Social Media Lab LIVE!
Social Media Lab LIVE!

Episode 1 · 2 years ago

Analytics for Business that Matter: Eddie Garrison Interview

ABOUT THIS EPISODE

What analytics for business should small businesses pay attention to on social media?

Every business wrestles with that question.  Unfortunately, however, many business owners and social media marketers either get frustrated and stop looking at their insights or look at the wrong insights.

I recently interviewed marketing expert Eddie Garrison on the Social Media Lab LIVE show to discuss what data was important for local businesses and why.

Eddie owns Clover Media, a marketing agency in Orlando, and manages social media for many businesses there. In addition to local marketing Eddie also runs the Digital Media Creator Academy and several training programs and live video shows!

Welcome to the Social Media Lab podcasts. I am Scott. Here's the content scientists from the social media lab, powered by a Gore polse, where we bust the myths, the rumors and the stories of social media marketing with science. Today, on this episode of the Social Media Lab live I will be interviewing my friend Eddie Garrison from clover media, talking all about the most important analytics that matter for businesses. Any really times in deep in analytics and why they matter, how to measure, what to do with them. Really basically gives us almost like a full course in an hour long interview here. That's taken from our live video. So make sure you you buckle up and you listen to this. If you want to read some more of this and watch the full live interview, go over to social media lab dot live. That's social media lab dot live and you can get a little bit more of this if you don't want to just listen to it, if you want to kind of read some and you want to watch the videos. I appreciate you listening to make sure leave review anywhere that you are watching this and go to our website of Gorpoles labcom to sign up for a Gori Polese, you get a free trial. So I'm going to bring on our ass but before I bring him on, his name's Eddie Garrison's. Hopefully you watch his EG live. I've been a guest on Eglive once before. It's a great show and Ed Eddie does so much good stuff in his groups. I'm I'm loving all the stuff that Eddie's doing in his groups and kind of watching what he's doing there. So I'm not bring Eddie on now. Hopefully I do this. Hey, hey, what's going on you guys? How are you now? Before be yeah, I'm doing great. Can I hear you? You hear me? Good? Yeah, all right. You know, Eddie's a digital marketing genius in my opinion. You know, wow trains. He trains businesses how to do social media, but he doesn't just train. There's a lot of people who just train. He actually does it. Yeah, I mean, yeah, Eddie, you're running social media for a lots of local businesses, correct, and that's that's unique, I think, because there's so many in our space who you're just like telling people what to do, but they'll actually do it, and so I think it's really important that you're actually out there you know, doing social media in the trenches for real businesses, even right now during this whole covid thing and trying to figure it out. And and if y'all don't know this, Eddie is literally like blocks away from the happiest place on Earth. Yeah, we like, we just got a big announcement for that to Disney's opening up at July eleven. Yeah, well, you go, of course, of course, because you you have season passes, right. Yeah, I've actually been annual pass holder since one thousand nine hundred and eighty nine. Man Eddie was telling me once before that that when the fireworks go off, like he can see him from his house. Right, I can. Yeah, we can every night nine o'clock. That is that is pretty funny. That's pretty good. And you tell us a little bit a kind of about what you do and who you run social media for. Okay, yeah, so I actually have a I've apparently I'm a genius. I don't know, but I never know. One's ever accused me of that before in my life. But so I run a digital media agency here in Orlando, Florida, called Clover Media Consulting, and what I basically do is I know a lot of small businesses just simply don't have either the time, the knowledge or both to run social media properly for them. So I take that off their plate. So I put that hat on for them. So basically I'm solving a problem which is time constraint for them. So I do social media management for small to medium sized businesses pretty much up and down the the East Coast, from North Carolina all the way down to my Ami. I also have the Digital Media Creator Academy, where it's more of an online educational community where I try to teach people how to do their social media a little bit better, whether there are a small business owner, whether there are creed of entrepreneur, or there are social media manager like myself. So I...

