Most social media outlets provide users with large followings easy access metrics. These take all the guesswork out of the process. But according to Open Colleges’ Tess Pajaron, you don’t have to measure much when the platform is already handling it for you.
One of the biggest mistakes you can make is to assume the common predetermined metrics are enough. There are plenty of other things you should be measuring to make sure your reach and engagement are as high as they can possibly be.
- Your Comments
Look at your posts with the most comments. Did you ask your followers a question or encourage a discussion of some sort? Whatever topic you posted about was something that compelled your followers to get involved.
As long as things didn’t spiral into an argument, you should incorporate similar posts into your regular posting schedule. If you give your followers what they want, your engagement will naturally rise. All you need to do is pay attention to where your comments are going and re-create the scenario that got everyone social.
- How Far your Retweets and Shares Are Going
Are other businesses sharing your YouTube videos or Facebook posts? Are they retweeting you? This can create an excellent networking opportunity.
It’s unlikely that your competitors will promote you – the most common scenario is that a noncompetitive business or socially influential individual within your niche is sharing your content with people who may find it relevant.
Can you partner up with this business or person? Can you co-promote each other? It may just be the beginning of a wonderful partnership.
- How Often You Publish
Failing to follow a consistent schedule can quickly become your downfall. When do you post the most? Unpredictable patterns can cause you to become buried in your followers’ feeds. If you don’t post very often, people will begin to forget about you.
Periods of inactivity also affect search engine optimisation, and people will be less likely to discover you through organic search if you’re constantly popping on and off the map. Make sure you’re posting enough to stay consistent and relevant.
- Where Your Followers Are Located
If you’re selling a product or service, the most valuable followers are those who live in areas where they can spend with you. If you post great content, you may amass some followers that live outside of your purchasing radius.
If certain locations pop up more than others, it may be time to consider what you can do to expand and serve within those areas. Is ecommerce a feasible option for you? Can you open another location? Should you be translating your website into different languages?
Knowing where your followers are will lead you to success.
- How Many Times You’re Mentioned or Tagged
People are bringing you up. Don’t you want to know what they’re saying? Of course you do! You’re not being nosy if they’re linking directly to you in their posts. Sometimes, people will mention or tag you somewhere because they’re seeking customer service.
If you aren’t paying attention to your notifications in these areas, you could be missing a customer service opportunity. This will be viewed as unfavorable by other people who support you. There’s two sides to the coin of mentions and tags – people could be mentioning something they love about you or recommending you. This is just as valuable.
In short, the easily accessible metrics are helpful, but they aren’t the be-all-end-all of valuable analytics for your social media profile. Digging a little deeper will allow you to modify your strategy in a way that will maximize your results.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]