Want to know if your social media efforts are paying off? Time to have a social media review.
If you feel like you’ve put your heart and soul into jumping on the social media bandwagon and setting up all those accounts, but aren’t entirely sure if they’re doing what you thought they would, it may be time for an audit. Conducting a social media review can help you take a closer look at your financial investments, audience, activity and results. This way you can assess whether your social media efforts are worthwhile, for instance whether you’re spending too much time on a platform that isn’t delivering the best results. Most importantly, it can help you work out what you’re doing on social media is still relevant to your current goals and objectives.
Here are some key steps for conducting your own social media review.
1. Look at your audience and their interests
It’s likely that different people will follow you on different platforms. For example, you may have slightly younger followers on Snapchat and Instagram than on Facebook. This information is often provided by the sites themselves for example through Facebook’s Audience Insights, although there are also some third-party analytics tools to look out for. Knowing this can help you make targeting content to each demographic, increasing their engagement. You can also look at why some people may be more interested in one site over another, and try to adapt strategies and content to increase your overall followers for each one.
2. Measure your overall results
The first step is to create a list of social media metrics that you can use to compare the results of all your channels, and put these in a spreadsheet. These may include likes, followers, shares, clicks, mentions and so on. You can dig in deeper to these metrics, for example looking at which type of posts receive the most engagements. For example, do your links to articles get more clicks on your Facebook page or Twitter? This can help you figure out which platforms are most useful and valuable for your business, as well as which posts work the best for each specific social media platform.
3. Make sure you’re consistent
Often people accidentally have small differences across their platforms that they fail to notice initially, for example this could be the tone you use, or even your brand image. Making sure these details are kept consistent is key for ensuring that people recognise the brand from one platform to another. Also make sure you don’t skimp on the quality of content on a site over another. This isn’t great for keeping a positive reputation.
4. Consider ROI
After reviewing your sites and the metrics, it’s a good idea to look at your budget and calculate ROI. Here, it’s important to remember that you’re looking at social rather than financial ROI, meaning you might have to adjust more traditional methods when it comes to working things out. Essentially, look at how much you’re spending on social media as a total, including things such as third-party analytics, employees who assist with running your social media, apps used to create media images, and spending on ads. Compare these costs with the benefits received.
Social media should be used as a long-term marketing tool to build brand awareness and drive traffic to your website. If you need to post frequently and over a long period of time to see the results and get a good ROI.
If you would like any advice on digital marketing then contact Shamshad directly on Shamshad@shamshadwalker.co.uk or call 0115 880 0247