Understanding Social Media Analytics: Twitter

In our introduction to this social media analytics series, we dissected Facebook and then gave you some handy tips to boost your presence and exposure. With this blog post, we’re introducing you to all things Read More

In our introduction to this social media analytics series, we dissected Facebook and then gave you some handy tips to boost your presence and exposure. With this blog post, we’re introducing you to all things Twitter.

The Deets

The first step you need to take in this Twitter analysis journey (beyond creating an account, setting up a profile picture and header—the basics) is to visit Twitter’s Analytics page. Much like Facebook’s Insights, Twitter provides its own insight into your account, whether you have a business or personal page. When you log into your account through this site, you’ll be given an all-access pass to your followers and your tweets’ success (or failure).

You’ll also be exposed to some social media lingo that you totally need to understand:
· Impressions: The number of times that people saw a particular tweet on their feed
· Engagements: Total number of times a user interacts with a tweet, whether they click on it, retweet (like Facebook’s share feature), replies, follows you, favorites it. Basically this counts anything in relation to your tweet.
· Engagement Rate: Engagements divided by Impressions

These guys are Twitter’s main players, but there are plenty of other terms that will be thrown around; luckily, the rest are pretty self-explanatory. In addition to the performance of your tweets—how many followers you gain, how many retweets your content earned as well as just the general flow of activity and interaction with your account—Twitter Analytics will give you significant insight into your followers.

The Tweeters

Your followers and your intended audience are, arguably, the most important aspects to a successful Twitter account. Twitter’s Analytic tool lets you review the social signals of your followers.
· General demographics (gender, age, location)
· Interests of your followers: the top 10 interests as well as the top 5 most unique. (We thought it was the work of minions, but more likely, Twitter analyzes the topics that someone tweets about most.)
· Who your followers follow
· Type of engagement, whether retweets, mentions, or favorites. As Buffer explains, “Retweets can be a sign of value. Someone found your tweet valuable enough to share with their audience. Favorites can be a sign of appreciation. Your tweet resonated with someone else, and they wanted to give a virtual high-five.”
· Your reach percentage (so how many of your followers are you actually reaching with posts, which ties into which kinds posts are receiving the most engagement)

The Tips

Once you’ve reviewed all there is about your Twitter account, then it’s time to take this new information and put it to marketing use. Much like any social media outlet, the success of your account depends upon how well you can tailor your content to your followers’ and desired audience’s preference. This manifests in the kind of posts you create (are you doing 140 character novels or fun pictures with a relevant caption?) and when you publish posts (the key is to find out when your followers are the most active, a detail that Twitter Analytics can help you with). Once you figure out the who, what, when, and how of your Twitter account and your tweets, then you can replicate the best characteristics of this information.

Another way to share your content on a larger scale is to start a conversation with (by which we mean tag/mention) influencers in your general arena. Whatever your business, there are bound to be some “celebrities” (if you will). Twitter is a great way to engage with these key players.

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Killer Social Media Marketing Tips: Facebook

Since we recently shared tips on everything Facebook analytical, we thought it was only fair to share some ideas to capitalize on all the marketing potential that Facebook has to offer. The first steps should Read More

Since we recently shared tips on everything Facebook analytical, we thought it was only fair to share some ideas to capitalize on all the marketing potential that Facebook has to offer.

The first steps should be no-brainers. Make sure your page is a business  page and not a personal page. Not only does a business page offer you more tools (such as access to Insights), but it is also against Facebook’s Terms of Service to use a personal page for a business.

While you’re creating a business page, you should also verify your page (if you can). Verifying lets your audience and Facebook know that you’re 100% legit. By looking in the “Settings” section of your business page, you should see a “Page Verification Link.” Some kinds of pages don’t have the option of verifying, so don’t freak out if you can’t do this step.

Now that the foundation has been created, the next step is to make the page appealing by fill it with all of your company’s information and adding pictures. Start by going through each tab on the page and adding in your company’s contact info, mission statements, and any big milestones. If someone is looking at your Facebook page, you want them to be able to get as much information as possible (and hopefully encourage them to go to your website or contact you to find out more!).

