How is data from a social media campaign analysed?

When you have gathered all of the metrics, behavioural data and revenue data for your social media campaign, you can explore which influencers and content types have worked most effectively.

Trends

You are looking for trends, rather than one-off anomalies. A couple of strong posts may inflate your metrics, making a campaign appear more popular than it was.

However, if one post does remarkably well, don’t dismiss it as a fluke. Try to gain an understanding of why it worked and include the influencer in these conversations.

You may have unearthed the perfect niche for an influencer’s audience.

If an influencer’s performance is consistently average, you should use this as an opportunity to understand this influencer’s audience in more depth.

If you have a star performer who consistently has great metrics, don’t get too formulaic. Keep things fresh and watch out for downward trends. Address these by experimenting with some new ideas.

Social media metrics

Strong social media metrics indicate that you’re matching the right content with the right audience on the right channels.

If social metrics are poor but click data and financial measures are good, it would indicate one of two things:

• That your product or brand are appealing to only a niche group of the influencer’s audience
• That there is a problem with the content being produced for their social media posts

Action: Test some different sentiments behind the content, change between informing and entertaining, look for synergies between your products and the influencer so you can find the common ground.

Click metrics

If audiences are not clicking on the links or dropping off (bouncing) as soon as they reach the destination, it indicates that your brand or product are being misrepresented in the content of the posts, and/or the influencer’s audience is not right for your campaign.

Action: Experiment with the content to ensure that there is a true representation. If this is not fruitful, it may be time to end the relationship with this influencer. Always try to do this on good terms and in a fair manner.

Return on investment (ROI)

If your ROI is poor, consider whether you are approaching the audience in the right way, or if they are at the right stage of the loyalty loop.

Action: Experiment with the volume of ‘sales’ content; less can be more. Try to also change your approach to sales messages. Fun and frivolous or informative can be much more effective than repetitive discounts or direct sales wording.