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Archive for the ‘social suite’ tag

10 ways for brands to succeed on Facebook

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Even though Facebook is currently the most widely-used social network on the planet with more than 1.3 billion users, it’s not always easy for brands to know how to create relevant content that reaches the widest audience. Not only is Facebook itself always changing how it displays page content, but users are constantly using Facebook in new and different ways. So here are some tips to help you make the most of Facebook.

PS – Did you know we offer Facebook analytics now? We do! Learn more here.

1. Post visual content

Visual content marketing is everywhere (we should know; we wrote an ebook about it), and Facebook is no exception. It’s why your aunt posts so many unfortunate memes that flood your News Feed. Eye-catching images make you at least pause and go, Wait, what is that? Just be sure to take your images beyond “WTF” to “whatever is useful and engaging to your particular audience”. Unless WTF is on-brand for you.

2. Post more content when your audience is around

This seems obvious but can be neglected when you’re stressed out and just need to get something posted every day. Pay attention to what Facebook Insights- or your attractive and insightful Union Metrics Facebook analytics- tell you about the time your fans spend on Facebook, and use that to help decide when to post to your page. If you post at 11am and they all log in at 6pm, are they still going to see your post on their News Feed? Test a few different times, pay attention to the engagement rates, and plan accordingly going forward.

3. Use hashtags effectively

While a ton of hashtags might work well to get your content in front of more eyeballs on Instagram, our research has shown that you should use just one or two hashtags per post on Facebook. But again, this is something you’ll have to test and gauge the response of your own audience on. Maybe they’re #triple #hashtag #threat people.

4. Boost some of your content

Which posts have gotten high organic engagement? Compare them to pull out common elements, then try posting something that includes many or all of those elements. Then boost that post to see if you can improve your reach and engagement even more. Boosting some content will help all the rest of your content get shown more often.

5. Create content that works across channels

Even with unlimited resources, it’s smart to design content you can get mileage out of across the platforms your fans, followers and customers are active on. Ideally you’ll want to create striking images that can be tweaked for maximum impact on Facebook, Instagram, Twitter, Tumblr, Pinterest, and wherever else it is that your people are.

6. Include relevant people and locations in your posts

Employee advocacy is an important part of growing your brand, and socially savvy employees will enjoy the recognition of being tagged in event photos or for writing a post. You can also mention influencers or personal brands in posts. Tagging relevant people and places will give your content the chance to earn an extra boost from being seen by the networks of those people and places, and just maybe someone new will decide to check you out.

7. Post often, but not too often

While a Facebook News Feed moves slower than a typical Twitter timeline, you can still update a few times a day without overwhelming your followers, simply based on the algorithm Facebook uses to show fans and followers new content; unless a fan has specifically updated their settings to see as many of your posts as possible, they’ll most likely only see one. You easily can post 2-3 times a day, maybe more. But in general, we advise against posting more than 5 times a day for most pages.

8. Be responsive

According to some reports, a majority of brands aren’t responsive to customer queries and complaints on their Facebook pages; be sure you’re one of the ones that is! This is an easy way to stand out from your competition, and it’s just plain good customer service. Treat it just like you would Twitter for customer questions.

9. Learn from the best

Take a look at successful Facebook pages in different industries to get new ideas for what might work for your brand. You can learn a lot by watching others (both what to do and what not to do!). Test a few different things with your audience before sticking to what works as measured by the things that matter most to you and your brand.

10. The bottom line

Work to understand which content performs best for your audience. Start with best practices but don’t be afraid to experiment. Then measure, learn, and implement what you’ve learned.

 

What’s the best branded Facebook page you’ve seen? Tell us about it in the comments! 

Written by Sarah

June 25th, 2015 at 10:27 am

Announcing the updated Union Metrics Social Suite: Now with multi-channel analytics AND Facebook!

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At Union Metrics, we strive to build the best social media analytics possible and we are so excited to finally share with you the latest result of our work: the addition of multi-channel reporting and Facebook page analytics to the Union Metrics Social Suite!

