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Owned social

This step describes the importance of using trending topics to inform social media strategy.

Once you have an overview of your wider topic area it’s time to turn your attention to your own social media accounts.

Using the data provided by each platform, as well as the data of your own in-platform research, you can get an idea about what is working for you on each platform. This will help you make more informed decisions about how to tailor your activity on each to suit the individual audiences, and therefore improving your engagement and performance.

An example social listening strategy template.

Metrics you’re gathering for each channel here are:

  • Top three posts in last year
  • Followers, and growth rate
  • Estimated reach
  • Engagement rate
  • Response time (Facebook)
  • Top five responses (comments, replies etc) from consumers
  • Top five hashtags used
  • Day and time you post

Join the discussion

Out of all the metrics mentioned above, which do you think could be the most useful for informing a short-term social listening strategy? Which of the metrics could give you a wealth of data which could immediately strengthen a media plan? Write your answer in the comments below and explain why.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

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Understanding Social Media Strategy

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