Is there actually any pattern to posting on social media?..

It can be a challenge to measure the ROI of our social media activities. Algorithm changes and striving to create engaging content can be a pain…

We all know that social media is necessary for business and it can be fun…

I like many others seek to stay on top of content creation, always trying to plan content amongst day-to-day operational demands…

We would all like to target the right audience effectively – creating content that resonates, but ultimately, looking to prove it’s all worth the effort and cost…

So looking at social media metrics, which one are you measuring? With Instagram, it could be comments, follows, impressions, likes, post interactions, profile visits, reach, saves, video views or website taps…

Most often, people want more followers and more website taps. More followers is measurable and everyone looks at it. More website taps – could lead to more sales… but I would also suggest looking at other metrics for increased ROI too…

If measuring comments – be sure to use some sort of chatbot when looking to optimise for this. Having your post direct viewers to comment a particular phrase, can trigger a chatbot to automatically direct message them. Getting them into direct messages – means you can continue the conversation – and provide them with links, which could lead to sales!..

So what do the other metrics help you with?..

Measuring Impressions is the number of times your post was on screen…ok so a necessary metric…

Reach differs from impressions, which may include multiple views of your post by the same account…

Accounts Reached shows the number of unique accounts that have seen it at least once. Ok so getting closer to metrics that make a difference…

Likes is a very public metric – but likes don’t always lead to sales…

Saves mean someone wants to come back to it – but do they? How many posts have you saved and forget to come back to?..

Video Views are interesting – because you can create an audience that watched percentages of the video and retarget them with ads. That’s ads though – not ideal if targeting organic reach…

​Finally we look at Website Taps. Perfect if it leads right to a checkout page – for a simple product and someone purchases. Also great if it leads to some sort of opt in, where you can grab their email to retarget and direct them to a sale…

Right, so looking at these metrics can lead to overwhelm, but this where AI can help. It can analyse audience demographics, interests and behaviours – helping you figure out what they love to see.

AI can monitor the performance of campaigns – tracking metrics like CTR, conversion rates and website traffic. This data can then be used to tweak content…

So when it comes to enhancing ROI with social media efforts – data can be used to your advantage, but by using AI, you not only get quicker analysis and less time spent on these long (but important activities).