Not long ago, I started a journey to become more productive on social
If you've just joined me, you can read Becoming More Productive on Social Media - Part One,
and Becoming More Productive on Social Media - Part Two.
To quickly bring you up to speed, the QuickSprout Blog posted an infographic in May titled
"How to Be More Productive on Social Media".
The infographic was designed to help social media community managers
become more productive.
As a personal exercise, I am following the suggestions in the infographic
to see what result, if any, it has on our iASP Central social media
To refresh your memories, the infographic split the daily tasks of a
social media manager into 3 groups: Content, Community Management
Content includes curating, crafting, posting and
scheduling content for social media.
Community Management includes responding, listening,
engaging and helping.
Growth includes measuring, analysing, planning and
In Part I, I followed the Content group suggestions,
which resulted in our content collecting activities being made easier and
our content scheduling processes a lot more streamlined.
And in Part II, I followed the Community Management
group suggestions, which has seen the establishment of automated
monitoring that gathers all mentions of our brand name across the
Internet, which has in turn streamlined and simplified and our social
media engagement processes.
For the last leg of the journey, I'm going through the
Growth related suggestions.
The infographic lists Tools and Steps
to help with the daily growth management tasks.
Buffer / Hootsuite
Figure out the crucial metrics
Log in to the various places where you collect data on your social
Put your top performing content and metrics into a spreadsheet, so you
have one place to view everything.
Analyse the top performing content to determine what's working so you
can further test based on the following elements:
Post Type (image, link, video, status updated, etc.)
Post Timing (over a long period of time)
Post Content (commonly used words, voicing, emotion, etc.)
Post Formatting (link placement, hashtag usage, etc.)
Take the common factors that you found from your popular posts, and
integrate them into the future posts and tests.
Wow, this last leg looks to be a doozy. Let's get going.
Figure out the crucial metrics
Second only in importance to simply being on social
media, is tracking your performance to gain
Before you can start tracking your performance, you need to map out what
to measure, and how.
The easiest way to decide what to measure is to ask yourself: What am I
hoping to achieve from social media engagement?
At iASP Central, our current social media goals include encouraging our
clients to monitor and participate in our social media community, which
is aimed at website owners who share our passion for eCommerce, as well
as to create a go-to resource to help our clients grow their on-line
Therefore, at this stage of the plan, apart from an interest in our
audience demographics, one of our primary interests is in the level of
engagement we are achieving.
We want to measure impressions (the number of people that saw the
post/tweet), engagement (the total number of likes/favourites,
shares/re-tweets, or comments/mentions for a post/tweet), engagement rate
(individual engagement compared to our overall community size), and
audience growth rate (to measure how fast our community is growing).
These metrics give us an idea of how well our content is performing, and
how relevant it is to our audience.
It's worth noting that our key metrics are sure to change in the future.
As our community grows and we'll look to achieve new goals from our
social media activity.
Log in to the various places where you collect data on your social media
There are numerous websites and services that you could use to collect
data for your social media metrics.
The infographic lists a few good examples.
The social media platforms all provide some analytics, in fact the
Insights tab of your Facebook page and the Twitter equivalent give most
of the analytics you could ever need.
(which we now use courtesy
of this exercise) and Hootsuite
(we've been a Hootsuite
Enterprise Partner for a couple of years now) also provide analytics of the
social media accounts you set up in them, although the analytics they offer
are more aligned to the content that is shared directly via these tools.
The infographic also lists a service called SumAll.
SumAll is a social media analytics and business
dashboard. It's a free service - apart from their reporting tools, which
attract a cost.
Without hesitation, I sign up and begin connecting all our social media
SumAll looks to be huge. You can even connect it to other platforms, such
as Google Analytics, Shopify, WordPress, ZenDesk, even FitBit.
If ever there was a place to be overwhelmed with data, SumAll looks to be
After setting everything up, I have a long list of statistics for our
Facebook, Twitter and Google+ accounts.
So I now have a short list of websites giving me analytics data for our
social media accounts.
Put your top performing content and metrics into a spreadsheet
Now for the really fun part.
To start, I'll add our last 5 Facebook and Twitter posts, and list the
number of views/impressions, likes/favourites, shares/retweets each post
received over that time.
