When you first start creating your strategy you need to complete a current social media analysis, a competitive analysis, and a target market analysis. In the analytics, make sure you are looking at the most engaging content type, your audience, and timing (all the equations are helpful but these are important for this article).
Your first necessity would be to take your target audience and look at how you are current targeting on social media by using analytics, or to use secondary research to find who is currently using that site. I use the Pew Research Center when I have to use secondary research.
They update these analytics each year! Unfortunately, SnapChat is not yet analyzed but hopefully soon!
I then create a chart as shown below. I would input my demographic information and use the secondary research to find what social media sites my audience is using.
|My Target||% on Facebook||% on Pinterest||% on Instagram||% on LinkedIn||% on Twitter|
If I was already on each social media site and I could find my demographic information, I would still conduct secondary research if I am not currently reaching my target to see where they are.
Now, I need to look at the social media matrix to see where I would have the best opportunity to reach my target on multiple platforms.
My next step is to determine the timing of my social media posts. Now, this is very easily done using any analytical site! I typically use Quintly Analytics, and would use their “Interaction Rate by Time” graph.
The bigger the circle, the higher interaction rate for that specific time. We want to post during the most interactive time periods in hopes to gain more engagement (if we are using the correct content and keywords of course!). If you hover over the circle, you can see the interaction rate and all of the interactions!
Finally, I get to look at the content! We know that in social media we hear about content creation and how important it is, but how do we actually know what content to create?
Most Engaging content type
You need to look at what is the most engaging content types for your industry or brand in particular. This again is found through analytics. I would look at two graphs from Quintly:
First, look at the Interaction Rate by Post Type graph to understand how each type of media is being interacted on for your profile or your competitors if you are not yet on this site.
Then, you need to look at the Own Posts Table to see how your tops posts are not only being interacted on, but also what content you created in that post. You want to recreate similar content for your top engaging posts while staying in touch with your industry.
HINT: Click the I-Rate once to see the top interacted posts
Now, know what time of media to post and the types of posts where most engaging in the past. It is time to look at what is trending in your current industry or with your target audience to gain their engagements again. I like to look at Google Trends, the news, or the “trending sections of my social media sites. Make sure to also look at what your influencers are writing about!
Finally, once you know the content type and actual content you want to write about, you need to use keywords in your posts to increase that SEO! I use the Google Keyword Planner Tool to find my keywords for blogs and social media posts.