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So, you’ve started a blog to engage with your customers, and promoted new posts on your Facebook and Twitter feed...
So, you’ve started a blog to engage with your customers, and promoted new posts on your Facebook and Twitter feeds. You’ve rewarded people who check in with Foursquare, and even created a Circle on Google+ to maintain a presence with the three people you know who work for Google. But nothing’s taken off like you thought it would, and you’re left wondering what went wrong. Without any analysis of your efforts, there’s no telling whether you’re really reaching anyone—regardless of how many followers you’ve got.
At the very least you’ll want to monitor the growth (or decline) of your audience, whether they’re re-sharing your content, and if anyone’s clicking through to see it. Facebook includes these analytics with fan pages, but for even more detail, like vital demographics on your followers, or how long your posts are visible before they disappear from user feeds, check out a service called PageViral.
If your social media presence isn’t limited to just Facebook, you’ll want something that can aggregate all your stats in one place. Social Report will link with all your accounts and, using charts and graphs, provide a snapshot of how effective your marketing strategies are. Another service, called Sum All, goes even further: Trends from your social media accounts are plotted alongside data from your payment service accounts, making it easy to see how (or if) the former affects the latter. When you start to look at all this information in a more visual way, which both of these services do, you can easily grasp and pinpoint what’s working, and the areas that need improvement.
Finally, there are all-in-one services like HootSuite and Buffer. From their interfaces you can post to all your accounts and measure their effects in one central place. HootSuite offers many of the same analytics as Social Report or Facebook Insights, but makes it easier for a team of people to manage content without overlap. Buffer started out as a way to schedule your posts so you’re not inundating your fans with information. It goes further than that now, analyzing the times when your efforts get the most reach and engagement. Based on this information it can assist in scheduling and posting your content accordingly. There’s no shortage of ways to find out how effective your strategy is, and now it’s even easier to refine your efforts to maximize your success.
So what are you waiting for?