With an introduction to 360 social media performance review, we have mentioned the most straightforward steps to perform the social media review for your business.
Social media is now a crucial component of your marketing strategy. Whether you own a small business, a major corporation, a professional service provider, or a store, you must make sure that the time you spend on social media is productive and enables you to achieve your goals.
Why does a 360 social media review matter?
The 360-degree review is a performance assessment method that collects various evaluations from all aspects of your employees and social insights. In social terms, a 360 Social Media Review combines overall analytics and campaign-focused metrics.
Comprehensive analytics is essential for your brand and business to stay on top of the more extensive discussion. After you’ve set up your brand tracking, you can leave it run and check in periodically to see how things are progressing.
Conversely, campaign-focused analytics will differ from campaign to campaign depending on your goals for each and help you analyse the impact of specific marketing campaigns. A campaign’s efficacy and performance are evaluated as part of a 360-degree evaluation to boost social development.
Conducting a 360 social media review will help you to:
- Recognise the platforms and strategies that are most effective for your company.
- Understand and motivate your employees in a better way.
- Find out if your content connects with your audience and boosts sales.
- Spend more time and energy on what is effective and stop doing what isn’t.
- Evaluate and rework the social strategy
How to do an effective 360 social media review?
You need a fantastic social team to perform a proper social media review. The team lead should constantly motivate the employees at the workplace to acquire the best results. Auditing your social media profiles is essential before starting the performance review. It lets you understand if you are up to date with the branding and social trends.
While reviewing your social media profiles, check for the following:
- Are all the images and logos on your accounts and pages the correct size and image quality?
- Are all of your contact information correct?
- Are you utilising new features to their fullest potential?
- Is your social media team giving its best?
- Do all of the links function properly?
- Does your headline make it apparent how you assist your clients?
It is essential to have a consistent presence on active platforms. The branding, colours, and writing styles should be compatible with your website. It is necessary to periodically check and update the brand info and post regular updates. A pinned post is a valuable tactic to direct people to your other channels.
Step 1: Review your social media team performance
Every business should be concerned with how they come across social media platforms. A team that knows how to represent your business, a complete strategy for brand recognition, and contingency preparations are all necessary in addition to having a presence.
One of the best ways to start your 360 social media review is to evaluate your team with the performance evaluation techniques that suit your organisation. This helps you to ensure that everyone is giving their best effort. You can conduct your employee’s performance evaluation using two primary techniques.
360 feedback from the entire team
There are numerous ways to evaluate a team’s performance; there is no one optimal method. 360 feedback from the entire group allows you to select whichever tried-and-true approach works best for your talent management and employee goals, or even better, develop your own!
You intend to gain a team-wide perspective on your direct reports through the 360-degree feedback review. You may be the team’s primary point of contact, but you’re not the only one communicating with them. Your employees often interact with coworkers, clients, and even the managers of other teams. With 360 feedback, anyone—even clients—can add to an employee’s evaluation.
Employees that participate in self-evaluations tend to provide honest feedback about their work. Ensure your employees follow the step-by-step self-evaluation guide to get the best results. Employees interact with their performance reviews more actively as a result.
After all, self-evaluation calls for workers to reflect on their achievements, objectives, and behaviour at work. The employee can then express their opinions in their review, which helps them better understand how they performed. This, as a result, will also increase a healthy work culture in your organisation.
Step 2: Understand your audience
Keeping track of the essential metrics for your social media pages and profiles is crucial. Some of the most critical elements to understand your audience are:
Followers increase is an important metric to determine the rate at which your social accounts are growing. This crucial measure lets you know how well your social posts are doing and whether or not your target market is engaged.
Keep track of your followers increase. You probably won’t be able to determine whether each one is pertinent to your brand. However, in general, they ought to be a diverse group of individuals who impact your brand. Additionally, past and present clients and possible prospects will also be in your follower group.
Review any recent information you have gathered on this group to get to know them better. Key audience insights on our audience’s demographics are available on all platforms. The data is divided by region, age, demographic, and gender. This covers all functional analyses of your followers that your brand has accomplished since you started a business.
If your target audience is displayed on your social platforms and the audience you aim to reach is the same, then you are on the right path.
Every website has two primary goals: increasing traffic and interaction. You can track your website traffic and visitors using tools like Google Analytics. Some of the critical KPIs to follow when analysing your website are the following:
- Number of visitors
- Number of return visitors
- Time spent on your website
- Demographics of your visitors
- Conversion rate
Once you analyse your visitors, you will understand your audience better. You can also compare the website traffic analytics to your social media analytics to ensure you are targeting the same audience.
Step 3: Measure your employee advocacy through content
Social media platforms serve as open forums where all employees, wherever they may be, can post and read messages. Employee advocacy refers to team members or employees supporting a company’s goods or services and its workplace culture. Evaluate the employees serving as brand ambassadors, communicate the organisation’s goal to the general public, and successfully establish trust.
Employee advocacy for social media efforts demands zeal, comprehension, and expertise to build an optimistic online scenario about the company. Employees serve as the company’s true ambassadors, and their attitude toward the brand and message leaves a lasting effect on the target market.
