Now that your social media pages are ready to launch and you have a good understanding of your brand identity, it’s time to start creating content! We’ll show you how to manage social assets, access free tools for social reporting, and understand basic audience insights for your social media accounts.

This is the second installment in our Social Media 101 series for your small business! If you missed our first article, go back and review how to make sure your accounts are set-up for success

How to Manage Your Social Media Content

Someone once said, “Give me six hours to chop down a tree, and I’ll spend the first four sharpening the axe.” The point in that statement? Invest time into making a solid strategy and stick to it with these tips!

Create a Social Media Content Calendar

A content calendar is a written schedule of the what, when, and where of your posts and is a must for organizing your social media accounts. Saving time and developing consistency are just a few of the many benefits of establishing a content calendar. 

Find the content calendar that is right for you:

Read more about why these are some of our top recommendations or discover even more social media management tools we love.

Establish a Method for Record Keeping

As you are creating, planning, and scheduling don’t forget to keep track of your creative assets! Keeping your assets labeled and organized can dramatically improve the ease in which you are able to schedule future posts and review past post performance. 

What we’d recommend: 

  • Take advantage of FREE storage options with Google Drive
  • Back-up all video files onto an external hard drive

💡 Pro Tip: Organize your Google Drive folders by year, month, and so on to easily keep track of your assets like images, videos, blogs, and reports.

Engage with Your Audience

Simply put, it’s just good business! Once you establish a presence on social media, your audience (i.e. potential customers) will begin to engage with your brand and the content you are sharing. 

When you experience an increase in social media traffic, this may result in all kinds of new engagements such as post “likes,” direct messages, comments, shares/retweets, and reviews! Dedicating just 5-10 minutes a day is a great way to start. Set up the reminder in your calendar and reviewing will quickly become a habit. 

Benefits of Audience Engagement:

  • Customer Service – No matter what industry you are in, good customer service can make you stand out against your competitors. When customers DM (direct message) you or comment with questions or concerns, make sure you follow up!
  • Understanding Sentiment – Keep your finger on the pulse of how your audience feels about your brand by “liking” comments, responding to reviews, and answering questions. 
  • Making Business Improvements – Listening to what your audience has to say can often lead to improvements in customer experience. 
  • Refined Social Strategy – Audience feedback and engagement can spotlight areas of your business that need additional clarification for your customers. Incorporate these topics into your content decisions and social media post planning!

Read more about how to engage with your audience.

Staying True to Your Brand Identity

For all your efforts to build a strategy, create content and engage with your audience…nothing will tank your social media growth faster than having an inconsistent brand identity or “branding”. 

By definition we mean the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers’ minds (not to be confused with brand image). Don’t overlook this detail when creating content that fits your brand. A clear brand identity builds familiarity and trust. 

Check out these articles for our tips:

Understanding Analytics for Your Social Media Accounts

After you’ve scheduled a few posts, your job is not done! A crucial part of this process is reviewing your social media account analytics and understanding what they mean for your business and strategy.

We know what you’re thinking. UGH! Understanding your page analytics is probably at the bottom of your list but the truth is, with the right tools, your analytics can become a treasure trove of social media consumer insights.

How to Pull a Social Media Analytics Report

There are many different social media scheduling platforms that also include built-in analytics tools. If you need a refresher on scheduling content, take another look at our first article in this series. Free social media insights are available through Facebook Business Suite, Instagram, Twitter, and LinkedIn. 

Facebook

Log in to your Facebook Business Suite account that you already have set up. You’ll see many different tabs located on the left side of your screen. Here, you can navigate to the Insights tab.

image of how to locate your social media insights through the Facebook Business Suite

When you arrive on your social media insights page, you’ll see an aggregated overview of the available analytics for your linked Facebook and Instagram accounts. You can adjust your view by date in the upper right corner. 

image of how to toggle between different social media insights and how to change the date range.

On the left, you can toggle between different social media insights that are available to you in more detail beyond your account overview. Within each section, you can also export the data for showback to your team or further analysis. 

Where to find the export button to download your social media insights for facebook and instagram

Instagram

Through Facebook Business Suite, you will be able to view your instagram insights. However, there is another location where you can see them as well! But this spot is only available in-app through your mobile device. 

  1. Select the are at the top right of your profile page screen that has three horizontal lines  
  2. You should see a menu with various options, select Insights.
  3. From your Insights Overview page, you can sort by date and toggle between available metrics. You can click on these to expand their insights. 
  4. To review specific posts, click on Content.
  5. Your Insights will default to sort by post Reach, but you can also change this.
  6. From here, you can select specific posts to review their unique insights.
image of how to locate social media insights for your Instagram account through the mobile application.

Twitter

To access Analytics from your homepage, navigate to your More tab and select Analytics. You can also access your analytics directly by logging into Twitter Analytics.

From your home screen, toggle to the Tweets tab where you can select your reporting date range and export your insights for additional analysis.

LinkedIn

If you are searching for your LinkedIn insights, easily navigate to the metric you’d like to review by selecting it from the drop-down menu under Analytics.

Image of where to locate the analytics button for your LinkedIn page to download your social media insights

You can also download your metrics for further analysis.

Image of what the LinkedIn insights export button looks like and where to find it

Which Metrics are the Most Relevant?

If you found the above process insufferable, you can certainly understand why investing in a social media reporting tool can come in handy! Whether you have an efficient tool to pull all the data for you, or you manually pull reports from each platform, there are some key metrics that small businesses should pay attention to.

Follower Growth

You’ll always want to keep track of your follower growth and make sure you are trending upward, but don’t become obsessed with this metric. Remember, the more followers you have, the harder it is to reach them organically. There are a variety of methods to grow your audience and we will be taking a closer look in our next blog in this series!

Reach and Impressions

Reach is the total number of unique users who see your content. Impressions are the total number of times your content is displayed, whether it is clicked on or not. Meaning… if someone sees any content from you more than once, it will count as multiple impressions. 

These metrics are great for monitoring brand awareness. The higher your reach and impressions, the more your content is appearing in front of potential customers.

Engagements

This metric can be kind of tricky because it encompasses several different “actions” your audience can take when engaging with your content. Generally, this includes post likes, comments, shares, and clicks

When your audience engages with your content, it means that your content resonates, is relevant and creates value for them. As your platforms grow, take time every month to determine your average number of engagements. Then, compare them to the previous month to follow your improvements.

Total number of post engagements divided by the total number of posts on your page equals your average post engagement

💡 ProTip: Take time to analyze your top performing posts for the month! Why did they perform so well? What made them stand out? Can you replicate the success by posting similar images or discussing similar topics?

Continue to Learn with Social

When it comes to social media, we’re always learning. We hope you found these tips helpful to stay organized, manage your content and as you grow, make data-informed decisions about the content you share with your audience. Remember, we’ve turned this into a series. So, be sure to check back every few weeks for the next installment of Social Media 101 for your small business!

Need a little extra help? The Social Ginger is here to be your partner as you continue to dive into and learn more about social media. Set up a FREE discovery call today.

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