Why You Need To Be Analysing Your Social Media Marketing: What It Can Do For Your Organisation

You might find that monitoring and measuring your social media marketing can be a little trickier than a website or email campaign. However it is becoming increasingly important to measure and analyse social data, and all organisations need to be aware of this. You need to integrate it into your marketing strategy and ensure it works towards company objectives from the start.

If you have corporate social media platforms, you need to be monitoring your marketing impact.

Traditionally, social media was seen as essential for building brand awareness and reputation, but is increasingly being used for building engagement, reinforcing a positive sentiment about the brand and improving customer service and rapport.

Worryingly a majority of organisations don’t have clear objectives for social media, and rarely monitor or analyse it for trends or to measure success. If you are putting the time into posting regularly, you should be analysing how this is impacting your organisation.


  1. Get your social marketing campaigns aligned with company objectives.

One of the first things to do is to make sure that your social campaigns are promoting and driving company-wide objectives. How do you do this? Below are some handy examples that might help you get started.

Let’s imagine that you have a content marketing company, and one of your key company drivers for 2016 is to drive 20% more people to your website to read your latest posts.

How can social media help, and how can you measure this?

  • You can post links to your content on your social media platforms, and analyse how many people click through to the website from your tweets, posts and pins. You can say that each month you want to see an increase in X% of people clicking through to your site via a social platform.

You can then also combine this with Google Analytics and see what percentage of people coming to your site are referred by social channels compared to previous months. If there’s been a growth, monitor it, repeat and keep growing!

If you are a local florist, and your objective for 2016 is to grow your new customer base by 20%, you can use social again to help with this.

  • You could tweet a Twitter specific offer for new customers with a link through to the website.
  • You can then monitor who clicks through to your site and uses the code to place an order, and from channel they have come from.
  • You can see how social has helped to grow your new customer base by looking to see how many people converted to a sale after clicking through from a social channel using GA goals.

One of the biggest issues that marketing directors may have with social is that they see it as time consuming without having a direct impact on sales. Social media is first and foremost a brand building, engagement and communication tool, so measure your return with these metrics.


  1. Gather your data, and grow your social base, increase engagement and improve sentiment through analysing it.

Social media can provide you with unique insights that your other analytical data may not. It also offers you a direct communication and involvement platform with your customers on a 24 hour basis, which is unlike any other marketing channels.

Social analytics can tell you who is engaging with your brand, what content gets the most click throughs when you are posting and how people are feeling about your brand (their sentiment).

It can also tell you about the popularity of what you are posting. Quality, not quantity is key with social media and you can easily assess this by looking at the reach, engagement and click through rate of your posts.


  1. Key indicators to monitor on a daily, weekly or monthly basis.

As a social media marketer, I naturally keep many analytics tools open on tabs and refer to them regularly throughout the day to monitor how my social content is doing.

You can decide how frequently you need to monitor your social data but I wouldn’t advise leaving it for more than a month as you might miss out on some important trends and indicators that will drive your future social campaigns.

So, what can you be measuring on a regular basis as key indicators to see how your social sites are performing?

  • Followers – see if you have had an increase or decrease and try and analyse why. Have you recently rolled out a new campaign? More followers means more reach and opportunity.

On Facebook you can see on their inbuilt analytics how many page likes you have and compare it to previous periods.

On Twitter using the analytics tools, you can see how many people have followed you and how it compares to previous periods. If you have changed your campaigns or strategy recently, you can compare how well it has done.

  • Reach – see how many people you are reaching using your social platforms. You might have only 1000 followers, but you could be reaching up to 50,000 through feed and timeline impressions.
  • Engagement – There are many ways in which people can engage with your content. This could be registering for an email newsletter, downloading a guide, retweeting – you could measure CTR or comments or downloads
  • Sentiment – many third party applications allow you to monitor the sentiment of your brand or products. You can assess how people are feeling (positive, negative or neutral).


By creating KPI’s that are driven by your company objectives, and analysing your data on a regular basis you can easily measure your social data to see predictions, achievements and optimised future marketing to ensure it is successful with your online audiences.

If you utilise social analytics well you will be able to move forward with targeted and relevant campaigns that are more personalised to the customer and platform user.

Demographic tools will also allow you to personalise your marketing to ensure it is targeting the people who are following your brand.

Overall, as an organisation you need to be aware of the importance of digital analytics. Below are a few tools that can help get you started:

Tools that I find really useful to monitor social media and analyse data:

Twitter Analytics – https://analytics.twitter.com – the inbuilt analytics tool from Twitter that shows you a lot of useful information on a user-friendly dashboard.

