Maximizing Success: Mistakes to Avoid in Social Media Report Analysis
A good social media strategy must be well-planned, executed, and analyzed. After all, a well-conducted analysis of results will demonstrate, through data, the success or failure of your actions and is crucial for optimizing your strategy.
Stay informed about the main mistakes made when analyzing a social media report. Avoid them and have a strategy focused on improving results:
1 – Ignoring Contexts
When examining data, remember the actions that were carried out during the period being analyzed. It’s worth asking some questions, such as: Were these posts promoted? Was I testing new segmentation during this period? Were the posts made on a holiday, and did that affect their reach? Did I change the visual identity of my posts, and the audience might not have liked it?
Questioning the results during the analysis of a social media report is very important for you to reflect on the strengths and weaknesses of your strategies, seeing what can be eliminated, improved, or repeated. Moreover, analyze the results separately, taking into account the profile of each media and user behavior within it.
By conducting this preliminary analysis, you’ll also be more prepared for the data presentation meeting and will explain metrics and results to your client in a more convincing and well-founded manner.
2 – Working with Unachievable Goals
It’s very frustrating for the social media manager (and even more so for the client) to open the social media report and realize that the set goals were not met. This will negatively impact your analysis, which will be conducted from a more pessimistic perspective.
Therefore, set ambitious but realistic and achievable goals, considering the resources you have. To avoid mistakes when setting the goals for your strategy, you should analyze the history of results obtained and make achievable projections based on that number.
Preliminary studies, planning, and alignment of expectations between you and your client are indispensable for devising a results-oriented strategy.
3 – Jumping to Conclusions
By ignoring contexts (topic 1), you are treating the obtained data as just any number. But, by jumping to conclusions – in an attempt to justify your mistakes or successes – you may be making another mistake: deceiving yourself and your client.
If you don’t understand a result, it’s worthwhile to ask for help from a colleague in the field. Even if they haven’t participated in and experienced the social media strategy, this person who will assist you can offer an opinion in a less relative and more impartial manner, contributing to your reflection on the data from social media reports from a new perspective.
Of course, you won’t have time to do this benchmarking with a professional in the field every time you generate a report and have doubts about your results, but exchanging experiences and insights is always very positive, especially if you wish to step out of your comfort zone and stay updated.
Finally, remember that a social media strategy is highly flexible. Therefore, by frequently analyzing social media reports with the necessary critical vision, you will surely be able to optimize your actions and boost your client’s results.
