soc ial me d i a
Your social media flock
comes to your page with
a specific intent in mind –
is that information, offers,
knowledge or just pure
entertainment?
Measure 2: The “What” – What specific
activities have any visible/tangible benefit?
Understanding the mission of your audience
is another significant step toward engaging
them better. Your social media flock comes to
your page with a specific intent in mind – is that
information, offers, knowledge or just pure entertainment? Facebook Insights offers a way to
gauge this by looking at the reach of each post
and page. The adventurous-at-heart can download the entire Facebook Insights data at a post
or page level and analyze what content works
and what does not.
The metric of interest here would be the
reach of your posts – differentiated by text, image, video, links or other multimedia options.
The way “reach” should be defined in such a
way that it acts as a proxy for how many people “viewed” or “engaged” with the content.
Facebook, LinkedIn and Twitter define reach
intrinsically. For the others, which do not have
an explicit “reach” metric, a proxy of number of
views or number of clicks can be taken.
An eventual insight from this exercise should
help you precisely understand what the customer expects from your social media channel
– is it an image with a collage of discount offers
or is it a DIY video of how-to-use-a-productsmartly or is it plain old philosophy on things?
Measure 3: The “Why” – Why does specific
content work better than the others?
A video or an image is not quite actionable
in itself. What is more important is the content
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