The cover photo will be located at the top of your page and is usually one of the first images that someone who clicks on your page will see. It’s important to make this picture relevant to your business and engaging enough to make them want to continue exploring. The profile picture is the other super important image on your company’s page. The obvious first choice for this photo would be your business’s logo; it needs to be something easily recognizable (as this image will also appear next to your updates and posts).

Now that your page is all set up and you’re ready to start attracting followers, here are some tips to keep in mind when using Facebook.

1. Timing

Timing is everything where Facebook is concerned. We talked about it in our last post, but it’s worth mentioning again. Hootsuite did a study and found that (generally speaking) the best times to post are “between 12 p.m. and 3 p.m. on Monday, Wednesday, Thursday, and Friday; and on Saturday and Sunday between 12 p.m. and 1 p.m.” Now, this is a generalization start by capitalizing on that data collected by Hootsuite but once your page and reach grows, Insights will collect the timing data for you and you can track your businesses best times for engagement.

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2. Type of Post

When in doubt, use an image. According to Buffer (who did trial-and-error research on this subject), the best kind of updates to post are link updates (basically, posts that have a link that includes an image).

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3. Engage with Followers

Creating engaging content stretches beyond the blog. Make sure your posts are relevant to the business, speak to your audience, and encourage reactions. You want people to comment, like, share, and they want you to comment back. Ask questions. Host contests.

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4. Use Target Audience Feature

This feature allows you to target a preferred audience when posting. If your page is under 5,000 fans, you need to activate it yourself. Audience optimization means that you’re able to target only the groups that would be interested in what you post (which reduces the chance of negative feedback, reactions, and analytics).

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5. Consider Boosting Posts

Technically speaking, boosting a post refers to Facebook’s option of buying an ad to reach a greater audience. Generally speaking, it means using Boost by Design to handle your company’s Facebook marketing.

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Understanding Social Media Analytics: Facebook

If you have a Facebook (in this day in age, who doesn’t?), then you have a general understanding of what to post and when it gets the most likes. A rambling post about the guy Read More

If you have a Facebook (in this day in age, who doesn’t?), then you have a general understanding of what to post and when it gets the most likes. A rambling post about the guy who cut you off in traffic today probably won’t receive too much feedback because, let’s face it, most people are casually scrolling through their newsfeed and don’t really want to stop and read the two paragraphs you wrote. On the other hand, a cute picture of your dog with a witty caption could be gifted with hundreds of likes (depending in how great your friends are, of course).

For businesses, this simple click-and-post method goes a step or two farther and can benefit their overall reach, marketing campaign, and engagement with customers. We’ve decided to take all of our knowledge on the ins-and-outs of the monster that is social media analysis and boil it down into a series on analytics. We’ll tackle how properly understanding the numbers and facts of your social media accounts can help your business, digital marketing, and customer relations. Although this post talks about Facebook, our future posts will discuss Twitter, Instagram, and Pinterest.

The Insight into Facebook

Once you step beyond the individual Facebook user, who knows all there is to know about liking and sharing and those new reaction features, and into the world of a business-using-a-social-network, everything changes (but for the better).

In order to keep all these numbers straight and have a place to analyze what they mean, Facebook presented business pages with Insights. This nifty tool houses all of our major players’ details as well as the option of exporting the information into a spreadsheet. What’s also great about Insights is that you’re able to see exactly what your audience responds to, when they’re online, and then you have the information to act accordingly.

In order to do all of this, you have to have a solid understanding of Facebook’s key terms.

  • Engagement: 

    This percentage will tell you the number of people who “reacted to, shared, clicked, or commented on a specific post.” Engagement will be shown alongside Page Likes and Post Reach in your page’s performance info. It will also provide you with an overview of your five most recent posts and their engagement levels.

  • Net Likes:

    Did you know that Facebook Insights measures “unlikes” as well as “likes”? An “unlike” occurs when someone originally “likes” a post on Facebook, but then decides to “unlike” it a few seconds later (perhaps they were too “like” happy and hadn’t read the rest of the post—we’re not sure). As Hootsuite explains, “With the color coding, you can see the number of ‘Unlikes’ on any particular day, how many likes come from paid sources such as ads, the organic likes, as well as the net likes (organic likes + paid likes – unlikes).”

