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Are Your Social Media AssumptionsPreventing Success?By Kevin Shively – February 11, 2015
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As a social marketer, you have a lot on your plate. Because of that, you may be makingassumptions that mean you miss out on some great opportunities.
One of the hats I wear here isas the editor of the SimplyMeasured blog. In this role, I analyze
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Measured blog. In this role, I analyzeour content and social promotionon a weekly basis.
I decided to mix it up a bit to make sure I wasn’t making those same assumptions. Over thenext couple of weeks, I’ll be publishing a series of posts about challenging assumptions as apart of the social planning process, and finding different ways of looking for insight.
Looking for the UnexpectedLike most marketers, I have a personal Twitter account. I mainly use it to get news andeducational content, connect with interesting people, troll celebrities, and tell awful jokesthat don’t land. But, like most marketers, my personal Twitter account also becomes achannel for the content my team produces at Simply Measured. In our case, it’s contentabout social analytics, but regardless of the topic, as a marketer it’s almost impossible tokeep work and personal Twittering separate.
I share a lot of content on Twitter: Our podcast, blog posts, studies, white papers, companynews, you name it.
And while I continually analyze the success of our branded content distribution channels, I
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”. and I had a great conversation with on the
podcast this week. Check it out:
@llhitz @RebekahRadice #SimplySocial
https://t.co/TAJolJ2s9A
— Kevin Shively (@KevinSaysThings) February 11, 2015
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never look into my own profiles. What, I wondered this morning as I was stirring the fruitinto my delicious cup of greek yogurt, can I learn about my own audience and our SimplyMeasured content by looking at the social analytics surrounding my own handle?
If you are new to social or aren’t in the habit of conducting regular analysis of your brand onsocial media, this process can (and should) be applied to any account. If you’re just lookingfor a fresh lens, try this on a non-brand account or a competitor’s Twitter handle. You mightlearn something you didn’t anticipate.
Validate Your AudienceThe first step is to make sure you don’t have false assumptions about your currentaudience. By analyzing the profiles of your followers, you can determine if their interests alignwith your business.
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The Simply Measured Audience Analysis report breaks down profiles by frequently used keywords.
While outliers like Taye Diggs and Melissa Joan Hart follow me (which I promise isn’t a#humblebrag…they follow everyone), the vast majority of my audience works in the socialmarketing or digital marketing space. This is a good indicator that many of them would beinterested in Simply Measured content and fall into our target demographic.
This chart from the Simply Measured Audience Analysis report showcases the topics that your followers are
considered experts in on Klout.
Try to pair your assumptions with a second source. Many of the users that follow me areKlout experts in social media, marketing, and other relevant topics. If I were to find that themajority worked in the pharmaceutical industry, for example, I might want to rethink myapproach.
This audience analysis is important to do regularly so you’re on top of shifts as they happen,and not months down the road when it could adversely impact work you’ve already done.
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Identify Engagement TrendsSince I’ve already validated the assumption that my audience is in line with our company’saudience, I can learn a lot about these users by the way they interact with me on Twitter.
This chart from the Simply Measured Twitter Customer Service report shows when my audience is actively engaging
with my account.
The post-lunch boredom seems to be strong amongst my followers, and since they align withour company audience, I’ll pass this info on to our community manager. She conducts thesetypes of analyses on our company account all the time, but this could give us some valuableinsight about our employee engagement programs, since their followers will likely sharecharacteristics with mine.
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Look for OutliersLooking at engagement spikes is a great way to identify when tactics were successful. One ofthe ways I like to make this more relevant is by breaking engagement down by type.
This chart from the Twitter Customer Service report breaks down engagement by type for easy analysis.
Looking at this specific chart, I see that I had three distinct spikes. The third seems to bedriven by an influx of sent Tweets (sometimes I rant about things), but the first two are adifferent story. The first spike is driven almost exclusively by mentions, and the second spikeis driven mainly by favorites. This gives me a great starting point for content analysis.
Looking for Content TrendsMy highest-engaging content is Seahawks-related. I wrote a weekly post on the Seahawkswebsite and our designer Matt and I put together a weekly infographic about the Seahawks
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on social media. The pain is still too real for me to focus on that.
When analyzing a personal account, not everything you Tweet about will be relevant. Filteringthrough the noise is necessary, just as it is with any type of analysis.
The Twitter Engagement Megaphone from the Simply Measured Twitter Account report shows the cause and effect of
activity related to your brand on Twitter.
In this case, I chose to look less at the traditional engagement metrics like Retweets,@mentions, and favorites, and instead focus on bitly clicks.
I’m not a Twitter influencer by any means. I have a modest following and only post anaverage of 11 times per day, but I noticed that while I don’t have a lot to look at in terms ofengagement metrics, the links I share drive a significant amount of traffic.
Of the Tweets that drove the highest number of non-Seahawks related clicks, the top threewere related to our podcast.
Like podcast hosts that pose like they’re promoting a sitcom? Then you’ll love
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Since this is a new media type for us, the fact that there’s interest from a highly relevantaudience is valuable for my team. This is frankly something that concerned us. New mediatypes can be difficult to gauge since you don’t have a predictable baseline to help youdetermine value.
The fact that the tongue-in-cheek, “human” aspect is what drew people in with this Tweetwill be something we consider during our promotion in the future as well.
While you shouldn’t expect lightning to strike through your analysis, the directional insightcan pop up where you might not expect it, and give you new tactics to experiment with. Besure to subscribe to the Simply Measured blog and follow us on Twitter so you can stay inthe loop as I continue this series next week.
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Like podcast hosts that pose like they’re promoting a sitcom? Then you’ll love
#simplysocial https://t.co/7mReobGROw pic.twitter.com/gCb7E45gWp
— Kevin Shively (@KevinSaysThings) January 14, 2015
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Kevin ShivelyI manage the blog team at Simply Measured. My job is to tell stories to theinternet...You're welcome internet.
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