The social media landscape has changed dramatically since the start of 2020. If you’re not working from a current strategy, you have no strategy at all. That’s why we recommend that you audit your social media programs annually.
If you’re just getting started with a social media review, here’s my (free) course on conducting a competitive audit and a C&C primer on the best tools to use to perform an audit.
A key part of redesigning a social media strategy is to assess which social media channels are the best fit for your business with their different strengths and weaknesses. It is important that you understand how each channel can be used as an effective tool for marketing, customer service and communication. There are many factors to consider before you can decide which channel will work best for your business.
There are three things you need to know before creating a channel-focused social playbook: your audience, how best to engage them, and the purpose of each social channel. Articulating them will help you determine how to support a social strategy by detailing the type of posts to post, how often you should post, and the metrics that will show your progress.
Is your audience also your subscribers?
The first step in this process is to clearly define the audiences targeted by the use of social media.
Creating a relationship between the brand and the follower requires significant effort from both sides. A subscriber must sign up to “Follow” and then seek out or actively engage with a brand’s content in their feed. The brand needs to ensure that the content is relevant to the follower and offers enough value to help them move forward in a relationship.
When we do social media audits for clients, there’s always an “a-ha” or gap between who the brand says is following them on social media, and what the demographics and psychographics of the audience tell us about who is really among the subscribers. If you haven’t looked closely at subscriber information by channel, make sure that’s part of your next review.
Think you know your followers? Then you should be able to answer these five questions about the top target audiences you’re trying to reach on social media.
- WHAT type of content do they expect?
- WHERE do they attend most often?
- WHEN are they most active?
- WHY are they motivated to follow and engage with your business?
After considering these questions, you’ll be better equipped to develop the tactical steps to reach these audiences and see positive results on every channel.
Action steps: Create a matrix that lists your priority audiences on the side and your mix’s social channels on top. For each audience, identify the channels where they are most likely to be active and engage with brands. Review the matrix to determine the correlation between where your audience is online and which channels are most important to you.
Consider your selection of social channels
Social media channels are as diverse as cities and global cultures – none are exactly alike. Spend time in each channel and immerse yourself in the culture of the channels before (re)creating your strategy. This includes understanding the audience’s intent and expectations. What kind of content will match what they’re looking for and drive engagement that matches your business goals?
Good to be on all social media channels. It’s also good to be more selective and activate only where you and your audience are constantly present.
Ask these questions of each social media channel when reviewing social media to determine if it is part of your strategy going forward:
- Is your target audience here?
- Does the content you create match the channel’s preferred format(s)?
- How much time per day can your team be involved beyond posting to interact with audience responses and the accounts you follow?
- Is there a budget and resources for paid amplification to support this channel?
- What are the most valuable results to achieve with this audience?
Action step: Prioritize social media channels for your brand in HIGH, MEDIUM and LOW effort. Next, identify which emerging channels to start experimenting with, and which ones can be decommissioned to free up resources.
Writing your social media booklet
The Social Media Playbook is the guide on how to use social media channels to achieve business goals and engagement targets. The playbook should be rewritten periodically to align with changes in marketing campaigns, target audiences, internal resources, and results.
What’s going on in the Playbook? A good playbook stems from your strategic approach to using social media to support marketing and communications activities, but does not replace it. A playbook explains the tactical support of your social media strategy. It should have specific direction on the mix of channels and how each channel individually supports business goals with a specific KPI. The playbook should be concise, easy to understand, and flexible enough to be updated throughout the year.
- Write (or rewrite) your playbook to align with the audience targeting and channel considerations made in the aforementioned steps. When moving away from what has been done historically on social media, potentially deprioritizing a channel or focusing efforts on an emerging channel, it’s important to “show the work” on how that reprioritization will look. in the future.
- Detail a game plan for each channel starting with the core content that anchors the brand presence. Core content aligns with the editorial or content marketing plan and should address multiple people or journey stages. It is important to precisely define the content supported by each channel. Identify which content pillars are prioritized, what types of content will be used, and how to support the ideal frequency of curating and sharing user-generated content.
- Show how much time is spent engaging with the brand on each channel and the best times of day to be active (depending on your audience’s time zone). It’s important to remember that social media is not just another online platform for posting content. It’s more of a conversation between you and your followers. This means that you should actively engage in conversations on social media as much as possible, even if there isn’t new content to post every day.
- To select specific KPIs which will identify the health of each social channel and how it contributes to overall business goals. If TikTok experimentation is done to reach a different audience, the KPIs should reflect that it is a high-end activity. Compare that to Pinterest, which has a more direct goal of bringing users back to a website. So measuring referral traffic is a better KPI than pin impressions. Include data from your social media audit to compare current results and set targets for increasing your KPIs.
