Analyze and Adjust Your Social Media Campaigns

When you are promoting your business, social media campaigns are important to your brand awareness. Get guidance about how to write and schedule your Social Media Campaigns.  Once you feel confident about your plan, the final step in the process is to review and analyze what’s happened. Time to analyze and adjust.  The steps towards a successful social media campaign:

1. Research Your Social Content
Whether you are new to social media marketing or have existing channels, set aside time to research competitors content as well as your own. You need to take a step back to move forward.

2. Writing and Planning Your Social Content
Social media is not about throwing content out into the world and hoping that someone will read it. You are creating content that expresses your story, your business, and the value you bring to others in a focused way – under the umbrella of a campaign.

3. Process and Scheduling Your Social Content
This is the step when you decide how social media marketing fits into your work schedule or with your team. Create a process for how you will write & publish content and when you will have time to interact with your audience.

4. Follower Strategies
What’s the use of doing all of this work if no one sees the content? You need followers to read the great content that you’ve spent all of this time creating. And there need to be people who you can engage with on these social platforms - hopefully directing them to your website or another place where sales happen.


Analyze and Adjust Your Social Content

How do you know if what you’ve been doing is any good? Intuition is not enough, so it’s time to look at some numbers. There is absolutely no need to be afraid of your numbers. To be successful in marketing, analyzing and adjusting your work is vital.  Data is your friend and numbers will tell you a story about what's happening with your marketing.

Start With Social Reports

Log into each of your social media platforms at the end of your campaign (30-45 days). If you can export the information into a spreadsheet somewhere, that’s even better. You are looking for several things in your analytics, but they come down to 2 key factors – reach and engagement.

1. How many people saw your posts (reach)?

2. How many / how did people engage with your posts?

3. What kinds of engagement did you get? (Clicks, Comments, Shares)

Yes, that is an oversimplification of social media reporting. For our needs, these are the areas that I invite you to focus on. Engagement is a huge part of social media. Look at the number of people who liked your post, shared it, and commented on it. If people shared it or commented, what did they say? What were your top 5-10 posts over the time period of the campaign? What was unique about those posts? Was it a list, a fact, image, video, story, how-to, self-promotion, event?

Also, look at the days and times that you were posting on each social platform. Perhaps you were publishing content when people are asleep or at work. You may need to adjust this as well as your content.



Cross Reference Social Analytics with Google Analytics

Social media reports from each platform cannot stand alone. If your goal was to drive traffic to your website, generate leads or increase sales, then website traffic is SO important to this story. There is a section of GA (Google Analytics) called Social. That section will tell you how many people visited your website from a social channel. You can even go so deep as to see what pages they visited on your website and how long they stayed there.
Consider setting up goals on GA based upon what you learn.


Read The Story. Time to Adjust

The numbers have told you a story, which is great and helpful. Now you have to take action. What needs to be adjusted in your social media strategy for the next campaign? Do your best to keep track of the changes you make, rather than just deleting the previous versions. We always analyze and adjust our work as we go.

At the end of every campaign, pull the reports and adjust your strategy. Social media is not a perfectly calculated science. Anyone who tells you that is selling something and it probably doesn’t work well. You are creating your own marketing formula for social media.

Unfortunately, when you finally have it down to a semi-routine, it is likely to change again. So be aware of the on-going trends and developments. 


If you're still in a place of evaluating your social media content, then I suggest having someone on your team (not the lead marketer or business owner) do a content audit.