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Which Social Media Metrics Are Marketers Tracking? [New Research]



Which Social Media Metrics Are Marketers Tracking? [New Research]

We get it: Social media metrics are important. Getting data and ROI is really important. However, if you spend too much time trying to figure out which metrics are important for your business, you won’t have any time to analyze and act upon them.

That’s why we’ve made a list of the social media metrics that are essential to track, so you don’t miss out on important numbers that can help you later. These metrics will give you insight into customers, how to track ROI, improve your brand presence online, and walk away with happier customers.

Social Media Metrics are imperative to social strategy. They give you an inside look at how your channels are performing and how you are perceived by your target audience. They can also give provide you with ways to improve upon your strategy.

1. Audience growth rate

To measure your audience growth rate, begin by selecting a reporting period. Then, calculate your new followers over that specific period. After that, you’d need to divide your new followers by your total followers.

So let’s say your brand’s Twitter account has 6,000 followers in September, at the end of Q3. For Q4, you want to measure your audience growth rate from October 1st to December 31st. If by December 31st, you have 8,657 followers, then your audience growth rate for Q4 is 69%.

2. Social Media Impressions

Let’s say you decided to run a paid ad campaign across your company’s key social media platforms. Do you know how many people came across your ad? Social media impressions measure how many users were exposed to your content, and it’s a metric worth tracking.

Understanding your social media impressions is important because this data can provide valuable insight into how far your ad spend can go and can help inform future paid ad spend so you can maximize your budget.

However, even if paid ads aren’t a part of your strategy, you may still want to look into how many impressions your social media content is gathering over time. This data can tell you how different types of content are resonating with your audience across platforms.

It’s also worth noting that each social media platform measures impressions differently. For example, on Twitter, each user that sees a tweet is considered an impression. On Facebook, each time a paid ad is seen on screen, it is considered an impression. Instagram counts an impression each time a user views a piece of content (such as a static post, story, Reel, or IGTV). On TikTok, there is not an “impressions” measurement defined in the app’s analytics section, however, for your own data you could consider each video view an impression.

3. Social Media Conversion Rate

Your conversion rate is made up of the number of visitors to your website that take your desired action. This might mean that they downloaded your eBook, signed up for your newsletter, or clicked “Play” on your podcast. Conversion rates show how relevant your content is to your audience.

If you want to calculate the conversion rate, start by making sure your call-to-action link is trackable. You can do this by using a free, online URL shortener like Bitly. Next, analyze your campaign to identify the number of clicks and conversions your page has gained.

After that, divide your conversions by total clicks and multiply it by conversion rate. If your webpage has about 750 clicks and 200 conversions, then your conversion rate is 26.6%. Keep in mind that conversion rate numbers are not mutually exclusive, and can be low even if traffic is high.

4. Social share of voice

How many people are talking about your brand on social channels? Let’s find out.

Your social share of voice measures this data and shows how visible your brand is on social media. Finding these numbers could tell you whether you need to update your social strategy or not.

To calculate your social share of voice, measure your mentions across your social networks. Hint: Your social media analytics tools can be helpful when calculating this number. Next, add your mentions in tandem with the mentions of competitors, which can be tracked using an online social media tool like Sprout Social. This gives you the total industry number of mentions. Here is an example of what metrics of engagement would look like:

Engagement data exampleImage Source

After you divide your brand mentions by the total industry number, multiply this number by 100 to get the social share of voice percentage.

Let’s put this in perspective. Over a week, your brand has been mentioned directly and indirectly 100 times. Three competitors have 500 mentions, plus yours equals 600. Taking 100 divided by 600 and multiplying that number by 100 means your Social Share of Voice is 16.67%.

5. Social Media Engagement Rate

According to Kelly Hendrickson, Senior Manager of Social Media at HubSpot, engagement is a crucial metric for understanding social media performance.

She says, “No matter the scale of your business or social audience, quality engagement is what I always focus on. Where best-in-class social media marketing is a delicate balance behind providing your audience value while meeting business needs, your engagement rate is an indicator if you’re tipping the scales in the wrong direction. Audience first.”

