Understanding Social Media Analytics

Understanding Social Media Analytics

By Kylie Stanley, PR Technician

Understanding the importance of social media analytics is key to unlocking maximum success for your business. Every like, share and comment helps companies to leverage their content and gain valuable insights to their audience, content performance and overall strategy. In this blog, we will dive into social media analytics and why they’re crucial for maximizing impact and achieving your goals.

Understanding Your Audience

Social media analytics provide you with audience demographics and behaviors that can aid you in content creation. By knowing metrics such as age, gender, location and interests, you can have a deeper understanding of who your audience is and what resonates with them. This information will allow you to tailor your content to better meet their needs, increase engagement and build stronger relationships with your community.

Evaluating Content Performance

Analyzing your social media performance and engagement is essential to maximizing your content with your audience. By examining metrics such as shares, comments, link clicks and likes, you can identify trends and patterns in your content performance. For example, you can see when the best posting times are for your business and what type of content performs the best, like products, behind-the-scenes or company news. Knowing these insights will help you to refine your content strategy, focus on what works best and optimize future posts.

Monitoring Brand Awareness

Brand reputation is everything in 2024, and social media analytics allow you to monitor your brand awareness or also commonly called brand sentiment. You can track mentions, tagging and comments of what people are saying about your company or products. By listening to what people are saying about your brand online, you can address any issues or concerns in a timely manner and foster a positive brand image.

Making Strategic Decisions

Ultimately, social media analytics empower you to make informed strategic decisions that drive results. Adjusting your content strategy allows you to make confident decisions that are backed by real evidence. This approach to social media development ensures that your company is constantly improving and staying ahead of the curve of the ever-changing social media platforms.

In conclusion, social media analytics are not just numbers on a screen – they are powerful tools for driving growth, engagement and success. By leveraging analytics to understand your audience, evaluate content performance, monitor brand awareness and inform strategic decision-making, you can unlock the full potential of your social media presence and achieve your goals. So, don’t overlook the importance of social media analytics – dive in, explore, and let the data guide your journey to success.

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Six Social Media Trends B2B Marketers Need to Know for 2024

Six Social Media Trends B2B Marketers Need to Know for 2024

Social media trends are always changing, especially year after year for B2B marketers. In a recent post from WTWH Media, they break down six social media trends that you need to know about for 2024. In this blog, we will be taking a look at each trend and why you might want to incorporate them into your 2024 strategy.

Trend One: SEO

SEO isn’t just for your website but can be used on your social media platforms as well. Google is always ranking and optimizing search results for users. Creating practical and helpful social media content can help to drive traffic to your account. Consider adding keywords to captions, descriptions and hashtags to your posts as leveraging SEO can lead to a 30-percent higher engagement rate.

Trend Two: Social Media Platforms

Over the years we’ve seen many social media platforms pop up, but this doesn’t mean your brand should join every social media app you see. When it comes to social media, brands should prioritize quality over quantity. Companies should focus their time and energy on platforms that resonate with their target audience.

Trend Three: AI

AI is here to stay in 2024! AI can help marketers brainstorm content ideas and provide support to save time while giving valuable insights. Several platforms have AI tools for marketers to use such as listening tools, AI-generated images, writing assistants and more! While AI can assist with ideas, marketers are still the brains and leaders when it comes to marketing.

Trend Four: Authenticity

While AI-generated content is spreading, it’s important to keep high-quality, human-led content at the top of your strategies. Right now, nonpromotional content is the number one type of content consumers don’t see enough of from companies. Think about the type of content you’re posting for your audience and think about what they might find valuable. Leaning into community engagement and nonpromotional content can build trust with your audience. Try showcasing employees, company events or even behind-the-scenes content to strengthen brand reputation.

Trend Five: Influencers

Influencers are for every company, especially within the trades! Many brands are having success with utilizing micro- and macro-influencers. When working with influencers, you can target your audience and showcase your products to them. Other influencers for your brand are your employees. Employees can provide trusted expert content and drive authentic engagement for your brand.

Trend Six: Video

The growth of video has skyrocketed, particularly short-form video content. This doesn’t mean you can’t use long-form video, and since social media keeps expanding their video length, we might see an increase in how long videos are. At the same time, the human attention span has shrunk to 8.25 seconds. If you’re not already, think about adding videos to your marketing mix for social media. Videos are a great way to capture the attention of your audience and provide valuable information they’re seeking.

If you’re not already using one of the ideas listed above in your 2024 plan, think about adding it! With the everchanging social media platforms, it’s important to stay on top of the game against your competitors. Check out the full article from WTWH Media to learn more.

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Why You Shouldn’t Turn Comments Off

Why You Shouldn’t Turn Comments Off

By Kylie Stanley, PR Technician

Social media is a valuable source for brands to hear feedback from customers, listen to concerns and engage with their followers. As a brand you might feel that turning off comments can help to prevent negativity, keep the focus on your product, save money from having to monitor comments and feel exclusive. But turning comments off on social media or ads is a bad business practice that should be avoided. In this blog, we will break down why you should keep your comments on.

Opens Conversations

Social media is a great place to listen to your customers and have open conversations about your brand and/or products. It also allows customers to engage with other customers about the products. We’ve seen comments before where one negative comment leads to multiple positive comments from other customers touting them on why they love the products. Allowing these open conversations lets your customers engage with each other or provide product concerns that need to be addressed.

