Your customers may ask you for analysis for social media, an essential part of digital marketing. Well, what should one pay attention to while analyzing a brand’s social media?
Before Starting the Analysis
Ask your customers why they want this analysis. For instance: Do they mean to measure the success of their personnel dealing with social media, or aim to find a couple of clues from you? Or else, is the purpose of requesting this analysis anything else?
Ask your clients how much money they can put on the side for social media and social media advertisements.
What do your customers expect from social media? In what condition would they name it as success? For instance, is increasing the number of followers and creating some interaction in the account enough, or do they desire that social media having a serious part in product/service sales?
Are there any branding rules that the firm anchor in? For example, do they say “we do not make discounts, sweepstakes, and promotions”?
Evaluation Criteria in Social Media Analysis
One of the most significant factors that make one having an idea about account quality in social media is content quality. Is the design elegant and modern? Are there any typos and ambiguity detected in the content? In fact, by investigating that kind of criteria, you can examine the content quality.
Are the Followers / Likes Organic?
Using various paid/free tools, you may detect whether the followers of an account are real or provided with bots. Another way of doing it is by comparing the number of followers/likes with the interaction; this solution will give an approximate result. To be honest, the very best is no bots and fake followers at all.
This parameter is quantitative and you can analyze it quite simply. To clarify, sharing too often is not a trouble, you can reduce the frequency if necessary. On the other hand, sharing infrequently may create some problems. This may point out that the relevant team has some time management issues.
Communication with the Target Audience
In social media, communicating with the target audience is extremely important.
Thus, the language in the posts, comments, and feedback to the users who send messages is vital and should match the brand identity.
Synchronizing with Other Channels
Social media is a part of brand communication. Hence, it should match the other elements of the brand such as accounts in other social media platforms, websites, brochures, and so on.
So as to admit that synchronization is achieved; the designs, campaigns, and style in the specified areas must coincide.
Use of Platform Opportunities
Social media platforms offer various solutions to businesses. For example, if you own a company using e-commerce, you may promote your products on Facebook by creating a catalog. In sum, depending on the field of the business, you can examine whether or not such kinds of features are used.
How to provide that the accounts you concern grow and gain more access? In fact, this part is mostly up to your skills and is an open-ended area.
Competitor analysis is the quantitative and qualitative evaluation of competitor accounts’ contents and the number of followers and likes.
Is the “Community” Formed? How Can It Be Created?
Whether or not the “community” is formed is a relative concept. Surely, any and every account has its own followers, yet the point we mean here is whether there is a connection between the account and its followers? One of the main area you could detect this is the comments area. Certainly, herein we can investigate “To what extent the users are interested in the brand? Do they care about the discounts, promotions, and annunciations?” kind of questions.
It is a problem if the account interaction is pretty low, or if there is no connection between the account and its followers of the company (for instance there are no comments on the posts, or no reaction even in the announcements about discounts). In such a condition, we must investigate what can be done to deal with this problem.
Are the Social Media Accounts Supported?
You may organize several online/offline events in order to boost social media accounts. For example, it is possible to make it real by using the following:
- Use of Hashtags,
- Organizing sweepstakes and campaigns on social media,
- References from the website to the social media account,
- Offline: mentioning the social media accounts at the shop, as well as in the brochures,
- Utilizing paid social media promotions.
Are Paid Campaigns Created?
It is getting harder and harder to grow in social media organically. Consequently, it becomes obvious that in addition to the advanced targeting options and rich campaign options offered by social media platforms paid social media campaigns should be considered. However, the only disadvantage of paid social media campaigns is to be paid, naturally.
Meanwhile, you can examine whether paid campaigns are utilized. Also, if they are, you can evaluate whether optimum results are achieved.
For instance, the following points may help you:
- Is the achievement (i.e. sales, likes) achieved in return for cost reasonable? How can we reduce the cost per achievement (sales, likes, etc.)?
- Are the images used in the campaigns of sufficient quality? Have alternative images been tried or tested?
- Are there any Audience Overlapping problems?
- Do the selected campaign types and targeting choice match the aim?
- Are the landing pages opened in links sent outside the platform (for example, to the company website) convincing?
- Are the conversion pixels set up? Do they work properly?
- Are only sales tracked as conversions? Are other vital metrics such as “add to cart” also available?
- How are the timings of the campaigns? Is sufficient time allowed for campaigns to be optimized?