There’s been more change in 12-months than the past 12 years and it’s high time for a social media review.
What probably noticed that your numbers have been declining and the tactics that once worked aren’t.
So what can you do? You can run a social media review.
What this is a chance to take stock and refocus what you’re doing. This could be doing less of something and more of something else. But if you’ve got the data then you can bring the team, your boss and the organisation along with you.
If you are public sector, I’m running a Zoom session on the Public Sector Comms Headspace Facebook group at 12pm on 6.3.24. You can sign-up here.
Here’s six tools out of may to use.
How old is your audience?
If you are England & Wales the Office of National Statistics have a brilliant tool. is a pile of ward, borough, city and county-level data that gives you masses of data on population.
Knowing how old people are will play through into what channels they are likely to be using.
What channels are your audience using?
Once you know how old they are start delving into Ofcom data that will trace what channels they are using. Tools like the Communications Market Report and the other resources they have.
Where are your audience across Facebook groups?
If you are public sector, you’ll have got used to the feeling that people aren’t always beating down your website or your socials.
So where are they?
One of the largest channels is Facebook. Facebook say that two thirds of that big chunk of population are using community Facebook groups. They also say that on average they are members of five groups.
Some of those groups I have to say are surprisingly huge. If that’s where the eyeballs are then you need to be there too.
The bad news is there’s no quick way to count Facebook groups.
You’ve got to get Google maps out, search for your boundaries.
Then add the list of communities on that map to a spreadsheet and add council wards too. Then use Facebook search to look for groups, how often they post every week and what type of group it is.
They may be a community noticeboard or maybe they’ll be a community campaign, local history, photography or a club or society
By listing the Facebook groups you’ll get a sense of how significant they are.
What does good engagement with your audience and your channels look like?
Now you’ve found out how old your audience is and what channel they’ll be using it’s time to get to grips with your own list of channels.
How are they performing?
How many followers are there?
Then I pick a seven day window to review the content. I’m keen to see how much engagement there is. As its social media this is the killer metric to see how well the content is landing.
Adobe some good research about what good looks like in engagement terms. For X, formerly Twitter its now quite low. For LinkedIn its as high as 6 per cent compared to follower numbers.
This will help you understand what is working and what is not.
It’s going to take some time for you to complete this. It can feel like going through invoices when you are a student. You know it needs doing and some of the findings will be a surprise.
But it’s always better to do it.
The organisation that’s all about MySpace and Friends Reunited isn’t one going in a forward direction.
I run SOCIAL MEDIA REVIEWS. Drop me a line. I’d love to chat to see how I can help.