Action step: Write a channel game plan in the Playbook for each priority social channel in your mix. Be sure to include target audience(s), frequency and types of content, hashtags and emoji to use in posts, and how to measure results.
Final Thoughts for Your Social Media Review
Conducting a social media audit is a smart first step to understanding the strengths, weaknesses, and overall health of a social media program. Use your social media review to identify what is working, what needs to change, and where adjustments need to be made. How data and insights are used to rewrite a strategy and playbook is what sets the best social media teams apart.
Looking for ways to plan your day as a social media manager and optimize your time?
Most people have their own way of organizing their daily routine and making sure everything gets done, but with so many ever-changing considerations in the social media space, it can be helpful to know how others in the same role manage their time, and make sure they are through all the evolving details.
That’s where this Statusbrew checklist comes in. Here, the Statusbrew team has laid out a basic framework for how social media managers can structure their working day, which might provide some useful pointers for your approach.
Again, you probably have your own strategy and process, and you may not need guidance on these items. But maybe breaking things down into more specific segments could help you cover all of your opportunities, every day.
Check out the infographic below, while Statusbrew has shared additional information and tips here.
•Reading time: 4 minutes.
Marketing Manager at @FromDoppler. He loves horses and dogs. Passionate about the outdoors and reading.
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Does it happen to you that while you are browsing Social Networks, you see a product that you love and when you click it redirects you directly to the website to make the purchase? Surely you have noticed much more in recent times. This is one of the direct effects of the pandemic and the advancement of technologies. Find out in this note, how to deal with social commerce and how to apply it to you online.
What are we talking about when we talk about social commerce?
To begin with, we can say that social commerce are a subcategory of electronic commerce, which uses social networks, social feedback and user input, to improve the online shopping experience. (Source: iProUp).
For this reason, it becomes a powerful tool that feeds on the social media in terms of the advantages offered by its interactivity and mass use. This new online business methodology has been installed much more than strong, with the arrival of the world event of Covid-19. From 2021 to today, it modified the shopping and sales experiences forever because, mainly, it simplified the brand communication and allowed shortening distances between consumers and producers.
Among the features that this trend has: the possibility of instant social connectivity through trends or hashtags, massive access to users in different geographical locations, segmentation It requires audiences and direct interactivity with each brand.
Some of the benefits that your online store can have when using social commerce:
- Provide excellent customer service: instantaneousness offers closer communication and also the enormous possibility of having the entire reach of a click to resolve queries, manage shipments, etc.
- Carry out transparent and reliable communication: through good use of social networks, communicate directly through product information, news, promotions, shipments and everything related to your brand.
- Generate closeness and loyalty: through the opinion of other people who will consume the brand and can guarantee their good experience, and the confidence that potential customers encourage the purchase in your online store.
- Differentiate yourself from the competition and improve the commitment of your profile compared to other similar brands.
“80% of purchase decisions are made by an emotional process and only 20% of decisions are rational”. Source: Pablo de Olarvide University.
Learn to sell through your social networks
So far we have seen what this concept is all about, the features and how it can help you. Now we will give you some suggestions so that you can apply it practically to the Brand Digital Marketing Strategy.
It is important to ensure that online sales occur from a search by the user while social commerce is carried out through social relationships between users. Some good examples of the most popular platforms that can help boost your sales that you can start looking into are: WhatsApp Business, Facebook business, follow on instagram and Google Shipping.
Our suggestions to apply this strategy in a practical way:
- Generate content such as images, videos and gifs to increase your visibility.
- Promote your posts to reach more potential customers.
- Provide a good home delivery service to improve the post-sale experience of its customers.
- Communicate the customer service channels and provide as much information as possible, as well as be attentive to the resolution of queries or problems.
- Research and properly choose the Social Networks in which they are highlighted.
- Create a good website that helps boost traffic and exits through a more specialized channel.
- Encourage your consumers to give their opinion, to improve and position your social rating at an excellent level.
And to finish, we are now sharing some examples of Instagam stores that have direct links and good product descriptions so that you can start investigating this topic.
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Would you like to generate more traffic and conversions through social media marketing?
Do you think your social media channels could work better?
Most business owners will answer “Yes!” to these two questions.
To increase the performance of your social media marketing strategy you need to identify what has worked or hasn’t worked in your strategy so far.
To help you with this part, here are the best social media evaluation tools to prioritize what works (and some tools to make it work better!)
1. Agorapulse: Analyze your content on Twitter & Instagram
agorapulse is a social media management platform that also includes a powerful reporting feature that you can use to analyze the performance of your content.
The report includes:
- Your next growth
- Your daily commitments
- Your Awareness Score (i.e. the number of mentions of your username and listening searches containing your brand name for the selected time period.)
- The effectiveness of the hashtags you use (i.e. the number of interactions generated by the hashtags used in your tweets.)
