Who is your target audience? Odds are, your social media followers are a good representation of who engages regularly with your brand. Monitoring social activity and response to your content can help you modify your marketing for better reach, engagement and visibility. But with all the analytic data found on social media, which metrics are the most important to follow? Here are three insights that will help you boost your marketing efforts.

1. Adjust your content

Facebook and Twitter both offer data on how well individual posts are performing and how much your audience is engaging with the content. Here is how to navigate to the insights available on each platform:

Facebook: Insights → Posts → Post Types (post, links, images, videos)

Twitter: Settings → Analytics → Tweets

Review this data often to understand what kinds of content your audience engages with the most and tweak your marketing mix accordingly.

2. Adjust your posting schedule

Do you know exactly when your followers are online? This can greatly affect the engagement levels on your posts, especially if you have a global audience. When do they check Facebook and Twitter, and on which days? Your social media metrics can tell you exactly when people are engaging with your content.

Facebook: Insights → Posts → When Your Fans Are Online

Twitter: Use tools like Tweriod to find out when fans are online

If you’re posting a majority of your content early in the morning but your audience is made up of earlier birds, they might not be seeing your posts. Check your insights regularly to help identify peak engagement times and adjust your scheduling to deliver your content when your audience is most likely to respond.

3. Adjust your messaging

Understanding your audience’s demographics and interests are important when crafting a tweet or Facebook post. Using messaging that appeals to your target users can help boost engagement. You can find out real information about your social network, like location, demographics, interests, lifestyle and employment, even what kind of cellular provider they use.

Facebook: Open ads manager → Audience Insights

Twitter: Settings → Twitter Ads → Analytics → Audience Insights

Instead of crafting content around buyer personas, this is real audience data that you can use specific to each platform. With accurate information, you can adjust the type of tone, format and targeting of your content in order to better appeal to your followers.

Content marketing is all about adding value to your audience in hopes of leaving a great impression on potential customers and nurturing them through the buyer’s journey. Social media is where your community lives. Facebook and Twitter can provide you with important insights into how your audience is receiving, sharing and reacting to your content. Use insights to help you choose the best content to write and when and where to deliver it.

Leave a comment below and let us know how you use social media analytics to boost your marketing efforts.

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