It’s become common knowledge that social media is a great free marketing tool for small businesses. If used properly, it could lead to a rise in traffic, sales, and publicity!
Now that you have social media accounts set up for your business, let’s talk about how to best utilize these tools. The first step to that is gathering data about your posts and your audience. Our tutorial will cover three major social media outlets: Facebook, Twitter, and Instagram.
1) Get onto your business page and at the top above your post info/messages panel, you will find the “See Insights” button. Click on it!
2) You’ll be taken straight to the “Overview” tab. It shows you tons of useful info, but my favorite tab is “Posts.” It shows you stats and info on how well your posts do in terms of reach and engagement. Plus, it has a nifty graph on when your audience is generally on Facebook! This comes in handy when you’re trying to figure out the optimal time to push out your posts on a day-to-day basis.
Facebook insights are pretty easy to find. Now, Twitter insights are pretty simple to get to too. Before the most recent revamp, insights used to exist under the “Twitter Ads” section — that scared off a lot of potential clicks.
1) You can find “Analytics” by clicking the setting (gear) icon.
2) You’ll be led straight to the “Tweets” tab that lists all your tweets alongside how many favorites, retweets, and replies you get! Twitter also tracks how many clicks you get, so that info shows up right next to your tweets as well. The “Followers” tab is my favorite insight tab, though.
3) Remember all those questions Twitter asked you when you first signed up? Well this is where all that information goes! You get to see an overview of your Twitter followers’ interests, other people they follow, and a cool little infographic on where they’re from. This info comes in handy when you’re hand-tailoring your tweets!
Facebook and Twitter have handy analytics/insights of their own. For Instagram, however, I like using a third-party site called Statigram. I’ll be showing you around the platform with my personal account.
1) I highly recommend Statigram, but I’m definitely open to hearing what your favorite Instagram manager is. After setting up an account, you’ll see this viewing page:
2) There are so many options! For this tutorial’s purposes, we’ll be focusing on the “Statistics” tab. FYI, the “Manage” tab is very useful for making sure you engage with your audience.
3) This is the overview page you’ll be taken to. For post optimization purposes, we’ll be looking at the (surprise, surprise) “Optimization” tab! The other tabs are loaded with great info, so you should definitely check those out if you have the time.
4) At the top of you “Optimization” page should be a “Best Times to Post” section. This puts your posting habits (the black dots) against your community’s interaction habits (the grey dots). The largest grey dots indicate the best times for you to post according to your audience’s engagement data. For me, it would be Monday around 9 am and 6 pm, and Tuesday around 2 pm and 8 pm. You don’t have to post at such specific times, though! For example, if I post on a weekday afternoon, I will have a larger audience than if I post on a Sunday afternoon. There are lots of ways to use this info!
5) Next up: “Media Average Lifespan!” If your audience is on Instagram when you post goes live, they have a much higher chance of seeing it compared to viewers who check the app later in the day. To maximize your post’s reach, consider the average lifespan of your photo (in terms of generating engagement) when you schedule posts. Post it when most people are online, make sure your lifespan overlaps with other audience highs. Using my data, for example, it would be better for me to post on Monday at 5 p.m. than on Monday at 8 a.m.
6) Statigram also tracks your reception according to filters. On my Instagram, Lo-fi, Amaro, and Mayfair trigger the most average likes and Hudson, Lo-fi, and No filter trigger the most average comments. I’m hesitant to say that if I filtered all my photos with Lo-fi, I would be assured more engagement, because not all my photos look good with it. But if you’re looking for a guide to narrow down your most-used filters, this may help.
7) Scroll down further, and you’ll find my favorite insight: “Tag Impact.” It has two columns; the left column lists all the tags you’ve used and the right column lists the top tags used on Instagram. If you tag more photos with the top tags listed in the right column, you’ll be putting your work in front of a larger audience! However, keep in mind that your photo will be competing with many other photos tagged similarly.
Since you already have social media accounts, it only makes sense to use them in the most efficient way possible! The best way/time to post differs between every company, so the best way to be efficient is to check your company’s social media stats.
Let us know if you have any tips or suggestions! We hope this helped!