Union Metrics Multi-Channel Detail Trackers by Channel

If you’ve been a regular user of TweetReach or our Instagram or Tumblr analytics and have been thinking of upgrading, there’s never been a better time! Now you can have everything you need to monitor your social efforts and strategize for the future in one seamless place; these updates are only available in the Union Metrics Social Suite.

If you want to learn more, join us for a webinar onThursday, June 25, where we’ll demo the new functionality and show you how you can use our multi-channel reporting to improve your social media strategy. Or email us to talk to our sales team right now.

Want more details on what’s included? Keep reading!

Multi-channel dashboard

Our new multi-channel analytics provide a holistic view into campaign performance across social media channels, in one easy-to-read dashboard. To provide answers to our customers’ biggest social media questions, we now bring you insights across all the social channels you monitor. You can:

  • Compare content across channels to see what’s working where
  • Identify spikes in engagement across social media to uncover trends
  • Easily measure share of voice and benchmark against competitors
  • And so much more!

Union Metrics Facebook Analytics Tracker Overview Short

Facebook analytics

We’ve also added another social media channel to our offering – Facebook! Starting today, Social Suite subscribers can now access Facebook analytics in their account and pull all their most important social media analytics into one place. You can:

  • Learn which posts are performing the best – and why
  • Understand the impact of paid and organic activity on your page’s success
  • Analyze fan growth and demographics to better know your audience
  • Create more relevant content that generates more engagement

Learn more at unionmetrics.com and please let us know if you have any questions!

Written by Sarah

June 23rd, 2015 at 9:21 am

Making the most of new Union Metrics features – projects, dashboards and insights

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If you have a current Union Metrics account, you’ve probably seen a few of our new features – upgraded dashboards, project functionality, and our brand new insight stream. These new features become incredibly powerful when used together, so read on to learn more about how you can make the most of them in your account.

First, let’s start out with a little background on the new Union Metrics features. If you know this already, skip down to the example section to see it in action.

Projects

A project can be a campaign, a client, a project – any kind of logical grouping that makes sense to you. The idea behind a project is to group multiple related Trackers together to make it easier to view your results and share access with select others. Use projects to:

  • Track competitors and measure share of voice
  • Group a client’s Trackers together
  • Organize an internal program
  • Manage user access permissions across your account

There’s more here about how to manage projects in your Union Metrics account.

Another great feature of projects is that you can invite other users into them. You can also manage their access levels, so if you’d like to invite in a client or coworker to view your Trackers, but not edit them, you can do that. It’s a great way of sharing guest access to certain Trackers without worrying about someone editing your tracked terms or seeing data they shouldn’t.

Dashboard and insights

The dashboard is the top-level view of your account. It shows you how a set of Trackers compare at a glance, and highlights the important trends in your data. It’s meant to provide a quick view into what’s going on in your account, what’s working well, and what you can do next. The dashboard helps you understand:

  • Important changes in key metrics like follower growth, engagement and potential impressions
  • What posts and hashtags are popular
  • How one account’s performance compares to others
  • Who’s active or influential in a particular community
  • Exactly what to do next to improve engagement

The best part of the new dashboard is the insight stream. It pulls out actionable, data-based insights selected to help you identify important changes in key metrics and figure out what steps to take next to improve your performance. The insight stream includes information like spikes in impressions or engagement, above-average follower growth, hashtags that perform better than normal, and the best time for you to post.

You’ll have a dashboard-level view for your full account (that’ll be one dashboard for Twitter, one for Instagram, one for Tumblr, depending on what channels you can access in your Union Metrics account). But even better, once you’ve created a project and either moved existing or set up new Trackers in it, you can view a dashboard specifically for that project. That means all the insights and overview graphs will reflect only the data in Trackers in that project. It’s perfect to quickly identify trends and key information for a particular topic.

Now, an example

So, let’s take a look at how you can make the most out of projects, dashboards and insights in your Union Metrics account. Here’s an demo account, where we’ve set up a bunch of different projects. You can see them in the following screenshot, and yours are accessible through the the projects menu in the top right corner of your account. To view the dashboard and drill into any project, just click on its name there in the drop-down menu.

