At Podymos we believe in sharing knowledge so that everyone can
do their best work every day. We add content at least twice a month or more.
If you want to keep up to date, make sure you subscribe so you are emailed
as soon as new content is released.
Social media marketing is all about engaging with your audience and building a community. It’s about delivering the content that people want to see, and the best way to figure that out is through reporting.
Reporting shows you what has been working well and what hasn’t. It’s like removing the blindfold and lighting a torch, to help you see where you should go next.
On every email your company sends, you would expect to see a report that includes how many people have opened the email and if they engaged with it, allowing you to judge how well it performed. Social media reporting is just like that, it shows you how well your social media platforms are doing and what posts have been the most popular.
You may have heard the phrase ‘actionable insights’ thrown around by marketers and social media managers but put simply it basically means using analytics to make decisions on what to do next.
Getting actionable insights is the best way to drive your business forward as you figure out what is and is not working it. It’s all about making progress, rather than sticking to the same thing and hoping for different results.
For instance, if you notice that one of your posts has worked particularly well, developing a social media report can help determine why through trends. You may notice that your social media posts containing Medical Device statistics perform particularly well, or posts including images perform better than just plain text. When you notice these trends, you can begin to do more of the posts
that work and see more success.
Likewise, social media reports can help you to quickly spot problems. For example, if you notice that you have begun to lose followers, you can look at the content you posted when your followers began to drop. If you notice that you started losing followers around the time you started posting twice a day instead of once a day, you could deduce that your followers don’t enjoy two posts a day and then stop to protect your follower count.
It may seem surprising, but the numbers from your social media can tell you a lot.
What are the differences across platforms in terms of how well you’re performing? Is one platform performing a lot better than the others? Is one platform really underperforming? What are you doing differently?
Are some of your posts better than others? What makes it different? When you can nail down what your users enjoy seeing from you the most, you can keep creating more of it.
In our article on social media strategy, we spoke about the importance of the timings when you post. Developing a report is when you can dive into your posting times and see what times have worked best for you. You can figure out when your target audience is online and ready to engage and get in front of them at just the right time.
With so much data available, it’s hard to know which are the key metrics and where to start when it comes to creating a social media report template. Here are some of the things you should concentrate on:
CTR is available to look at when your post includes a link. It is determined by the number of people who followed the link, divided by the number of impressions (which is when at least 50% of your post has appeared on someone’s screen). That result is then multiplied by 100 to give you a percentage.
Click through rate is important to look at as it gives you a good idea of how well your post is performing in terms of moving users through their customer journey, whether it is registration for a webinar, or maybe just a visit to your website.
Effective marketing campaigns are reported on at least once per month, which is a good place to start. Although you could report more often, waiting a month between reports allows time for trends to develop. When you have more data, it acts as more evidence for your conclusions and therefore, you can feel more certain about your next actions.
Although a month seems a long time to wait between reports, you’d be surprised at how quickly it comes around. Reporting can be a long process if you sit and do it manually, but luckily, there are many tools to help.
Google’s Data Studio is a particularly good tool as it allows you to draw in data from different platforms, such as Facebook Insights and Google Analytics, to create one customised dashboard. Although setting up a template may take time, your reporting should be a quick and streamlined once you have set it up. You will only need to take the time to sit down and analyse the data to make conclusions as to what your next steps should be.
If you post on social media without looking at the numbers and reporting on them, you’re basically going in blind. You may think you know what is working well, but actually, when you see the trends that develop you might be surprised. Although reporting may take time, it is definitely worth the effort. It will help you on the journey of getting closer to your goals as you start making data-driven decisions.
Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.
And don’t forget to follow us on social media
When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. Control your personal Cookie Services here.