{"id":33985,"date":"2020-03-10T06:04:00","date_gmt":"2020-03-10T06:04:00","guid":{"rendered":"https:\/\/mention.com\/?p=33985"},"modified":"2024-07-10T12:55:31","modified_gmt":"2024-07-10T12:55:31","slug":"social-media-analytics-create-content","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/social-media-analytics-create-content\/","title":{"rendered":"How To Use Social Media Analytics To Create The Best Content"},"content":{"rendered":"\n<p>We\u2019re living in an era where we can do almost\neverything online. Some people \u2013 take bloggers and social media influencers,\nfor example \u2013 even have too much fun sharing bits and pieces of their lives on\nsocial media in hopes of entertaining or enlightening an audience. <\/p>\n\n\n\n<p>It&#8217;s not far-fetched to say that brands and\ncompany pages have become a part of this circle of online content creators. <\/p>\n\n\n\n<p>If your company is hoping to become a better\ncontent factory in the hopes of attracting a bigger audience, ask yourself this\nquestion: <em>How can I make the best content\nfor my audience?<\/em><\/p>\n\n\n\n<p>Thankfully, there&#8217;s a\n&#8220;not-so-secret&#8221; feature that lets you learn about how well your posts\nare doing beyond the number of likes and shares. <\/p>\n\n\n\n<p>This is called <strong>social media analytics.<\/strong><\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\"><span class=\"hs-cta-node hs-cta-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" id=\"hs-cta-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" style=\"border-width:0px;\" src=\"\"  alt=\"Instagram Engagement Report 2020\"\/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(1896803, 'b2dd580e-767c-4a68-b224-cc4ea07f0cf6', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<p>Understanding social media analytics is\nessential because it helps you understand data. By learning how to analyze\ndata, you will be able to get insights that&#8217;ll tell you how you can create\nengaging content&#8212;or simply <strong>how you can\ncreate content that works for your audience.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Steps to use social media analytics to\ncreate the best content<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Set your goals<\/h3>\n\n\n\n<p>The first step to creating the best content is\nknowing <em>what you want to achieve. <\/em>The\nroot of your content should ultimately come from the goals you set for yourself\nor your brand. Having your goals in mind can help you know what type of content\nto produce.<\/p>\n\n\n\n<p>This process involves going deep into <em>your purpose<\/em> and <em>your audience<\/em>. Remember, posting online almost always a two-way\nstreet. You shouldn&#8217;t just be doing this for yourself. Other people would also\nhave to benefit from your content.<\/p>\n\n\n\n<p>Once you\u2019ve set your overall marketing goals,\nassess it if you could narrow it down further until it\u2019s specific enough. The\nmore specific your goals are, the more you\u2019ll know what type of content can\nmeet your goals. At the very end, your goals should be SMART.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>S: <\/strong>Specific<\/li><li><strong>M: <\/strong>Measurable<\/li><li><strong>A: <\/strong>Achievable<\/li><li><strong>R: <\/strong>Realistic<\/li><li><strong>T: <\/strong>Time-sensitive<\/li><\/ul>\n\n\n\n<p>If you don\u2019t know where to begin, it\u2019s\nperfectly normal! You might get an idea by looking into the top goals of social\nmedia marketers:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"974\" height=\"462\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-1.png\" alt=\"Use-Social-Media-Analytics-Create-Content-1\" class=\"wp-image-33987 lazyload\" data-srcset=\"https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-1.png 974w, https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-1-300x142.png 300w, https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-1-768x364.png 768w\" data-sizes=\"(max-width: 974px) 100vw, 974px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 974px; --smush-placeholder-aspect-ratio: 974\/462;\" \/><\/figure>\n\n\n\n<p>Source:\n<a href=\"https:\/\/www2.deloitte.com\/global\/en.html\">Deloitte<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Understand the strengths of each\nsocial media network<\/h3>\n\n\n\n<p>While it may sound fun to be present in every\nplatform you can get your hands on, it might not help you reach the specific\ngoals you\u2019ve set. Choosing the platforms to be in should also be in line with\nyour goals.