  • Reach:

    Reach is a little trickier to understand, but bear with us. Whereas engagement only looks at the reactions to a specific post, reach includes those facts and the number of people who saw the post (i.e. it was on their newsfeed, whether on desktop or mobile). The more engagement your post has (more likes, comments, shares, etc.), the larger the reach.

  • Visits:

    Simply put, visits refers to the number of times someone viewed your page or a section of your page. It shows you “what people like about your page, if they’ve talked about your business, and how they arrive at your page,” explains Facebook. This is also beneficial for figuring out if there are any sections of your page that people are ignoring or visiting more frequently.

  • Post Information:

    This section contains three pieces of valuable information: when your fans are online (the best days and times to reach the most people), post types (so looking at statistics such as whether links or pictures receive the most engagement), and top posts from pages you watch (how well are your competitors doing?).

  • People:

    This section is pretty straightforward; it looks at the demographic information of your audience and followers. It will tell you the percentage of people who like your page (broken down into specifics like age and gender), the geographic location of people who like your page, and the first language of people who like your page.

In addition to Facebook’s Insights, other free analytical programs include LikeAlyzer by Meltwater, this tool lets you have a bird’s eye view of your page in easy-to-understand language; AgoraPulse has two free analytical tools; and Cyfe, which is a step above the rest and for those who have a solid understanding and a willingness to be given all the details. If you’re looking to jump right into the deep end of the pool we would also recommend SEMRush; this tool is very detailed and not for the faint of heart, they offer a free version of the program that fits most small business needs. Lastly, as we’re sure you already know, there’s Boost by Design, who will handle all the nitty-gritty details for you to help your business grow.

Tips for Creating Engaging Content

In the age where Buzzfeed listicles dominate and memes have replaced words, it’s difficult to figure out how to create blog content that will keep a reader engaged past the title. The good news? We Read More

In the age where Buzzfeed listicles dominate and memes have replaced words, it’s difficult to figure out how to create blog content that will keep a reader engaged past the title. The good news? We have some tips on how to hook those readers in with engaging content and keep them coming back for more.

1. The acronyms are actually important.

The digital age is filled with talk of the almighty SEO, or Search Engine Optimization. The lofty air surrounding SEO engagement is actually pretty vital to a blog or really any digital marketing campaign. Keywords lie at the heart of SEO optimization. They’re the main points of your content and will help Google guide potential readers to your site. This is not to say that you need to throw a million keywords in your blog so that the actual points are muddled with Google-nonsense. The reason why someone clicked on your post was because they were interested in the title and/or topic, so make sure you deliver on that promise.

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2.  Images, Images, Images

Unfortunately, most people won’t stick through text-heavy content. To get people to keep reading, come up with creative subtexts, organize the information into bullet points or lists, provide links to other sources, and include those images and/or videos. In this article by The Guardian, research shows that videos are the way of the future, so partner with YouTube and start cranking out interesting clips to accompany your blog posts.

3. Give your readers something in return.

Sure, the information that you’ll be providing is a gift enough, but sometimes creating even more engaging content means providing the readers with something tangible. Perhaps for a share, your reader can download some cool treat (i.e. white paper, ebook, video) that relates to the blog content? Creating contests will also help boost your fan base. People love to compete, and what better way to get your business out in the virtual sphere than by having people share your information for a prize?

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4. Grammar is actually important!

Play with words to make your copy more lively and fun to read. Know when to be direct and when it’s proper to be passive. Depending on your company, some topics should be said in a more approachable manner with suggestions rather than rules. As we’ve been doing, use the second person to talk directly to the reader. Yes…you! Keep your tone of voice in mind when creating content as well. Nothing will put a reader off more than an unfriendly or rude tone.

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5. Literally engage your readers.

Listen to what your audience is saying about a particular product/trend/whatever your business does, then try to get them to respond on your blog. Ask questions. Be inviting. Encourage comments.

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6. And your point is?

Throwing out lots of jokes and using fancy jargon may be great for some circles, but when it comes to getting people to engage with your content, stick with what appeals to a broader population. If your witty title talks about how to create engaging content, for instance, than what follows that heading should be all about that topic. (Are we doing okay?) It’s also a good idea to follow current trends. Entrepreneur says it best, “Specific triggers get more people to share our content, spreading our message, gaining traction, winning customers and beating the competition.”