Union Metrics projects

Then you’ll be taken to that project’s dashboard. You can think of it like a home page for that project – it’s an overview of everything going on in this project, an at-a-glance view of trends and key insights. In this example, we’ve selected the TV project and are viewing all the Instagram Trackers we have in the TV project. That’s four television-related Instagram accounts, which you can see in this screenshot.

Union Metrics Instagram analytics dashboard

There’s a ton of information about our TV project here. First, a quick comparison of the four Instagram accounts we’re monitoring in this project. That’s shown on the left side, with a set of graphs comparing metrics for the four accounts, plus a numerical table of that data. You can see that the @anthonybourdain Instagram account gets the most engagement of the four accounts we’re analyzing, but isn’t doesn’t post as often as the other accounts do. @comedycentral and @teamcoco post a lot more often, but to fewer followers. You can also see several big spikes in engagement in the graphs; you can hover over those spikes to get more information, as shown above.

Next, on the right side of this dashboard, you can see the insight stream, which highlights some key moments in these Trackers, followed by the what’s hot section, which shows the most popular post, publisher, hashtag and participant in this Tracker. In the insight stream, there’s a spike in followers for the @comedycentral account, as well as a few hashtags that are performing well in other Trackers. Insights are updated regularly, so anytime anything interesting happens, we’ll capture it here in the insight stream. If you scroll through the existing insights, you’ll see these two:

Screen Shot 2015-04-13 at 3.47.40 PM

These are time of day insights that show when engagement with an Instagram account happens at a different time than that account posts. Here, you can see one time of day insight for @brooklyn99fox and another for @comedycentral. It looks like both accounts get engagement later in the day, and may want to consider posting content at those times to reach their audiences when they are most active. You can click on any insight to be taken to the Tracker report that corresponds to this data, so you could drill into either of these to see a full heatmap illustrating when engagement with a particular account happens.

Instagram account engagement heatmap

Finally, you can customize your dashboard by changing the Trackers selected and displayed, as well as reordering the Tracker listing table. For example, here we wanted to remove the @anthonybourdain account from our results, since it’s not a comedy-related Instagram account. Now we’re left with three Trackers, as seen here:

Union Metrics Instagram analytics competitive analysis

Now you can see more clearly how these comedy accounts compare to each other. @comedycentral, shown in orange, has the most followers, posts most frequently, and also gets the most engagement. But the @teamcoco account has several spikes in engagement that are higher than @comedycentral’s, which are definitely worth investigating. Any time you want to see more detail, you can view the data in a particular Tracker by clicking on its name there in the table.

Want to see more?

If you’re a current Union Metrics customer and you’d like to learn more about how you can use projects in your account, our customer success team would be happy to walk you through it! Just send us a note and we’ll set up a time to go over it

And there’s more on the way to make this analysis even richer, so stay tuned. We’ll have all kind of interesting updates over the next few months, particularly for our suite subscribers. (If you’re not using our full social suite yet, why not? We should talk.)

 

Written by Jenn D

April 13th, 2015 at 4:30 pm

Join us for webinars 4/22 and 4/23 to learn more about our Instagram analytics and Social Suite!

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Want to learn more about our new Instagram analytics or the Union Metrics Social Suite? Join us for a webinar or two; we’ve got one covering each new product. Learn more and see the new analytics in action.

Union Metrics for Instagram

April 22, 9:00 a.m. PDT

Union Metrics Social Suite

April 23, 9:00 a.m. PDT

ig3-1A screenshot of our Union Metrics for Instagram analytics. 

Written by Sarah

April 22nd, 2014 at 7:57 am

A little more about our new Instagram analytics

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What does Union Metrics for Instagram do?

We wanted to build bigger, better Instagram analytics – something that allows us to take our deep-dive approach to social media analytics to one of our favorite platforms. Our Instagram analytics can show you how any account or hashtag – yours or a competitor’s – is performing at a glance. We can help you understand your posts and what makes them perform well, which hashtags get the biggest response, when an audience is most active. We can show you who your biggest fans and supporters are, who likes and comments on your posts, and so much more.

How does Union Metrics for Instagram work?

Just like TweetReach, Union Metrics for Instagram analytics provide real-time, ongoing monitoring for any account or hashtag on Instagram. When you set up a new Tracker, we’ll backfill it with some historical data to get you started, and then continuously add new and future posts in real time.

