Webinar Recap: Social Media Evaluation & Strategy Steps
The Missouri Credit Union Association (MCUA) recently hosted a webinar that dug into Facebook Insights, Twitter success indicators and strategy steps. Through this online training session, MCUA urged attendees to write their social media strategy down—the second half of the webinar covered action steps to incorporate into strategies.
“It’s the nature of social media to evolve,” says Nora Holloway, MCUA PR and Online Community director. “What works today will most likely not work tomorrow. A good strategy should be updated regularly. The performance of Facebook pages, Twitter accounts and other social media presences should be evaluated at least once a month—if not more often.”
Facebook Insights really advanced in 2013. Admins now have access to data like when their fans are online and fan engagement. When evaluating Facebook Insights data, an admin should be answering these questions:
- What type of content succeeds?
- When is it the best time to post?
- Who am I talking to?
Within Facebook Insights, “Posts” provides both peak times to post and the breakdown of the most successful types of posts (i.e. photo, text only, videos or links). The “When Your Fans Are Online” option (see right) will show the week’s average of when a page’s fans are online. Hover over a specific day to see the peak times to post—this will be a navy line. This data is updated each week, so it’s important to check this out at least every two weeks.
The “Post Types” option is just to the right of “When Your Fans Are Online.” This will display the most popular types of updates. This will give you a better idea of what types of updates fans respond to. Scroll down to view how specific updates perform.
Facebook Insights can breakdown a page’s fan base demographics. To access this information, click on the “People” tab. The “Fans” option is an overview of a page's likes, “People Reached” includes everyone who saw a page’s posts and “People Engaged” includes those fans who liked, shared, commented or clicked on content. These are key to determining the fans a page is actually speaking to. This can be immensely helpful when planning out content. Admins should take care to post content that really speaks to their audience. On the flipside, if a page is not hitting an important demo, they should adjust their updates’ subject matter and format.
The webinar also encouraged attendees to use their scheduling tools (like Tweetdeck, HootSuite or URL shortners) to track the performance of their tweets. Key success indicators for Twitter include retweets, favorites and mentions.
MCUA shared steps to guide credit unions in their social strategies. These included:
- Social Mission Statement: What is the main purpose of that Facebook page and/or Twitter account? Is it to educate or entertain? Or both?
- Outline Goals: Establish achievable, measurable goals (i.e. 35 new fans in four months or 50 more comments/likes each week)
- Create Action Steps: Create an action plan for each goal and set a deadline.
- Assign Roles: Ask for help brainstorming or creating content from the team. If possible, include their roles/accountabilities in a social media strategy.
- Remember the Fans: Create a profile of your top demographic(s). What are their interests? Who are they (i.e. age and gender)? What are their needs?
- Consistent Voice: When read aloud, do the last five updates seem like the same person said them. Keep that social mission statement in mind.
- Plan the Right Content: Figure out what types of posts and subject matter works with your audience. Incorporate these into an editorial calendar.
Note: Future webinars will be recorded and available through MCUA's website, so that those unable to attend can listen to it.