Share appreciation to the best-performing teams or individual employee ambassadors, for instance, or post brief bios of new team members to ease tensions. You can also develop more creative ways to increase employee appreciation via social media. This can increase your employees’ effectiveness, harmony, and work happiness and your company’s credibility on social media platforms.
Step 4: Social platform insights
The observation on your social networks, like Facebook, Twitter, or Instagram, is referred to as a “social platform insight.” Social insights can be gathered by listening in on and examining social media discussions regarding a specific company, item, or even an unmet need or issue. You can better address the problems by identifying and evaluating consumer information from social media.
Although there are platform-specific differences in the insights, generally speaking, you will be able to observe and keep an eye on the following.
Profile views: The total number of individuals who have viewed your profile or page.
Website clicks: The total number of people who clicked on the website link.
Profile and post reach: The total number of people who viewed your post.
Impressions: The number of impressions or post views that your post received.
Likes: The number of users who gave your post an emoji or liked it.
Comments: The number of comments left on your post.
Shares: The number of shares your article received.
Saves: The number of shares your post received.
Engagement Percentage: The number of interactions your post received divided by its reach multiplied by 100.
Analyse individual posts
It would help if you started considering your best and worst-performing posts and whether they achieve your aims while keeping your goals in mind and your performance on each platform. Focusing on what is performing will be easier if you take a realistic view by looking at both the good and the poor.
Nowadays, getting a good reach with little involvement is achievable but uncommon because the algorithm learns which posts do well from engagement statistics.
Step 5: Brand reputation
Periodic brand surveys, online sentiment research, and a review of social listening should always be the starting points for a precise evaluation of your brand’s reputation. These are reliable indications of public opinion of your business and how that opinion affects the bottom line.
Insights into brand loyalty might reveal specifics about the worth of your reputation. Your loyal repeat customers are among your most valued clients regardless of how much money they spend with your business.
You can also check your customer reviews and testimonials to understand your brand’s reputation. Google Business reviews significantly influence consumer sentiment and brand legitimacy. Thus, it would be best if you spent some time managing your Google reviews. To build a clearer picture of your brand reputation, consider all the factors contributing to creating and defining your online persona.
A strong internet reputation can defend against unfavourable reviews, Facebook comments, and other unpleasant remarks. In such cases, you can also hide Facebook comments that don’t benefit your brand.
Step 6: Evaluate the content performance
Social media is used for a unique purpose, which can change depending on the platform. For instance, a reputable software brand might use Instagram for client acquisition and Twitter as a customer care tool to respond quickly to business-related questions.
In contrast, if your company is fresh, you would probably use the platforms to broaden your audience and raise brand awareness.
Major objectives include
- Brand Awareness and Growing,
- Increased involvement of the community
- Attracting visitors to your website.
- Wider audience expansion
- Growing sales and lead generation
Step 7: Rework your social media strategy
Conducting a social review is to get a detailed analysis and insights into your accounts to discover how your content is currently performing, what’s working particularly well, and what needs to be reworked. It also lets you understand if you need a new social media management software or a new team member. It is always important to encourage all your team members to share their ideas because brainstorming results in the best social media strategy.
The secret to your successful social media strategy is tracking statistics. You’ll be able to identify what aspects of your current social media marketing strategy are working and which ones aren’t, and you’ll know what adjustments you should make going forward. It’s essential to track the right stuff rather than everything.
Keep a close check on the postings that receive the most comments, and pay attention to the social media channels where you are most active. And continue to measure this data consistently. Since the digital world is so dynamic, best practices are constantly evolving.
Create a new social media plan
A well-balanced mix of digital media and a motivational team spirit is compelling, but you must invest resources to see benefits.
It takes significant skill to balance social media marketing effectively. If you post too frequently, you’ll lose followers. If you don’t post enough, you won’t gain anything. You’ll need to balance your posting frequency well to keep your audience interested but not irritated. Similarly, your writing shouldn’t read like a constant sales pitch. Please discuss the concepts behind your brand and the products you sell rather than merely promoting them.
Each content you post to your company’s social media accounts needs to have a bigger goal in mind. Curate your online presence by the short-, mid-, and long-term goals you’ve set for your digital marketing strategy, such as earning a certain number of followers in a specific amount of time. Make sure that each of these objectives is specific, attainable, and related to assisting you in generating (and converting) more leads.
How often should you do a 360 social media review?
The principal explanation for periodically reviewing your social platforms is how quickly things change. Media now receive weekly upgrades. It’s crucial to see your insights into your work performance over a while.
Wouldn’t you prefer to change your content sooner rather than later if you must? You could do a periodic 360 social media review check every 45 or 60 days.
After conducting your 360 social media review, you need a solid idea of what benefits your company and what doesn’t. Make sure you apply these ideas to concentrate on the platform, the content, and the objectives that will advance your company.
All your social platforms, including Facebook, Twitter, and Instagram Business, offer some excellent, accessible metrics that let you keep tabs on the effectiveness of your accounts. Results will vary from brand to brand; what works for one may not work for another. As a result, the only way to maximising your success on social media is to test, discover what works and what doesn’t, and then apply what you’ve learned to the next phase.
About the Author
Abi Ramamoorthy is a Content writer, Growth marketer, and Chess player. She writes about social media software and tools, metric analysis, marketing trends, and effective use of social media.