Insanity: Doing the same thing over and over again expecting different results.
We all know the definition of insanity. Then why are you doing social media without checking your analytics and insights?
You should be checking your social media analytics and insights monthly. They tell you:
- The demographics of your fans and followers – this is important – are they your target market
- Where they are located – if you’re local, you want a good majority in your local area. If they’re not, then you need to change your strategy and tactics to attract people closer to home.
- Age and gender – Do they represent your target? You “talk” to different age groups and men and women
- Which posts got the most engagement? – Reach/Impressions are nice, but they tell you how many people had the potential to see your post. Engagement is likes, shares and comments.
- Which types of posts got the most engagement – pictures, videos, text, links.
All these tell you what’s working and what’s not working. If what you’re doing is not reaching your target, then you need to adjust your marketing plan accordingly. (You do have a marketing plan, right?)
Your websites analytics and statistics give you valuable information also:
- How many unique visitors you had in any given time frame
- How many pages each visitor looked at while they were on their site
- Which sites referred users to your site – social media and the search engines – this helps you plan your social media strategy. You focus on the networks that are driving people to your site
- Which are your most popular posts and pages – give them more of what they like!
- What they clicked on
- Bounce rate – this is a Google Analytics feature which measures how long someone stayed on your site. You want this under 50%. You want visitors to stay on your site as long as possible reading other posts, looking through your information. The longer people stay on your site, the more likely they are to buy something.
Each of the major networks offer analytics for business pages and accounts. There’s a free Google Analytics plugin for WordPress by Yoast.
If you don’t know where to find your stats, then you need a training session.