Having clearly set your organisational goals using the advice from my previous post, it’s now time to look at your target audience. Who are they, which social platforms do they use and are they open to your communications while using them? Just because your audience are on Facebook doesn’t mean they are willing to interact with you there.
As part of your marketing you will already have a clear idea of who your target audience are. Now it’s time to find them online. Not just online but specifically on which platform and additionally which device. This is where your web analytics can help you. If you use Google Analytics you can not only find out how much of your traffic comes from mobile devices but also the amount of social referral traffic you are getting from sites like Facebook, Twitter, LinkedIn and Google+.
This is also a good time to look at your bounce rate from mobile devices. Is your content cutting the mustard when it comes to mobile operating systems like iOS, Android, Windows Mobile and Blackberry?
Now that you have a baseline to work with you can start looking at potential. You know how much social and mobile traffic you have at the moment so where should you be concentrating your efforts to increase that interaction?
There are many places you can go to collect this data so my advice is to start a spreadsheet (this is often my advice, I LOVE a spreadsheet) so that you can put the data collected from different sources into one place for easy analysis. Here are some of the places you can go:
- Ofcom – do reasonably regular analysis on UK specific digital usage
- Social Bakers – give topline numbers on worldwide Facebook usage as part of their free package
- Facebook – go through the advertisement process without confirming and you can get pretty specific data on potential reach (thanks to Mark Braggins for the heads up on that one)
- Mashable – share case studies and infographics with tips and data
- The Next Web – insights and data
- eConsultancy – share information and topline stats through their blog and research samples or become a member to get the latest available numbers
After finding the general usage data you need to experiment and look at any sentiment data you can find to establish how open users are to interacting with brands. Again if resources are low you might just want to experiment for a while and establish for yourself which platforms are best for you after all, this is an ongoing process.
You need to really listen to your audience and there are two ways that you do that:
- Ask them. Whether it’s through comments, tweets or surveys.
- Look at data stats. How many clicks did you get on specific tweets? How many RTs etc
It’s not just about what people say they do but what actions they actually take.
When all this data is collected and you’ve made an informed decision where you want to place your efforts, you need to look at what content you are going to share. The next post in this series will look at how you can create and implement an effective content strategy for your organisation.
For more digital and social media tips and training, why not sign up for one of my online training programmes. Guided learning in the comfort of your own home from beginner to advanced.