When was the last time you reviewed the social media channels you used and the results they provide? The number of different social networks has grown rapidly, and more and more companies are having particular problems managing their channels. The need for the number and content of the channels has meant that their exploitation increasingly requires familiarization and analysis of the results.
To alleviate the situation, it is a good idea to take an inventory of social networks from time to time to know the successes and failures as well as the current use of the channels. So let’s see how you can analyze where you have been successful and where there is potential for improvement.
1. List of social networks and their use
First, start by listing all the channels you use. Listing the channels is important because social media marketing easily shifts to the channels that the marketer himself knows how to use best. In this case, you do not think about the business first, but only look for results in your own comfort zone. So check where all the channels your business has an account for, if you’ve spent all your time on them, and if there’s an account that hasn’t been updated.
Also list all new and unused social media channels available. New channels are constantly emerging and being among the first companies sometimes creates a significant competitive advantage in the new channel. You should go through the older channels at regular intervals to see if there might be a gap where you need to hit.
Social media channels checklist: Facebook, Youtube, Twitter, Snapchat, Instagram, Google+, WhatsApp, Pinterest, LinkedIn, Foursquare, Tumblr.
These channels are currently the most suitable for marketing your business.
2. Update channel design
Update your channel’s profile picture, description, and other content. Delete any outdated information. Social media channels often leave information about companies that is hopelessly out of date or misleading customers. If the channel is used daily, it is more than easy to lose what it contains.
I recommend doing a comprehensive data review every six months. This really only happens when you mark the time on your calendar.
3. What attracts more traffic to your website
Channel comparisons are sometimes tricky. There is no fully valid way to measure the performance of different channels. A good metric is the data from the Google Analytics and Social Media tabs. From there, it’s worth seeing which channel drives the most traffic to your company’s website. Redirecting potential customers to a company’s website is always profitable if they find information about your products and services there.
Other good meters are:
- Audience growth (followers)
- Commitment to company publications
4. Conduct a competitor analysis
After reviewing the channels, I highly recommend that you look at what your competitors are doing. By tracking the activity of your competitors, you can easily find out what kind of content they have posted and what has effectively attracted their followers.
From the competitors website, I recommend the following:
- Post Frequency
- Effectively engaging content (likes, comments, shares)
- channel growth
- What type of publication have they invested in?
If there are clear differences in any of the channels, I recommend trying to see if a competitor would have found a marketing method that you missed.
Are you betting now or are you falling behind?
This is the best question I can ask companies. Marketing has taken a real leap in the last five years. You can clearly see where your marketing is headed. New social networking services are constantly arriving because people want personalized marketing communications. For this reason, companies should also invest more in the management of their channels and develop them with determination.
If you experience social media as a big monster, we can certainly help you tame it. Read more about Facebook marketing or feel free to contact us.