- Your content publishing activity (or that of your team)
- Your best content
- Your most effective days and times to post content (which for me is surprisingly Saturday)
The tool supports Twitter, Facebook, and Instagram (business pages only), but I found the reports for Twitter and Instagram the most useful.
To turn this information into action:
- Make the most of your busiest days
- Make better use of your most effective hashtags
hashtag is a cool tool that will let you identify hashtags related to the one that worked best for you. The tool is freemium and it will show you related and popular hashtags for free:
2. Buzzsumo: Analyze (and compare) your content on Facebook
buzzsumo has a handy Facebook audit feature allowing you to analyze the content of any page, and even compare it to competitors’ pages.
You don’t need to be the manager of an analyzed page, but you can surely analyze your own page using the tool. The report includes:
- Average engagement per day of the week
- Page activity (posts posted each day during the specified time period)
- Average engagement by post type
- Popular reactions to Facebook updates
- Most engaging content types (images, videos, question, giveaway, link)
To turn this information into action:
- Identify your most engaging days of the week and time of day to post content
- Analyze your competitors’ content engagement tactics, like gifts and lead magnets
- Prioritize the update types that work best for you or your competitor
jump video is a great app that lets you prioritize video content to create more engaging social media content to post on your social media channels. The app offers a huge library of templates and effects to make your content irresistible.
Videoleap provides you with a powerful video editor and video effects to create original and well-branded social media content that is hard to miss.
3. Keyhole: identify your followers and engaged users on Twitter and Instagram
Keyhole is a premium social media audit tool that creates advanced reports on any social media profile activity. The report has many sections that you will enjoy browsing, but my favorite parts are:
- Top social media updates (by engagement) mentioning your name
- Sentiment analysis of your social media mentions
- Your most engaged influencer connections (or influencers mentioning your (brand) name). This is by far the most useful section.
- Compare your activity on social networks with that of your competitors
- Social media profiles that mention your name the most
To turn this information into action:
- Connect with influencers who have mentioned your brand and interact with their updates.
- Identify if there are opportunities to collaborate with influential users who know your brand
- Connect with your most active promoters to follow and thank them.
- Find opportunities to organize and advertising social proof
Dovetale is a great platform to keep all the information about your engaged influencers. The tool makes your contacts searchable and well organized:
4. Awario: Analyze Your Brand Mentions
Awario is a social media listening dashboard that includes detailed reports analyzing (and comparing) the popularity of your brand or product name:
- Frequency of mentions
- Locations: which countries the mentions come from
- The topic cloud includes the most popular context around your brand name
- Comparison of the sentiment of your mentions and those of your competitors
- The most popular platforms mentioned by the brand are from
Using Awario APIsyou can also create your own dashboard to prioritize the types of data you want to focus on.
To turn this information into action:
- Identify the platforms that your competitors’ brands are more popular than you (and try to create a more effective strategy for those)
- Identify competitors with more negative sentiment and analyze their mistakes (to avoid them or build an effective product positioning strategy based on them)
- Find up-and-coming competitors and analyze their social media strategy
Use the tools in this list to identify your competitors’ social media tactics you might want to learn from, including their top performing hashtags, engaged influencers, most engaging content, and more.
If you are planning to start a new project, use this report to analyze your market and find out what your future social media competitors are doing right and wrong. According to portablefailure to research your market and future competitors is the reason most projects to fail. A social media audit is one of the best ways to better understand your market and perform well user search.
5. Emplifi: Analyze your Instagram following
Emplifi is a customer experience platform that also offers social media analytics features. The tool gives a handy overview of any social media profile, so it can be used to audit your own profiles as well as those of your competitors:
- Watch audience growth
- Monitor interactions
- Analyze your social media reach (of your competitors)
- Analyze the frequency of updates
To turn this information into action:
- Based on your competitors’ numbers, set your social media growth goals
- Identify your best performing Instagram updates (from your competitors)
Again, tools like Videoleap will help you create better and more engaging social media updates to defeat your Instagram competitors. Analyze the best performing content of your competitors and set up a better social media content strategy.
It may sound cliché, but it’s still true: you can’t improve what you don’t monitor or analyze. These tools will help you identify your most effective social media marketing tactics and let go of what isn’t working.
You don’t have to use all the tools I just listed, but be sure to try them all for a few days. All of the tools here have free trials (at least 7 days) allowing you to get a feel for each report and whether it will work for your niche. Good luck!
TL; Dominican Republic
- Brand engagement has decreased
- Post frequency has increased
- You need more contest and holiday content in your life
- Instagram carousels follow 🔥
The bad and worst news about engagement
Remember when brands got engagement rates of 2% or more on Facebook? Well, the latest from RivalIQ’s 2022 Social Media Industry Benchmark Report says the average engagement rate on Facebook is now 0.064%.