Social media engagement is the total number of likes, comments, shares, and general interactions a piece of content or social media account receives relative to the size of the audience. Having a large following isn’t useful if the audience isn’t regularly interacting with the content they follow.

To measure the overall engagement rate of a social media account, you can use the following formula:

Engagement Rate = Number of Engagements / Number of Followers x 100

Social Media Metrics: how to calculate total engagement rate

Here’s how each major social media platform measures engagement:

  • Instagram: Likes, Shares, Saves, Comments, Direct Messages
  • Facebook: Click-throughs, Comments, Reactions, Shares
  • TikTok: Likes, Comments, Shares
  • Twitter: Likes, Comments, Retweets
  • Pinterest: Pins, Likes, Comments
  • LinkedIn: Reactions, Comments, Shares, Click-throughs
  • YouTube: Likes and Dislikes, Comments, Shares

6. Keywords

Tracking keywords can grow your social share of voice and audience growth rate. Keywords are certain words that search engines identify and target based on what audiences are searching for. A marketer in the tech industry might see the keywords, “Media Marketing,” and “Tech Channels.”

By tracking keywords, you can optimize your content to rank higher on search engines and grow your audience. You can track keywords by using social media analytics software, like Google Analytics or SEMrush.

7. Customer response rate

Customers love to engage with brands via social media.

In fact, in a survey done by Sprout Social, 74% of respondents engage with brands they follow on social media. Whether they’re asking your customer service team questions or leaving your business reviews, make sure you’re answering as many mentions as possible on social media. To track how you’re doing here, check your customer response rate.

To calculate your customer response rate, divide the number of responses you give to your followers/customers by the number of people who engaged with your brand and multiply this by 100.

For example, if you measured a week of engagement, and the number of customers who engaged with your brand was 50, and you responded to half of them, your customer response rate would be 50%.

8. ROI data

This is the big metric, the one you want to see from day one. Depending on your company and industry, ROIs can differ greatly. For social media, you probably want to know if the time and money you’ve spent on social media is turning into customers, sales, or brand awareness.

According to a group of 1,000 marketers surveyed by the HubSpot Blog, the following social media platforms generated the biggest ROI for paid advertising campaigns:

  • Facebook (26%)
  • Instagram (19%)
  • YouTube (18%)
  • Twitter (13%)
  • TikTok (11%)

Social Media Metrics: which platforms generate best ROI for paid advertising campaignsIn that same survey, marketers said the following metrics were their primary markers of measuring social media ROI in 2022:

  • Traffic to Their Website (35%)
  • Impressions/Views (31%)
  • Clicks (31%)
  • Sales (30%)
  • Likes/Comments (28%)

Since ROI looks different from one business to the next and calculations are based on your business goals, not every formula will look the same. But, use this formula to figure out a basic ROI. Let’s say you made $1500 in revenue from social media ads or eCommerce and your investment was $500. Your ROI is revenue subtracted from investment (1500 minus 500), which makes your profit $1,000 and your ROI 200%.

9. Channel reports

Keeping track of social media data is important so that you know where and how to focus your strategy. For instance, if one of your accounts just isn’t hitting their numbers, a report would let you know and allow you to proactively step in and troubleshoot.

If you need an update about say, channel performance, and follower counts, consider conducting a social media audit or using a social media analytics tool that conducts an audit for you.

10. Cost-per-click (CPC)

This is an important metric if you’re investing in social media. Cost-per-click (CPC) is what you pay per click on a sponsored social media post, like a banner ad. CPC is helpful when determining if your investment is worth continuing.

Screenshot of CPC formulaImage Source

Here is the CPC Formula from The Online Advertising Guide. To view this as an example, say you want to calculate the CPC of your latest round of ads. Divide the total money spent on your ads by the total number of times the ad was clicked on.

11. Net promoter score (NPS)

Net Promoter Score (NPS®) measures customers that are loyal to your brand. It’s the answer you’re looking for when asking customers how likely they are to recommend your business to a friend. Tracking NPS is easier than it seems.

