Social media is without doubt one of the richest knowledge mines conceivable, but too many individuals nonetheless run their accounts based mostly on vibes solely.
Heather Brinckerhoff, at the moment the pinnacle of social for QVC however with wealthy expertise at manufacturers together with Magnolia and Legoland, laid out easy methods to use knowledge to enhance your social media plan at Ragan’s 2021 Measurement, Social Media & Advertising Convention. Brinckerhoff will probably be sharing her perception once more subsequent week at the 2022 convention in Walt Disney world.
Although she’s labored for some extremely enjoyable manufacturers, efficient knowledge assortment and measurement is on the coronary heart of Brinckerhoff’s management methods. Not solely can knowledge enable you get buy-in from stakeholders— it’s additionally essential for understanding your viewers and responding proactively to a disaster.
However it may be straightforward to get misplaced within the knowledge or within the day-to-day work of feeding the content material beast. It’s all the time sensible to cease, take a deep breath and a take a look at your knowledge and learn the way one may also help inform the opposite.
Right here’s easy methods to do it.
- Conduct a content material audit.
Use your social media analytics instruments to have a look at posts from the previous 12 months and scrutinize the info. Set up your posts into high and backside performers, Brinckerhoff advises. If all of your high content material on Instagram are Reels and your backside content material is long-form content material, for example, you should utilize these insights to start out contemplating your content material combine.
- Resolve what your general targets are.
These may very well be broader advertising targets or social-media particular targets. When Brinckerhoff was at Magnolia Community, the purpose was to determine themselves as storytellers and elevate the channel’s expertise. Viewers ought to go away feeling motivated to do one thing they didn’t have the braveness to do earlier than.
Setting your targets will even enable you decide what metrics it is best to pay essentially the most consideration to. For instance:
- If you wish to drive consciousness, measure attain and engagement
- If you wish to higher perceive your viewers, take a look at feedback and sentiment
- If you wish to acquire model loyalists, you need engagements and follower progress
- If you’d like gross sales, take a look at hyperlink clicks and web site visits (although natural social is normally not the perfect software for this purpose — take into account paid)
- Create content material pillars based mostly in your targets.
As soon as you realize your targets, it’s time to find out how content material may also help you get there. At Magnolia, Brinckerhoff aimed to “encourage creativity and doing.” This required asking how can our content material assist attain that pillar?
- Decide what sort of content material helps you attain your targets.
Utilizing the info they gathered when setting targets, the Magnolia group discovered that utilizing short-form video was simplest at inspiring their viewers to create. Small nuggets from the expertise together with recipes, easy methods to construct a backyard or easy methods to advance in your profession yielded content material that was well-shared and obtained constructive qualitative suggestions.
- Regulate based mostly off knowledge.
When Brinckerhoff was at Magnolia, Reels have been performing extraordinarily nicely. However everyone knows that audiences change as social networks modify algorithms. Be sure you aren’t assuming what labored six months or a 12 months in the past nonetheless works at present. Preserve going again to your knowledge to make sure you’re reaching your targets and content material pillars.
“Take a step backward and use the info to maneuver ahead,” Brinckerhoff advises. Sensible recommendation. Perceive your present content material efficiency, perceive what you wish to obtain and be sure to’re all the time shifting towards that overarching purpose. You’ll get there.
Allison Carter is govt editor of PR Each day. Observe her on Twitter or LinkedIn.
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