Facebook Insights – found on the top right of your Facebook Page.

Tweet Reach – https://tweetreach.com/twitter-analytics/ – Identify insights, trends, and track hashtags

Rival IQ – https://www.rivaliq.com/ – compare and benchmark yourself against competitors

Google Analytics – https://www.google.co.uk/analytics – heaps of data, but can be used to track social referrals and channels

Iconosquare – http://iconosquare.com/ –  Identify key metrics and trends for your Instagram accounts




Let’s Talk About Content Marketing Strategy: What You Should Be Posting

Content marketing is becoming more important to digital marketers and marketing teams. Google’s algorithms are looking at whether your site includes quality content that reflects the more specific searches made by your audience on search engines.

People have access to so much content these days they are spoilt for choice when it comes to choosing what to invest their time in and read. You need to make sure that your content is appealing, engaging and interesting enough to capture them, get them to click through, and keep them reading.

So how do we go about doing that? We need to make sure that we have mastered the content marketing basics before we go about creating and distributing.

Golden Rule Number One:

Make it relevant, make it unique, make it readable.

Content needs to have a function. It should at least be one of the three things below, but it could even encompass bits of all!

  • Amusing or Enjoyable
  • Informative
  • Interesting

When writing your content, think about your end goal. If you are wanting to sell more holidays, promote travel writing pieces to the destinations you fly to.

You also need to really be aware of who you are targeting. You need to be sharing content your audience relate to, and make sure you share it on the platforms that you know they visit regularly.

So let’s talk a little more about the content functions, and give an example to bring them to life.

Informative Content:

Content that helps people to understand, learn and develop. You give your customers something, in this case, new knowledge, and in return, they become more aware of your brand and what you have on offer. Some examples include:

  • Travel websites such as RyanAir. We know that they promise cheap flights across Europe and wider. What we might not know however is anything about the destinations which they have on offer. RyanAir have a destination guide that gives you insider advice about the cities they fly to. This makes travellers have more of an insight into what’s on offer, and perhaps encourage them to book flights to somewhere new.
  • A how-to guide from an expert in their field. Think about content such as How to make healthy and tasty food from Jamie Oliver, Top Ten Fiction Writing Tips from Stephen King. You get the gist.


Interesting Content:

Get your audience interested. Teach them something new that they will probably want to share and talk about with others.

This slightly overlaps with Informative Content, but it lends itself to being more creative and visual. Interesting content can include:

  • An individuals’ opinion piece, maybe a reviewer’s insight on the latest films, or what they thought about the Academy Awards and who won.
  • A history of how something has developed, such as how a chocolate bar has changed over time and why.

Amusing or Enjoyable:


The easiest content to think about, but the most difficult to create and get people to engage with. The problem with this function is that the content needs to be done well if it is going to be entertaining. You need to appeal to your customers, provide something unique and make sure it is actually amusing.

Examples can include:

  • Funny cat compilation videos
  • Sporting highlights
  • Buzzfeed lists such as ‘Things most people remember from high school’.

Golden Rule Number Two

What should you produce?


There are several insights that can help inform your content marketing strategy. These will tell you what kind of content you should be publishing, what area it should fall into (Enjoyable, Interesting or Imformative) and where you should be posting it.

These insights can be gathered by:

  1. Looking at the people you are targeting. You can use a range of tools to look at your audience and try to create content that will appeal to different segments of people who are interested in your brand.
  2. Google Analytics can help you by providing insight into what keywords are bringing certain people to your site. You can then write content around these searches to ensure you bring the same people back again and again. It also tells you the demographics of your website visitors, their behaviour flows (how they navigate around your site) and what devices they might view your content on. If most people are mobile users, is your content easy to navigate and scroll through on a phone? Is it is visual and easy to understand and digest on a short commute?
  3. Social Media Analytics can tell you what people are saying about your brand online. They give you insight into what content is engaging people, what posts are encouraging people to click through to your site and read your content and when the best time to post new content is.

What content can you produce?

  1. Articles

You can write about what you know, give opinion pieces, or if you want to make them entertaining, break them up with lots of visually appealing images.

  1. Infographics or blog graphics and timelines

Make quick, easy to digest infographics that inform people about what you do, an area you specialise in or services you have on offer. Great for sharing socially.

  1. Guides and Lists

People love lists, and they are always looking for how-to guides on the internet. If you have experts working within your organisation, get people to share their knowledge. If you want to write an entertaining top ten, do it! If you are a hairdresser, maybe write about the top ten best celebrity hairstyles from the latest awards show or film premiere. Entertaining, and draws people to your business.