I get this data very easily from our Buffer dashboard. I then compare it
to the statistics on our Facebook Insights page, and Twitter Analytics
The numbers for our Facebook posts are fairly similar, but I can see that
the statistics for our Twitter post impressions are a little off.
I'll need to look into this a little later on, but for now, onto the next
Analyse the top performing content and find what's working
In this step, the infographic is suggesting that I look at the
characteristics of each post, to try to identify the types of content
that our audience engage with the most (or to put it another way, enjoy
Of the posts that I listed, two were links to our blog articles, two were
shared images, and one was a shout-out link.
The two posts for our blog articles had the most engagement overall,
followed by the shout-out, and then our Friday Funny posts are receiving
the least engagement.
Because I have only just set up our social media accounts into the
analytics dashboards, they don't have a lot of historical data to show me
However, if I look at our top tweets in Twitter Analytics, as well as our
top Liked posts in Facebook Insights, I can confirm that our blog posts
are our top performing posts.
Our shout-out posts get more engagement on Twitter than they do on
Facebook, but our Friday Funny posts get more engagement on Facebook than
they do on Twitter.
That's an interesting insight. Which leads me into the very last step of
Take the common factors that you found from your popular posts, and
integrate them into the future posts and tests
In discovering that our Friday Funny posts aren't getting much engagement
on Twitter, it is now time to start experimenting.
I know that our posts are always scheduled to be published at the same
time, every Friday.
So as a test to see if I can improve that engagement on Twitter, I'll
schedule them to post at a different time. I'll try this new time for a
month, and then switch back. Over time, I can compare the different times
to see if there is a noticeable difference either way.
An alternative test would be to drop the Friday Funny posts from Twitter,
and try something different for our regular Friday posts.
And although our blog posts are receiving the most engagement, again I
can test out different posting times to see if we get a greater
engagement by sharing them when more of our audience will receive them.
I really have jumped into the rabbit's hole now.
At last, I have arrived at my destination.
At the end of the final leg on my journey to becoming more productive on
social media, I have:
Determined and documented the metrics that I want to track and measure
from our social media engagement.
Gathered a number of analytics sources I will use to collect our social
Created a spreadsheet that I will use to manage our social media data.
Identified our top performing posts on social media.
Identified some common traits amongst our top performing posts that I
can integrate into future posts.
Having embarked on this journey, I'm now a little older, a little wiser;
and I can definitely say that I am now more productive on social media.
A thank you to QuickSprout for the inspiration and guidance.
This journey is a worthwhile effort for anyone who is using social media
for their business, regardless of the level of your social media
If for no other reason, you will end up with a pocket full of tools and a
semi-automated, streamlined process to make managing your social media
voice much easier.
You will transform yourself from the chaotic "just-post-it-now" type, to
the "its-scheduled-to-go-next-week" type almost over night. And you
should also find the quality of your posts increase as well.
I will do a follow up article in a few months to have a look at just how
more productive I have become, and how much of an improvement it has made
to our social media efforts, to make sure I don't just have the
appearance of being more productive.
One Last Part
One last thing I would like to mention.
The infographic has some advice at the very end for the super busy and
those that want to maximise their time on social media.
Using just Feedly, Buffer, and the social media sites themselves, it
suggests the following:
Start by re-sharing your most popular content.
Visit your most-trusted content sources. (add them to Feedly if you
Use the management tool to clean up all of your queued content.
Respond to and engage with all the notifications in the social channels
Just reading this part, I can see that these steps listed are fairly
similar to how I was managing our social media before completing this
three part journey.
Hopefully I have moved beyond this now, but it is good to know that I was
already heading on something of the right track beforehand (according to
the professionals anyway).
This last piece of advice is great for the social media managers who
aren't interested in the numbers as yet, and are purely focused on
gathering, managing and sharing content to first establish their own
social media audience and community.
I hope you enjoyed following this journey.
If you too have taken
the journey to becoming more productive on social media, I'd love to hear
from you. Or if you would like to discuss my journey with me, feel free to
hit me up on our iASP Central Facebook Page
, or Get in Touch