Social Acumen

Clearer Insights. Better Social Media

Social Acumen Insight #43 – Strong call-to-actions are crucial in driving Facebook clicks

Using strong, overt & clear call-to-actions in your Facebook advertising can be a crucial point of success. This blog will explain how you can use strong call-to-actions to improve the volume of Facebook clicks you can generate.

Start reading now.

(See it works!).

As we’ve explored in a previous blog post, Facebook can be a fantastic way of driving link traffic. While Facebook can help optimise your ads for click-throughs, there are a number of ways that you can help yourself to drive more traffic from your Facebook ads.

Read on, fine reader. Read on (that call-to-action was a bit more poetic).

What is a call-to-action (CTA)?

Just to ensure everyone is reading from the same hymn sheet, let’s stop in at glossary corner.

Call-to-action 

This is what you are trying to get people to do as a result of seeing your ad. Be it watching your video or commenting on your post. Or in this case, going to the destination that you want them to.

On Facebook, this takes two forms. There are undefined call-to-actions that you can ask your target audience to do. You can define and set these, and request them in either your text copy or your content.

A good example of an undefined Facebook call-to-action (although we’re not sure about the results!)

The other way in which you can use call-to-actions into your Facebook advertising is through the ones that Facebook offer.

These are found in the bottom right hand corner of your Facebook ads. They are set buttons that you can overlay on your ad, prompting a user to engage further with your ad or content.

A list of Facebook’s call-to-action buttons

These are set by Facebook & cannot be changed. But are fairly universal to what you would want to achieve with any Facebook post. So they’ve got you covered.

Don’t Ask, Don’t Get – why Call to Actions are so important

Depending on what your approach to Facebook advertising is, we can imagine that you want your target audience to do something as a result of your ads.

Including a strong, clear call to action will provide the prompt needed to get your target audience to fulfill this action.

The CTA isn’t just limited to the button either. You can add additional CTAs throughout your ad, making the whole ad work together to provide a compelling reason to click through.

The structure of a Facebook Link Ad

Using either the Headline, Caption, Image or, ideally, a mixture of all 3 will help ensure that you provide the reasons why your target audience should click through to your site.

Making what you want your audience to clear, overt but to the point will help give them that additional reason to do what you want them to do.

Using the CTA button by this point should just help form an idea of what your target audience will be doing. It will help set expectations around whether they are going to be downloading an app, signing up to a service or just visiting a website.

Stronger & clearer, the better

Keeping your ads as clear & simple as possible will ensure that you’re not misleading your target audience. Assuming that your targeting is spot on as well, your audience should already have some interest as well in what you’re trying to say.   

Even so, having a strong CTA running at different points throughout your ad will make sure your target audience are given the right reasons for clicking through.

Much like the CTAs we’ve been talking about, we hope that was very clear.

How Social Acumen can help drive more link traffic for you

Social Acumen can provide you with a clear & simple picture of which of your Facebook ads are driving the most efficient & effective link traffic.

Our Next Step Engagement score focuses solely on how effective your ad was in this regard. And through the insights it generates on this score, Social Acumen can give you a clear idea of what you can do to improve the volume of link traffic moving forward.

Best of all, it delivers these insights instantly. That way you can spend less time wondering how to drive link traffic & more time making it happen.

To learn more about how Social Acumen can improve your Facebook advertising, click here.

Social Acumen Insight #31 – Poor organic reach may be a sign you should spend money

Organic reach on Facebook has been a much discussed topic. Depending on who you talk to, it produces a range of emotions. Some people find Facebook’s tweaks to how their organic reach algorithms a minor inconvenience. Others find it the greatest advertising swindle in recent times.

With news emerging over the last few months that Facebook may even introduce a new newsfeed for non-Paid content – the Explore feed –  the debates around an organic posting strategy have re-emerged.

So when is it right to post content purely organically? And, conversely, when is it right to back your content with Paid media support?

What is Paid & Organic reach?

Quick stopover at the Social Media glossary:

Paid Media / Reach / Impressions – put simply, anything described as “Paid xxx” refers to when you pay to reach a certain target audience with a certain piece of content or advertising. See also “Boosting” content, which refers to taking an organic post & applying Paid media support to it.

Organic Reach / Impressions – put simply, this refers to any post or piece of content that gets posted out without any Paid support. This will be posted to people who either Like or Follow your page.

Sounds so simple, doesn’t it?!

