Until recently only limited types of social data were available to brands and businesses. But now you have access to so much data that you’re drowning in a sea of metrics, with no way to tap into it all.
The result? You’re still leaving valuable insights on the table.
That’s why we put together this step-by-step guide to boosting social media engagement with data analytics, from deciding what to analyze to tracking the results.
If you’d like a deeper dive—including mini case studies, examples, and even more research-backed advice—download our whitepaper New Ways to Drive Social Media Engagement with Data Analytics.
1. Start with intuition
It may seem counterintuitive to, well, use your intuition in making data-based content decisions. But going with your hunches is an important way to kick off your data analysis. After all, how else do you know where to start?
So when you have an insight about how your audience is engaging with your social content, consider it a hypothesis that you can then prove (or disprove) with data analytics.
2. Intuition → Data Selection
Increasing views, likes, and comments point to success, but they’re only one piece of the puzzle. For example, most of the social platforms count “views” differently, so relying on that metric alone can lead you to create, optimize, and put ad dollars behind the wrong content. So be sure to consider the different metrics hidden inside terms such as “views” and “engagement.”
3. Data Selection → Analysis
A/B testing in email marketing helps you evaluate the effects of small changes—for example testing one button color over another. In the same way, developing series of posts around different variables, such as posting frequency or photo subjects, can help you hone in on the exact characteristics that increase (or decrease) engagement.
4. Analysis → Collaboration
None of what you’ve done so far will improve engagement if your brand doesn’t actually take action on the insights. Once you’ve run experiments and analyzed the results, encourage the content team to collaborate with the analytics team to ensure they can use the information to take impactful action.
5. Collaboration → Action
By now you should be able to see which content is underperforming. But it’s not so easy to pull the plug on campaigns that took so much time and effort to create. So take a cue from the TV broadcast world: when a show has low viewership, networks will cancel it—even in the middle of a story arc. The networks have no tolerance for money-wasters, and neither should you.
6. Action → Tracking
Relying on just a few days’ worth of data can lead to knee-jerk reactions that don’t address core issues. This is why you should track the results of your data-driven actions over time to understand social engagement trends and get an accurate view of your content’s performance.
7. Back to Intuition
Increasing content engagement through data analysis is a virtuous cycle. The more insights you gain, the more testing you can do…and the more actions you can take to improve results.
Download our whitepaper New Ways to Drive Social Media Engagement with Data Analytics now for:
- More expert advice on how to get the most out of your social engagement analytics.
- Relevant examples that illustrate the advice, making it easier for you to put it into action yourself.
- Mini case studies showing how brands like yours have increased their social engagement using data analytics.
For any additional questions, reach out to one of our social specialists at Conviva using the VivaBot in the bottom right corner of this page or submit a request here.