How to collect information. What to analyze. What to look for when preparing content for promotion on social networks .
Why is analysis ne?
Analysis of the brand’s presence on the network and its competitive environment will reveal the players’ strengths and show their mistakes. Bas on this data, a strategy for the presence of a brand or product on social networks is built.
What are we analyzing?
The client will provide a description of the target audience and expectations from promotion in social networks. Some information will have to be found and analyz.
- customer accounts;
- competitors’ accounts;
- accounts of similar foreign brands.
We evaluate content
- relevance to social networks;
- presentation of material;
- literacy of texts;
- interestingness of content;
- promotion efficiency.
Relevance of content
Content relevance – compliance of 5 benefits of having a digital marketing strategy information with the requirements of a specific social network.
Submission of material
Presentation refers to the style of the text. That is, the form in which the news is present. It can be official, friendly, dry or entertaining. Presentation on social networks should be as light as possible, taking into account the business sphere.
Literacy
Check the text for literacy, stylistic and recent mobile phone number data spelling errors. Mistakes make users feel unprofessional and thus the brand loses its reputation.
Interesting
The interestingness and usefulness of gambler data content should be assess from the point of view of the target audience. To do this, we create a client profile and analyze the content from their point of view.
Marketing effectiveness
- How effectively are the posts written in terms of selling text?
- How strongly is content ti to the brand?
Analysis of design
- compliance with the size of the social network;
- design quality;
- understandability;
- compliance with the target audience.
Social network size compliance
Each social network has its own size grid for avatar, cover, picture for publication and type of graphic menu. It is better to take the sizes of graphic objects from the official website or in thematic communities of a specific social network.
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Design quality
The minimum requirements for design quality are simple, concise and eye-pleasing images.
Clarity
Fonts and images are legible and understandable on desktop and mobile devices.
Matching the target audience
As with assessing the interestingness of content, we put ourselves in the shoes of the target audience and assess whether the design style is suitable for a specific category of consumers.
Community Analysis
Community evaluation criteria.
- efficiency;
- level of communication: politeness, friendliness, quality of negativity mitigation;
- quality of problem solving.
Website traffic analysis
You can analyze the volume of traffic to your site from social networks using Yandex Metrica or Google Analytics.
What to do to make SMM content understandable
Presentation of information in social networks from the point of view of web usability.
- clear and informative headings;
- the text is divid into paragraphs;
- meanings and accents are highlight through points and lists;
- the text is useful and small in size;
- one text – one thought.