Sadly, much like a lot of things with Facebook, it’s really not that straightforward.

Facebook has been actively seeking to reduce brand’s ability to reach their own organic audiences. This is a great article on the subject from the guys at HubSpot.

We won’t go into the reasons behind this here (it involves those green pieces of paper with dead presidents on them in case you’re wondering).

The thing you need to know as an advertiser is that creating & posting organic content could be a massive waste of your time & energy.

Why is it a waste of time?

Because there’s a huge chance no one will see it. The organic reach of most pages these days ranges from 1-4%. The top end of that will be pages posting highly engaging organic content multiple times a day. Think Buzzfeed or LadBible amounts of volume.

Given that every brand, page, publisher and friendship groups are all competing against each other, your organic Facebook content as a brand has to be super sh*t hot to make it through the noise.

Facebook grades & measures everything entering into the Newsfeed based on a huge amount of criteria (which is here by the way). This criteria determines how relevant and desired that piece of content is to you as a user.

This approach is paradoxical. Content that has more engagement (likes, views, comments etc.) will get more visibility. But if no one sees your content, then how will it receive engagement?

As a result, a brand is only ever really able to show about 1-4% of its own “audience” its content. That’s why when people talk about Likes on a Page not counting for anything – they’re not wrong.

Does that mean my content is bad if no one engages with it?

No.

Chances are you’re actually producing very good content, even if it doesn’t get anyone engaging with it. Whilst that sounds very counter-intuitive, if you’re posting content organically you have:

  • No control over which audience sees it
  • No control over how many of that audience see it

You may be producing the right content but for the wrong audience. As such, it would be wrong to assume that your organic content that doesn’t perform well shouldn’t be supported by Paid in the future.   

It would also be wrong to assume the approach of posting a range of content organically & boosting the best performing ones works every time.

Like any good test, you need constants to measure the results against. Posting content organically does not provide this, as you have next to no idea as to who your content is actually going out to.

Because of this, the only way you’re going to get to a fair method of assessing the quality & success of your content is by putting it into a Paid trial.

Gots to get Paid

Moving towards a Paid test can allow you to test the same creative amongst a number of different target audiences that you’re in more control of. 

Testing out amongst different audiences will then allow you to see what content is performing well or not & which audiences are most receptive to certain pieces of content. And which ones aren’t.

From these results, you can start feeding back the learnings into the creation of your content, optimising & improving that to ensure it resonates as much as possible amongst your own target audience.

With Social Acumen, measuring this activity couldn’t be simpler. Our scoring system clearly shows you where your posts have been successful. You can then use the scores to compare and contrast the performance of your posts. And with our insights generated instantly, you can get a clear picture of what you need to do improve in each of the 5 areas.

To discover more about how you can use Social Acumen to improve your Facebook advertising – click here – https://socialacumen.co/

Social Acumen Insight #56 – Avoiding click-bait to maximise link traffic

You’ll never guess what this blog post says about click-bait articles…

It’s been tough to go onto any Social Media platform and to have avoided click-bait recently.

Facebook has proven itself to be a pretty reliable source of driving link traffic. Which is why it was no surprise that marketers & publishers alike both embraced click-bait style article headlines in order to drive traffic.

However, Facebook has clamped down on this in the past 12 months. This has been in an attempt to create a better quality experience for its users.

Because of this, click-baity articles should not form any part of your marketing & advertising strategy on Facebook.

What is click-bait?

Click-bait(ing) is a method of trying to attract clicks to your site by placing vague or over-exaggerated statements on your ads.

Articles of this nature can often be incomplete, misleading or incongruous statements that don’t actually have much reference to the site page that you’re being driven to.

Facebook goes further in its description of these articles. They claim that any link headline that deliberately withholds information from its audience is classed as click-bait.

The example below shows what this is nicely:

Why is it a bad thing to use it?

Facebook have surveyed their users who find these sort of articles are “misleading, sensational or spammy.”

This is not untrue. To be misled to an article page that has little to no interesting value as claimed by the article headline is deeply annoying & a waste of time for all involved.

On a more cynical note, Facebook potentially views these articles negatively as they can take their users out of the Facebook experience.

Regardless, if you as an advertiser try to use click-bait style headlines, it will result in a decrease in future distribution.

This can be lifted once you stop using click-bait style articles. But anything that could potentially affect your organic distribution at the moment should be avoided, given how difficult it is currently to achieve high organic reach.

