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SMTLive Recap: Social Media Auditing 101

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If editing is the most important part of writing, then reporting and auditing is the most important part of social media marketing.

Just like editing, analyzing your content’s performance on social is the only way to optimize. How else would you know how to improve your content if you don’t take some time to think critically about what you’ve created already?

Because social media auditing is obviously so crucial to this industry, we wanted to open up the metaphorical floor to our #SMTLive audience on the topic. Reporting and auditing is a complicated and technical part of the job for anyone in social media, so we wanted to hear how our community on Twitter gets it done.

#AuditGoals

So, what motivates our community to keep tabs on their content?

Hi Emma,

A1 – The strengths and weaknesses of current content, as well as opportunities for adjustment of strategy/direction to boost performance and engagement.

— Momentum Social (@MomentumSocial_) February 11, 2020

@MomentumSocial put it best: It’s important to audit your social content to see where it’s strong, where it’s weak, and how to adjust accordingly as a result.

A. 1 in short, you can learn how to effectively leverage your social media. It gives you insights into the audience you have and the audience you want to have. Constant evaluation of tactics and strategy is key in the evolving social media landscape.

— Gabriella Taekema (@Gabriella_Taeke) February 11, 2020

@Gabriella_Taeke knows that auditing is a goal-oriented process. Choosing specific strategies and metrics (such as audience engagement and demographics) is essential.

To audit or not to audit?

Just to get a better understanding of you all…

POLL: Q2 – Do you already conduct regular (monthly, yearly, etc.) social media audits? #SMTLive

— Social Media Today (@socialmedia2day) February 11, 2020

The answer was, unsurprisingly, almost unanimously “to audit.” As we said before, keeping track of performance is essential to any job in the social media industry.

In question three, we wanted to get into the nitty-gritty details and ask everyone what their favorite metrics to report on are. What’s important, and what’s not important here obviously depends on your industry, but we saw some overlap across the board.

A3: The key here is working backward from established objectives to find the right KPIs. Is the focus on conversions or brand awareness? Here are a few that we start with:

• CTR
• Engagement/messages sent
• Website sessions from social#SMTLive

— BrandExtract (@BrandExtract) February 11, 2020

Many of you in our #SMTLive community mentioned that tracking engagement rates is important in almost any social media report.

Love this. Too many organizations blanket their KPIs across everything, but program objectives should drive measurement (and it’s key to set expectations up front!). #SMTLive

— ee (@erininmilwaukee) February 11, 2020

Engagement + knowing what your goals were before and after your audit = the first steps to success in reporting.

This 100 percent depends on the objectives of the company and WHY you are on social media or why you want to be on social media. But, if you don’t know engagement is always a great place to start tracking. #SMTlive

— Erin (@ErinHindalong) February 11, 2020

Lifehacking your reports

The question I get asked most is how to streamline this process…

Q4 – What tools do you use to make social media reporting easier? And what specifically do you use each tool for when auditing? #SMTLive pic.twitter.com/RKjoFG1IkO

— Social Media Today (@socialmedia2day) February 11, 2020

We wanted to know which tools make the complicated and often tedious process of social media reporting easier for our #SMTLive community. We received some great suggestions for reporting platforms, as well as some other tips of the trade.

While there is no one-size-fits-all tool for reporting, it’s important to test out different platforms and ask around within the industry to find out which one could work best for your current goals.

Sprinklr got two shout outs in the chat.

Why report?

There are a million reasons why tracking your content’s performance on social is an essential part of the job, but we wanted to hear how those on #SMTLive were using their reporting results lately.

Look at the time of day, day of the week, content topics that resonate, and channels that are hitting your objectives best. One example of a past shift I had was we noticed in our audit Saturday content was performing best so we started testing that on multiple channels. #SMTLive

— Erin (@ErinHindalong) February 11, 2020

@ErinHindalong clearly gets a lot out of her social media reports, such as suggested ways to alter her content. Erin’s comment also brought up a common question in the social media world: What do you do about weekends?

