Size isn’t everything—at least, it’s not the most important thing when it comes to social media.
Why not? Mainly because it’s the quality, not the quantity, of your followers that matters most.
Think about it: a Facebook Page could offer a giveaway, and set it up so that the contest achieves the goal of increasing its Facebook followers. But many of those followers may not have any interest in the product or service offered by the company the Page belongs to; they’re focused on the giveaway. What’s the point in posting to an audience who doesn’t care?
There are, however, other numbers that have lots of meaning for social media marketers—numbers like “reach” or “how many clicks.” And even if you’re a one-agent agency, wearing all the hats there are, you should take the time to look into some of those numbers so you can understand how your agency’s social media marketing is really performing, who you’re actually reaching, and how you can get even better results.
Social Media Analytics
When you’re logged into your agency’s Facebook page or Twitter account, you can quickly see some basic per-post information. At the bottom of a Tweet, you can see how many retweets and favorites it’s received. At the bottom of a Facebook post, you can see how many people of Pages have liked it (and who they are!), how many shares it’s received, and any comments Facebook users have left.
That can give you a quick insight into which posts are performing particularly well, but there is so much more to be gleaned!
Let’s start with Facebook. If your agency’s Facebook page has more than 30 Likes, you have access to Insights about your Page’s performance. (Just look for Insights on the Facebook menu at the top of your Page.)
Here you have access to a wealth of information about individual posts’ performance, the accounts that have Liked your page (and when and where they Liked it), even the gender and geographic location of your Facebook followers.
Facebook is incredibly generous with the information it provides Page operators, at no cost. (Heck, you don’t even have to go to Insights to get some great data for an individual post. Just click on the “Number of people reached” link immediately below a post, and you’ll be able to see everything from the cumulative number of Likes, Comments, and Shares to the number of clicks it received.)
Interested in diving into your Twitter stats? That’s simple enough: log in to Twitter and then go to Twitter Analytics.
At the top of the page, you’ll see a 28-day summary of your total number of Tweets and Tweet impressions, how many people visited your Twitter profile and mentioned you, and how many Tweets have linked to you.
You can also view a month-by-month roundup of the same sort of data, including your top Tweet and your top follower.
Advanced Social Media Marketing
Viewing your social media analytics is step one—but it’s what you do with that data that will really separate you from the crowd.
- Get to know your followers. On Facebook, you can see the age brackets your followers fall into: customize your posts for those age groups. With Twitter Analytics, you can see who your top followers are. Try connecting with those “influencers” so that they will share your Tweets—and expand your Twitter reach.
- Get to know what your followers like. Both Twitter and Facebook allow you to see which of your posts are performing the best. Take a close look at your top posts and try to discern why they got such a good response. Did you send them out earlier than usual, or at a different time of day? Was it a day when you don’t usually post? Did you connect your content to breaking news? Did you use a hashtag or a photo? Whatever characteristics those top posts have… try to incorporate them into your future posts.
- Get to know your own strengths. Is your Facebook Page getting much bigger results than your Twitter account? Do your fun posts—about the agency, or about your community—get a bigger response than your more matter-of-fact posts about safe driving, health insurance, or workers comp? Try to figure out how you can translate success on one social media platform into success on another, or how to incorporate characterstics from one type of post into your other types of posts.
Here’s the deal: you make sure you stay current on changes in the insurance industry and in the industries you insure, as well as news and events in your community. You need to stay current on developments in your social media marketing, too. Facebook and Twitter make social media analytics available to you at no charge, and there are also many other ways to receive social media reports (InsuranceSocial.Media offers reports after there are 30 days of data in the system, for instance). Don’t let all this information go to waste!