What should you do instead?

Driving effective link traffic is all about creating a compelling reason for your target audience to take action.  Think hard about the relationship the caption, image and call-to-action all have with one another.

We’ve highlighted these elements below. Making these 4 elements below work together will be critical in ensuring your Facebook ads generate as much link traffic as possible.

 The structure of a Facebook Link Ad

For more insights like this, delivered at the click of a button, sign up to Social Acumen today. Just click here to get started https://app.socialacumen.co 

Social Acumen Insight #43 – Text on Facebook Videos

This blog post draws upon the insights generated by Social Acumen which can be accessed at the click of a button. To sign up to Social Acumen just follow this link https://app.socialacumen.co/

How you can improve your use of Facebook video 

Facebook video is one of the best way of communicating a message to your target audience. Facebook themselves have invested heavily in video content and have made it their medium of choice in recent years.

However, the issue with video on Facebook comes down to attention span. Most Facebook target audience’s have the attention span of a golden retriever. If you are going to consider posting videos on Facebook as part of your advertising strategy, then you need to ensure:

  1. Your target audience watch your videos to the point that you want them to.
  2. If they don’t do the above, get them to take away a key message from your video.

“Giving your target audience a compelling reason to watch your video is key”

Text on video

Getting people to watch your video is all about giving them a reason to do so.

Adding a simple amount of text on your video can ensure that the main reason to watch it is landed clearly.

The example below may have gone ignored by most of its target audience had it not had the reason to engage clearly stated up front.

This is particularly important for mobile devices where the screens are smaller and the action harder to see up front.

If you can add a compelling reason to watch a video through adding some text on it, you’ll get more people watching it and therefore more chance to watch until the end.

Shorter the better

The easiest way of getting people to watch your entire video is by making it as short as possible.  Research has shown that average view duration of Facebook video is around 18 seconds. In our experience however, we’ve seen this be more around 10-15 seconds.

Therefore, if you’re going to post Facebook videos that are longer than 15 seconds you may struggle to get your target audience to watch it.

So ensuring that your videos are short, punchy and land their main message as quickly as possible is a great way of doing this.

 

“Facebook videos that are longer than 15 seconds you may struggle to get your target audience to watch it.”

 

Meet the team behind Social Acumen

Hello. If you’re reading this, you are probably curious about the founding team behind Social Acumen.

Well you’re in luck as that’s what this blog post is all about. We’ve included some more information around the founding team behind Social Acumen & our mission to help small businesses understand & improve their Facebook advertising..

If you have any questions at all about how the company works then please feel free to drop Sam or Ace a message using our Facebook & Twitter pages.

The Batman & Robin of Facebook analytics (yes that’s a real thing now)

Sam Edwards - Founder of Social Acumen

Introducing…Sam Edwards, CEO & Founder

Social Acumen is led by Sam Edwards. Sam has 6 years of experience working with some of the largest UK Social Media advertisers, ranging from Sky, Sony Mobile, Domino’s Pizza & Bacardi.

His experience working on their Social Media & Facebook advertising gave him a very keen sense (some would say acumen 😏) for what works on Facebook & what doesn’t.

His experience of turning their Facebook data into meaning lies at the core of Social Acumen. Turning Facebook data into insights isn’t a straightforward process. Yet it’s so important, as without them, improving your Facebook advertising is a matter of guesswork.

 

Dr Aasis Vinayak - CTO of Social Acumen

Introducing…Dr Aasis Vinayak, CTO

To make the data a lot more simple & straightforward, Sam is joined by Dr Aasis Vinayak. Ace, as he’s more commonly known, specialises in Mathematical modelling & evolutionary algorithms. So it’s safe to say he knows a thing or two about data.

He developed the algorithms & formulae that powers Social Acumen to create a scoring system that genuinely reflects what good & bad Facebook advertising is.

He’s also a bit of a Social Media superhero too & was recently included in Sage’s list of 100 top business influencers.

Between Sam’s experience working with Social Media brands & Ace’s robust experience working with data, Social Acumen is led by the Batman & Robin of Facebook analytics. Although which one’s which is still up for debate…

Big Facebook insights for small businesses

We won’t lie to you – using your Facebook data to improve your Facebook advertising is complicated.

Over 50% of all Social Media advertisers cannot tell whether their Facebook advertising was effective. A further 62% cannot prove the value or ROI of it. And these are people whose job it is to advertise through Facebook.