<\/p>\n\n\n\n<p>For example, if blogging is your chosen\nmedium, you may want to <a href=\"https:\/\/websitesetup.org\/how-to-start-a-blog-guide\/\">build a true, self-hosted blog<\/a>, the most\nflexible option that gives you the control you need to be able to create\nconversion campaigns in the future, for example.<\/p>\n\n\n\n<p>Once you&#8217;ve started your business&#8217;s blog, you\ncan then amplify it through select social media networks to get people to visit\nyour website. Sharing snippets of your blog on a dedicated Facebook page or\nTwitter account can help drive people to your blog.<\/p>\n\n\n\n<p>Starting with social media can work, too,\ndepending on your goals and audience. <em>What\nsocial media network do they visit most? What type of content do they like the\nbest?<\/em> <\/p>\n\n\n\n<p>Facebook, Instagram, Twitter, and LinkedIn are\nthe most popular social media sites, but each has its pros and cons. Make sure\nyou look into each platform first before deciding where to post your content.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"856\" height=\"604\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-2.png\" alt=\"Use-Social-Media-Analytics-Create-Content-2\" class=\"wp-image-33990 lazyload\" data-srcset=\"https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-2.png 856w, https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-2-300x212.png 300w, https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-2-768x542.png 768w\" data-sizes=\"(max-width: 856px) 100vw, 856px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 856px; --smush-placeholder-aspect-ratio: 856\/604;\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/coschedule.com\/blog\/social-media-analytics\/\">Source: Coschedule<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Get your analytics tool stack in place<\/h3>\n\n\n\n<p>Depending on what platform you\u2019re in, you\nshould build your social media analytics tool stack. Think of these tools as\nyour very own Jarvis \u2013 your partners in this journey in creating the best\ncontent for your audience. With the right set of tools, they\u2019d be able to tell\nyou what you\u2019re doing right and wrong.<\/p>\n\n\n\n<p>Most social media networks have built-in\nanalytics, such as Facebook Analytics. But if you want to go the extra mile and\nfill in the holes that most built-it software misses out on, you can <a href=\"https:\/\/kevintpayne.com\/how-to-create-a-social-media-marketing-plan\/#Recommended_Social_Media_Marketing_Tools\">stack other tools available online<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Generate a social media analytics\nreport<\/h3>\n\n\n\n<p>Social media analytics may sound intimidating\nat first, but trust us when we say that it&#8217;s going to shed some light on your\ncraft. <\/p>\n\n\n\n<p>In the world of social media analytics, you\nmay encounter different terms and metrics that you might have seen before but\nnever bothered to understand. If it&#8217;s your first time, except that it takes\nmore time to create a social media analytics report and a little more time to\nmaster and interpret. <\/p>\n\n\n\n<p>Before creating your report, it&#8217;s essential to\nfamiliarize yourself with some of the <a href=\"https:\/\/coschedule.com\/blog\/social-media-analytics\/\">basic metrics<\/a><strong>, <\/strong>which differs per platform. <\/p>\n\n\n\n<p>Next, select the metrics that best support\nyour goals. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"831\" height=\"377\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-3.png\" alt=\"Use-Social-Media-Analytics-Create-Content-3\" class=\"wp-image-33993 lazyload\" data-srcset=\"https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-3.png 831w, https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-3-300x136.png 300w, https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-3-768x348.png 768w\" data-sizes=\"(max-width: 831px) 100vw, 831px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 831px; --smush-placeholder-aspect-ratio: 831\/377;\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/coschedule.com\/blog\/social-media-analytics\/\">Source: Coschedule<\/a><\/p>\n\n\n\n<p>Once you\u2019ve chosen what metrics to focus on,\nyou can start crafting your report. We&#8217;ve selected a simple one; you could try\nto give you a glimpse of how your page is performing online. All you need to do\nis to input the numbers you see on the social media