Sellercast: Using Social Media Analytics to Improve Your Engagement
On June 11th, 2019, our Marketing Director, Andrew Maff, and Head of Accounts, Gina Milazzo, sat down to talk about social media engagement and the importance of analytics. Gina and Andrew also give tips on how to use this information to improve your engagement.
Welcome to episode number 31 of Sellerscast. My name is Andrew Maff.
Gina Milazzo: I'm Gina Milazzo.
Andrew Maff: And today, we are talking about using social media analytics to improve your engagement rate.
Andrew Maff: We're going to talk about engagement.
Gina Milazzo: Way more fun.
Andrew Maff: And try not to have as many puns.
Gina Milazzo: But-
Andrew Maff: Maybe not.
Gina Milazzo: I like puns, [crosstalk 00:00:33] engagement.
Andrew Maff: So, all right. Down to business. [crosstalk 00:00:37]. Yes. Taxes ... so here's what we're talking about. All right, so I've slowly learned over the years a lot of people like to post stuff on social media, and then they go to do the next round of, let me prep stuff for the next month, and instead of looking at the numbers, they just go, "I'm going to keep doing what I did last month.'
Gina Milazzo: Do the same thing.
Andrew Maff: Yeah, what is it, like you're legally insane if you do the same thing over and over again and expect different results?
Gina Milazzo: Legally insane?
Andrew Maff: Legally. It's legal. Like I think they actually send you a certificate.
Gina Milazzo: Clinically.
Andrew Maff: Clinically.
Gina Milazzo: Clinically, not legally.
Andrew Maff: [crosstalk 00:01:17].
Gina Milazzo: The government comes to your house ...
Andrew Maff: So here's what we're going to talk about. We're going to show you how to actually figure that crap out.
Gina Milazzo: Yeah, stop sledgehammering. Stop it.
Andrew Maff: We're going to do Facebook, Twitter, Instagram as the main ones, and I'll give you a little bit of insight on LinkedIn and Pinterest, just because I know some people use both of those. So actually, we'll stick with Facebook, Instagram for now. So, Facebook, Instagram.
Andrew Maff: Facebook gives you the most information. So you're on your page, go to your page, and at the very top is a little thing says insights. You click that, and it's just like a book of everyone that's on your page. So you're looking at-
Gina Milazzo: Social security numbers, maiden names, everything.
Andrew Maff: Maiden names, where they're at right this second.
Gina Milazzo: The name of their first pet. It's great, you can hack their H$R Block account.
Andrew Maff: Firstborn child, whether they had it or not. They actually know what the child will be called.
Gina Milazzo: Yes.
Andrew Maff: This episode is going out of control. So demographic, male, female, fun stuff. Age group, I think there's five or six different age groups that they can basically bucket people into. There is a relevancy to interests of course, and then there is location, duh. So you kind of want to start from the top down, right? You don't want to get too, too specific, so you want more of a general statement. Okay, am I predominantly male or female audience? Let's find that out. Great, so now I know that my voice needs to be more male or more female. Now, the most easiest way to find stuff out, if you're doing social media correctly, you are targeting two things, right? More followers and engagement. If you're targeting sales, you're doing it wrong, you can turn the video off.
Gina Milazzo: Bye-bye, see you, thanks for coming, have a [crosstalk 00:02:59].
Andrew Maff: That is not what social management, average social posting organically, is for. That's what social ads is for, that's a different video, we already did that video. Catch up.
Gina Milazzo: I don't know what number it is. It's number bleep, someone will shop it in. Just fill it in.
Andrew Maff: Someone will fill in that [crosstalk 00:03:13]. So what you want to do is every time you go to repost, you want to look back at the ones that obviously got the most engagement, and try to see what is it about this that actually engaged. Then time. It's amazing how many people are like, "Oh, I know the best time to post something on Facebook."
Gina Milazzo: "I'm on Facebook every day." [crosstalk 00:03:32].
Andrew Maff: "I Googled it three months ago, so it's the same." It is not. Everyone's time to post on social is different. So if you go into the back of Facebook, it will tell you almost specifically down to an hour when a majority of your followers are on Facebook.
Gina Milazzo: Which is nice.
Andrew Maff: Yeah, it's crazy. And it will tell you, okay, most of your followers are on at 1:00. That doesn't mean you post at 1:00, that means you post before 1:00, like at 12:30 or something like that.
Gina Milazzo: What if I took my lunch a little sooner and I went on at 12:30? Then you missed me. I'm gone. I'm not there anymore.
