Part 3 of our 3-part series
When you started down your content marketing strategy path, you hopefully included some metrics to gauge your success. How well is your content resonating with your audience? Are you reaching the goals you set out to achieve? There are numerous ways to measure your campaign’s impact, and there is a veritable buffet of measurement tool options. You can get lost in too much data, so which measurements should you focus on?
Beyond Likes and Followers
If your objectives include increasing the number of followers or page likes, this is easily measurable. Especially if you’re just starting out on social channels, this metric can provide insight into whether your content is reaching your intended audience.
Gremlin Social Guardian™ can provide you with a baseline for your social media activities – analytics including the number of Twitter and LinkedIn followers and Facebook likes your respective pages have, as well as the number of conversations you’re engaging in with your audiences, how many times you’ve posted to each of your social channels and more. This is critical to your overall strategy – after all, if you don’t know where you are you won’t know where you’re going.
Of course, there is more to consider than just page likes and followers. All the individual pieces of the data puzzle should be viewed collectively to see how they fit together. Did you have a spike in Twitter @mentions? If so, look to see what created the spike – maybe you posted an engaging story that generated discussion or promoted a particular product or service that got people talking, sharing or retweeting. If your pages have seen a decrease in the number of followers, likes or engagement, you can use the same type of data to understand why. It could be your messages came across as too promotional or hard-hitting, or just aren’t the types of information your audience is seeking. Don’t fret – this is valuable to know!
Other pieces of the puzzle you should look at for a better understanding of how your content is performing include:
- Time(s) of day
- Day(s) of the week
- Social media channel
All things are not created equal, and social media channels are no exception. In our blog, Elements of Social Media Posts, we discussed differences among the channels your bank is most likely to use. Different types of content perform better on different channels, and your audience engages with various social media channels in different ways as well. Some times of day and days of the week are better for posting to certain channels, too.
Peak Posting Days/Times
12:00 pm and between 5:00 – 6:00 pm Monday through Friday
1:00 – 4:00 pm Monday through Friday
Hourly, between 9:00 am – 4:00 pm Monday through Friday; 12:00 – 3:00 Saturday and Sunday*
*click-through rates are higher on Fridays, Saturdays and Sundays
Although the days and times listed have been shown to work best overall, it may be different for your bank. Experiment with posting to your social channels at different times of the day/days of the week to see which content is generating the most engagement. Use analytics to gauge the days and times your audience is most active on various social channels so you can get a clear picture of the best times to post to reach your audience.
Using links is a great way to increase traffic to your website, blog and social channels. Gremlin Social Guardian can help you not only share these links but also measure them easily. Gremlin Social’s link-shortening tool, brev.is, allows you to convert those long links and analyze results. With brev.is, you can see how many people clicked on your link, what time of day they clicked on it, the geographic location of the people who clicked on it, and even the type of browser they used to access it.
The brev.is link-shortening tool also shows you the 10 most popular links to let you know what content your audience finds most interesting. This can help you determine the types of content that generate the most engagement and can help you in future planning – use this information to populate future editorial calendars and to repurpose content you know resonates with your audience. Some content is worth sharing more than once. Remember that social media newsfeeds are constantly updated and some of your audience may not have seen your original post, so posting your content more than once will only increase the likelihood of it reaching your audience.
Analytics aren’t always easy, but they don’t have to be hard! By using measurement tools like Gremlin Social Guardian, the process can be managed effectively. Since there are multiple pieces to the puzzle, it will take some time to determine which metrics are the most useful for you. A recent study from the American Bankers Association found that only 17 percent of participants surveyed had a clear statement of goals they wanted to accomplish through social media, 23 percent said the social media channels they used didn’t align with their target audience, 33 percent planned the frequency of their posts and only 18 percent planned the time of day they posted content.
Analyzing your content’s performance can help you ensure alignment with your audience, determine the best social media channels for your bank and your audience, the days and times most likely to generate engagement and, ultimately, help you reach your goals.
Read part 1 of our 3-part series, Content Marketing Strategy for Banks in Six Steps.
Read part 2 of our 3-part series, Elements of Social Media Posts.