analytics tool you&#8217;ve\nchosen:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"887\" height=\"637\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-4.png\" alt=\"Use-Social-Media-Analytics-Create-Content-4\" class=\"wp-image-33996 lazyload\" data-srcset=\"https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-4.png 887w, https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-4-300x215.png 300w, https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Use-Social-Media-Analytics-Create-Content-4-768x552.png 768w\" data-sizes=\"(max-width: 887px) 100vw, 887px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 887px; --smush-placeholder-aspect-ratio: 887\/637;\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/coschedule.com\/blog\/social-media-analytics\/\">Source: Coschedule<\/a><\/p>\n\n\n\n<p>After filling up the table, it might seem like\nit&#8217;s just a jumble of numbers that don&#8217;t make sense. These numbers say a lot\nabout your performance. <\/p>\n\n\n\n<p>The next step is to <em>set a baseline for performance <\/em>for each metric on each channel. The\npurpose of establishing a baseline is for you to determine if you&#8217;re\nunderperforming or exceeding your expectations: you&#8217;re underperforming if your\nnumbers are under the baseline; otherwise, you&#8217;re doing well.<\/p>\n\n\n\n<p>You can set a baseline by following these two\nsteps:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Get the baseline: <\/strong>Use a calculator to find the average performance for a specific metric for the past 90 days (example: total likes garnered for the past 90 days \/ total number of posts).<\/li><li><strong>Set the goal: <\/strong>Determine the metric\u2019s numerical goal by choosing a reasonable range upward from the baseline.<\/li><\/ol>\n\n\n\n<p>Creating a report shouldn\u2019t just be a one-time\nthing. It\u2019s ideal to do this on a monthly, quarterly, and yearly basis to\neffectively monitor the health of your page. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Interpret the data you\u2019ve collected<\/h3>\n\n\n\n<p>Of course, all the numbers won\u2019t make much\nsense if you don\u2019t know how to interpret it. <\/p>\n\n\n\n<p>While the numbers make some aspects of the\ninterpretation objective (example: high number of likes usually means the post\nis performing well), it still requires a bit of subjective analysis, especially\nin extracting insights from your data (example: what made Post A perform better\nthan Post B?).<\/p>\n\n\n\n<p>Grab a notebook and jot down your observations\nbased on these guidelines:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Check for spikes and valleys in your data.<\/li><li>Identify what period or dates did these spikes and valleys occur.<\/li><li>Determine what content caused these spikes and valleys.<\/li><li>Isolate your best performing posts from the least.<\/li><\/ol>\n\n\n\n<p>Next, start analyzing what made these posts\nthe best and what made others your weakest. You can revisit these posts and\nfocus on certain areas that can help you identify why it performed that way.<\/p>\n\n\n\n<p><strong>Engagement\nReceived (Likes, Shares, Comments)<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>What type of \u201creactions\u201d did this post garner? (Example: Facebook react)<\/li><li>If this post was shared multiple times, what did the user say about it?<\/li><li>What were the types of comments this post received?<\/li><li>Why did I get such comments for this content?<\/li><\/ol>\n\n\n\n<p><strong>Copy\/Caption<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>What is the length of this caption?<\/li><li>Was the copy too vague or too straightforward for the audience?<\/li><li>When was this post published?<\/li><li>What kind of sentiment did the copy\/caption aim to express?<\/li><\/ol>\n\n\n\n<p><strong>Image:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>What type of image format is this? (Examples: single image, album, carousel, GIF, etc.)<\/li><li>Was this image aligned to my branding?<\/li><li>Was this image optimized for this platform?<\/li><li>Was the image uploaded in high-resolution or not?<\/li><\/ol>\n\n\n\n<p>These are just some of the questions you can\nask yourself when analyzing your data. Of course, if you can think of more\nqueries that can perhaps deepen the understanding you have or your posts, then,\nby all means, do so. However, you need to always check if it aligns with the\nnumbers from your table.