There are three categories that go into tracking NPS. When you ask customers to rate your business 1-10, scorers that answer 9-10 are “Promoters.” “Passives” score 7-8, and “Detractors” are 0-6.

Identifying your NPS is as simple as subtracting “Detractors” from “Promoters” and dividing that by the number of total respondents. Then, multiply that number by 100. So, if you have 50 “Promoters” and 10 “Detractors” from a survey with 70 respondents, your NPS would be 57%.

12. Influencer Campaign Metrics

If your company leverages influencer marketing, you’ll want to measure the effectiveness of your influencer marketing efforts to inform future campaign strategies.

According to the same HubSpot Blog study, the marketers said the most important metrics for measuring the effectiveness of an influencer campaign are:

  • Revenue/Sales (40%)
  • Brand Awareness (37%)
  • Impressions/Views (33%)
  • Brand mentions/Hashtag Use (33%)
  • Clicks (32%)

As you define the objectives of your influencer marketing campaigns, keep these metrics in mind.

13. Traffic to Brand’s Website

Depending on the nature of your business and the social media platforms your company focuses on, increasing traffic to your website could be a top priority. 41% of marketers surveyed by the HubSpot Blog said traffic to their website is a high-priority metric. If your company relies on web traffic as part of its business strategy, you’ll want to consider measuring how many of your page views are coming directly from social media.

Key platforms for this focus include Facebook, Twitter, and Pinterest. You can use a web traffic tool such as Google Analytics to measure how much of your traffic is coming from organic social media.

14. Audience Insights

Earlier we discussed the importance of understanding your audience growth rate. But how much do you know about the audience you already have? Understanding your followers can help you hone in on finding the right target audience, empowering you to share content that resonates with them resulting in higher engagement and increased ROI.

Key audience demographics to consider include:

  • Age
  • Location
  • Gender
  • Education Level
  • Job Title
  • Marital Status
  • Number of People in Household

These demographics can be found on social media platforms such as Instagram, Facebook, and TikTok.

Tracking metrics can sometimes be easy. Sometimes, businesses realize that it’s worth the investment to invest in social media tracking tools to help them run more smoothly.

To learn more about which social media metrics are most important for your own business, check out our video on how to set social media goals:

Next, we’re going to get into some tools that can help you track these metrics.

1. Keyhole

Price: $179/month
Why it’s great: Social listening metrics

Keyhole allows you to see impressions, engagements, reach, and posts that either your accounts or hashtags are getting in a graph format. Keyhole also tracks the demographics of your customers and breaks down their engagement.

When you use Keyhole, all of your accounts are displayed on your dashboard, as pictured below.

keyhole dash screenshotImage Source

The software shows you what type of content catches the eye of your consumers and provides suggestions on how to improve social presence.

2. Meltwater

Price: By contact
Why it’s great: Timely reporting from dashboard

Meltwater’s program tracks your accounts in real-time, which is accessible from the dashboard of its users. You can also get metrics on your brand’s impact on the web. Meltwater lets you see your insights and user-generated content in one place, like the photo below.

meltwater social report example

Image Source

This photo shows where a brand is trending around the world, which themes are trending the most, and SEO results in a couple of different graphs. Meltwater combs the internet for mentions of your brand and even suggests influencers to connect with.

3. NetBase

Price: $300-$1,000/month
Why it’s great: Global insights + tracking

NetBase provides analytics on conversations happening with your brand from around the world. They provide real-time analytics and give you insights that’ll help you track ROI. Like in this photo below, NetBase provides you with data about how your campaigns carry weight with customers.

godaddy netbase resultsImage Source

With Netbase, you can track the performance of a campaign and specific elements about certain campaigns that make them stand out. This metric analysis from GoDaddy shows their impact and engagement with customers, as well as the audience they’ve reached.