Over 50% of digital marketers cannot prove the effectiveness of their Facebook advertising

Brands – both big & small can struggle to turn their data into clear, data-driven insights. However, where bigger, richer companies & brands can employ a person / people or an entire agency to do this, what chance does a smaller business have in being able to do this?

Bringing this knowledge into a company is expensive and potentially only 50% likely to actually help.

Small business owners have a few choices:

  1. Do it themselves
  2. Hire someone
  3. Avoid Facebook advertising entirely

The first choice is the cheapest, but requires huge amounts of time & effort to do. And could end up being very expensive if done wrong.

The second option is the best option. But only if you’ve got a spare £30k a year lying around the office.

The third option is viable but consider this. A company that generates most of its revenue on advertising usually needs its adverts to “work”. Facebook became the 4th most valuable company in the world last year. So are you still sure you want to avoid Facebook advertising?

How Social Acumen can help you achieve success on Facebook

These are the challenges we aim to solve with Social Acumen.

We have loaded Social Acumen with agency level insights that are designed to help you:

  • understand what your Facebook data means
  • understand what you can do to improve your Facebook advertising
  • understand how you can better use your Facebook budget

The insights generated by Social Acumen

By using Social Acumen, these agency level insights can be accessed at the click of a button for every Facebook post that you run.

That way you can spend less time & money wondering what successful Facebook advertising looks like & more time making it.

Take me to my Facebook posts

If you’re a small business that knows how important Facebook could be to your success then we’d love to help you with that success.

You can sign up to Social Acumen straightaway, analysing up to 5 posts for free so that you can get a feel for how we generate insights.

To get started today simply follow this link https://app.socialacumen.co

Please get in touch with us if you have any questions or feedback at all.

We look forward to showing you what works on Facebook.

Social Acumen – How we score Facebook advertising

If you’re reading this and you’ve already started using Social Acumen to measure your Facebook advertising, well done you! This blog post is designed specifically for you.

We’re going to be shedding a bit of light on how we analyse and score your Facebook advertising. It’s a torch’s worth of light as we don’t want to give away our family recipes.

If you haven’t then signed up to Social Acumen,  Ace and I would love to invite you to do so. A lot of this blog will hopefully start to make sense once you’ve given it a go. Which you can do straight away by heading here .

The big 5

Social Acumen scores content out of 100, which is based on 5 bespoke metrics. We’ve chosen to analyse these 5 key things as we strongly believe that these are the key things you need to know about every Facebook post you run.

And that every post you run has the opportunity to score 100 / 100 in all 5 scores.

The scores chart the journey of how a post enters into your target audience’s Newsfeed & what happens as a result of it being there.

They combine different sets of data together that are relevant to the aspect we’re analysing. Initial Engagement, for example, looks at the data that show that your content has captured its audience’s attention. It does this by measuring Clicks, Views – measured to 95%, not 3 seconds – and Lifetime Post Consumption.

This all gets boiled down through our algorithms to work out your individual scores out of 100.

Value & effectiveness

We analyse everything in relation to the amount of Paid media money you’re investing into your content.

This is to show you what you’re getting out of the money you’re spending, allowing you to understand the value & effectiveness of your Facebook activity.

Good scores will have highly efficient uses of Paid media rather than looking at volumes. If you’re able to achieve 10,000 engagements on a post that’s fine. But if you spent £10,000 to get them, then that’s a business critical need that needs to be addressed.

So our Paid media analysis allows you to clearly see which posts are giving you the biggest bang for your buck.

With Organic content, this approach is slightly different. Rather than looking at the Paid media investment, we make recommendations on whether the performance of your post was worth time taken to actually create and post it.

In rare instances, performance can be low enough that even spending 10/15 minutes researching and posting a link may not be worth it.

Scores on the doors

We’ve included some detail on the 5 scores that we measure below. If you want to discuss any aspect of the scores with us then you can get in touch with us on Facebook or Twitter. Or direct to either Sam or Ace at [email protected]

 

Understand What Works On Facebook with Social Acumen

Awareness Impact

Did your Content reach its target audience? Did you have to pay for this reach or did you benefit from earned, Organic reach?

Posts with good Awareness Impact scores will have reached a high level of your target audience through a mix of efficient Paid media & Organic reach.

 

Understand What Works On Facebook with Social Acumen

 

Initial Engagement 

What was your target audience’s initial reaction to your Content & how effective it was in capturing their attention?