<\/p>\n\n\n\n<p>If you habitually do this for your platforms,\nyou&#8217;ll have a deeper understanding of which factors influence your content&#8217;s\nperformance. It also helps you understand what types of content your audience\nprefers seeing on your page.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Develop content based on the data<\/h3>\n\n\n\n<p>It\u2019s now time to create content that will\nengage your audience.<\/p>\n\n\n\n<p>This is usually the exciting part for all\ncontent creators, but now that you\u2019ve analyzed data from your past work, this\nstep becomes even more rewarding.<\/p>\n\n\n\n<p>You more or less know the type of content that\ntickles your audience\u2019s fancy based on the report you\u2019ve made. Seems pretty\neasy, right?<\/p>\n\n\n\n<p>Earlier, we mentioned that the digital world\nallows you to do almost everything online. With this amount of power,\nrestrictions have to be made to create a sense of order for everyone traversing\nthis world. Some restrictions are good, while some can also be quite limiting.<\/p>\n\n\n\n<p><a href=\"https:\/\/hostingdata.co.uk\/internet-censorship-statistics\/\">67% of internet users<\/a> reside in countries\nwhere any indication of negative criticism towards the government, military, or\nruling family is subject to censorship.<\/p>\n\n\n\n<p>Having said this, it\u2019s important to note that\nsome social media content can be censored, so familiarize yourself with the\nrestrictions so that you don&#8217;t end up with content that&#8217;ll just be put to waste\n(and even get you in trouble). <\/p>\n\n\n\n<p>Try to avoid any topics that point to or might\nlead to censorship, so your content is seen by the widest possible audience in\nyour market. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Monitor and evaluate the results<\/h3>\n\n\n\n<p>As you do your social media analytics report\nevery month, quarter, and year, keep assessing the results and find ways to\nimprove and refine your content. The digital world is fast-paced, so as content\ncreators, you have to also be agile in enhancing your content online.<\/p>\n\n\n\n<p>Keep track of your results in a document (or write them down if it&#8217;ll help you remember), and always, <em>always<\/em> backtrack to the goals you\u2019ve set in the beginning.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\"><span class=\"hs-cta-node hs-cta-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" id=\"hs-cta-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" style=\"border-width:0px;\" src=\"\"  alt=\"Instagram Engagement Report 2020\"\/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(1896803, 'b2dd580e-767c-4a68-b224-cc4ea07f0cf6', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h2 class=\"wp-block-heading\">Integrate Social Media Analytics Into\nYour Life<\/h2>\n\n\n\n<p>If your business\u2019s goal is to create more\nmeaningful, valuable content that resonates with an audience, then you should\nembed social media analytics as part of your content creation system. <\/p>\n\n\n\n<p>While it may be a challenge to learn at first,\nthe good news is, the more you get a more in-depth knowledge of it, the better\nyou can interpret your data. Being an expert in analytics does take a while to\nmaster, but you can guarantee that it will be rewarding. <\/p>\n\n\n\n<p>So use these tips listed above to make sure\nyou\u2019re on the road to creating more consistent, valuable content for your\nsocial media.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019re living in an era where we can do almost everything online. Some people \u2013 take bloggers and social media influencers, for example \u2013 even have too much fun sharing bits and pieces of their lives on social media in hopes of entertaining or enlightening an audience. It&#8217;s not far-fetched to say that brands and &hellip; <a href=\"https:\/\/mention.com\/en\/blog\/social-media-analytics-create-content\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">How To Use Social Media Analytics To Create The Best Content<\/span><\/a><\/p>\n","protected":false},"author":163,"featured_media":33999,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[348,645],"tags":[],"class_list":["post-33985","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-listening","category-social-media-analysis"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Use Social Media Analytics To Create The Best Content<\/title>\n<meta name=\"description\" content=\"In this 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