[VIDEO] HOW DO YOU ANALYZE AND CREATE SOCIAL MEDIA REPORTS?

It's time to learn how to analyze reports and create good social media reports.

Remember that research document we were drafting?

Well, the drafting phase is done, and now it's time to get your results.

With this in mind, let's answer the question:

"How do I measure my social media efforts?"

We previously defined some SMART goals.

Maybe your goals focused on attracting more visitors or expanding your reach on social media. Whatever the case, it's time to see how you did.

But before you start looking for metrics and building charts, you'll need to set some reference values, or benchmarks.

Benchmarks are performance metrics that let you compare your company's results with those of other companies in your industry.

This is when you should look for industry reference data; however, my suggestion is to rely on your company's historical data and let that data serve as your reference values.

If your company is new and doesn't have historical data, don't worry. There's no time like the present, so use that recent data as your first set of reference data.

You can base this data on how much you want to grow and how much companies in your industry grow on average, and you can base it on the number of likes or comments, or perhaps on the number of leads captured through an ad campaign.

Once you've determined some benchmarks, it's time to move on to the next best practice: calculating return on investment, or ROI.

When measuring your ROI, it's important to evaluate how you invested your time, as well as what the numbers reflect.

For example, if one of your goals was to attract 50% more visitors to your website from social media this month compared to the previous month, you'll need to invest time distributing content on your social media platforms.

At the end of the month, you'll wonder whether it worked. Calculating ROI can help you answer this question.

If you're looking to attract visitors, you'll be interested in metrics related to the consumption of your content.

These metrics will help you answer the question:

How many people viewed this content or clicked on it?

This is a metric that is fairly easy to track on social media, because each network has web analytics and shares information about clicks, likes, or views.

If you're trying to increase your visits, pay attention to your social sharing metrics.

These will help you understand whether your content is interesting and whether your audience identifies with it.

The metrics you'll want to pay attention to are: the engagement rate and the number of times your content is shared.

If you're struggling to increase your conversion rate, you might be interested in knowing how your social media efforts are helping you drive lead generation.

This can be a difficult metric to apply. But don't be afraid.

A key indicator of how well your content is converting on social media is calculating the conversion rate using tools like Google Analytics or Buffer and, well, HubSpot, of course.

Now, if you use social media as a sales tool, you'll want to track what type of content led to closing a customer and generated revenue.

There are some tools on the market that will help you track these metrics.

HubSpot offers an easy-to-use reporting dashboard that simplifies ROI measurement.

You can also turn to Simply Measured, Google Analytics, or Hootsuite if you're looking to get started right away.

The last step in analyzing your social media results is to review them frequently.

Of course, you shouldn't obsess over everything or check every hour, but you should make sure to do it at least once a week.

Make this step easier by setting up a weekly review to analyze how you're doing.

I suggest adding this to your calendar for Thursdays or Fridays, since you'll be able to use the results to shape your marketing tactics for the following week.

Now, let's recap.

Setting reference values, or benchmarks, is important so you understand how to measure yourself against other companies in the industry or against your past performance.

Remember, social media requires time and effort, so when it comes to measuring results, the numbers aren't the only thing that matters.

So make sure to take this into account when you calculate ROI.

And don't forget to review your results frequently. This is essential for future success.

How can you analyze buyer personas on social media?

Through monitoring. Buyer personas are essential to your Inbound marketing strategy.

They allow you to connect with the right audience and help you start building relationships with people who want to be part of your social network.

How does social media help you stay informed about industry trends?

Remember that not only can you monitor what your buyers say about you, but you can also learn about industry trends that will help you attract more visitors and make your business thrive.

How can social media help you with your content strategy?

This is your opportunity to demonstrate your newly acquired knowledge by distributing the content you've developed for your buyers.

How can social media reports help you analyze your marketing efforts?

Social media reports let you understand how to evaluate your efforts compared to your actual results

How can social media monitoring be used to develop a social media strategy?

Determine your Inbound goals: increase the number of visitors, convert more sales opportunities, close more customers, or even make them happier. Set a SMART goal: Specific, Measurable, Attainable, Relevant, and Timely.

How are keywords used in social media monitoring?

Words or terms may change over time as you learn more about your buyer personas. So don't be afraid to add or remove some as you become a skilled Inbound marketing specialist.

What is the first step marketers should take when developing their social media strategy?

Segmenting your audience. You can consider doing it by geographic location, the stage of the buyer's journey, or even the content your audience has been interested in.

Why are personalized responses important to your audience on social media?

It's important to remember that the people who make up your audience want to feel special, and your job is to make them feel that way at every stage of their journey.

Keep in mind that personalized responses aren't just for resolving customer service concerns. They can also help you delight your customers.

What are the ways marketers can segment their audience on social media?

A simple way to segment your audience is to create a list of your followers whom you can classify as sales opportunities, customers, or even promoters.

Another example would be using a Facebook or LinkedIn group.

Facebook groups are easy to set up.

You can create an open group for anyone to join or a closed group that is subject to the group administrator's approval.

You can get customers to join a group on either of these networks by sending them a link in an email or sharing it with them during a customer-only Webinar.

"Creating groups on social platforms is an excellent option your company has for starting conversations that are relevant to your business."

What are the elements of an optimized social media profile?

"It's your company's logo"

"A clear and concise company description"

"A link to your website"

How do social media style guides improve a social media strategy?

A style guide is a rulebook you should follow on social media; it will help you establish a consistent way of responding to customers, sharing content, creating posts, and more.

In what ways can you tailor your content for Twitter?

Twitter is a "microblogging" tool, or a tool for posting short updates, comments, or thoughts on the internet.

And that requires creativity, so you avoid becoming the elevator background music and instead become the song everyone is talking about. To achieve this, you'll need to make sure you use 140 characters or less, and remember to emphasize the "less."

Twitter limits tweets that include a link to just 117 characters, not including attached photos. So challenge yourself to keep your tweets between 100 and 110 characters and use images to better communicate your message.

And on Facebook?

Ideally, your Facebook posts should be about 250 characters long, and you should aim to use 80 words or so. This will help you showcase your brand's personality a bit more and engage a wider audience.

As with Twitter, ideally you should use photos, videos, and links; but on Facebook, you can go further. Make it personal. Share company selfies if you want. The important thing is to have fun.

And on LinkedIn?

It's a great site for professionals to connect and a magnificent network for your company to share detailed, thought-provoking long-form content.

"Post fewer company announcements or share an article about the evolution of the industry you belong to." You just need to make sure you do it professionally.

How can your company establish itself through leadership on social media?

Sharing industry-relevant content.

What is one method to help you sustain your social media publishing efforts?

Posting consistently.

What are the benchmarks used for social media reports?

What metric measures content consumption?

Benchmarks are performance metrics that let you compare your company's results with those of other companies in your industry.

What metric measures the generation of sales opportunities?

Calculating return on investment, or ROI.

How often should marketers check their social media results?

Doing it at least once a week.

This wraps up the attract stage of the Inbound methodology. As a reminder, we still need to look at the convert, close, and delight stages.

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