Posts with good Initial Engagement scores will generate high volume of clicks & video views to 95%, which indicates that your content was able to capture your target audience’s attention by getting them to stop scrolling on their Newsfeed.

 

Understand What Works On Facebook with Social Acumen

 

Meaningful Engagement 

How many of your target audience chose to make a deeper connection with your brand? How did they do this?

Posts with good Meaningful Engagement scores will generate highly efficient levels of Comments & Shares, as well as Likes, showing us the level to which your target audience created a deeper connection with your brand or product.

Understand What Works On Facebook with Social Acumen

 

Next Step Engagement 

What does your audience do as a result of seeing your Content? Do they do what you wanted them to do?

Posts with good Next Step Engagement scores will have successfully got their target audience to head to the destination that the post intended.

 

Understand What Works On Facebook with Social Acumen

 

Sentiment 

What did your target audience think & feel about your brand & product?

Using Facebook Reactions, we measure whether your target audience felt positively or negatively about your post. We also look at whether they negatively fedback on your post, which will limit them from seeing any of your future content.

Get involved

Hopefully this has given you a clear(er) sense of how we analyse Facebook advertising through Social Acumen.

To put these scores into practice on your own Facebook activity, then you can join Social Acumen without paying a thing right now www.socialacumen.co

This blog post was written by Social Acumen CEO, Sam Edwards, pictured a few moments after finishing this article and in desperate need of a haircut!

 

Welcome to Social Acumen

It means a huge amount that I get to write these words & that you’re reading them.

We’ve been working on Social Acumen for some time now and Ace & I are so happy to finally release Social Acumen on BETA.

I wanted to share with you a little bit about how we got to where we are. And now that we’re here, what we intend to do.

On a cold, wet night …

“This speed-networking event looks like the perfect place to meet a co-founder,” Sam thought. “That way I can chat with people so they really get the idea & will hopefully come on board. Sounds great.”

Armed only with an Excel version of the Social Acumen analytics model, off Sam went, full of confidence, to try and “charm” a co-founder into developing what he’d done into a full working, analytics tool.

However, rather than the usual speed-dating format of everyone having a bit of time to talk to each person, before being moved onto the next person, this speed-networking was a little different.

Instead of speaking to everyone individually for 30 seconds, you needed to pitch once to a room full of 250 people to get your idea across. Run over, and you got super-soaked off stage. So no pressure.

With nothing prepared to say & while queuing to get on stage, Sam quickly scribbled down some notes and took to the stage.

While not a Steve Jobs-level keynote speech, he managed to garble out “Social Media analytics” & “online tool.”

Which was apparently enough for Ace to take notice. Approaching him afterwards, Ace suggested that he would not only be able to turn Sam’s Excel into the online tool he wanted, but could also help out with the model itself.

Pleased that someone took notice, Sam was thrilled that someone was willing to help build the tool. But the model itself was pretty much done & Sam was pretty proud of what he’d done, so needed some convincing that this Ace-guy would add value to the tool.

“That’s great you want to help code & build the tool from my model” Sam said, pointedly.

“Yes, that sounds feasible,” Ace replied, “but I also have a phD in Mathematical Modelling & Evolutionary Algorithms so I could help develop the model if you wanted.”

“I suppose you could have a look at it,” Sam rather bashfully conceded, and quickly suggested they met for coffee to change the subject from his still undisclosed grade in GCSE Maths.

Prufrock, the coffee shop in London, where Sam and Ace met to discuss Social Acumen for the first time. We sat in the back right corner.

A few coffees later, Sam and Ace agreed to form Social Acumen and develop an analytics tool that could not only give their users a score for how well their Facebook content was performing, but also how they could improve it moving forward.

And that’s what we’re bringing you today.

Introducing…Social Acumen

Social Acumen enables brands to understand what works (and what doesn’t) on Facebook.  

We understand that analysing Facebook advertising is a real challenge. It’s time consuming,  confusing & an expensive thing to get wrong.

Fundamentally, if you can’t turn your Facebook data into a meaningful Insight, then improving your Facebook advertising is just guesswork.

Through our clear scoring system & Insights, you can understand how your content has performed and what you need to do to improve it.

And all at the click of a button.

ROI on everything

If you’re running any form of Paid advertising on Facebook, you need to know what you’re getting for that spend.

That’s why we analyse all Paid content in relation to how much money you’ve spent.

