How has social media data analytics influenced your approach to content creation and audience engagement?

It has helped me create a conscious mindset of trying to understand what my audience is interested in. As I plan content for my company that is in the construction industry, we have a wide variety of audiences amongst our 3 platforms. Tailoring content to each channel by taking social data analytics into account helps me understand which audiences like what content. 

We utilize our data to allow us to pivot on content type quickly. It seems like sometimes the simpler the post, the better!

I use analytics to keep our content calendar in check. This can also look like seeing what visuals/videos are performing well organically to extend to future content and translating that into paid advertising! I also use analytics to present to directors and deans of the university that I work for on a monthly basis to keep them in the loop about what is doing well so they can relay that info to other stakeholders who in turn help me create content!

We noticed our engagement rate dropping on Instagram but increasing on platforms like LinkedIn and Facebook. So recently we shifted gears and started putting out more video content on Instagram and Facebook, in turn our engagement rate has succeeded our KPIs.

Analytics help us understand the type of content that our audience responds to best. Understanding our audience informs our strategy and helps us build and maintain a community and establish credibility within the industry. Audience engagement is one of our most important metrics currently, however, we are hoping to implement social listening and better understand our share of voice. 

Analyzing data has allowed me to tailor content to meet the specific interests of our audience. For instance, it sparked the idea to create a graphic that would share the importance of wearing sunscreen with those who love Bridgerton. 

It helps us be smart about what content resonates with our audience and what we need to rethink.

Social media data analytics empowers our team to make data-driven decisions, like what content format (short-form video, text, or photo gallery) and posting times/frequency that resonate best with our audience. Analytics are helpful because they help us understand how people are interacting with our social media content, therefore, allowing us to shift our strategy accordingly.

Analytics were not tracked on our social media when I started. We are now working towards implementing it on a biweekly, monthly and quarterly basis. After a big event we had by using the data from socials we were better able to set our self  up for next year and any future events. 

We’ve used data to determine what platforms to post certain content to. Recently, we realized that LinkedIn was getting more engagement, so we started posting more of our recruitment campaign there.