The volume of analytical data available on social platforms can be overwhelming, and it can sometimes be difficult to know which metrics are most important to your business. Knowing what to measure and how to apply the data makes it easier to modify your marketing for better reach, engagement, and visibility. In this post, you’ll discover how you can use Facebook and Twitter analytics to boost your marketing efforts.
1. Mix up your content
Facebook and Twitter show data on the performance of each post including reach and engagement figures.
➤ On Facebook, go to Insights > Posts > Post Types.
➤ For Twitter, go to Settings > Analytics > Tweets.
This data allows you see which type content interested your audience the most, whether it’s images, links or video. By monitoring engagement and reach data for each stream, you can tweak your content strategy so that your providing your audience with content via the streams they prefer.
2. Fine tune your scheduling
The timing of when you post on Facebook and Twitter is crucial- it can make a massive difference in your reach and engagement figures.
Just because your target audience is active during the day, doesn’t necessarily mean they are using their social accounts at the same time. Knowing when your audience is most active will allow you to optimise post timing to greatly improve your social reach and engagement.
➤ On Facebook, go to Insights > Posts > When Your Fans Are Online.
➤ For Twitter, tools such a Tweriod will tell you when the bulk of your followers are online.
Your Facebook and Twitter analytics will tell you exactly when your audience engages the most; This data is invaluable when you consider the limited allocation in social feeds. If you publish a post at 8am, but the majority of your audience typically engages with your content at 7pm, then that morning post is most likely to get buried, seen by few of your audience.
According to HubSpot, the best times to post on Facebook is Mon-Fri 12-3pm and Wed 5-6pm, whereas the best times to post on Twitter it is Sat & Sun 12-1pm, Wed 3-4pm and Thurs & Fri between 1-4pm. These times however, could vary across sectors, locations and cultures; Experiment with different times and days to see when your audience is most likely to engage.
3. Target your messages
Twitter and Facebook insights contain a vast amount of user data, including demographics, location, interests, employment and much more.
➤ On Facebook, go to the Ads Manager and click on Audience Insights.
➤ For Twitter, go to Settings > Twitter Ads > Analytics > Audience Insights.
These social analytics will allow you to create content targeted to your audience, rather than buyer personas or guess work because it’s based on real audience data.
Here are some instances where you could boost your marketing efforts after reviewing your Facebook and Twitter analytics:
- Improve your content strategy and scheduling to target your audience.
- Create offers and content that is better suited to the interests and needs of your audience.
- Adjust the target audience of sponsored advertising for better reach and engagement.
- Amend the tone of your posts to become more relatable to your audience.
4. Increase engagement
Let’s be realistic- not every post is going to grant you phenomenal reach and engagement; you’ll always have certain topics that will perform better than others. Similar to the pointers above for better targeting your messages, you can use social analytics data to identify the topics that are popular with your audience, thus allowing you to integrate your content marketing strategy with your social media.
➤ On Twitter, go to Settings > Analytics > Tweets and see which topics get the highest engagement.
➤ For Facebook, go to Insights > Posts > Post Types then change the engagement metrics to show reactions, comments, and shares for each post.
Here are 3 ways to increase Facebook and Twitter engagement:
- Recycle old content that performed well- whether it’s a promotion that you can repeat or a blog post that the bulk of your audience missed.
- Identify poor performing content and figure out why it flopped. Perhaps you could reinvigorate it by adding more value, improving the title, headline or even changing how you promoted the content.
- Highlight top performing posts and use them as a subject for further research for producing similar relevant content.
The analytics provided by Facebook and Twitter can provide valuable information about your audience. These networks contain some of the largest sources of user data, with billions of posts and interactions daily. By delving into this social data, you’ll find insights that can help you boost your marketing efforts and give you a competitive edge.