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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

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@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.

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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.

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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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LinkedIn tests New ‘Discover’ Feed, New Groups Elements in Order to Enhance Engagement

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LinkedIn tests New ‘Discover’ Feed, New Groups Elements in Order to Enhance Engagement

LinkedIn has announced some new updates to help facilitate more discovery and engagement in the app, including a new ‘Discover’ feed, more contextual info on job listings and updates for groups.

Each of these updates has some level of functional value, and it’ll be interesting to see how LinkedIn members take to the options, or not, over the coming months.

First off, LinkedIn’s currently testing a new ‘Discover’ feed, which, as is the trend of the moment in social media, aims to highlight algorithmically recommended content that you may be interested in, based on your in-app activity.

As you can see in these example screens, LinkedIn’s Discover feed will highlight newsletters, videos, events and more, matched to you, based on your interests. So it’s kind of like TikTok’s ‘For You’ feed, but for professional updates on LinkedIn.

Sounds weird? Yeah, it kind of seems it.

I mean, it could be good, but whether people really want to see an expanded set of updates from people and businesses that they don’t already follow, and aren’t already connected to, seems questionable, given established behaviors in the app.

Still, it’s worth an experiment, and it’ll be interesting to see whether it helps the platform build on its current ‘record levels’ of engagement. It could also provide more capacity for discovery among LinkedIn users that are interested in your sector – which could be another reason to keep your LinkedIn content flowing.

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LinkedIn’s been testing the new feed over the past month, with some users now seeing the new Discover tab in the app.

Here’s a video of how it works in practice:

On another front, LinkedIn’s also adding a new ‘Meet the team’ section on the details page in job listings, in order to help applicants get a better feel for who the team is, what they’re working towards, as well as links to their LinkedIn profiles, so candidates can get a better understanding of what they’re interested in, and passionate about.

LinkedIn Meet the Hiring team

As you can see in this example, the new display will feature both the job poster as well as members of the hiring team that shared the job.

“In addition, it will show the mutual connections (including 2nd-degree connections) between the applicant and the hiring team, to help facilitate a productive conversation.”

LinkedIn’s also testing a new ‘Celebrations’ display in your ‘Notifications’ stream, in order to better enable members to keep up with the latest job milestones, changes, work anniversaries, etc.

LinkedIn Celebrations

As you can see here, the new prompts will give you more ways to stay in touch with your connections, based on key changes and events. It could be a good way to stay front of mind with important connections – though it could also lead to more spam (like templated birthday messages from people who never engage with you otherwise).

Finally, LinkedIn’s also adding some new elements for LinkedIn Groups, the once thriving engagement element that, for a long time now, has been largely ignored, and has become so filled with spam in many groups that it’s just not worth joining.

Still, LinkedIn says that many people get significant value from Groups:

We often hear from members how much they cherish their LinkedIn Groups experience. For millions of professionals around the world, groups are the go-to for advice, support, and industry tips on LinkedIn.”

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‘Cherish’ seems like an exuberant descriptor here, but nonetheless, LinkedIn’s looking to foster more group engagement, with new features like additional acceptance criteria for joining a group, and personalized welcome notes for new members.

LinkedIn groups updates

Not sure they add much to the overall groups experience, but they do provide more ways for group admins to manage their communities, which could ensure more people do indeed ‘cherish’ their time in groups.

These new options don’t offer a heap of functional value, but they are enhancements to the current LinkedIn experience, which could have value in varying use cases and contexts.

The options also move LinkedIn more into line with other social apps, with algorithmic recommendations, improved group tools and more.

Which makes a lot of sense, and at the least, it’s worth LinkedIn trying these things out, in order to see what types of response it can get.



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