...have the website there that has a monthly membership fee. If you want to do that, you can buy the courses one off. If you just want to learn a little bit more, say about analytics, you can purchase that course one off to where you don't have to pay the monthly membership things like that. We also have free download resources and free video training on the Digital Media Creator Academycom as well. So a lot of the businesses that I work for rain is really there is a lot of different ranges that I work for. I work with craft beer breweries, I work with restaurants, I work with construction companies, I even worked for a I even manage the social media company that sold nothing but eyelash extensions. Oh, so I've worked with everybody. You aren't a customer as well with that one, I'm guessing I was. Yeah, can't you tell? So, needless to say, I mean the reason I asked any to come on is, like I see him talking about data all the time and of course, being a data Geek, is kind of Nice to talk another data Geek. But but I think you've got Eddie, you know some the real world side of things, where a lot of people don't, and you're seeing the data that other people maybe aren't seeing. Me, because I think sometimes, like you run a page that's global and is massive, you don't really know the trends as well as you know a local pizza restaurant. Exactly who's going to know it? And so I think that's why it's important to to kind of look at it on that that lower and that's I don't only use lower but in the frenches sort of level where most businesses are at. I mean, that's exactly right. What one of the things that I two of the things that I really detest, especially in the social media and management space, is one best practices. Stop reading those. Okay, they don't work. Unless I were too already rites. You're not Disney, you're not Nike, you're not these global brands. Right. So what works for them? I see this all the time. Hey, I saw a nike do this, let's do that. That's that's not going to work for you. That is not going to get more people to come into get their oil changed. It really isn't right. It's not. And that's the thing. A lot of these socalled digital and social media gurus and experts, they just want to feed you a line of this bs that this is what works. Look here, look here. Honestly, that's not what works. They are doing everything the exact opposite they're telling you to do. Unfortunately, and I hate to say this, but seventy five percent of the people in this industry are do as I say, not as I do. So the whole life, you know, the cobblers kid doesn't have shoes. CANNA say? Yeah, I think it's a lot of that and you see that at you know, in blog posts, you see it in conferences, you see it in all those different playing and that's really why. I mean I got tell her all the time like what, Ye know, I was probably that guy. You know, I've written twenty five hundred blog posts over the right a lot of time. Those those listicles or hey, here's the best stuff you should post and you're guessing or you saw somebody else. You know, Matt Navarro writes about it, so you right about it. So I like that actually too as well. I do too. Ill. I think he put that good stuff. But I'm saying a lot of people we re regurgitate, yeah, what others are doing or saying, but we're never testing it. No, I exactly. I think you definitely definitely got to test it there and and you know, I make the speaking rounds as well. You know, I'm at all the conferences, I speak at all the trade shows and I try to bring a real world approach to everything that I do. I don't just throw up and go, oh, be like this person if you want to be successful on social media, because that's that's not the case, right. You can't just go, oh, be like the Kardashians and you're going to be this huge person on social media. No, that's incorrect and I'm going to show you why. Because you don't have fifty one million followers on instagram. You have a hundred and fifty one followers on instagram. Yeah, doing that does not work for you, and that's what that's a little bit about. Like why you brought me on is to talk about the data that small businesses need to be looking at so right and what out? What I'm always frustrated within our space is, like somebody who's an influencer has, you know, half a million followers on twitter and periscope launches. I'm in back when this happened. A pair of Scope Launch Yep, started periscope and started getting, you know, thousands and thousands of views. So they're in the like teaching everybody who follows them. You got to...

...start a periscope with count blah, Blah Blah, you'll do great, while you're sitting over there with twenty followers on twitter and nobody's watching you. So I'm not everything that. You know, the glove doesn't fit everybody. You know, you got to have different things for each each person. I think a lot of people forget that. They look at those bigger accounts and think all should why is it that working for me and they feel bad about it where yeah, getting fifty views on your youtube video might be phenomenal for you and that, but for somebody else it's very small. So the nominal for me because I only got three hundred eighty subscribers on youtube. I mean we have a social media lab youtube channel that we started kind of halfheartedly and we got like twenty subscribers and I don't post their consistently. I need to get back into that, but it's hard to build and stuff it. But upoint, though, is like there's it's different for everybody and I think people forget that when they read some of these big the big blog posted out. So let's talk into kind of what we want to talk with the day I asked Eddie to kind of come up with five different things to talk about as it relates to what data your business should focus on. I'm trying to push that there, there we go, and so we're kind of going to walk through each of these. So if you're a note taker, are your listen to this and another tab. You might come back over to this and kind of pay attention, because I think I don't even know the answers that it is going to give us. So this is going to be kind of fun that kind of see what he says and see if we align. Even we'll be kind of interesting. So the first thing we want to talk about is why analytics matter. So any kind of kind of tell is in your opinion, why do analytics matter when it comes to social media? Definitely. So the reason analytics matter, and this is going to be something that I kind of go back on, so when you hear these people talk, all the all these big gurus and all these people that you follow on social media, when they say you have to listen to your audience, you have to know what your target audience wants. You have to know what your tire audience wants to see. Do you know how you know what your target audience wants to see? Analytics. If you're not diving into your analytics, you don't know what your audience wants to see. That's why analytics matter. When everybody tells you to listen to your audience, the only place you can do it, well, not the only place, but the best place that you can do it is doing a deep dive into your analytics. Your analytics are going to list out exactly what your audience wants to see. So, in a nutshell, the reason analytics matter is because that is you asking your audience and your audience telling you and communicating with you what type of content they like to see. I think that the contractive. If you're not, if it's like you know, I've gone through a big weight loss journey the last two or three years, I didn't least look at the scale every once in a while. I don't know where I'm going exactly. I don't know if I might if my activities are improving or not. It's so you've got to look at Analyz I think this is so important. I like the way you put that. Is You know what you're your followers are saying, when you look at the analy that they're not responding to that piece of content, then there's a problem. Not Looking at your analytics is you might as well just not have a facebook page at all, because you have no idea what your audience wants. You have no idea what they want to see. You have no idea when they want to see it. Now, do you prefer when you're looking looking at your analytics, do you prefer to do it natively inside the APPS, or do you use start? Yeah, so what? Yes, so what I do? What I do, and this is a this is always a big question, because people are like, Oh, well, I'm using, you know, insert third party platform here and I'm getting different numbers than, say, my facebook insights. So this this is my tip to you. It doesn't matter where you pull your analytics from, but be consistent from where you pull them from. So if you start natively, stay natively. If you start with a third party service, stay on that third party service, because there are going to be fluctuations between the two. So you just want to stay consistent where you're pulling your numbers from. Yeah, I think that's that's a really good point, because all, even even like a Gore Polese, we have reports and stuff. It's not going to match a hundred percent every single time because based on API restrictions and exactly and you can pull in data...

...and how often you can, you can peeing that website. So it's always going to be a hair off here and there. Yeah, and that's okay. But, like you said, if you're checking it on the first of every month or whatever. Stick to that and go through. So I think that's really important. All right. So question number two, talking about analytics for businesses, is to you, Eddie, what metrics matter, and want to start with like facebook in general first and maybe move other so what what metrics matter to you? So the biggest metric to me and the one that I focus on the most is engagement rate. The engagement rate, if everyone doesn't know, is basically how it's a mathematical equation. Okay, so you take the number of engagements on any particular post. So let's say that you have a post and it got fifty comments and fifty shares and fifty likes. Just to make the math easis, you got a hundred and fifty engagements. You take that number and you divide it by the number of people that that post reached and you get a percentage. So that's the number that I look at the most, because the higher the engagement rate, the more your audience wants to see that type of content and truth be told. And we're talking about specifically facebook right now. That's the way the algorithm works. If you don't know how that facebook Algorithm Works, I can sum it up and under one minute. Obviously not a deep dive, but I can give you the elevator pitch version of it. So they use what's called ranking signals, and ranking signals are mathematical weighted numbers that each interaction of a post, the algorithm assigns to it, and the ones that you want to make sure that you get the most of, in this order are shares, comments and likes. The more shares you get, they have a higher ranking signal way to numeric value. So you want more shares because obviously shares are what pushes your content in front of more people, which gets get more reached, which gets more engagement. Mind blowing stuff. If you don't know that, I know, but basically a share is like a spider web effect. So think of a golf ball up against a piece of window, a piece of glass. The Golf Ball is your content. When you throw it up against a piece of that glass, as Spider Webs, each one of those spider webs is a share. So the more legs of the spider web you have, the more people are going to see your content and the more people are going to engage with your content. So when I look at Concoct, excuse me, content performance. I weigh more on engagement rate than any other metric that I look at. Man, that was that was a lot there in depths put in the Commons. But yeah, I think I think you're sure. I mean shares, any of the hardest thing to get. I mean shares are especially these days, but it's it's like the gold, you know. And then when you got comments, I guess silver and lie sirs, I don't know. Copper like are almost they're all there. On the they're on the line of what facebook would call passive engagement. So there's active engagement and passive engagement. Obviously active engagement is going to be weighed higher in the Algorithm and passive engagement is going to be way too lower. They teeter right there. So if it was like this, they're like right on the point of eat. They could fall either way. Not Likes are obviously good because someone took the time to go, Oh, look, that's a nice picture. Boom, but do they even know what it is? They just look at it and go wow, that's a really nice looking bowl of pasta. Does that mean they're going to run right out and come to your restaurant? EAT THAT PASTA? Probably not, but at least they took the time to like it. When to your point, go ahead, I'm sorry. Yeah, I think you still want those likes. Of course you do. It does trigger the algorithm. Yes, they'll see more posts and more stuff. So I think it's important to do those. But yes, yes, so where we gonna say? That's sorry. But but to your point, shares are the gold standard, right. If somebody takes the time to share your content, that's basically word of mouth marketing, if they take the time to share it to their friends. Nothing goes viral and becomes more infectious than word of mouth marketing between friends, and that's basically what the share button does for you. It's a digital twenty four seven, three hundred and sixty five word of mouth marketing, one hundred percent free for your business right now. So that's facebook like...

...on post. Now. What about? What about views? What would what? What metrics and videos do you like to look at for a business? Well, the way that it I can just kind of give you like my mathematical equations that I use, because obviously facebook isn't going to tell you how they weigh the stuff, but it's very easy to deconstruct and extrapolate what they weigh. So the way that I do it is a thirty second view, I give a quarter of a point, so point zero like point two five, right, that's what I do. A sixty second view, however, I give fifteen points to because that's a minute of their life that they're using on your content. That's a high standard, right. If somebody is watching a video that you posted for a minute, people are like and that's only sixty seconds. You know what they could do in sixty seconds? They could go order some coffee, they could go on Amazon, they could lose your content all over the place. Social media is flooded with content. So if they take the time and your content is engaging enough to hold their attention for sixty seconds, nine times out of ten they're going to watch probably the entire video, unless it's like a fifty minute, you know, whatever epilock that you're doing. But sixty two video views are huge. I actually rank them just a touch higher than shares because if they're watching for sixty seconds, chances are they're going to share your content as well. So if you can grab someone's attention in a video for sixty seconds and they share it. That is a gold mine and what your content is going to do to your audience. That's a good way to put it to and is that? Now, would it matter on the length of that video that you change that point system it's a two minute video versus an hour? Yes, yes, I do. Yep, but more off and the not. When I'm creating content for the brands that I manage, the majority of the videos that I do are going to be either thirty seconds or sixty seconds, no longer or no shorter. Yeah, because most of you know that these long lives are interviews. So it's more like product base. Yeah, that's different life to our stuff. Yeah. Now, what about? So you got on facebook? We look at shares, comments and likes and then the views from there. What about, say, instagram? What is kind of what do you look at there on Instagram? Instagram, again, is all about the engagement, because that's their highest one. Obviously, you can Regraham, but that's like a third party thing and that's not yeah, I don't really buy into that, to be honestly. Tagging is my version of a share on Instagram, so to say, for instance, that you are posting something in your story and or you're just posting a you know, a piece of content to your feet and someone takes a screenshot of it and puts it in their story or post it on their feet and they tag you. That's my version of a share on instagram. So we'll get it all boils down to that engagement. I want comments and I want at mentions on instagram. That's my number one and number two metric that I look to measure. Yeah, I mean, yeah, that tagging is interesting to because sometimes people abuse that. But yeah, yeah, show a high value. You know, if another business is taking the time to tag your business or your profile or something like that, that's that shows they trust you, they know you. Hey, abious, look at me, look at this person, I trust them. See. I think that that's what the best ones that you get on instagram. And I'm just going to use it from a restaurant and one of the restaurants that I manage here in Orlando is a Korean barbecue place. They get mentioned probably fifteen to twenty times a day on Instagram, just people tagging their food. Yep, that's what they're doing. They're taking pictures of food and they're going, hey, enjoying boogogie at Korean Bar, you know, at you know, insert the name there, and all of a sudden my phone is blown up with all these mentions from instagram. That's pretty cool. Yeah, because I've helped some restaurants and that, I think, that held, that word of mouth, especially for restaurants, has is so big. So, yeah, you want to encourage to I think if you're a brand, encourage people to tag it. Give Them Yep, maybe give them a reward for tag in the know. We do. And then, without getting too off topic, what we do is we just turn that into user generated content. Right, right, so, exactly, exactly now. So we talk on facebook. Talked about Instagram, a little bit of Youtube. Twitter, I mean love it about you love twitter. I freaking love twitter. Conversation yesterday about D M's...

...and stuff and my yeah, my d ums on twitter total garbage. You saw that screenshot I did. That's crazy, because mine is opposite me. This is why I got off Linkedin. I whatever. I can't stand that platform. By just my DM's on Linkedin, I would get a hundred a day. That we're just spam box. So I got off. But yeah, so what it what analys you look atter twitter, if any the twitter analytics, to me it's such a it's such a difficult platform to get people to wrap their head around, because I'm just going to throw out some number two for twitter. So the average piece of content, that the average lifespan for a piece of content on twitter is about four minutes. Okay, so if you can't grab your audiences attention and four minutes, that content is gone. So, just to give you my own personal way, when I manage social media accounts, I mean brands, on twitter, I post at least nine times a day. Now, when I say I post nine times a day, I'm not creating nine unique pieces of content for twitter. So don't don't take this out of context here. So what I'm doing is I'm creating three unique pieces of content for twitter and I'm post in each of those three three separate times a day. So nine pieces of content throughout the day. So if somebody was happening to miss the special that the business was running in eleven, I'm going to run it again at four so they may have a chance to see it at four. And if they missed it at four, we're going to run it again stay it like fifteen. So if they miss it at eleven and four, they have a better opportunity to see it at eight hundred and fifteen. Twitter, to me, is all about, and this is the only time you will ever hear me say that, it's about quantity, almost over quality. You still want to post quality content, don't get me wrong, but just to give you my own personal brand, like when I post on my personal twitter account, I average somewhere between thirty five and fifty five tweets a day. That's the law, and about two thousand two D and twenty five of those are scheduled. So every single day I schedule between twenty and twenty five pieces of content on twitter every single day. Yeah, I think. I think that four minutes might be less make it could be. That's just what I'm that that's just what I was looking at not not that long ago, actually, probably about the end of February, and the average person, the average account on twitter, follows one hundred other accounts. So you can take that four minutes and Times it by four are times it buy a hundred. So if everybody was posting literally at the same time, are you really going to scroll through four hundred tweets? Probably not. Yeah, nobody's going to. So yeah, its a twitter a little bit harder and twitter's harder for local businesses to yes, I think you know, at least where I'm at, it's a ghost town for most of and maybe if you can get those retweets, though, and get those tags, and you know are you know the mentions. And again it all comes back to that engagement and shairs. Exactly. It's the same. It's as if you think about all three platforms. Are we talked about facebook, instagram and and twitter. Yes, you know that at mention, which is equivalent to a share on facebook, is gold, because that means you're again, you're you're doing that spider web effect you talked about. You're getting in front of a different audience that doesn't already follow you, and that's how we all find new content exactly. And then, and I love the way that facebook does this, and for people that don't know what I'm just going to give you just like this insider trick here. So if you post something on facebook and somebody else shares it and they like it and they're not currently following you on your facebook page, facebook will tell you, hey, this person liked your content. Invite them to follow your page. It's a really easy and free way to get more likes on your facebook page. Yeah, I do that all the time. That ups UFF. I'll go in and Oh, boo, boom, boom, boom. You know, I do it every Monday, Wednesday and Friday for the brands I manage. That's smart. Be Interested. So what I wish, though, is there is a way and we're getting you know, it is analytics base, but, and I keep trying that. I wish they could track you. I wish you. I do know you actually track it manually. Yes, oh my gosh, that's but that's the reason. I do it three times a week so I don't have to go back and enter five hundred things. If I'm doing it three times a week, it's easy. I'm going, okay, we got fifteen on Monday, boom, done. We got twelve on Wednesday, boom, I'm done. So at the end of the month I can go this is how...

...many people we invited that we're not currently following your facebook page. And that's the deep dive right there. That's a deep dive. But see, once you get into a regiment of doing it on a timely basis, it really isn't. It takes me all of forty five seconds to do it. When should you check your analytics? I think people just don't know when to check it. So what do you for your brands that you manage or even for your own when do you check your analytics? So all of them I check monthly, besides Instagram, and because instagram only, I'll let you go back for seven days. But if you're going natively, so I check the instagram analytics every Monday and then I input that into my my report generator. But everything else is monthly, and I believe that monthly is a good time to do it, because if you start doing it weekly and you're using that to adjust, like your content calendar, which you better have set up if you're taking social media marketing, you know, seriously. So if you're trying to look at it every week and you're trying to adjust your content calendar for the next week based on the previous weeks, I think that's getting a little bit too like an all about like what you're trying to do, because I think the best kind of margin to look at is thirty days, because you don't know what people are have going on in their life every single week. But if you look at a month long segment of your analytics, I think that you have a better opportunity to see what your audience actually likes instead of looking at it every week. So I think every thirty days is good. Then I do monthly, I do quarterly and then I do yearly. So but if you break it down a still monthly as the best way, I think that that's I think that's goal because if you do weekly, you know there could have been you know you didn't post as much on that week because you know the last week, or you know you only did link post for the one week and you did video one week. So your analys are going to get excuse. I think that that monthly. I think that's so important to get in that habit. Like the U said, you for like for your clients. Do you stood a calendar of when you know I reminder of when you're looking at them. So you know, I got to go look and dive in a pull a report. It's I just use Google calendars and every Monday it just says instagram analytics record and then I know at the end of the month, usually on the between the first and the third I go in and I put everything into a spreadsheet that I created specifically for them that spits out the report that they want to see, because some business owners want to see a great deal of data and other business don't want to see a great deal of data at all. They just want to see how many legs, how many people start to fall on, things like that. So I customized the report to what they want to see, but I try to make it as visual as possible. So I don't just give them a google or an excel spreadsheet. I use a spreadsheet, but then it spits it out to another tab that has a graph that shows out how everything is growing. And I think people are visual more than they are analytical. So if they can look at a graph, it may say the exact same thing that the spreadsheet does, but it's easier for them to look at a graph and see the line doing this then having to figure out the numeric values of everything. I think the term present true, and that's why I mean you know, for if you have you use, if someone uses to go or pulser. Actually the reporting section does that overview. It doesn't dive crazy into great everything. That way you can see, okay, I've I've grown this much. Engagement rate is gone up this or gone down. I posted mainly on this day. I got most interaction on this day. So I think it is important to kind of look at it. You know, I think looking at too much is when I thought. That's why I'm glad you didn't say every single metric you should look at are on the last question. That's why I think you look at a few and then kind of to see each month, how are those improving, to make some sort of decisions. Now you look at every month? Do you? I mean do you didn kind of as you kind of move forward in time? Do you compare quarter by quarter? You ever do any of that or is it just a strictly month to month and then well, the month of month plays into the quarterly, a bout quarterly, because I can look at it. So the way that the graph works is it has a graph for each month and then it has a graph for each quarter. So there's like a monthly graph in one's own like on this...

...side, as you're looking at it from left to right. So you got like the the monthly graph would be here and then the quarterly block graphs would be over here. So you can actually look at it all at once. It's kind of like a mini dashboard for them. It's just that I that I have as a narrow on my website that they can log into so they can see their monthly analytics. So check and check your analytics at least once a month. Artist, I would just say just check them once per month. That way you know you're not getting too you know, too crazy, anal retent of about everything, because that's the worst is like. You know, I've had people before, you know the companies I've worked for and doing social media're like, way, how come that last post didn't get this? I want to look at this, look at the month. Okay, we grewat twelve percent, we did this. Yeah, that one post bomb, but it's not there in the world. And if you start looking at it too much, and then I want a piggyback off what you're just saying because, like I could just I just saw this from this month, because Mother's Day happen right. So I managed for quite a few restaurants. So in the month of May and one week their engagement and everything went through the roof because they were running mother's Day specials. So you have to take that it can into consideration. That's why it's best to look at it monthly instead of weekly, because you can look at one week and go, wow, our engagement rate was eighty percent. Why are we only getting fifteen overall? Well, because we had a spike in it because it was mother's Day, or it was Valentine's Day, or it's fourth of July or it's memorial there. What are you all this? You all you have to look at that, because that all plays a factor into how your data is honestly rounded out. So if you look at it every week ago, Oh wow, we did so great that week. What happened the next week? Well, mother's days only once a year. So that's why. Yeah, that's why I to like all that. You know all these different tests of that I do. I typically will pull out I'm looking at specific content, say I'm looking at using hashtags or, you know, certain color of photo. I'll pull out the highest performing post and the lowest performing post and take them out of the data. Yeah, because I know that those are those will skew your data. If you're on your pay business page and stuff like this, like mother's Day, will skew your data. If you're not careful and you get really maybe overcoffident, are you get depressed? Yeah, because you're not taking consideration those, those those big pieces that really do well. Yep, and I can give you a real world example of Mother's Day. So one of the restaurants that I manage here, they have right around one hundred and fifty followers, die hard followers, though, on facebook, and their average reach on a post is about four hundred, which I'm good with. You know, they're getting thirty percent reach at all organic right. Their engagement rate is seventy one percent. That's their engagement rate. So, but on a mother's Day Post, you know, they average around four hundred reach. That one post had, I think, seventy two thou reach because it was shared a hundred and seventy one time. There you go, yeah, that's why. But see to your point that that she chews the analytics for the month, because next month it's not going to be that way right there. Engaging rates going to come back down to where it needs to be. But they do. They have an average engagement rate of about about well, it fluctuates, but a last year it was fifty seven percent and I think what you can do to it from there is like, okay, look at last May they look at me this year compared to me last year, thenn't really know if you've done. Will exactly compare those big meals, a big pillars, to other big pillars. I think is the best way. That kind of hopes into our next point I want to talk about, and I was almost added before I even ask the question, but, and I'm trying to find my mouth, there it goes, is how the analytics help your content creation. Right. I think once you see the analytics, like you just talked about, now what do you do with it? So the biggest way that analytics can help you as a business, or even you as a social media manager, understand what you need to create content wise is do exactly like Scott said. Look at the high end. Throw that out, but don't throw it out, but look at it and go wow, why did this perform so well? Was it a holiday? Was it a special? We were running? So look at that piece of content. But what the analytics are going to...

...tell you is when, and I'm going to use facebook again because honestly, that's just, you know, big daddy in the in the room for social media is when you're looking at your insights and you're going down and you want to look for these huge anomalies, right. So if you're looking at reaching engagement, you kind of see it going along and all of a sudden, boom, there's this huge spike. Why was there a huge spike there? Was it a video? Was it a live stream? Was it an infographic? What type of content was that? So you want to make notes of that. So when you're looking at all, let's say that you post once a day and you're looking at all thirty pieces of content and you stumble across, for you know, three or four that are just huge spikes, take note of that. Notice what day of the week you posted it on. Notice what time of the day that you posted it on. Know what type of content that was. So when you look back at your content calendar and go, okay, on Thursday we posted this and it got huge engagement. Why look at that piece of content next month? You want to start maybe creating one more piece of content like that. So at the end of next month you go back to your notes and go, okay, we created this specifically because it had this huge spike and engagement in reach. Wow, so did this post. Now you start creating even more of that content. On the flip side, you look at content that's just taking a dump right, it's just not getting anything, so don't make that content anymore. So look at the extreme low end and go, wow, we've been posting this for two months and it's just garbage on all engagement, garbage on all shares. Knock that out of your content rotation. So the more that you look at your analytics, the more that you track it, the more that you keep notes on what piece of content is performing well over time, the more that your content calendar is going to develop over time and the better your social media pranned awareness is just going to be. Yeah, I think that's a hundred percent how you had taken. You've got to know. You know, you should anyway seeing your analytics what's working and what's not working, and then adjust. I think the problem most businesses have, and I'm guilty of it, is not adjusting after I look at the analytics because I still want to post this right, because it's what I like. But if it's if it's not your audience, then maybe you should post I remember back years ago when I work for a post planner. I was run social media and I just supported the train. It did everything. Yeah, we were we were talking. It was me and Josh, the the CEO. We were the main two that did all our social media and, you know, we're two dudes who are in our S and we talk like two dudes in our fort and so we're posting that way. Like the content was kind of yeah, and we started looking at, you know, the audience. Our audience was predominantly female. MMM. So we went hey, what if we talked a little bit different, like what if our images we use we're a little bit different, aimed towards a different market, and immediately we saw a spike in our engagement. And so we looked the analys and okay, we are no longer doing our social media anymore. We're going to have somebody else to it who can talk to our audience. Or we just got to learn how to talk better to our audience. And if we ignored that analytics when we switched over, I mean, who knows what our engage would have been like in the page wouldn't grown the way it did. Like half a million. You know, I think we had two hundred, three hunder thousand likes on the page back when our Ganic reach and growth was so easy and phenomenal. BILLZEB, you do it right. Well, yeah, it is, I think. I think. I think it's better on the local side there and is. Yes, definitely for big pages, big, big pages of a harder time now where local business you can fire a page and everybody in their dog will go after quick, quick, Yep. But I but I think to your point, and if you don't look at your analytics and don't don't disregard the male and female side of it, because I see this in specifically in the restaurant industry. The ones that I manage lean more towards the female side. So you have to look at it and go we have at how can how does that determine how I create my content? Well, let me tell you how it does. So females and males look at imagery. Different males typically like to see very aggressive images, so like top down images, like really in your face imagery. That's what men like to see. From what my experience.

Women like to see more, I guess, softer types of images, more like kind of point of view images where they can see a little bit more and more people they're engaging. So take, for instance, like a restaurant. So men like what might want to see just a slice of pizza and a glass of beer sitting on the bar top or on a table. That may not that's not going to be what women want to see. They may want to see it more of sitting at a table point of view style with other people where you can see their faces, maybe with a glass of wine or a cocktail. You can still see the food, but it's a more softer style image. You also want to look at the color representation that you're using. So you may want to have more Boca in the background and if you don't know, a Boka is a means basically you're using a very shallow depth of field where this will be blurry in the main focus of your image is what you're trying to promote. So if you're doing like a happy hour, you may have a group of four or five women sitting at a table with their wine glasses. You can kind of see the ones in the foreground, barely see the ones in the background, but you want the focus to be on the appetizers or shareables in the middle of the table. So you're giving in a more softer, more dreamlike imagery. So all this goes into play and all of that is driven from knowing what your analytics say on how to create your content. I think it's gold man that was that was like free. That's like a whole course right there. And Imagery and what to Post Hook our pay attention to that because I think it's I think it's so Ky. You got to know your audience, which comes from your analytics, and then you're going to see if they're responding to the content that you're posting. And maybe they're not. I mean maybe you think you know they want this and then you post on the different blows up, but you're only going to know that if you're looking at your analytic with this is the one thing that I stress when people ask you about Alis. quit thinking for your audience. Let your audience tell you, and the only way that you know that is in your analytics. So quit thinking you know what your audience wants. Know what your audience wants and look at your analytics. Yeah, I think it is so as so true, because I mean I know for me as a marketer, I always I'm one of my goals is is driving traffic to the website. So I want to post links. I'm links and link and like nobody's it's got, you know, the lowest reach possible on Facebook, typically right one commenting, no one sharing pretty much most of the time. But you do a photo or video and it blows up because people are visual people. Yeah, don't want they've seen too many links. But I still want. I still keep posting the links because I'm I'm thinking too much about what I want the in game. But if I just would post other stuff, people are going to come over and find my link later on. I think that's what you really got to look at your analy links to figure where use twitter. Yeah, I get honestly, from my website. The number three driver of traffic to my website is twitter. Oh Wow, that's pretty interesting. Yeah, one is searched to, is direct. Three is twitter. Huh, I'll look at ours and see. I don't think I don't like. Twitter's up there the OS. It's there, but it's not as high as it can be. So we'RE gonna WE'RE gonna move to the last the last part of talking about the analytics that your business should look at. We talked about four different things so far. The last one is is how do analytics help show Roi? For a business owner, I think this is probably the biggest question they ask their social media manager is what is it? How is this going to make me money? So any what are your thoughts on them? Well, first of all, Roy obviously return on investment. The biggest name or the biggest word in that is investment. Too many people often assert shade investment with money, a numeric value, and that's correct, obviously, if you're looking at that Roi. But let's say, for instance, your investment is you want to drive more foot traffic to your restaurant, or the investment is time that you're spending, that you're driving people to your website. So first of all, when, how do you know if analytics are going to show Roi? You have to know infinitely directly, be however you want to say it, what that I is. What is that investment? Is it monetary? That's a different subject. Is it foot traffic?...