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Coming up next we will be starting our first blog series: How to Analyze Your Social Media Channels. We will break down each channel into their own posts and give you tips and tricks to make your life easier! Subscribe to our newsletter to be sure you don’t miss out!

Super Easy Social Media Tips

Social media is still a relatively new phenomena in the small business world. It might seem like there are no defined common practices that help your business grow using social media. Also, you may speculate Read More

Social media is still a relatively new phenomena in the small business world. It might seem like there are no defined common practices that help your business grow using social media. Also, you may speculate whether the time you’re investing in platforms like Facebook and Twitter are worth the investment.

Between doubting the effectiveness of social media and all the bewildering options that can make setting up a strategy very difficult, it is obvious why a small business owner may shy away from leveraging what social media has to offer. Boost By Design wants to help you through the maze of social media strategies and assure you a good return on your time because doubts or not, there are a lot of potential customers on these platforms just waiting to know about your business.

One of the most obvious benefits of this type of marketing is how accessible it is for you to make some type of presence in social media. Just sit down in front of your computer and roll up your sleeves. So here are a couple of tips to help you get started on your own in-house social media marketing.

 

Get visual:

 

We mentioned in our previous post on how to write engaging content that using images is a compelling way to get potential customers interested in what you have to say. This is no different on social media platforms. Visual content is a large part of social media and sites like Pinterest, Instagram and Snapchat are entirely based on images. Matter of fact, Facebook photos generate 53% more Likes than the average post.

super easy social media tips


The trick is to find relevant and attention grabbing images that draw your potential customer base toward a particular goal like clicking through to your content or liking your page. As a word of caution, it’s best not to take pictures down from the web because you might run into copyright infringement issues. This is where it’s beneficial to have a digital marketing agency at your disposal because they have access to a vast catalog of royalty free images. Memberships to stock photo subscriptions can be cost prohibitive. However, you may also find some limited free images that won’t cause copyright issues at sites like
Pexels if you’re looking to generate some social media content on your own.

An often overlooked content strategy is that you can use multiple images to promote the same content on your site. It may sound strange to do another post that goes to the same article but actually, you want to recirculate your posts for better user engagement. The key is to change the image and headline text so that your social media content isn’t duplicated. Images are really helpful with this strategy because you can use a different one each time to highlight a certain part of your content. In short, don’t be afraid to post multiple times; just make sure you are highlighting something different about your article with each post. Multiple exposure is a big factor in marketing.

 

Know the right time to post:

 

The instinct of most small business owners is to create a post on Facebook for instance and then in a frenzied rush, publish it regardless of time of day. This can create disappointing results and it’s important to get an idea of when your key demographic is more active on the platform you’re targeting.

super easy social media tips


Some of this will be common sense. For instance, posting at midnight on a Sunday is probably not a wise idea if you are trying to target people who work from 9-5. Before you hit send, try to anticipate the habits of your key demographic and what would be a prime social media time for them. Some of it will be trial and error. You’ll want to keep track of which posts get the most engagement and see if there is a pattern with the timing. This may not come as surprise when you think about it but activity on social media tends to climb as we move closer toward the weekend and also into the afternoon.

If you are looking for some hard data to determine a schedule for posting, you can also rely on some of the analytics provided by social media platforms. These tools can give you valuable insight into what time is best to post and also help you come up with future ideas as you get to know your customers’ preferences.

Facebook Insights is a great way to get an idea of user activity. For instance, it can help you see when your fans are online. Just click on the Posts link on the left hand side of the Insights Bar and you’ll get an informative graph which in this example shows that Wednesday at 9:00 PM is probably the best time to post content:

 

super easy social media tips


In case your audience is more of a national one, then it’s good to know that
almost 80% of the US population is in the Eastern and Central time zones. A good rule of thumb is that these two time zones would be an ideal base to reach most of the US population through your social media content.

Obviously, there is a whole art to becoming a social media wizard but hopefully these two ideas give you some ideas on how to start up your in-house social media marketing. Should you want to step it up a couple of notches and save some time, we’d be happy to talk with you about how Boost By Design can turn your social media presence into a profitable online strategy.