By being data-driven it can help ensure your marketing efforts are increasing results for your business. The same logic applies to your social media channels as data can pinpoint positive and negative areas of your social media strategy. Social media data can help you understand if you are reaching your aims and objectives, what worked and what didn’t but also the data can give insights into which social media content is resonating better with your audience, giving you a competitive advantage. 

There’s untapped potential in analysing your data, as 56% of digital marketers will use social media data to better understand their audience, less than half will use it to measure ROI or competitive insights. This blog will outline ways on how to effectively create your social media content using the data as your inspiration.

Using Social Media Data To Determine What Works Best  

When producing content for social media, your concepts should align with your business goals and objectives. This helps keep the content plan focused and purposeful with measurable objectives. By doing this, it is clear what you are looking for when reading over the data and can show what worked and what didn’t. When you have clear key performance indicators (KPIs) it means when reporting back on the content performance you can specifically hone in on the essential data and investigate why it worked. 

It is easy to report on the success of your social media campaigns but it is equally important to analyse your lowest-performing posts. It is important to stop any content that has little to no value, 45% of consumers will unfollow a brand on social media if they feel the content is irrelevant. When content isn’t working, examine why as it can be something simple like a call to action missing or the content is just not resonating with your audience. If you aren’t sure what content will perform better with your audience you can perform a/b testing. 

Include A/B Testing In Your Social Media Strategy 

A/B testing on social mediaIt can be said that A/B testing is a form of free-market research, that allows marketers to test variations of advertising on their target audience, whilst still generating results. A/B testing can also be known as split testing as you separate your audience into groups to show the variations of content. From this, you can compare the data of each post and which was the most effective in audience engagement. 

The more testing you conduct the better you will understand what your audience responds to, discovering more of their preferences are over time. A/B testing on social media is one of the best methods out there to be able to create a data-driven strategy to take your brand to the next level. Read more on our recent blog on how to include A/B testing into your social media strategy

Get Inspiration From Google Analytics Data 

For over 50% of social media marketers, increasing their website traffic is their top goal. Link clicks and landing page views are a positive indication that your content is driving traffic however Google Analytics will take a deeper dive and can inspire ways to improve your social content. One of the main things to look at on Google Analytics if you are sharing content on several social channels is the traffic by social referrals as this shows which channel is bringing more traffic to your website – it can identify what channel is working the best for your brand.  

When creating content, add UTM tracking links to all the URLs as this way you can track the success of your campaigns through Google Analytics. Allowing you to see what content is driving more traffic to the site. This information can help you make effective decisions about where to focus your efforts and budget if it is paid ads, for example, Facebook can bring more traffic to the website but Instagram creates more conversions. 

Social Listening 

5 ways for businesses to succeed on InstagramSocial listening is a way to tap into brand relevant conversions on social media, it is a crucial component of audience research. It’s a way of hearing customers opinions about your business, either good or bad. Based on the information you see, you can start to make informed decisions or changes which you know the audience wants. 

Social listening is similar to social media monitoring however there are some important differences. Social monitoring is simply looking at metrics such as relevant hashtags, brand mentions and industry trends. Social media monitoring looks at metrics including the number of mentions and engagement rate, social listening looks beyond those numbers and examines the mood behind the data. People’s digital mood can also be linked to social media sentiment, keeping tabs on this is a key element to social listening. Social listening is so important if your business wants to build a solid reputation and following on their social media channels. It allows you as a business to respond right away to a negative or positive post. By looking at the data you may notice recurring questions or misconceptions about your brand’s product or service, this may indicate gaps you have missed when discussing your product and give you ideas on content to overcome the misconceptions. 

Sprout Social is a great platform to use for social listening. Their dashboard helps you grow and monitor your brand’s digital performance. Allows you to view all your brand’s comments, messages and mentions in one place which allows you to respond quickly and at scale. 

Analysing Competitor Data

If you want to stand out from your competition, you need to understand them and monitor what they are doing. Social listening as a tool can help here, as similarly the same way you listen for your brand you can explore the conversations happening on your competitor channels too. By social listening to competitor brands, it can pinpoint differences but also opportunities for you to create content. Many of the social listening platforms you will be able to explore competitor performance from different angles and track their activity on social media compared to yours. 

If you are a smaller business and don’t want to use an online platform for competitor analysis, you can manually do this through following their social media channels and viewing their posts, hashtags and comments. By doing this you can learn what people are saying about them and what they are doing right but most importantly what they are doing wrong and learn from their mistakes. 


Social media is constantly evolving therefore being able to view data which can show how to grow and shift with customer trends is vital. Your audience’s likes and dislikes are not fixed and will change with current trends therefore by staying connected with your social data you can continually find ways to keep up and create inspiring content that your audience will engage with. If you are struggling with your social media strategy and want some digital marketing expertise please get in contact with us today. We have partnered with a wide variety of clients in different industries growing their social presence, increasing their ROI and putting them ahead of their competition.

Jam Digital

If you need support or advice with your digital strategy, Jam Digital can help. Partnering with Jam can offer your business the opportunity to optimise your time and budget through our team of experts, focussing on generating the best results for your business.

For more information and advice on Digital Marketing contact Jam Digital Marketing today on 0330 094 7323, email: 

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