Other median rates are no better, with Instagram at 0.067% and Twitter at a measly 0.037%.
*cries into social media strategist*
Don’t worry; It gets worse!
Despite the increased frequency of posts, brands saw another drop in organic engagement this year.
Did I mention that it’s the Year of the Creator and “user, creator, and authentic influencer-generated content will become a necessity, while branded content will continue to decline in reach and engagement?” Yes, I do.
Influencers and Higher Ed are better at social media than the rest of us.
I believe that the superior performance of higher education has to do, once again, with the demand for authentic content and its ability to use the content of the students. Student content, which is authentic and resembles your customers, especially on Instagram. So, do what higher education marketers do and shift towards authentic influencer, creator, and user-generated content. Oh, and don’t forget the employees!
Any good news?
Some industries actually increased their engagement on Twitter. RivalIQ notes: “Frequent tweeters Higher Ed and Sports Teams came out ahead on Twitter this year, but last place Media showed other industries that more tweeting isn’t always better.”
Industry-specific social performance
If you want to up your social game across the board, look at the sports equipment and higher education industries. They performed above average on all channels. I assume this has more to do with the community and fanaticism what content. Again, niche communities are essential, especially today. Sports fans have a shared interest in their team and the sport they love, which means sharing and interacting with content more to show their defense.
Higher education has a unique set of customers in its prospective, current, and former students who also tend to be advocates long after graduation. Higher Ed also has a large number of undergraduate students who tend to be younger and therefore more active on social media.
It’s really about building advocates and community.
Let’s talk about Facebook. sorry i mean A medium.
Outside of sports teams, influencers dominated in terms of engagement on Facebook. According to the research, it all comes down to more authentic content and building a community. Am I repeating myself? Yes.
On Instagram, RivalIQ says engagement rates fell by around 30% overall, but Instagram engagement is still much higher than Facebook or Twitter. Sports teams and higher education aside, we see influencers and nonprofits performing well above average.
Twitter is the only place where brands increased their engagement rates. Alcoholic beverages, financial services, food and beverage, and health and beauty brands all performed above average in 2021.
Alcohol brands tweeted the least, but had the third-highest engagement rate of other industries. It seems that the success of alcohol came from top performing Photo Tweets. I also have a feeling that the COVID lockdowns and *gestures all over* helped increase social user interest in alcoholic content.
Learn more in RivalIQ’s 2022 Social Media Industry Benchmark Report
There you have it, a super quick reaction to RivalIQ Social Media Industry Benchmark Report 2022. Definitely check out the full report for all the facts and insights, and let me know what you think.
In a day when the conversation on social networks revolves around protesting inequalities, many brands (or rather, the people behind it) may have doubts about how to participate and show their support for International Women’s Day. Doing it is a complicated task, but the fight is too.
As we said with inclusive language, from Fever 40 we are not going to tell you what to do or think, but we will share what we have learned in recent years, not only from 8M, but also from other sensitive situations in the field of communication.
Lessons to communicate on International Women’s Day in social networks:
to be aware
It may be a somewhat strange first learning, but as we began by clarifying, brands are not living beings that move at will. Brands are because there are people behind them making decisions. Therefore, it is important that when doing so we are responsible for the impact they may have, not to ignore the objective and identify the difference between contribution and opportunism.
Two tips to prevent your communication from being opportunistic:
1. Do not ignore the objective of the claim
2. Not wanting the brand to be more of a protagonist than the fight itself.
Learn and listen
Work on this day starts from within. Although it may not seem like it a priori, dedicating yourself to absorbing the different perspectives of the information and conversation on networks about International Women’s Day, you will be activating one of the tasks of this day: reflect to try to change things.
Possibly opening this topic within your team can give rise to debates, which is undoubtedly good news. In other words, you will learn more varied languages and stories with which you will expand your vision as you contribute.
There is no correct answer
Looking for it or imposing it, only fueled polarization on a day where together we all do more, hence the importance of the previous point. Sometimes coming to the conclusion of what you shouldn’t do is more revealing than coming to the yes.
As we are preventing the opening of the melon of the “little purple loguito”. If something turns into themes and becomes entrenched on it, we will not be advancing on the path of improvement.
Facts ahead of words, why not display what you’re marking instead of just a superfluous thank you or congratulations message?
embrace the intention
A house brand learning: more than someone fails in the message than someone who only succeeds. Because who fails today, he will succeed tomorrow. We always apply it and we apply it on International Women’s Day in networks.
And as we have said, if there is not a single correct answer, it will be difficult for there to be a perfect one.
own up to your mistakes
And if you have walked the path, and you have made a mistake, accept it and work so that it does not happen again.
And the most important thing: hey, every day is 8M
No one should have to worry so much if what is behind it is real and the actions are the result of constant work on equality.