From the course: Content Marketing for Social Media

Tracking reach to the right audience

From the course: Content Marketing for Social Media

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Tracking reach to the right audience

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- Is your content marketing on social media reaching the right people? Sooner or later you'll ask that question. Or your boss will. The good news is social networks offer a lot of data to answer it. So I'm going to walk through ways you can understand the reach of your content on social networks. First, let me clarify what reach is. Reach tells you how many people are viewing or interacting with your content. And many social networks can tell you a lot about who those people are. That means you gain insight into whether your content is reaching the right people. So let's review some examples. We'll start with Twitter and LinkedIn. Twitter tells you the number followers or users who subscribe to your Twitter feed. Total mentions is the number of replies, retweets and other mentions. Retweet reach is the number of Twitter users who may have seen your posts because other users retweeted them. LinkedIn shows more detailed metrics. You can see the number of views for each one of your posts on LinkedIn. The number of views of your linked post is the total audience. The number of likes, comments or shares is usually a smaller number than the total number of views. Now, let's turn to YouTube. YouTube gives the number of views which is simply the number of people that have seen your video. YouTube also shares the number of dislikes, likes and shares, which is usually smaller than the total number of views. Okay, once you understand the science of your reach, you can dig more into who you actually reached with your content. You can learn who your audience is by studying social media audience demographics. Many social media platforms deliver some information about your network, such as age, income, education, location, and job title and LinkedIn reveals quite a lot of detail about the people who view and interact with your content, including job title, business vertical, and business size. This detail helps you understand whether the audience you reached is the right audience. For example, if you're seeking an audience of executives but your content reached people mainly in entry-level positions, you have a disconnect. And you can decide how to adjust your content marketing approach. So to understand the effectiveness of your content marketing on social media, you need to know how many people you reached and whether they're the right people. Take advantage of the data available in social networks and take your content marketing to the next level.

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