“marketing your work and engaging your audience - social media strategy and analytics” by megan...
TRANSCRIPT
Social Media Strategy and AnalyticsMegan Calcote, Program Coordinator, Executive Producer !@MegCalcote | @BizJournalism | @EducatingGeeks #DigitalEd
“It’s easy to feel like you can grow a loyal audience in no time using the latest growth hacks or Twitter and Facebook tricks. But the truth is, it’s not that simple.
Growing an audience is hard.
You have to have talent.
You have to put in a lot of work.
And there’s no 1–2–3 solution.”
- Ash Read
Pick Your NetworkFacebook (2)
YouTube (3)
Twitter (9)
LinkedIn (14)
Instagram (25)
Pinterest (32)
Snapchat
Periscope/Meerkat
Google+
Tumblr (42)
Vine
Reddit (32)
Social networks with the most traffic according to alexa.com as of Nov. 30, 2015
But don’t go overboard@BizJournalism
YouTube
Tumblr
@EducatingGeeks
Instagram / Tumblr
YouTube (kinda)
Google+
Social networks with the most traffic according to alexa.com as of Nov. 30, 2015
What’s Important to You?Decide what you want people to see or do:
Just see your social posts? Focus on Reach and Impressions
Click the links in your posts? Pay attention to Link Clicks
Like or heart your updates? Pay attention to Likes/Favorites
Retweet or re-share your stuff? Pay attention to retweets/shares
Do you want to have conversations? Pay attention to comments, replies and quotes
Overall engagement? Focus on your engagement rate
Build Your Strategy
Compose your tweets in a way that will (hopefully) draw people into taking the actions you want
Base the types of updates you post on the desired outcomes
Consider the strategy for each individual update
Experiment on Your Audience
To quote the folks at Buffer “Always Be Testing” ABT
Time of Day
Types of Posts
Number of Posts
Use a Social Media Management Tool
Buffer
Hootsuite
Sprout Social
TweetDeck
Edgar
Facebook native scheduling
@BizJournalism
8,589 followers
Account created in 2009. We turn 7 in May of 2016
Not created by me
Mostly me (95%)
Engagement Rate: 10/993 = 0.01007 or 1.0%
@EducatingGeeks
268 followers
Account created in 2013. We turn 3 in March of 2016
Created by me (I think)
Team effort
Engagement Rate: 18/416 = 0.043 or 4.32% or 4.3%
Using Built-In Analytics
Pay close attention to the metrics that are important to you
Be aware of the other metrics, but you don’t need to chase them
Advance Your Analytics
Export the data from the social network
Look at the data and graph it your own way
Combine stats to see different points of view
Facebook Engagement Rate (total clicks divided by impressions)
This tells us how many clicks we received per view
Enga
gem
ent R
ate
0%
1%
2%
3%
4%
5%
Date
9/21/15 9/22/15 9/23/15 9/24/15 9/25/15
1.7%1.7%
0.9%
0.0%
1.2%
3.4%
1.4%
3.4%
1.1%
4.4%
0.0%
MRM: Oil Subsidies
Reynolds Week
Promotion
Paid Sick Leave
MRM: Questionable
Business Practices
Fall Box Office Part 3
MRM: Pope Fiat Chrysler
Nod
MRM: Happy
Birthday
Census Bureau Photo
Reshare
Student Loan Debt
MRM: Volkswagen
Christmas Creep
Track and Re-Use Your “Evergreen” Content
Edgar can automate this
I use a google sheet and random.org
Use bulkbuffer.com to upload a bunch of pre-written social posts at once
Uses .csv files
Perfect Your PostsWatch for typos and mistakes
Include photos whenever possible and appropriate
You can edit the link previews on Facebook and LinkedIn
You can also edit the text within those previews
Tag other accounts and use hashtags (not on LinkedIn)
Make sure you’re using the right hashtags and tagging the right people
Reward Your Audience for Engaging
Thank them for following (if they fit your strategy)
Thank them for the actions they take
Respond to their questions
Ask them for suggestions
The #1 Mistake We All Make on Twitter (It’s Probably Not What You’re Expecting) http://bit.ly/MSmistakes
Stay Fresh on Social NewsContently
Great list of newsletters worth subscribing to http://bit.ly/MSnewsletters
Social Media Examiner
Buffer Blog
Great piece recently: Building an Audience is Hard http://bit.ly/MSaudience