Social Media Measurement: How to use data to maximize your social media strategy

January 2, 2014

Do you struggle with social media measurement?

Are you not quite sure what kind of data you should be looking at on social networks like Facebook and Twitter to know if you’re social media strategy is effective?

This week on the Social Media Social Hour I’m joined by Ben Harper of Datify, and we talk about how to use data to maximize your social media strategy. As a co-founder of Datify, a United Kingdom based data driven digital agency, Ben has been utilizing data to get the best results for his clients for years. For this weeks Tech Tool of The Week, I  share with you an awesome tool we use at Casual Fridays as an alternative to Photoshop.

About the show:

Social Media Social Hour PodcastThe Social Media Social Hour is a podcast for marketers and entrepreneurs looking to get on the social media fast track. The podcast is an interview format, where each week I get up close and personal with top brands and influencers to talk social media, tech and online marketing. Each week I also share tools that I personally use to help me with social media management, sales, marketing, account management and productivity.

In this episode, here’s what we’ll cover:

  • Tech Tool of the Week: Pixelmator
  • Ben talks about how he and his co-founder got started with Datify in the UK.
  • Ben discusses why using data is important in an overall social media strategy.
  • He believes the first step in any social media strategy should be to look at data and find out who your audience is, who you want to be talking to, and how to talk to them.
  • Data really comes into play once a business starts posting and creating insights to measure against competitors.
  • Data is a great benchmark of the impression a page is making on social as well as a platform for optimization of the posts.
  • Ben says that measuring your performance is essential to help you improve what you are doing.
  • Ben believes that Facebook, Twitter, and LinkedIn are leading the way in data focus.
  • Pinterest and Snapchat do not give great data at this point, however there are always manual ways to look at how you are doing against your competitors with any platform.
  • Ben talks about the analytics platform for businesses on Twitter, but he often uses other tools for his Twitter analysis.
  • In terms of Snapchat, there really is not a lot of data available at the moment.
  • Brands have had success using Snapchat for limited time offers and coupons.
  • Facebook gives a great amount of data that can be overwhelming.
  • Viewing the engagement rates for posts in the “Posts” tab of Facebook insights is great for learning what is working and what is not working.
  • The reach figures in Facebook insights are also useful to see how the page is performing over time in terms of organic reach and paid reach.
  • The newest insight launch shows when your audience is online which can help focus on when and where to post.
  • Google+ does not give a whole lot of data and it is often viewed more as a search tool than a social network.
  • YouTube does a great job of giving a lot of data.
  • Facebook reach has declined slightly over the years.
  • You have to pay a relatively inexpensive amount to reach your desired audience.
  • For Facebook in 2014, Ben thinks we will see more of a focus on mobile, an updated news feed, and a focus on re-engaging the teens.
  • Ben thinks Instagram will continue rolling out advertisements in 2014.
  • For Twitter he doesn’t think anything major will happen but believes they will continue to improve.
  • Google+ may release a new product to be more of a social network.
  • Ben thinks Pinterest has steadied in their growth so they might be putting in more of a marketing effort to be know as the go-to eCommerce site.
  • Snapchat in 2014 will hopefully stick to their core values while trying to monetize.

Ben Harper’s Social Media Six Pack:

  1. What kind of smartphone do you currently use? iPhone 5
  2. What was the last app you purchased for that iPhone 5? NFL Mobile App
  3. Best social network for personal use? LinkedIn
  4. Which new ad platform excites you the most? Instagram
  5. If you could only read one social media blog, what would it be? Inside Facebook
  6. Which social media network are you predicting, will be the big focus for brands in 2014? Facebook 

Items mentioned in the show: