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A&T Small Business Social Medial Playbook Part5

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A&T Small Business Social Medial Playbook Part5 Small Business Social Media Playbook 5 1 | Fullscreen is a leader in social-first entertainment experiences, serving talent and brands through creative, strategy, and marketing that enable growth, engagement, and About monetization of their audiences. Its unique clientele includes over 400 brands and over 2,500 creators and celebrities that Fullscreen and generate more than 7 billion monthly video views across a global network of social channels. Serving a broad range of clients from offices in Los Angeles and New York and with AT&T team members across the country, Fullscreen is a wholly- owned subsidiary of Otter Media, a WarnerMedia company. For more information, visit www.fullscreen.com and follow on social media at @fullscreen. 2 | Part Five Measuring Success Congratulations you have made it to Part 5 which means you are well on your way to an impactful presence on social media! In our previous lessons you learned everything from identifying your audience, which platforms to leverage and how to build a strong community. Now that you have been creating content it’s time to analyze your results so you can keep learning to get the best results. Step 8 - Measure your success. 3 | Step Measure your success. 8 Eight Once you’ve started posting across social media, it is important to track how your content is performing to: • Optimize content accordingly • Understand what your fans connect with • Measure post and/or paid media success 4 | Step How To | Social Metric Identification 8 Eight Critical Focus Areas GOAL: GROWING GOAL: INCREASING GOAL: DRIVING TRAFFIC CUSTOMER BASE + CONSIDERATION + CONVERSION Metrics worth tracking will vary AWARENESS depending on the platform(s) Engagements Link Clicks you’re active on as well as your Reach likes, comments, shares, and number of clicks on a link social media goals and the amount of unique clicks - the interaction a within a post on a given objectives. people who saw your post customer took with your post social network As you get started with Impressions Engagement rate analyzing how customers the amount of times your engagements divided by respond to your content, here post was seen impressions are a few key metrics to keep in mind for specific goals : Views Sentiments the amount of times your the emotional response to video was watched your content (think positive, negative, neutral) - you can Demographics look at comments to gain an age, gender, location understanding of sentiment on specific posts. 5 | Step How To | Platform Data Access 8 Eight If you have a Pinterest Business account, you can Available to any access Pinterest Analytics YouTube channel, to track a range of metrics YouTube Analytics across your pin activity, provides in-depth data audience activity, and which on each of your videos specific pins are driving and overall views. traffic to your website. YouTube Analytics Facebook Insights Pintererst Analytics Twitter Analytics Instagram Analytics If you have a Facebook Available to any Twitter If you have an Instagram business page, you can access account, Twitter Analytics can Business account, you can FB Insights at the top of your be found under the ‘more’ access IG Analytics in the page. This tool provides in- section on the lef menu bar on the right of your depth data on each of your of the account. This tool Instagram page. This tool social posts. provides in depth data on provides in-depth data on each of your tweets. each of your IG social posts. 6 | Step Measurement Best Practices 8 Eight Aim to do at least a Start by tracking how your Look across your If at the end of a week you Continue to adapt your weekly check-in on how content on each individual platforms to see where find that certain posts are content - if you are your content performed social platform is your customers are driving high levels of getting negative over the course of the performing week-over- interacting the most with engagement or other sentiment / week, including which week and, as you measure your posts and prioritize campaign objectives, comments, record those posts performed well and for longer periods of time, those platforms repeat the tactics used learnings and adapt to which posts struggled. look at month-over-month in those posts! prioritize other content 7 | Once Upon a Donut Shop Afer a few months of posting content to their Instagram, Once Upon a Donut evaluated all their posts and noticed that photos of donuts received 40% more engagements than photos that didn’t feature donuts at all. They also noticed adding calls-to-action to copy on these photos resulted in 25% more comments than other posts! Because of this they launched a new weekly voting photo series where their followers get to vote on and pick the next week’s Featured Donut in the shop. 8 | Wishing you the best Thank you so much for the opportunity to help us grow your brand’s online presence. Small businesses are truly the cornerstone of any community and the backbone of our country. And although it’s never easy to start, run, grow and maintain a business, that couldn’t be more true now, so we are grateful for your trust and time. From everyone at AT&T and Fullscreen we wish you the best of luck with your new knowledge of social media! Enjoy! 9 |.
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