Using Data to Drive Your Social Media Strategy

Christopher N. BaccusAT&T. Executive Director of Digital & Social Media@ATT, @cbaccus

Deep Dive into your analytics

Why are people following us on Twitter

or Liking us on Facebook?

What are our fans/followers talking about? Are we listening, how are we

responding?

We bought some promoted tweets

and ran some Facebook ads.

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How to solve for ROI

The Return on Engagement Crowd

Determine What Motivates People to Engage with Your Brand

Evaluate against Post Impressions:

Click-Through-Rates

“Likes” per Post

Video Views

Retweets

Mentions

Randomness.35% CTR.12% ER

Sponsorships.22% CTR.13% ER

Sweepstakes.11% CTR.09% ER

Events.18% CTR.11% ER

Services.49% CTR.28% ER

Commercials.35% CTR.12% ER

Product.55% CTR.38% ER

Philanthropy.14% CTR.07% ER

Sustainability.15% CTR.06% ER

Categorize Your Results by Type

Find Ways to Benchmark Success

Look to industry rankings in 3rd Party Research

Spend some time evaluating your competitors’ social presence

Source: “Most Interesting Brands in Social Media.” Socialbakers. May 16, 2011.

Learn How People Use the Site You’re On

Organic vs Media Driven Views: Understand How People Engage on a

Social Property

You optimize on your website, optimize on social sites too

Dig Into Your Anti-Data

Why are people hiding from your content?

Why are they un-following or un-liking

Look at post frequency and content type

Prevent Fan Page and Twitter Account Proliferation

Existing community reachMessaging cadenceMedia to support growthResources to respond