Duncan McCall

Brand Health Checkup: Social Media


Unless you’ve been living under a rock, you know how prevalent social media is in our culture. If you’re not using this tactic to spread the word about your business, you’re missing out on growth potential. It’s free, can drive traffic to your sites (online or real-world), and can directly reach your customers. Improving your social media game comes from listening, which you often do by looking at data. The question on the table: are you getting the most from it? Let’s take a look under the hood to get some useable information.

  1. Get platform insights. Find all your social media profiles – not just Facebook. The big picture data (engagement, link clicks, impressions, shares) should make it easy to see how they compare. Also, check your site analytics to see how each platform drives traffic to your website. Which one works best? What can you do better?

    You don’t have to be on every social media network. If it’s not working or isn’t where your audience hangs out, let it go. For instance, if you want to interact with folks over 65, according to Pew Research, only 3% of them were using Snapchat in 2019. Don’t invest your efforts in Snapchat.

  2. Determine what content works. Look at your information on post engagement, link clicks, impressions, likes, shares, comments, etc. What posts or types of content engage the most? Use this information to improve your content planning.

    Audiences behave differently from platform to platform. Adjust content accordingly. Social media is personal and requires more effort than posting the same message everywhere.

  3. Dig into your audience. You have a picture of the content preferences. Now use the audience analytic information on each platform to get to know the people. Do they look like strangers have, or do they fit your picture of the ideal customer? Now compare the people who simply follow you with those who engage most. Closer to your expectations?

Now that you know 1) what they like and 2) who they are, focus your efforts on delivering the content that creates interaction. “But I want to reach more people,” they cried. Pretty simple actually: engaging your current audience creates organic reach.

Need help? Let us get you started with a digital presence review. Need more information? Reach out and let’s see how we can help.


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