When I began the social media certificate at Algonquin College learning to use new tools was expected. What I did not expect was to fall back on a very handy (and powerful) tool – the spreadsheet. This tool has been in my toolbox for years and I didn’t expect it would be so useful as a building block for monitoring and measuring my social media platforms.
I started off with a simple list using data from a Facebook page I administer. I created columns for:
- Calls to Action
- Comments (replies)
- Likes (favorites)
- Shares (retweets)
- Total Engagement
- Total Reach
The data for each of the above can be imported from Facebook Insights, as an example. Without too much thought, I can see what content was most effective but simply sorting my data by descending order.
Based on this, I can see a huge increase on October 29. On this day, a slide show was posted. Consistently, over the life of this page, slide shows have boosted engagement.
Once the top content is identified, it can be compared to trends upward or downward over a certain period of time. Did this trend result in a change in ROI – did more participants enrol at the next registration?
This is just a very simplistic example of how an old tool can be used to keep things new.