4. quintly

Price: $300/mo
Why it’s great: See competitor performance

When using quintly, you can not only track your social media performance but gain insight into the performance of your competitors. This will help you see what you can do to improve your campaigns and what your competitors are doing that works. This photo is an example of the insights the software provides.

quintly example of benchmarks

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Quintly is also great for agencies with multiple clients. They can use it to manage the accounts of their clients and track their social media pages. Quintly also has reporting and benchmark data to measure campaigns.

social media content calendar

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How to Schedule Ad Customizers for Google RSAs [2024]



How to Schedule Ad Customizers for Google RSAs [2024]

It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.

However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.

I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”

After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.

Responsive Search Ad Customizers 101: Basic Options & Execution

Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.

First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:

  • Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
  • Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
  • Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.

For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.

Once you’ve set up the right customization options, you can start to format your RSAs with customizers.

Here’s how:

  • Start by typing in {
  • Click on Ad Customizer then select your attribute
  • Google will populate your attributes that are already uploaded
  • For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed



How to Schedule Your Ad Customizers with a Feed

Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.

Just follow this three step process:

1. Create the feed

Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.

We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.

In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.

Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.

Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.

Here’s how your sheet might look:

Now look back at the first 3 columns on your sheet. They should look like this:

Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.

Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.” 

Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)

Your sheet should now look like this:

We recommend adding a date range with default text for any days you’re  not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.

2. Input attributes

Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.

For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.



Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template. 

Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.

3. Set up an automatic schedule

At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.



And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.

Common Challenges When Scheduling RSA Ad Customizers

When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.

Not scheduling your upload when the site changes 

The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.

Skipping QA during a message change

Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.

Issues with the IMPORTRANGE function

Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.

Not sharing access of the Google template for automatic uploads

Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.

Having date range gaps in your parent sheet

Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.


Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention. 

By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.

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10 Advanced Tips for Crafting Engaging Social Content Strategies



10 Advanced Tips for Crafting Engaging Social Content Strategies

In 2023, there are a total of 4.89 billion social media users worldwide. One of the many reasons you should build your brand’s presence on social media is to capture a slice of this pie.

So, if you’re a marketer wanting to crush it online — this is your time to take action. The social presence of billions of users shows great potential to connect, engage, and build lasting relationships with your target audience.

The real power lies not just in being active on social media networks but in planning social media goals in advance and crafting engaging social media content strategies that make a meaningful impact.

And creating one isn’t as easy as it sounds. It requires a thoughtful approach that goes beyond the basics.

To help you accomplish your social media goals, we’ll cover ten advanced tips that you can use to craft an engaging social media content strategy.

1. Conduct A/B Testing

A/B testing allows you to optimize your social media marketing strategy based on insights and social media metrics.

Experiment with different content formats, headlines, captions, and visuals to see which format performs better.

You can also try different content styles and focus on visual content, which is 40x more likely to be shared on social media.

Example: Test two different headlines for a product announcement social post and use the one that users engaged with and shared more. You’ll need to track social metrics like reactions, shares, and new followers during your test.

2. Personalize your content

Before creating a social media marketing plan or content calendar, segment your audience based on demographics, behaviors, and interests.

Craft tailored messages for each segment and find social media content ideas for that target audience.

And to encourage them to engage with you, publish funny content. 80% of marketers say that funny content is the most effective form of social media posts.

Example: Tap into Instagram retargeting ads to promote personalized product recommendations to customers based on their past purchase history.

3. Embrace User-Generated Content (UGC)

User-generated content is a powerful way to build trust, gather a sense of community, and increase engagement rates.

Encourage users to share their experiences and stories about your brand.

Plan a posting schedule using social media tools, highlight, and feature UGC in your content, and give credit to the creators to showcase the authenticity.

Then, create a dedicated UGC marketing campaign.

Example: Invite customers to share photos of themselves using your product with a branded hashtag. Comment on and share these photos on your company’s social media (with permission, of course), thanking the participants for joining in on the fun.

4. Incorporate influencer collaboration

Partner with influencers in your industry who have high engagement rates. 67% of marketers agree they prefer working with micro-influencers with 10k-100k followers or subscribers.

Collaborating with influencers allows you to tap into their social networks and leverage their credibility to boost engagement.

Use social media management tools to co-create content, host giveaways, or collaborate on campaigns aligning with your brand and the influencers’ style to extend your reach and gain engagement.