Andrew Maff: Exactly. Think about that stuff.
Gina Milazzo: Yeah, think about me.
Andrew Maff: What she said. So, and it'll also tell you day. So if you're a smaller team and you're like, "I can't post on social media every single day," it will also tell you a majority of your followers are on Tuesdays and Thursdays. Be like, great, I'll just post on those days at 4:00 because that's when most of my followers are on. Treat them like they are your own followers, not just the general thing that you read on Hootsuite's blog.
Gina Milazzo: I'm sure it's great, but it's not [crosstalk 00:04:34].
Andrew Maff: Yeah, I'm sure it's nice. In order, video, image, link, basic text. If you're doing basic text ...
Gina Milazzo: Write a book.
Andrew Maff: Just don't. Links, it happens. You've got to drive traffic sometimes, it is what it is. My preference is to make an image, and then do a bit.ly link or some kind of shortened link.
Gina Milazzo: Teeny weeny weeny.
Andrew Maff: Baby link, and then video obviously if you can. So Instagram, same concept. It's not as specific as Facebook, but you can actually get similar analytics that will tell you relatively the same day that works best. They don't give you time of day, but they'll give you day specific. But you need to have some of those things. If you don't know ... so on Instagram, you're not going to know. Post something at 10:00 AM, post something at 1:00 PM, then post something at 5:00 PM. Spread those out, not all on the same day, and then wait and see.
Gina Milazzo: Not all the same type of post either. Vary it a little bit. AB test between posts with people, posts with product, [inaudible 00:05:30] scenes.
Andrew Maff: Yup, yup ... So test it all, try it all, then go okay, 1:00 seems to be the best out of those three. Great, now try noon, 1:00, and 2:00. 2:00 works, great, now let's try 1:00, 2:00, and 3:00. It's still one, then just stay at 1:00 and stick to that for a little while. Both Facebook and Instagram have a relatively similar algorithm, so if you post something on Facebook and it gets a lot of engagement, your next post will actually show more than usual. If it doesn't get a lot of engagement, your next post will actually show less than usual.
Andrew Maff: So all these people that say, "Facebook doesn't show my posts as much as it used to," it's absolutely true, because of the way that they've set it up now. But it is also set where you're not asking for people to engage, it's not going to show, and it's actually going to affect your post after that and your post after that and your post after that. It's like bowling, it's like where you get a strike, and something happens after that. I never know what, how I got more points, makes no sense. So using the analytics is definitely going to allow you to actually go back to see what's working and what's not. The basics are going back to see, okay, in the past month, what did I post? What worked, what didn't, what time did I post those, which was the best, and just record that. Make a little spreadsheet that says, "This month, I'm going to post on these times."
Gina Milazzo: That's important.
Andrew Maff: That didn't work, and then keep going.
Gina Milazzo: It's all there, you've just got to read it.
Andrew Maff: It is really amazing the amount of success you can have actually just looking at the data that you already have in the back of Facebook.
Gina Milazzo: That no one looks at or even knows is there.
Andrew Maff: It's all right there. Yeah. Don't just post and expect it to work. And unless you're pumping out a butt ton of content, if you're Buzzfeed or [inaudible 00:07:19] Report or some kind of media outlet, then yeah, you should be posting multiple times a day on any platform. Otherwise, stop. Once a day is fine.
Gina Milazzo: Max at once a day.
Andrew Maff: No one really cares about half the crap you're posting anyway. Look at some of the really big guys. I think even Coca-Cola posts like once a week. So ease up on how often you're posting, focus more on quality over quantity, and then look at what's worked in the past, and then that will tell you what is actual quality [inaudible 00:07:49]. Cool?
Gina Milazzo: Very cool.
Andrew Maff: Dope.
Gina Milazzo: Dope.
Andrew Maff: So this week's plug, we're going to give some love to Hootsuite, even though I took a shot at the blog. The blog's great, I don't even know why I chose it. Use Hootsuite, you can pull all that stuff together, you can even pool the demographics so you can see if your Facebook and your Instagram audience are relatively similar, then you can get a little more data by combining them. There's a ton of other reports and stuff that I like setting up in there, plus the scheduling is great. The one thing they don't have which I need them to get that other people do have is scheduling stories. There's a couple other people that do have it, but I'm not going to plug them this week. I'll do that another week. We'll do Instagram stories one week. But thank you all for joining. Be sure to comment below, let us know if you have any questions, or make sure to let us know if you want us to discuss anything next. If not, we'll see you all next week, and have a great day.