Using Insights to Create a Powerful Content Strategy

    Thinktank Social

    As Thinktank Social grows and expands, so too does our capability to gather valuable information to help our clients. We’re constantly testing new approaches, finding what information holds significance, and even finding what analytics have little (or no) worth.
    Because we love sharing information with you guys, we thought we’d share some of the insights we’re currently finding useful. And because real data is being shared, we’ve left out our clients names for confidentiality purposes.

    Content that Works Well

    This is an obvious one: we want to know what content has worked well with audiences in the past, so that we can replicate successful approaches in the future. What may not be immediately obvious is what types of content we’re talking about. Of course, you can compare humorous content to statistical content to lifestyle-type content. But is all of that content most successfully presented in a status update or in video? Or maybe it’s best presented to audiences in a link to the client’s website…or maybe a photo is ideal?
    We have often found that visual content works well with audiences. For one particular client, we can see that over the past month, 25 photos were posted. These 25 photos garnered 662 Likes and over 97 thousand impressions! With their particular audience, we know that photos work.


    Optimal Days

    As the old adage goes, timing is crucial and social media is no exception. With a brand, we can break down the amount of engagement each day receives as a percentage of total weekly engagement.
    In this example, Wednesdays are the clear winner with weekends receiving the least amount of engagement. From this, we can plan to post important announcements from the brand around mid-week when engagement peaks.

    Brand Comparisons

    Comparing brands can be quite valuable if brands are within the same industry, targeting similar audiences. The Facebook page of one our brands has far fewer Likes than a competitor we considered similar. When we delved further into the data, we found that our brand actually had much higher page engagement than the competitor (measured as People Talking About This/Fans) Below represents a five day period: our brand is represented by the blue data set.


    This assures us that though our page is younger and has a smaller audience, that audience is highly engaged. To delve even further, we wanted to see where opportunities were present for more engagement. We compared the interaction of our client to that of the competitor (broken down by days of the week). Again, our brand is represented by the blue data set.


    From this data, we can see that Thursdays work quite well for the competitor, while our brand wasn’t fully utilising this day, presenting an opportunity to reconsider our approach on Thursdays (such as what to post on that day and at what time we post it).

    The Right Tools

    It is imperative to have the right tools to attain this sort of data. For the information included in this report, we utilised Locowisewho provide us with great insights that we can implement into strategies for our clients.

    Locowise and Radian6 are our two main players in monitoring and analysing data. Which tools do you use when analysing the results of your social media? Any specific stats you find particularly useful? Comment on this blog post to let us and others reading know.