- A doctor I know made a video that went viral.
So he started making more videos,
but none of them were as popular as the first.
I asked about that and he said,
"Not everything needs to go viral.
"It's okay to be bacterial too."
Of course, only a doctor would say something like that
but he had a point and that is
a well-targeted piece of content
doesn't have to appeal to everyone.
The key is to reach your customers.
The same principle applies to your company's social media.
Simply going viral for viral sake
is not a sustainable tactic nor a realistic goal.
It's better to create niche content your audience
can't find anywhere else that speaks to their needs
and builds relationships and trust.
Okay, you've done your social media audit.
Now you can delve into your analytics
to uncover deeper insights.
What times of day work best for your posts and why?
Is there a consistency to your engagement or does it vary?
And what does your CRM, or customer relationship
management data, tell you to support
or refute your observation?
Customer engagement depends on many variables.
But here are the key ones: the type of social content
you produce, the tone, timing and most important,
the relevance to customers.
Interpreting your data wisely helps you optimize and adapt.
It all comes down to understanding your audience
and what they like or need.
Do they respond better to videos or infographics?
Maybe it's tips and lists that attract them.
Identify the topics and keywords that customers engage with
and figure out how to do more of that.
Look at your content calendar and determine
if the content you believe is your strongest actually is.
You might be surprised by what you find.
We have a sample content calendar in the exercise files.
Get under the hood of your social media posts
to see where you're getting the best engagement
and figure out why.
Then, adjust your content calendar
and continue to monitor and adapt in real time.
Your analytics also show you who on the team
was responsible for the highest producing
or performing content.
Celebrate or reward their creativity
and encourage them to keep it up.
Or maybe invite your social media star
to lead a lunch and learn and share tips
about what made their content stand out
and inspire your team.
Don't just create content in a vacuum
and rely on your gut to determine what works.
Instead, dig into your data, analyze it
and watch how your customers behave.
And remember, one viral success
is not a social media strategy.