If your target audience is Gen Z, you can prefer Instagram Reels for influencer marketing.

For context, look at the stats below:

1701077164 213 10 Advanced Tips for Crafting Engaging Social Content Strategies

Example: Partner with a fitness influencer to promote your health supplements through workout videos.

5. Use interactive elements

To accomplish your social media marketing goals, you can engage people to interact with your brand via polls, quizzes, and surveys. Encourage them to participate and share the results.

Incorporating interactive elements into your social media marketing strategy will spark active participation between your social media team and audience, making them more likely to engage and share opinions.

Example: Host a poll on X (formerly Twitter) to let your audience choose the next product feature you’ll develop or the types of content they’d like to see.

6. Leverage user reviews and testimonials

Showcase user reviews and testimonials as part of your content strategy. Highlight positive feedback and make improvements by taking accountability for negative feedback.

Incorporate these testimonials into your social media strategies to create dedicated reviews or testimonial videos. Sharing this social proof helps build trust and credibility with your audience.

Example: Feature video social proof of a satisfied customer explaining how your software improved their business.

7. Create long-form content

While social media platforms are mostly known for short-form content, they’re switching gears to focus on long-form content.

It’s great, especially if your business receives great engagement on X (formerly Twitter).

“Long-form posts on the microblogging platform are now at 3 billion views per day and rising.”, said Elon Musk, the owner of X.

“This is roughly on par with all newspaper articles views on Earth,” he continued.

1701077165 831 10 Advanced Tips for Crafting Engaging Social Content Strategies

Educational content and case studies tend to work great on LinkedIn. Additionally, blog posts can also help you establish your brand as an authority in your industry.

Publishing compelling content is a great way to increase engagement and shares. You can also repurpose educational content on multiple sites and tailor it to each platform for the best results.

Example: Publish content about challenges and opportunities your company faced and how it helped you increase return on investment.

8. Collaborate with other brands

Collaborate with complementary brands or businesses for promotional content.

As part of your digital marketing strategy, come up with mutually beneficial collaboration ideas that can help you both increase reach and tap into ideal customers.

Joint campaigns, cross-promotions, or co-sponsored events are great ways to use the power of collaboration.

Example: Team up with a travel agency to promote your hotel and their vacation packages through a joint social media campaign.

9. Emphasize customer service

Social channels aren’t just a source for publishing content but also for providing excellent customer service.

Marketers these days actively invest in building social media communities to better connect and interact with potential customers.

Respond promptly to inquiries, comments, and feedback from your audience. Show them you genuinely care about them by addressing their concerns and providing helpful solutions.

This level of engagement can build customer loyalty and community building.

Example: Respond to customers’ support requests on social accounts and resolve their issues within a few hours.

10. Monitor trends and stay updated

Stay updated with social media trends, algorithm changes, and content formats. Track performances, content audits, and social media KPIs.

Experiment with new features or types of content introduced by social media channels.

Plan your social media content calendar based on engagement metrics. Keep an eye on what your competitors are doing and identify strategies that work well in your industry.

Out of all content types, short-form videos are taking the spotlight. Research states that 64% of shoppers ended up making a purchase after seeing branded video content on social platforms.

Example: If video content is becoming popular on social platforms, create your social media content strategy around it.

You might also consider incorporating data storytelling into your strategy. Why? More brands are moving towards storytelling in their social media posts.

This helps reach larger audiences and accomplish business goals. If you haven’t thought about it, give it a thought. The early bird catches the worm.

Final Words

And there you have it — ten advanced tips to level up your social media marketing strategy.

Test the waters with new features on social channels and plan your content marketing strategy accordingly.

With consistency and some creativity, you can increase your brand awareness and establish a strong foothold in the vast sea of social media.

Are you ready to boost your social media presence and accomplish all your business goals? Here’s to your success!

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3 Questions About AI in Content: What? So What? Now What?



3 Questions About AI in Content: What? So What? Now What?

In the United States, Thanksgiving will give us the needed break to take a collective breath.

