Data Adjusts Your Social Media Strategy

Written by Nick Stamoulis

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When it comes to your social media strategy, it is true that you want to use it to give you the best advantage possible. A good social strategy achieves several goals for your company, such as for branding, to connect and engage with your audience, and maybe even find leads, depending on the nature of your business.

At the start of your social media strategy, there very likely isn’t a lot of data to use to help you make decisions. However, you need to start somewhere. This beginning will help you gather enough data and insights to improve your strategy for the future.

Here are some thoughts about how you can use data to adjust your social media strategy:

Data Should Connect to Your Goals

Before you even think about collecting data, you need to really think about what your goals are. In fact, this really should have already done before you developed the social media marketing strategy in the first place. If you don’t know what your goals are, you won’t know the right kind of program to implement. Not only that, but you also won’t know which data points are the most important to look at.

For example, if you want to use social media to improve engagement with your brand, you can look at engagement rate. You can also analyze clicks from social media to your website, which can give you other insights. Total impressions can be valuable if you are using social media to extend your reach. You get the idea. Your goals connect you with the right information.

Don’t Analyze Data Too Soon

You may be tempted to hang on every number your data produces, right from the beginning. Daily dips in traffic and engagement related to social media can be frustrating, but the truth is you really shouldn’t look at the data for at least the first few months, or else you will drive yourself crazy. You need, at a minimum, three months of data to look at before you can make any solid decisions regarding changes to the social media strategy. However, if you have the luxury of waiting until at least the six-month time period, you will be better off. The more data points you have, the better off you’ll be.

Data Driven Decisions Take Time

The truth is, if you need to make decisions based on data, you shouldn’t rush it. Making a great decision takes time, and you should think about this as you look at the data. Begin looking at the data after a few months, but you should hold off on making any major decisions and tweaks until you’re able to view more data. You can, of course, make minor adjustments if needed.

However, it really is better if you collect enough information to enable you to make the best, most thoughtful decisions possible. When you do this, you will be more confident of making data-driven decisions that will have a lasting and positive impact on your business as a whole.


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