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on what I’ve learned about social media analytics:
You want to look at the same numbers often and over a long period of time.
on what I’ve learned about social media analytics:You want to look at the same numbers often and over a long period of time.
Familiarize yourself with your averages — what is your average number of engagements and reach in each platform. What are your average video views? Do your averages vary month to month?
When you know the averages, you will start to see patterns, trends, and outliers.
When you know the averages, you will start to see patterns, trends, and outliers.
When you notice a pattern, trend, or outlier, that’s when you do some “digital detective work”.
• Why is a post so popular when another is
underperforming?
• What is the pattern? Can I repeat it?
• What is causing this trend/anomaly?
• Why is a post so popular when another is
underperforming?
• What is the pattern? Can I repeat it?
• What is causing this trend/anomaly?
Once you’ve discovered the reasons, make sure it informs future content decisions and tactics. Report what you’ve discovered — tell the story the data is telling you.
