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Examining Social Media Platforms and Achieving Goals You Set

So, your company has nailed branding but has no clue what to do next. Your customers now know who you are as soon as they see your posts, and they’re aware of the message you’re trying to convey. It’s time to take your social media presence to the next level and set goals for the year.
Here are a few things you’ll need to consider before jumping into that warm social media pool. After all, you don’t want to go in naked, right? Right? Let’s help you get that swimsuit on.

We’ll break it down by platform.

1. Facebook

Take a look at your Facebook page stats. If you don’t know where to find this, go to your Facebook page manager and click Insights on the left sidebar. This opens a world of analytics information for you or your marketing team. You can download the statistics you see there.

Click through each item on the left, making notes as you go or downloading the stats: Followers, Likes, Reach, etc.

Along the top of your Posts analytics page, you should see three tabs: When Your Fans Are Online, Post Types, and Top Posts from Pages You Watch. Click through each of those and take note of what works and what doesn’t. If you’re not watching any pages, I suggest you fill that out now and have a look at the results returned.
Now that you have your hands full of priceless information, sit down and devise a plan on how to take advantage of that knowledge.
Set realistic page goals for the year based on what you see. You need twelve months and six months with a plan to review your progress every three months and tweak your strategy as needed.

2. Instagram

If you don’t already have your Instagram set to a business account, do that now. Once you do, you’ll be able to click each post you make there and see insights about interaction people have with your content.
Be sure you’re utilizing all Instagram has to offer: Stories, IG Watch, Feed images and videos, Buttons, etc.
See which method gets the most interaction/reactions/shares of your content and how you gain followers. Don’t spend time on things that aren’t working.
Go to popular accounts and see what their content consists of. Imitate what they’re doing but in your own way. If it’s working, you need to work it.

Again, set the same kinds of goals you did for Facebook above.

3. LinkedIn

Believe it or not, this platform’s analytics function a lot like Facebook’s. You can watch other pages, get insights as to what’s working for them, and examine your own content.
A little-known function for LinkedIn businesses is the Showcase Page. It allows you to choose specific things to highlight and lets visitors browse more than just your posts. This feature is a pay-to-play one, but if your company is product heavy, it’s worth a look and an investment.
LinkedIn will email you trending posts and ask you to respond. Do that. It will increase your visibility. If you don’t want to wait, go to your page admin and click Content at the top. It will return trending posts for you to interact with.
Have someone on your team writing content for LinkedIn as well. Publish it in the form of blogs on their own pages, and have them mention the company and link to it.
Post every type of content allowed: Photos, Videos, Documents, and Polls.

Same as above as far as setting goals, but with LinkedIn, you need to revisit and tweak those goals monthly.

4. Twitter

Some of my best months at Twitter came when I took a stance on a hot issue and commented. Twitterati love controversy. Some would say this platform has become a cesspool of negativity, but if you look at it another way, you’ll see that people on Twitter actually don’t care what others think, and that brings about a different kind of freedom.
That being said, my first engagement tip is to examine your business’s moral code and list the things you’re passionate about. Do those things jibe with your social presence, the message you’re conveying to the masses? Then go to Twitter and search potential keywords about that subject. Engage with people. Make your voice heard. You’ll gain traction, I promise. Those in your corner will follow you so they don’t miss something you might say about that topic. Work in some posts about it over the next few weeks.
Now, for analytics on Twitter, you go to your home feed, look on the left, and click the ellipsis next to More. You’ll get a twenty-eight-day summary of your Twitter activity. It will tell you what your top tweet was, the engagement level, and if you click View All Tweet Activity, it opens a smorgasbord of information you can download. You can go back five months.
Your goals for this should be examined and tweaked exactly as your Facebook goals are.
If you dive into the business analytics of every social media platform you engage on (YouTube, Pinterest, Twitter, etc.), you’ll be well informed about what’s hot in the world and how to make an impact with your content.
You need to set these goals each and every year, and you need to have at least one person on your marketing team dedicated to driving followers and interaction. I hope this tips sheet helped you in some way! Now, get out there and start growing your following!

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Contributor

Jo Michaels

Marketing Coordinator

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