The objective that is pursued when make a marketing plan for content in RRSS is to position the brand, or obtain greater visibility in social networks, among others.
To achieve this purpose, it is necessary to compare the results obtained up to a certain moment with that proposed in the social media marketing plan.This is done for various reasons.
If you want to know what a social media analysis is and what it is for in RRSS, continue reading. We will also talk about the advantages of doing this task and how you can make one correctly.
What is a social media analysis and what is it for on social media?
He social media analysis it is a post-implementation stage of the content marketing plan. This task refers to the collection of data, results and any other variable that allows analyzing and monitoring the effectiveness of the campaigns that were carried out. on social networks until then.
In this way, it is possible to know what was the growth that the brand had in the RRSS, the decisions that were made and the resources that were used to be in the present situation. All this will serve to correct deviations and secure tasks They were carried out correctly and had a positive impact to obtain the objective set by the company.
Advantages of social media analysis Why is it always important to do it?
If we have to talk about the advantages of carrying out an analysis of a social media plan, we can mention the following:
- You can understand more easily what is the behavior that users have on social networks.
- It is suitable for analyze situations what complicated the correct implementation of marketing strategies.
- When an analysis is made, it is known in greater depth competition and different products Complementary and supplementary of your brand.
- It allows save financial resources, since the report obtained from these analyzes allows us to determine exactly whether it is convenient or not to advance in different types of audience.
- Achieves position a brand faster and more effectively, due to the exact knowledge that we have of the buyer people.
- Can be make better decisions based on correct information, which allows not deviating from the path to reach the stated objective.
What are the main objectives of conducting a social media analysis?
Among the main objectives of doing a social media analysis is know the deviations that were made in the content plan and that they must be corrected to return to the general strategy of the marketing plan. But it must be borne in mind that, if these deviations are caused by shortcomings in the social media plan, due to the poor implementation of techniques or objectives set, it will be convenient to re-estimate them.
If the reports are favorableActions must continue to achieve the goals. Another objective pursued in this type of analysis is know if the implemented resources are correct. That is, if there is an idle capacity or a lack thereof to accomplish all tasks. When such an analysis is performed, it also it can be discovered that there are other niche markets that had not been contemplated and that are responding satisfactorily to the stimuli of the RRSS.
Thus, more content should be generated for this segment in order to obtain more economic benefits. Finally, when doing this type of task, it allows all people to be informed about the direction a social media plan. This means that the person responsible for the project and its owner, or investor, they know perfectly what is the path they are on, which helps improve decision-making.
Learn step by step how to carry out a social media analysis of your company
The steps that you will have to carry out to make a correct analysis of a social media plan are the following:
Analysis of strategies used
The first thing you should do is study the marketing strategies you have used. With this you will be able know if the action plans you made on social networks were enough or were limited by how little attention they had.
To fully understand what the strategies were, you must first read the comprehensive content marketing plan. This will give you an outline of all the strategies that were devised, then you must compare them to the ones that were actually carried out. If you want to know this information in detail you can get it from the progress of the activities that were scheduled in a social media plan calendar.
Study of results of past strategies
To study the results of the strategies, you must use different tools that will help you obtain a more accurate analysis of the situation.. One of these is Google Analytics, which will allow you to know how visitors behaved, where the traffic to your blog came from and which segment is most interested in your actions. You can also use other platforms, such as Brandwatch or Brand Mentions, which will deliver a report based on the popularity and visibility of your brand.
But that is not all, You should also manually study the level of interaction your account had with that of users. You should not forget the increase in followers that you had since the implementation of the social media plan, since this point will give you a lot feedback. All these data you must enter it into a spreadsheet so you can get different behavioral variables and trends that will help you make better decisions.
Main problems when executing strategies
Once you are clear about the strategies used and the results they had, it is necessary to establish why these tasks were executed and why the results obtained were generated.
