Situation Analysis in Marketing
Updated: Sep 3, 2020
Step 1: Situation analysis of existing footprint
Let's start by looking at your own existing footprint in social media. This part will cover the more basic metrics to start your successful analytics process. We will imagine at this point that you have just started working at a company and that your predecessor has just left you with a Facebook page you are supposed to manage.
The baseline of any analysis: your fans and followers 🐆 🐅 🐃 🐂 🐄 🐪 🐫 🐘
So what you want to know first is how many fans your Facebook page has. This will give you an immediate impression on how large your potential audience currently is. With a social media analytics tool like quintly, you can easily visualize the relevant data by showing different graphs. For example, through looking at a line chart of your number of Facebook fans over a certain time period you will be able to see the course of your amount of fans.
Here you can see that the profile you are looking at is pretty large, which implies that every post can theoretically reach a large number of people who follow your Facebook page. What you can also see is an up and down in the chart. This gives you an indication that you have created new fans, as the chart overall is rising, but you have also sometimes lost people. You may be wondering what the reason is, but this is already a more advanced question.
The most basic measure of your activity: the number of own posts 📜
What you generally do when you manage a Facebook page is post content, so a second step might be to analyze the number of your own posts. Of course, in this case, it doesn't make sense to look at the total number of posts that have ever been posted to your profile. So, again, it makes sense to use a line chart that shows you how many posts you have had daily, weekly, or monthly.
Again, there are ups and downs. This means that your predecessor reported a different number of pieces of content each day, or maybe nothing at all. If you look at this chart, it is easy to see that there has been some activity and that there have been days with even more than five posts.
Your activities are not worth a lot if people don't engage: the interactions per post 👍
You could have multiple followers and publish a lot, but if people don't appreciate your content, they won't engage with it. Interactions on Facebook can be likes, comments and shares. If you combine these three and take their average per post, you get the average interactions. As you can see, this is already getting a bit more complex, but it is a good measure to see how successful your content is.
In this graph you can see that on some days there have been up to around 30,000 interactions - likes, shares and comments - on one own post on average. If compared with the points of time of your posts, it can tell you which post types have been more successful than others.
Step 2: Compare your Social Media appearances and that of your competition
In the last session, you learned how to well assess your own social media footprint. Although this in itself is very useful, you can get even more out of the collected data that your social media analytics tool visualizes for you. By comparing yourself with your competitors, you can gain even more relevant tips. In this phase, we will guide you through two simple steps to a small status report of you and the other players in the industry.
Get to know your competitors 🔬
This will probably already show you their Facebook pages, Twitter profiles, Instagram accounts and Pinterest boards. If not, try to find them by navigating through their websites and you will probably find small icons of the varying networks that will lead you to their social media representations.
Analyze and compare 📊
Now that you have found and viewed your social media presence, you can add it to your social media tool by either searching for it or adding the relevant links. If you compare basic metrics such as the total number of fans or followers or the overall interaction rate, you can already draw some conclusions. Do your competitors have many more followers on Facebook than you? Do you already have an advantage because your interaction rate is much higher than that of all the other players in your industry? By answering questions like these, you can see if you are doing a good job or if you are missing some aspects, which will help you understand your own situation and identify the appropriate measures to improve it. If you wish, you can also write down your results in a table to make them more accessible and comparable.
Therefore, you should be aware of the comparative data at this point, which will show you where your existing strengths and weaknesses lie. On this basis, you can identify your goals for improving your social media strategy and defining the relevant KPIs to track the results of your actions.
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