If a customer has a negative experience with your product or service, wouldn’t you want to know about it? Or if they have a question about how to use it, wouldn’t you want to help them? Turning off comments would only lead to upset customers and never provide insights into any problems within your business.

Creative Ideas

By having open conversations on social media, it can develop ideas that your business can implement. If you see negative comments about a specific product, you could write a blog or press release on the item to debunk these comments and spread awareness on the item. Additionally, social media comments could lead to creative ideas of what you could do at a tradeshow, whether it be fun booth ideas, giveaways or a trades influencer who wants to meet up and learn more about your brand.

How to Handle Negative Feedback

Now that we have discussed why keeping the comments on is beneficial for your brand, let’s discuss how to handle any negative comments you might receive.

Make sure to reply to their comments! Most times, negative comments are coming from a bad experience, so ask “can you please email or message us with more detailing regarding your issue.” This will show other customers that you’re being attentive and taking note of any problems customers might have. Also, remember everything on the internet is public for everyone, so not responding or leaving an aggressive comment towards your customer would reflect badly on the company.

Another alternative to turning off comments that you shouldn’t do is deleting or hiding comments.  Hiding comments can weaken the trust between you and your followers and make you appear to be hiding something. Social media is meant to be conversational, so you should show your customers that you are receptive to both positive and negative feedback and want to encourage discussion. Check out our full blog post on “best practices for handling negative comments” to learn more.

Before you turn your comments off on social media or ads, think about the feedback you could be missing. Be open to having conversations with customers to see how you can improve any concerns that may need to be addressed.

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Solar Eclipse Celebrations in Cleveland

Solar Eclipse Celebrations in Cleveland

Something big is coming to our city in Cleveland… It’s the solar eclipse!

On Monday, April 8, the Great American Eclipse will be taking place throughout the Midwest region of the USA. The path of totality lies within Cleveland which means we will receive nearly four-minutes of darkness in the middle of the afternoon! This event won’t happen in Cleveland again until 2444, so make sure you’re prepared for the event.

Throughout Northeast Ohio, events will be taking place in honor of the solar eclipse like:

A solar eclipse is a sight totally worth seeing. No matter where you are that afternoon, we hope you’ll find a great viewing spot for some fun in the sun. If you haven’t already, sign up to receive a pair of Sonnhalter branded solar eclipse glasses.

Enjoy the specs…and the eclipse!


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Unleashing the Power of Diverse Minds

Unleashing the Power of Diverse Minds

Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post. 

Innovation has always been an indispensable driver of progress, reshaping industries, and propelling businesses forward. But why do some organizations just do it better than others? Those organizations practice an important principle – they embrace diversity.

It’s often thought that innovation is the domain of a privileged few, characterized by ingenious thinkers, executives, creatives, or right-brainers, who single-handedly come up with brilliant ideas. However, the true essence of innovation is far more empowering and all-encompassing—it is a quality that resides within every individual, regardless of titles, roles, and backgrounds. A cornerstone of our ideation sessions has therefore always been including a wide variety of individuals to participate in the process of creating new ideas.

Diversity of thought

No one has a monopoly on creative thinking or the ability to see things from a different perspective. And yes, while certain individuals may innately be more creative thinkers, the potential for innovation is available to everyone. In the right conditions, anyone can be an idea machine.

Change things up

Encouraging individuals across all levels to share their unique insights and ideas creates a culture of problem-solving. During many typical brainstorming sessions, you will find similar people, going into a typical conference room, in front of a whiteboard, with the idea that in this sea of sameness, new ideas will be generated. That poor team is doomed from the start. It’s not so surprising then that the ideas are less innovative and more likely just incremental improvements.

Nurturing a culture of innovation

Organizations can enhance their innovation capabilities by:

1.    Embracing Inclusivity: At your next brainstorming session, stretch the boundaries of who you would normally include. Invite individuals from other departments, interns as well as executives, and even some from outside your organization.

2.    Changing the landscape: Please just have your brainstorming sessions anywhere but in the usual space. Go outside if you can, a different building, anything but the same room where you may have always held these types of sessions. There’s a reason why new thoughts blossom by simply taking a walk or an activity that breaks your normal routine.

3.    Following through: Don’t ask for ideas only to ignore them. It’s important to not only have a wide variety of people participate in the ideation process, but also to stay engaged with them through the entire life cycle. Not all ideas are good ideas, but all need to see how their collective ideas are implemented, transformed into something even greater, or possibly shelved as a future potential initiative. And most importantly, helping them understand why.

4.    Acknowledge and communicate: Recognizing and applauding innovative contributions—regardless of their scale—reinforces the principle that everyone plays a pivotal role in propelling innovation. Even if not everyone in the company can participate in some form of an innovation session, if you are encouraging their input and ideas, ensure it is being acknowledged..

5.    Fostering a creative environment: It can be difficult to just ask people to take the time and go be creative without providing them with the resources to do so. Your organization doesn’t have to go as far as Google’s famous 20% policy where they allow employees to spend at least 20% of their time on pet projects, but there needs to be some allocation for people to take on the added role of helping your organization come up with breakthrough ideas.

Creativity resides in the heart of every individual across your entire organization. It should not be an annual event or a special exercise, but a mindset embraced by the company, backed with up with processes and support. Even if innovation sessions are often led by marketing or your strategic planning group, it’s important to remember that they may lead the process, but all are involved. Your organization’s ability to harness the full breadth of everyone’s innate capability to tap into their creativity holds massive potential for innovative progress.

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