This will help you detect almost immediately the problems you had during the implementation of marketing strategies.. You need to be able to identify if those drawbacks were controllable factors or not. You will also need to know, in case they could be controlled, what was the reason for the lack of solution or how it was carried out. For this you will have to analyze internal factors in your company and external elements that may come from the market.
It is necessary that at this stage check the results what did you get in the womb SWOT so you know if you did a good study and these factors that arose after the implementation of the social media plan in the RRSS you didn't take them into account. Finally, you will have to be establish what decisions were made after solving those problems in executing strategies.
Reputation analysis and brand positioning
To analyze the reputation and positioning of the brand you will need to use third party tools to help you with this task, this is the case of Reputology. With which you can monitor and manage comments to find out what your brand reputation is on the web and on social networks.
This way you will have a pretty good idea about the thinking that the target market has about your brand. So you can detect, quickly, if the marketing strategy was correct to generate positive feelings in the users.
Level of customer service
Many times business strategies are studied and analyzed They are related to publishing techniques, content design and visual elements that help generate a greater impact on followers. But the service provided by the company is left out when a client approaches to make a query or file a claim.
For this reason, it is necessary to study how the customer service was in all situations in which there was direct contact. For this, It will be necessary to know the training manual that the people in charge of this task had and the study of the evaluation of the clients. in the care provided by you. If you do not obtain satisfactory results you are in time to claim. You will have to contact the client and solve their problems as quickly as possible.
Learn how to write a report of the analysis results for the company
To write a report of the results of a social media plan that a company has implemented, you will have to follow these steps:
Set the purpose of the report
The first thing you should do is set a goal so you can meet it. This means that You will have to indicate which variables you will study, what technique you will use and how you will present the report. In addition, you must establish who it will be addressed to, what the tone of the report will be, and what type of tools you will use to present the information.
Collect the data
Once you have established what the objective of the report will be, you will have to collect all the data you have at your disposal. For this you will have to use different tools technology that will help you with this task. You must take into account that the information must be real, accurate and objective.
Organize data by categories
In these moments you will have to establish different types of categories that are relevant to decision making and that allow you to organize the volume of information you have collected. To achieve this, you will need to keep in mind who the report is for and what elements they would like you to highlight.
Dump the information into monitoring templates
What you should do now is use a tool that allows you to monitor the social media plan and that allows you dump all data they are organized by categories.
You will be able to find different types of platforms that will help you with control, among the most prominent are:
Hootsuite.com
Is a payment platform but which has the possibility of having a 30-day free trial. It will allow you to carry out an analysis of all the social networks you have and will allow you to study the information so that you can more easily manage the results.
Mediatoolkit.com
With this tool you can Quickly and easily analyze different social media accounts that will help you gain visibility according to the marketing plan you have established. Thanks to this you will be able to use all the data and obtain accurate reports. It is a payment tool it does not have a trial period.
Tweetreach.com
Like the other two platforms, this is also paid. While specializing in Twitter You can also use it in all other social networks. You will have real-time monitoring that will allow you to issue accurate and objective reports that will help you increase visibility with your audience.
Interpret the results obtained
This point is perhaps the most difficult because you have to know how to understand what the different variables are reporting in each of the categories you have assigned.. You must bear in mind that an error in this matter could cost you a very expensive project on social networks. You have to join two or more variables, interpret them as a whole and also as a consequence and complement of a certain situation.
Write the report
Once you are clear and have studied the results obtained with the different tools, you will be left to write a report. Disclosure of information should be as clear and objective as possible and supported by solid foundations that they are verifiable by means of graphs and other important elements.
How often is this type of analysis necessary?
The time to carry out a social media analysis in your company will depend on the maturity of this marketing plan in the market. That is to say, in the early stages you should do a daily or weekly check so that you can immediately correct important deviations.
As time passes, this control can be done every 15 days, and if you have satisfactory results, you will be able to run it once a month. Finally, when you already have a fully functioning structure, you can request bi-monthly reports as maximum time. In case they exist large variations in the market, you should consider your plan as if you just implemented it so you can reconsider some strategies that you had previously raised.