Using Data to Drive Your Social Media Strategy<br />Christopher N. Baccus<br />AT&T. Executive Director of Digital & Social Media@ATT, @cbaccus<br />
We bought some promoted tweets and ran some Facebook ads.<br />What are our fans/followers talking about? Are we listening, how are we responding?<br />Why are people following us on Twitter or Liking us on Facebook?<br />Deep Dive into your analytics<br />
Find Ways to Benchmark Success<br />Look to industry rankings in 3rd Party Research<br />Spend some time evaluating your competitors’ social presence<br />Source: “Most Interesting Brands in Social Media.” Socialbakers. May 16, 2011. <br />
Learn How People Use the Site You’re On<br />Organic vs Media Driven Views:<br /><ul><li>Understand How People Engage on a Social Property
You optimize on your website, optimize on social sites too</li></li></ul><li>Why are people hiding from your content?<br />Why are they un-following or un-liking<br />Look at post frequency and content type<br />Dig Into Your Anti-Data<br />
Prevent Fan Page and Twitter Account Proliferation<br />Existing community reach<br />Messaging cadence<br />Media to support growth<br />Resources to respond<br />
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