Do you have a team that engages with inbound comments on weekends? I find that it’s so valuable to have your brand ready to reply when a post goes out. #SMTLive

— ee (@erininmilwaukee) February 11, 2020

How do you solve a problem like a weekend? Well, according to @erininmilwaukee, it’s valuable to have staffers available seven days a week.

For that client we did. If it’s a big enough brand and global we made sure we had community managers available if needed. But…that’s also why I don’t work at an agency anymore. ???? #SMTLive

— Erin (@ErinHindalong) February 11, 2020

But according to @ErinHindalong, there’s a time and place for weekend work.

Thank you so much for recapping our social media auditing and reporting chat with us, we hope you learned a little more about the topic than you knew before – and be sure to tune into our next #SMTLive Twitter chat on Tuesday 2/25 at 12pm EST.

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

Looking to map out your content calendar for the year ahead?

This will help – Twitter has published its annual events calendar, which highlights all of the key dates and celebrations that you need to keep in mind in your planning.

The interactive calendar provides a solid overview of important dates, which could assist in your strategy. You can also filter the list by region, and by event type.

Twitter marketing calendar 2023

You can also download any specific listing, though the download itself is pretty basic – you don’t get, like, a pretty calendar template that you can stick on your wall or anything.

Twitter marketing calendar 2023

Twitter used to publish downloadable calendars, but switched to an online-only display a couple of years back. Which still includes all the same info, but isn’t as cool looking.

Either way, it may help in your process, as you map out your 2023 approach.

In addition to this, Twitter’s also published an overview of some of the major events that it’ll be looking to highlight in the app throughout the year, along with a pitch to advertisers, amid the more recent chaos at the app.

As per Twitter:

We’re moving more quickly than ever, and we’re still the place people turn to see and talk about what’s happening. A great example is the recent FIFA Men’s World Cup. We saw a whopping 147B impressions of event-related content on the platform, up nearly +30% from 2018. We also generated 7.1B views on World Cup video1, with everything from memes to nail-biter outcomes to history being made.”

There’s also this:

Not only is Twitter alive with content and conversation around big moments, but we are also growing. We saw global mDAU acceleration in Q4 to 253.1M, driven by an average sign-up rate of more than 1 million new daily users across Q42.”

That’s the first official usage stat Twitter has shared since Elon Musk took over at the app, and is a significant jump on the 238 million mDAU that Twitter reported in Q2 last year, its last market update before the sale went through.

It’ll be interesting to see if that usage level holds, as Twitter works through its latest changes and updates.

You can check out Twitter’s 2023 marketing calendar here.



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‘Stop the hate’ online, UN chief pleads on Holocaust Day

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A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day

A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day – Copyright AFP Michal Cizek

The UN secretary-general warned of social media’s role in spreading violent extremism around the globe as he marked Holocaust Remembrance Day on Friday, urging policy makers to help stop online hate.

Antonio Guterres said parts of the internet were turning into “toxic waste dumps for hate and vicious lies” that were driving “extremism from the margins to the mainstream.”

“Today, I am issuing an urgent appeal to everyone with influence across the information ecosystem,” Guterres said at a commemoration ceremony at the United Nations. “Stop the hate. Set up guardrails. And enforce them.”

He accused social media platforms and advertisers of profiting off the spread of hateful content.

“By using algorithms that amplify hate to keep users glued to their screens, social media platforms are complicit,” added Guterres. “And so are the advertisers subsidizing this business model.”

Guterres drew parallels with the rise of Nazism in 1930s Germany, when people didn’t pay attention or protest.

“Today, we can hear echoes of those same siren songs to hate. From an economic crisis that is breeding discontent to populist demagogues using the crisis to seduce voters to runaway misinformation, paranoid conspiracy theories and unchecked hate speech.”

He lamented the rise of anti-Semitism, which he said also reflects a rise of all kinds of hate.

“And what is true for anti-Semitism is true for other forms of hate. Racism. Anti-Muslim bigotry. Xenophobia. Homophobia. Misogyny”

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Weird of the Week

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Weird of the Week

What happened when six doctors swallowed Lego heads for science, and the results of Santa’s DNA test. Plus, is Dolly Parton really recording an album with Slipknot?

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