This will start to give you a clear picture of what you’re getting as a result of your investment. It will also give you a clear indication as to whether:

  • the ads you’re running are the right format
  • the audience you’re targeting are right
  • the amount of money you’re spending per post is correct

That’s a PLUS

While we want to get you started with Social Acumen, this will only allow you to analyse 15 posts.

Upgrading to Social Acumen PLUS will enable you to analyse as many posts as you want. You can upgrade your subscription as soon as you want. Just follow the “Upgrade to PLUS” button on Social Acumen.

This will give you a 30 day free trial of Social Acumen PLUS which will run at a subscription of £19.99 per month, per subscription.

That means if you’ve got one Facebook page you manage, that will be one subscription. If you manage a billion pages, then that will be a billion subscriptions (there aren’t a billion pages yet, but you get my point).

We want your input

We want as much of your feedback and input into Social Acumen as possible. That’s the only way we’re going to build something that you really want to use.

So we’re going to be in touch with you as you start using Social Acumen. And we’re here for you to ask us any questions too.

You can either use the chat function on our website, our Facebook or Twitter page. Or you can email us at [email protected] and we’ll get back to you as soon as we can.

Let the scoring begin!

Sam & Ace

Will Social Media Insight Increase Your Brand Equity?

The data is out there.

Social media platforms such as Facebook and Twitter can make it available to you. But once you’ve got it, what are you going to do with it?

Without sufficient insight, the data around your social media activity cannot provide you with enough detail to help refine your strategy.

However, if you can turn your metrics and analytics into something meaningful, it will help to differentiate your brand and add value to it.

The Shifting Social Landscape

Creating a strong social media presence builds brand equity, to the extent that it has transformed the marketing landscape.

The way that brands interact with consumers has changed. There is now far more emphasis on building relationships and creating dialogues. This is can be complex, because it requires a greater understanding of audiences.

Brands are jumping aboard and involving themselves in learning how to use social media for increased leverage with target audiences, but for many there is a nagging doubt about the effectiveness of what they’re doing.

Social media engagement often feels more indirect than traditional, sales-based marketing, and building value through it can also seem like a frustratingly slow process.

This is largely because ultimate control rests not with the brand but with its audience.

How can brands work in this context to improve how they execute their strategies?

The Underlying Issue

In attempting to increase their value online, many brands are doing little more than second-guessing their audiences.

This is because, while the analytics and metrics are readily available to them, they do not have the means to see beyond the figures to gain sufficient depth of knowledge from them.

Without this insight, data cannot help to shape strategy, which means that the brand cannot improve on how it performs on social media. The risk is that it gets stuck in a rut.

Making sense of social data requires diligence and expertise. It means examining what the metrics mean and how this relates to testing social media activity on different audiences and learning from this process.

Want to know more about insight and the true value of your brand on social media? Contact Social Acumen.

Shout out to our friends at Marketing Aspects Magazine for the collaboration on this blog too.

Why measuring Social Media success is like Goldilocks & the Three Bears?

In this Social Media blog post, we’re going to be exploring the three main issues that comes when it comes to measuring successful Social Media activity, the challenges that these issues face to your business & what you can do to overcome them.

Reporting on Social Media success suffers from three major issues

1) There’s too little info

2) There’s too much info

3) You get it just right

Much like the fabled bears & their frankly trial-and-error approach to cooking porridge, Social Media reporting can be thought of in a “too little”, “too much”, “just right” approach.

Getting to this sweet spot of “just right” Social Media reporting is a challenge. It requires a fair amount of trial and error to get right. However, most brands & agencies don’t have the time, money & resource to get this wrong.

Social Media reporting can be expensive. But it’s even more expensive when you don’t say anything meaningful or insightful at the end of it.

So we wanted to explore the three main issues with Social Media reporting. Once explored, we will then offer up some advice as to how you can overcome these challenges.

Social Media reporting & the 3 bears – Too Little

A major issue that affects a lot of Social Media reporting is a lack of detail. Moreover, it’s a lack of the right detail that’s the real issue.

Given the amount of data that’s available, analysing a single post can stretch to a 30 page PowerPoint presentation.

With such vast amounts of data available, the natural tendency is to shy away from this quantity, simplifying things down to the point so that it can all fit on a “one pager”.

The difficulty that arises is that things start getting lumped in & analysed en masse. Any form of data grouping will invariably start to gloss over important insights that can be gleamed from individual posts.