  1. Videos

Videos are leading the way in future content. People love videos, and by including one in your marketing or social media feeds, you will likely increase engagement by a large percentage.

  1. Social Content

People, especially millennials, are often taking in online information and content for many hours of the day. They read from their phones whilst they commute, they check forums during their lunch break and they catch up on social media after dinner. Make sure you are reaching them.

Innocent Drinks on Twitter have a great social content strategy, in that their tweets are incredibly entertaining, rarely promotional and all-in-all fun to read. They have such a large follower base because of this. Make your social content stand out. Make sure it entertains, informs or interests people.

  1. Interviews and Insights

Talk to someone your audience would be interested in. Document their views online or share the live interview on your YouTube channel.

Golden Rule Number Three

Measure, Analyse, Engage and Improve.


So you have just pressed the publish button, that’s great news. But the fun doesn’t stop there.

The next steps are just as important when looking at content strategy.

  1. Measure the success of your campaigns. You need to look at how well they are doing. How many people click through to the new content? Where do they then go from here? Are they completing goals such as registering for further email updates or booking a flight?
  2. Analyse the people looking at your content. What age are they, what device are they using, where are they located? This way you can ensure that whatever you post next is more personalised towards your audience. Personalisation is so important, and you need to make sure you are one step ahead of the game.
  3. Improve your content. Take what you have learnt above and apply it. Apply and repeat until you have met your targets and goals consistently.

All of the above is really a beginning guide to content marketing. Over the next three weeks I will look at different levels of content marketing and how you can develop your strategy as an organisation – so stay posted!

Remember Golden Rule No.1:


Tweeter’s Block – 10 Quick Social Media Content Ideas

Sometimes as a digital marketer, with several social media sites to manage alongside my personal blog, I get what I call ‘Tweeter’s Block’. You have probably had it too. Even with a flawless year-long social media strategy, you might struggle to find fillers that engage with followers on a daily basis. If you ever find yourself thinking:

“What should I write or talk about today?”

You are probably in the top 99% of us who sometimes need some help to spark an idea about what to write about. Bookmark or print this list and see if it helps you over the next couple of weeks with what to share online.

Many of you may also know someone who doesn’t partake in social media or online blogging because they simply have no idea what to say or share. It is a tricky issue and you can often get round it by following a few golden rules and prompts.

1. Q&A – Share your knowledge!

Continue reading Tweeter’s Block – 10 Quick Social Media Content Ideas

Developing Digital – Why You Should Support Others

In this digital age, it is almost necessary for companies and organisations to promote themselves on the glorious world wide web. From a small Etsy shop selling earrings to a large corporation, digital marketing and online promotion is essential for making sales, engaging with customers and growing a brand.
Don’t have a website. How are people going find out about you? I recently needed to find an open all night pharmacy and you can guess who I chose – that’s right, the one at the top of my Google search. Same for plumbers, food takeaways and how-to videos.

Now I am not saying that word of mouth is dead, but these days, it is all too convenient to find what you need with a quick search. So what about the organisations who can’t afford to hire someone to build them a website? How do businesses who have no social media experience or platform share their message and engage with customers online? How do charities spread the word online without spending money to hire a digital specialist?

Continue reading Developing Digital – Why You Should Support Others

Five Essential Tools To Help Anyone Design

One of the biggest hurdles in managing your own digital marketing campaigns is making sure everything you put out there in the eye of your customer looks great. You might find that you have lots of free and helpful advice from all quarters of the internet on when you should post, what you should post, and how you should post to different social media platforms. However it is tricky to make what you are putting out there look professional without any prior training or ‘natural ability’.

Luckily for those who are new to the digital marketing world, or don’t have the spare funds to commission external design work on a regular basis, a few incredible (and free) platforms and websites are available for you to use as often as you need to.

I personally think these sites are the way forward, and provide a great basis for learning design basics so that if you are ever keen to take the plunge into hand-crafting your own artwork, you have a good foundation already.

Continue reading Five Essential Tools To Help Anyone Design

Digital Marketing Trends Predicted for 2015: Why They Matter To You

Digital Marketing has become a central and indispensable tool for brands wishing to make an impact over the last five years. It is a platform on which small and large businesses alike can make their footprint, boost sales and gain loyal customers.

Technology is continuously developing, and this means our online marketing needs to keep up. Take a look at some predictions for 2015…

1. Mobile Video

There’s no denying that online video consumption is at an all time high, with the average person spending five hours a week watching media online, may that be TV, short videos or films. The majority of people are watching online videos through mobile devices, and this number will only increase in 2015.

What does this mean for you?

Continue reading Digital Marketing Trends Predicted for 2015: Why They Matter To You