How Content Analytics Can Change Your Entire Social Media Strategy
Taking steps to build community and engage on social media can seem difficult when you don’t know if your actions are good or bad. Is your audience responding to your strategy? Are you finding the right people? Determining if the changes you’ve made to your strategy are going in the direction you wanted means looking at your content analysis. But how does the data determine what to do next?
What are we looking at?
When you want to report your site’s social activity, you should focus on likes, +1, and retweets. These are clear values that can be easily integrated into an algorithm. You need to keep an eye on them, but remember that they only measure part of your impact, which is not all of your social activity. Careful consideration of the social aspect of content analytics will give you more insight.
We all want to rank higher in the Google SERPs with our sites, but our main focus is, in fact, to bring in more leads and convert them into customers. Remember we also talked about conversions before? Having great social media management will drive more visitors straight to your site, before the crawlers actually take it into consideration. So what should we be watching?
Analyze your presence on social networks
There are three aspects subtracted from content analysis, which can give you a good understanding of your social media presence:
- How people see your site on social platforms
- Directing people to social components
- The overall impact of your activity
[image courtesy: Nic Price’s flickr]
How people see your site on social platforms
On different social sites, content can appear in different ways. You need to make sure that your social information stands out as a format in the audience’s news feed. Some key insights from content analysis can help you here.
- Find out if you have any Twitter cards. Twitter has links to some sites with descriptions and images. This can also happen for your site, if you tell Twitter how to interpret the information it receives from your site. It’s a simple tactic that can be completed in a matter of minutes and will work well anytime someone shares a link to your site.
- Facebook OpenGraph protocol. This is a meta tag that you need to put in place. With it, you allow other websites to become rich “graphical” objects and to function like other Facebook objects. You control how information travels from a website to Facebook when you share a page, so that it sees images as pictures, headings as headlines, and descriptions as such.
- Meta descriptions for each page. What content analytics can also tell is whether preview information is available for every page on your site. When people have already viewed your articles on your site, the task becomes much easier. You need to make sure that the content they find by presenting your article is compelling and gets them to click on it.
- Make sure your images are the correct size. As much as you would like to have large images that show in detail what you are explaining, so that they have an impact on social media as well, they need to have a certain dimension. As platforms evolve the dimensions may change slightly, so stay informed on the subject, especially if you are active on Google plus. You can also use these free resources for images.
Directing people to social components
Rather than posting your articles on social media yourself, it’s best to have them posted by others, outside of your organization. Analyzing the content of your site can also help you in this situation. It’s your job to allow readers to give you social traction. The fact of recommending you is more than just publishing the article, it is he who vouches for its quality.
So how can you help them help you? The first step is to make sure you have social media buttons on your site. They should appear on every blog post, but there may also be landing pages that you would like people to share: compelling offers or maybe a clear and precise explanation of your services. Making sure they can do it with a single click of the button will ensure you have more shares.
Also check in your content crawl if you have “Follow Me” buttons for all of your social media accounts. This way you will be able to stay in touch with them. They will always receive information from your site and increase the likelihood of your subscribers coming back. In many ways, this could be the first step in their conversion, so be sure to take the time to include calls to action towards them.
The overall impact of your activity
The simplest metric in this area is countable social signals, such as likes, favorites, and tweets. They are at the heart of understanding what works and what doesn’t. For my part, I consider that comments reflect a higher level of engagement and place their quality and important metrics above their quantity.
Other indicators you have to take into account the number of backlinks, which is in many cases related to the way your articles are distributed on social networks. The scope of the article and its value determine whether or not people mention it on their own sites. Continuously reviewing social media mentions of your brand’s name, site, and authors is also a great measure of your site’s social impact.
Content analysis giving depth to social activity
Taking a close look at your site from every angle will give you the answer to what you need to do to have better social media activity. The real problems are in the details. They need to be rectified early on, and then your strategy can scale up a better and more compelling content presentation.
There are plenty of tools that can give you an overall idea of how good your site is, but a few will even provide the data you need to turn your site into an influential source. To collect your data you can use CAT: Content Analysis Tool, ContentLook or you can do it manually. The important part is what you do next.