are driving traffic towards your site on a macro level…
This data gives you a good idea of which social networks your content is succeeding on and where it’s falling flat in directing traffic towards your site. With this information in hand, you’ll know where your team should be focusing its efforts and in which networks your brand presence could use strengthening. Then you can run individual reports on the networks important to you in order to discover exactly which content is working or not.
How do you use social media data to stay coordinated?
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.