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Assessing the effectiveness of your content

This step describes how to determine the success of the content you are posting.

Determining the success of your content would be an unmanageable task if you tried to analyse and draw insights from every single post.

To keep the amount of time you spend analysing to a reasonable level, focus on the top-performing content and the worst or underperforming content. There are two steps to this process.

Step 1: Top-performing content
Gather screenshots of the top and bottom performers across each platform. You may want to add specific attention to any tests you have been running.

How to record screenshots of top-performing content

To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step.

Adapt the template, adding in extra slides, depending on how you want to categorise your content performance.

Include screenshots of posts from all the platforms you are using. The stats should also be present on this slide.

Step 2: Observation
Look through all of the posts you have collected and see what jumps out at you, you should then record all of your observations about these posts.

A way of recording insights based on your content

To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step.

Do your observations confirm your current practices? Are your top performers the content you expected?

Join the discussion

Can you think of a brand or organisation which you become bored with or disinterested in based on their social media content? Why do you think you lost interest? In what ways did the content change? Write your comments below and compare you response with others.

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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Running a Social Media Campaign: Customers, Influencer Engagement, Analytics

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