I don’t know about you, but getting my bearings around the disruptions of generative AI presents an extreme challenge. Innovations come so quickly that once we think we have our arms around it, something new appears.

Almost one year into seeing what generative AI can do for content creation and marketing strategies, OpenAI has introduced custom GPTs for those who pay for access.

You can build custom ChatGPT applications to use the tool’s newest capabilities to do things specifically valuable to you. For example, your company could upload 10 years of blog articles and instruct the custom GPT to use the knowledge gained from the content to formulate answers to questions on the blogs’ topics. In theory, you get the depth and breadth of ChatGPT’s large language learning model focused on your knowledge base and able to take specific actions, such as sending an email or automating a task.

Impressive. But sheesh. What does that do to your plans to integrate tools into your marketing workflow? It seems like one of a hundred things that you’re supposed to pay attention to right now.

Time to reflect

If your time frees up this week either because of the holiday or because the Americans are on holiday, take a moment and reflect on these disruptions to your current marketing and content efforts.

A little more than 20 years ago, a nursing professor at Swansea University published a helpful framework for self-reflection and communication. His exercise has helped me in times of disruption, and perhaps it can be for you as well.

Answer a few questions that fall into three stages – what, so what, and now what?

  • What? Describe what has happened simply and objectively – without judgment or interpretation. Some helpful prompts: What happened? What did you observe? What events occurred? What is the current situation?
  • So what? Answer questions about what you know now that you didn’t know. You can introduce emotions. Some helpful prompts: What did you learn? What difference have the events made? Answer as yourself or within the context of your team or company.

    If it’s just you, potential questions could be: Did what happened clarify an interest? Did you hear or feel anything that surprised you? How is your experience different than what you expected? What do these events mean to you?

    If you answer on behalf of a team or group, you can ask the self-questions along with these prompts: What do these events suggest to you about this group? How might the group work better or worse with these events? How were decisions made or not made based on these events?

  • Now what? Reflect on your future actions based on the first two steps. These broader implications react to what happened. Questions center on defining and looking at the root cause: What would contribute to a successful response? What would be in the way of successfully navigating through this? What learning has now occurred, and how can I/we apply this learning?    

Ask your team to do this same exercise. When you meet back up, create a workshop or team gathering where you discuss the answers and determine where opportunities may exist.

Real reflections aren’t hot takes

If you find yourself thinking that process is basic, well, you’re right. These three questions – and the provocations that come from them – mirror a progression you’ve all tried to work through a problem. However, you don’t often do it for big disruptions in the moment. It’s just too easy to jump to the third step, “now what,” and confuse it with “what’s next.” You get overwhelmed by all the actions you can take.

You can see this challenge happening with the disruption of generative AI.

Check out this article that reflects on the disruption of generative AI in the video game industry. To make the case, it leverages Bain & Company research that “more than half of video game development process will be supported by generative AI within the next five to 10 years.” It uses “what happened” to make a case for “what’s next.” The author didn’t even bother to ask “so what” to reach the conclusion: “Microsoft wants AI to solve problems that game makers say they won’t actually have.”

If you reflect on what the Bain research actually said, you can see it’s almost the opposite of the Microsoft conclusion. The research plainly says few executives believe AI will reduce development costs. They say AI will not significantly impact talent and “do not believe it will replace the creative spark necessary for game development.”

By misinterpreting what happened and not asking, “So what,” the author jumped to predicting what’s next, which is almost useless to make any productive change to address what’s really happening.    

This is why working through this process is helpful.

Now, to be clear, hot takes are fun. I’m not suggesting you do away with predictions or the occasional response. Hot takes are a great way to start the conversation, not to finish them.

Take the time – and the process – to work it out. It’s not perfect. It’s also not meant to be a fail-safe way to predict the future. The three-question stages are meant to help you balance facts and feelings to make more productive and satisfying responses to the disruptions you face.

The process is meant to change your future, not by helping you see it more clearly but by helping you clearly see how you change it.

It’s your story. Have a wonderful, reflective Thanksgiving, and tell it well.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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