Social Acumen enables brands to make smarter decisions about their Social Media through clearer, better insights

When you start lumping data together, as Facebook Insights tends to do, it’s very difficult to pull out the driving factor in this performance.

For example – if you have 20 posts and you’re analysing the performance of these to as a whole, more often than not, the bulk of the performance can come from just a handful of posts.

If you’re just comparing these 20 posts to the last 20 posts, then you run the risk of glossing over the driving factors of this performance, which lie in the posts themselves.

Therefore, you should analyse your Content on a per post basis and then work up. This will give you the ability to analyse the holistic picture while being able to focus on the deciding factors behind that overall performance.

Social Acumen does just this. We analyse all activity on an individual post basis and then work up. It allows you to see very clearly what content is (or isn’t) working while also being able to compare groups of posts and campaigns so that you can track and measure overall performance over time.

 Social Media reporting & the 3 bears – Too Much

As mentioned earlier, with the volume of data available, it’s as easy to get overloaded with data and analysis as it is to have too little of it.

Every Facebook post that you run – no matter how much of an impact it has – produces between 60-80 Excel columns worth of data.

 

Social Acumen enables brands to make smarter decisions about your Social Media through clearer, better insights

Facebook Post data certainly isn’t everyone’s idea of a good time

Some of this is more useful than others. But regardless of how useful it all is, getting to the interesting, relevant stuff can be a time consuming challenge. This requires a good working knowledge of what data is available and what to do with it once you’ve found it.

Even Facebook & Twitter’s backend “analytics” platforms struggle to demonstrate all of this data. They certainly don’t make sense of it – that job, as we’ve written at length about, is up to you.

It’s important for us to reaffirm this. And for you to know that not all the data you get back from Facebook is critical to your success.

Moving towards an objective based way of measuring success is a great way of being focused on certain types of data.

If you only want to focus on reach, then measure your impression & reach figures. If you want to measure engagement then focus on your views, comments etc. If you want to just focus on conversion then that’s there within Facebook’s Adverts platform.

While there’s a slight danger that you can become blinkered in this approach, it’s a good way of cutting out the noise.

This can keep you focused on the areas that are most pressing to your business needs and will allow you to go into sufficient detail around each of them.

Without boring you or your audience to tears.

Social Acumen enables brands to make smarter decisions about your Social Media through clearer, better insights

The opposite of how Social Media reporting is supposed to go down

Social Media reporting & the 3 bears – Just Right

As with so much of life, the key to measuring Social Media success successfully is all about balance.

Analysing performance on a per post basis is crucial. But going into the detail of every Photo View or Other Click will simply bog you down in data.

Setting objectives and focusing on the data specific to these objectives is the best way to ensure that you’re analysing the things you want to, in enough detail so that you don’t miss anything crucial to future success.

Through this method you are then able to draw out Insights across a range of areas. Whether it’s determining what content works best amongst certain audiences. Or determining whether video posts perform better than images with certain levels of Paid media spend.

The approach we’ve taken with Social Acumen does just this. You’re able to draw insights on a per post basis and by analysing posts together. Social Acumen generates actionable Insights across our 5 bespoke metrics that can advise you on how to improve your use of Paid media, content formats, use of audience targeting & ad formats.

 

Once each post has been scored, you are then easily able to compare and contrast the performance of the different scores in campaign reports. This way you can get a clear sense of what’s working over time, tracking performance in a clear and effective manner.

What does successful Social Media look like? The first Doing.Social.Better Meetup

Assessing good & successful Social Media activity can be a very challenging task.

The amount of data that’s involved is both a blessing and a curse. On the one hand, you can find out almost anything you want to about your activity. On the other, there’s so much data available that it can become an overwhelming endeavour.

For businesses big and small; agencies and amateurs alike, wrangling this data can be a massively time consuming task which may not lead to actually understanding anything useful or relevant about your data.

So what better subject to kick off our first Doing.Social.Better Meetup event than discussing what successful Social Media looks like?

Doing.Social.Better

Doing.Social.Better is a collaboration between Social Acumen & Never.No to share & impart Social Media knowledge & experience across the industry in both London & Manchester.

The goal is to bring smart, intelligent & wonderful people together who have a common interest in Social Media, put them in a room and provide the right environment & stimulus for them to share and impart what they know to someone else.

