You Are What You Eat: Optimizing Content ConsumptionQuality? Or Quantity? Content Marketing Struggles with the Right Path Forward3 Ways to Take Brand Advocacy to the Next Level with User-Generated Content5 Reasons Why Your Content Marketing Isn't Working
Let's Measure Social Media ROI in a Way That Isn't StupidTo Grow Your Social Marketing Budget, Determining ROI Is a Critical Job SkillWe Need to Rethink Our Definition of Engagement
- Content Marketing
Technology & Data
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
- Social Organization
Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
3 Steps to Better Social Analysis With Post Tags
Posted on January 10th 2013
Lots of things are shifting in the social space for brands this year - one of the most important being a heightened (and long overdue) focus on analytics. While data nerds like me have been pulling stats about their social communities for a few years now, the whole idea may be frightening and a little overwhelming for others. One easy way to start? Post tags, and you can start using them by taking three easy steps.
First, identify & tag your content's functions
Content functions do exactly what you'd think - they classify your content's functionality. Don't confuse these functions with your content themes, however; content functions classify posts based on a desired outcome, not a specific post area. Sound confusing? Let's use a hair care brand as an example. They make the following post on Twitter:
"Summer can be fun for a day at the beach... but not so much for frizzy hair. What's your number one tip to keep your style intact?"
The post area would be hair care, because it's talking about tips and tricks. The post function, however, could be classified as something like "conversational" because the content is phrased to solicit a reply from the audience. Content functions group posts with like social actions together for measurement, regardless of the media they contain.
Then, determine their desired outcomes
Once you've tagged your posts with their appropriate functions, it's time to pair those functions with the actions you're aiming to see your community take. These outcomes are both function-specific, and platform-specific.
Let's continue with our example from above. The outcome of a conversational post on Twitter could be two-fold: replies with answers for the brand to then RT, and follower RTs or MTs with their answers prefacing the brand's original/modified post. If the same post were made on Facebook, the RTs/MTs and replies would convert into comments and possibly shares.
Finally, audit their performance against engagement metrics
This is where you can enjoy the fruits of your labor - with the data. Once you've tagged all of your posts based on their desired outcomes, you can see if they actually did what you hoped they'd do. Sometimes, you'll see the engagement types you were after. Other times, the community might take an entirely different action. No matter your outcomes, auditing your tags is crucial to identifying community behavior, and identifying sentiment and trends with your content. It will also help you identify which functions in which content areas receive greater engagement than others.
Tagging posts is only a small step towards building a more robust analytics approach. But, even the smallest steps make for better community management, and a more well-rounded social media approach in general. Are you beefing up your analtyics in 2013? Tell us how in the comments below.