Social Media Analysis Example

A case study of content that works and how to improve what doesn’t.

The Situation

Devoted social media followings are vital for brand growth, and the answer to finding those audiences is reflection. By looking back at content performance, general industry landscapes, and key influencers, a brand company can figure out where there is white space to become a trusted, reputable source. An analysis of all social media profiles* ensures that owned and earned content and industry trends are evaluated in a timely manner so brands can update and optimize strategy at any time.

The Solution

A strong social media audit begins by defining key performance indicators (KPIs) the client wants analyzed. These can include reach, impressions, engagements, cost per click (CPC), click through rate (CTR), mentions, industry trends, hashtags, pre- and post-event conversations, influencers, and paid campaigns.

Analyzing native platform insights reveals which posts earned the highest or lowest marks based on the client’s desired KPIs. Evaluating owned content uncovers key findings about performance and opens the door to recommendations for improvement.

In a general analysis of the competitive landscape, I offer insights on what competitors are saying, what’s trending in the industry, how media is covering an industry, and why certain content performs well.

It’s also vital to research relevant influencers to understand how a client could incorporate partnerships or sponsorships into their digital strategy. I take an in-depth look at blogs, engagement, follower counts, among other metrics, to ensure a collaboration makes sense for all parties.

The Result

A report like this will help brands measure their share of voice and growth of engaged followers over time, and recommendations can be implemented immediately. To ensure the growth cycle continues, a client can request new reports as often as they like.

This full-circle approach to improving owned content; understanding how an industry at large shares content; and how to purposefully partner with influencers will lead to growth and desired returns on investments.

Note: The sample report only shows analysis for Instagram, but any/all profiles owned by the client (Facebook, Twitter, YouTube, Pinterest, LinkedIn, etc.) would be included in a report.