Rather than being talked at, we want our attendees to drive the events, using their own knowledge and backgrounds to inform the debate and discussion.

Its aim is to drive practical knowledge as well. Too often people give up their time for very little gain. Doing.Social.Better Meetups are all about people coming away with something tangible they can use to improve.

About last night

We like to think we achieved that last night.

We started the session off with a team game – Buzz Word Bingo – where teams had 2 minutes to list as many advertising buzzwords as they could.

 

Trying to figure out as many buzzwords obviously led to bee impressions by some of the attendees

As you’d expect, it was an engaging, dynamic, blue-sky thinking sort of game, where everyone stepped well outside the box to synergise some great thought-starters.

What was interesting was how many perceived buzzwords are industry standard phrases. Specifically – insights, ROI (return on investment; not Republic of Ireland) and engagement.

Turning data into Insight – applying contextual analysis

Things got a lot more numerical from there as we explored two questions:

  • Are you finding the right data?
  • What do you do when you find it?

In short, there’s a lot of data available when you do any form of Social advertising – organic or Paid. While Facebook & Twitter are helpful by showing you the data in a lot of different areas, turning that data into something meaningful you can use to improve requires Insights to be drawn.

And that, contrary to the name, Facebook Insights doesn’t actually give you any insights. Only data. The responsibility of turning your data into insight falls on you.

How then do you turn all this data into these Insights?

It’s all about context. Providing an analytical context to your data can help you to derive meaning from it that can translate into an Insight.

The example we shared below shows the data, contextual analysis and then an insight that can improve your use of Social Media.

Turning Social Media data into insight

Applying contextual analysis to your data is a great way of drawing an insight.

Applying Context

Simply put, context can be applied in two ways – either comparatively or objectively.

Comparative analysis:

Comparatively is all about comparing and contrasting data and creating context through this comparison. Post A generated X amount of Reach – is that better or worse than the last 4 posts we ran. If so, why is that the case? What can we learn from that comparison that can help us improve?

Objective analysis:

This requires you to choose an area to focus on and then measuring the data relevant to that objective. When you’ve done that enough times, you can then start to get acceptable levels of success or failure. Continue with what exceeds this; ignore what doesn’t.

This approach can lead to the creation of Key Performance Indicators (KPIs) – measures of success & failure across different objectives.

What Facebook defines as its marketing objectives is a great place to start when trying to define the areas you want to focus on.

 

Facebook are improving how they define these objectives through the way in which ads are set up. They effectively define the possible objectives when running a Social ad up front and will give you stats associated with these.

Sharing & imparting of knowledge abounded

The overwhelming takeout from the discussion that followed was that it is still a real challenge to measure success.

Whether it was a time challenge of working with so many data points to the way in which certain audiences responded to certain ads, there’s a lot to try and wrangle when it comes to assessing success.

Trying to be as holistic as possible around this seemed to be the main consensus here, with a lot of emphasis being placed on what happens when people leave Social platforms and head into the wider world of the web.

On top of this was the role of Paid media and spending money within Social Media. This is a conversation that has long raged on within the industry and it showed no signs of going away last night.

Interestingly, there seemed to be less of an acceptance to the “it’s a pay to play platform” and more of a “well is Social right?” approach at being faced with the prospect of having to pay to get anywhere within Social.

Guessing briefs

The second half of the event was all around teamwork in a game of Guess the Brief.

We showed 4 interesting pieces of Social content – some good; some interesting – and asked the teams to figure out what the objective of the advertising was by getting them to answer:

  • Who did you want to talk to? (Audience)
  • What did you want to say? (Creative)
  • What did you want them to do? (Action)
  • How will you know it’s a success?

We’ve included the 4 ads that we showed and we’d be very interested to hear your thoughts on whether or not you thought they were a success. Take a look:

 

 

Again, another spirited debate took place around each.

What we took out from the discussion was around purpose. What are you actually trying to achieve when you put something out on Social? Are you actually trying to achieve anything at all? If not, why not?

With the money involved, it’s a question that needs to be asked to everyone doing Social Media advertising. If it doesn’t have a clear, distinct purpose, is it worth doing?

On to the next

From the feedback we got last night, we are certainly going to be running more Doing.Social.Better events. We will certainly be planning one in Manchester which we’re very excited about. But the next London event will be taking place at some point in early November and more details will be shared through the Meetup event.

You can join Doing.Social.Better here https://www.meetup.com/preview/Doing-Social-Better

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