So who uses Instagram?

Instagram’s more than 200 million users might not be exactly who you’d expect. Roughly 10% (20.4 million) of Instagram’s dedicated user demographic (meaning they log in at least once a month) consists of 18-34 year olds. But another 15.3 million are 35 or older, and that number is projected to grow to 20 million by 2016. Instagram is, after all, the fastest growing social media site worldwide, rivals Twitter for smartphone audiences, and captures higher interaction rates than parent company Facebook.

Instagram also inspires the most dependence, according to one survey; the 18-25 year old demographic identify with it and see it as an extension of themselves. If this is the demographic you’re looking to target, then you absolutely need to be on Instagram.

Need more convincing? Social can make ads great again. Instagram gives us more room than ever for creativity. Now is the perfect time to dive in.

Okay, you’ve convinced me. Now how do I use Instagram?

We can help you with that! Here are some fantastic resources for getting started:

- Instagram has a blog specifically for businesses

- Instagram’s own Help Center can help get you started

- Check out our Helpdesk and helpful resources

- Want to know more? Download our Instagram whitepaper to learn more about Instagram data.

How do I get started with Instagram analytics?

It’s easy! You can sign up for a Union Metrics for Instagram subscription and have your first analytics running in just a few minutes. Subscriptions start at $199 per month. And if you want to talk to someone on our sales team or set up a demo, let us know! We’ve also got a webinar coming up next week to tell you more.

What if I’m already a TweetReach or Union Metrics for Tumblr customer and I want to add Union Metrics for Instagram?

We can add Union Metrics for Instagram to any existing Union Metrics account – TweetReach or Union Metrics for Tumblr. Or, you can upgrade to our Social Suite if you’d like flexible access to all three platforms. Just let us know what you’re looking for and we’ll make it happen!

Sounds good!

Fantastic. Keep your eye on this space and we’ll let you know any new and exciting details as they roll out.

Written by Sarah

April 16th, 2014 at 1:10 pm

Introducing Union Metrics for Instagram and the Union Metrics Social Suite!

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Merle is excited to start measuring robot Instagram analytics

We’re so very thrilled to share some exciting news! Today we’re releasing two brand new products – Union Metrics for Instagram and the Union Metrics Social Suite. Both will give you even more options for analyzing your social media campaigns, as we’re now on Twitter, Tumblr, and Instagram.

Union Metrics for Instagram

Our brand new Instagram analytics – Union Metrics for Instagram – allow you to access our real-time, ongoing analytics reporting for any account or hashtag on Instagram. Use these analytics to:

  • Discover your most popular media and hashtags

  • Identify an account’s biggest fans and advocates

  • Monitor hashtag reach and exposure over time

  • Track competitor performance to compare share of voice

  • Analyze likes and comments to determine when fans are most active

Interested? Union Metrics for Instagram subscriptions start at $199 per month.

The Union Metrics Social Suite

Our new enterprise cross-platform social analytics suite – the Union Metrics Social Suite is perfect for larger brands and agencies running campaigns across multiple social networks. This is our first-ever integrated suite, allowing you to monitor your social media presence across Twitter, Tumblr, and Instagram in one place. Union Metrics Social Suite subscribers receive access to Union Metrics’ comprehensive analytics across social platforms, as well as dedicated account management and other enterprise features. Social Suite pricing starts at $500 per month.

Learn more

We’ve set up a few webinars over the next week to tell you more about our new products. Join us for one to learn more and see the new analytics in action.

Union Metrics for Instagram

April 17, 1:00 p.m. PDT

April 22,  9:00 a.m. PDT

Union Metrics Social Suite

April 23, 9:00 a.m. PDT

If you’re currently a TweetReach Pro or Union Metrics for Tumblr subscriber, we can add Union Metrics for Instagram access to your account, or upgrade you to the Social Suite for the most flexible access. Just contact us and we’ll get it set up!

And if you’d like a personal demo or have any questions, please contact our sales team anytime. And there’s lots more info on our website, so let us know if you have any questions.

 

Written by Sarah

April 16th, 2014 at 8:27 am