That's a different investment. Is it website traffic? That's a different investment. So how you use your analytics depends on how you define investment. So we'll just go with the biggest one, first investment, and will make it monetary. So the biggest way that you can show with analytics how you're getting more money driven to a business, be at a brick and mortar or ecommerce website, is you have to track those analytics. Right. So when you're doing things on social media, if you're posting deals, right, so let's just use facebook again, because they're the the white elephant in the room, they're the biggest, you know, player on the block. So if you're posting twenty five percent off, you have to come in. So I'm going to use a facebook offer. Right. So you can go on there and create these for free and it's a facebook offer. So they have to save that offer and literally either go to your website and use that offer code or they have to visibly show it to somebody in your brick and mortar website, brick and mortar website, brick and mortar location. So if you're tying monetary to your roy directly from social media, you have to track those analytics from that facebook offer on their website or when they walk into their brick and mortar store at the end of that time frame, whatever that you specify, the time frame to be go. We had one hundred people come to our website from this facebook offer. There's your return on investment right there. Those one hundred people spent fifty dollars a piece. So there's five thousand dollars of revenue directly from the content that we posted on social media. And the only way you can do that it's tracking it through your analytics. I need like a tow cold Tal from all the others. Good, those really good. I'm going to keep up with on. I took myself off screen side just like listen hard for sorry, I have a tendency to like go off on tail and loved it. I think that's true. I think whatever is your eye and ever you know, I think that's that's the deal. There's like, what is that word? What is this time worth? What is that, you know, event word, I think everybody forgets that sometimes, is what are you actually investing? So, yeah, you've posted, you know, five links this we can get ten clicks. What does that mean for you? And so I love that idea of using analytics. That kind of help you figure that out, but you got to know the what is your why? If you will. At the end of the day, I think you can. You have to have these goals defined, right, because not only do you need him define so you can and eventually get to that goal and go okay, we've defined the I and Roi as investment, meaning monetary. So we want to know. So our goal is to on this campaign, and I don't mean paid. I'm, you know, sticking to or you can use it as paid, but you need to know exactly what that number value is. Right. So let's say on this particular campaign that we're running, we're going to start posting on a Monday to a Monday and we want to drive a thousand dollars of revenue to our website. So you know that for certain. There's your hard number. That's your investment, right. So that's the hard number you want to get to. So when you start tracking this, you go okay, well, we came up with eight hundred and fifty dollars, so we fell short of that goal, and that's fine. You know you're not going to reach every single one of your goals, but you have to have that clearly defined. And I say that specifically because you want to be able to go back to the brand you're working for and go, yes, we came short, but we knew exactly what we were doing. It's that clarity thing right. You want to make sure that everybody is on the same page of what you're trying to do. So if you're trying to drive onezero more in sales during that month, you have a goal that's easily defined, easily trackable and it will all go back to your analytics when you look at it at the end of the month and go this is why we came up short or this is why it was successful. I love the way we've broke it down here on you know what metrics are important, why they matter, you know how they can help your content creation. That's really the ultimate goal for me, is looking to analytics to help me figure out what to post next exactly and kind of move from the big thing too, is, I think, analytics to a lot of people are just very intimidate dating because they don't know what they mean. So I take it to a very kind of analytics for dummies approach, I guess, for lack of a...

...better term, when I send my monthly reports to them via email and they know they can go on their website and or my website look at it, but on the report. That's generated it. I literally do it like this. New Page likes and in right underneath and in parentheses, how many people like your facebook page? Second number of you know, reach in a month? How many unique visitors? I mean I literally label every single thing and it explains them and one sentence or you know, in the matter of a few words what each analytic looks at and then they can go oh, this is why it's important. So any if you mean wants to find you, where's the best place to find more about you? Yeah, I'm Eddie Garrison on every social media network out there. Are the ones that I'm on. I mean, I have my name on all of them, because I think you should just do that. So it's just Eddie garrison with an ee, just like it is down there. Please don't spend my name of the why I'm not eaty, I'm Eddie. And also on Facebook, if you just type in digital media Creator Academy, you can find the facebook group, which is very active and we're about to hit five hundred members, which is awesome to me and digital media Creator Academy. Doc for Shuit you being on the show with the.

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