I stick to Facebook, Google+, and Twitter.
I do a little bit with Pinterest and answer some questions on Quora.
I have to say though, I like sharing on Twitter the most.
I really like their analytics feature as well, which I didn’t stumble across until December 27.
On that day they had a sidebar link that I hadn’t seen before. It took me to this:
That means my tweets appeared in the scroll, or someone scrolled past them, 107,000 times.
Is that good?
- First, if you were to measure yourself next to the social media experts and influencers, that number’d probably be puny.
- Next, impressions don’t really count for much. On Twitter especially, it’s like someone seeing a tree outside their car window at 65 mph.
- Finally, what does it matter how many impressions you have if no one is engaging with your tweets, or social media posts in general?
By “engaging” I mean liking, sharing, or commenting.
Thankfully, I have some engagement, as Twitter’s analytics feature shows me:
We know that the average Twitter engagement rate for top brands is a terrible .07%, according to this April Dasheroo post.
So I’m doing a little better. We know that the click-through rate on Twitter is 1.64% on average, so I’m beating that.
Actually, with 32 link clicks a day I'm doing pretty well. Still, many of those are to other sites as I like sharing good content...no matter where it comes from.
When you get to numbers as small as 1.6%, however, does it really matter?
Maybe if you’re an influencer or expert with 800,000 followers or something, then yes, 1.6% would be good.
But for someone like me, with 800 followers (many of which don’t give a damn), I’m afraid 1.6% is shit.
Despite this, some of my social posts throughout the year actually do better than 1.6%.
Sometimes they do 25%.
How the hell does that happen?
In this post I’d like to explain that. I’ll explain it by showing some of my popular social posts throughout 2015.
I wish I would have started collecting them sooner, but I didn’t. That’s a good tip for you next year – if a post takes off, screenshot the sucker.
So, here are my screenshots.
My Most Popular Social Posts of 2015
For the Twitter posts, I just do a screenshot of the analytics for that tweet.
Here we go.
I took this screenshot after 12 hours of the post being up. It has lots of engagements.
If we take 41 total engagements divided by 434 we get 9.4%.
There is no click-through rate on this tweet as it’s nothing more than an infographic-style image.
Lots of retweets, though.
I found the image on Facebook and brought it to Twitter. It was damn effective.
It’s a poll asking writers in a writer group, “where are you on your writing journey?”
It’s a poll and it got 48 votes.
On November 20 I put up this worksheet-style image in an ESL teachers group on Facebook.
After just 12 hours or so it got 79 likes and 73 shares. It also got 3 comments.
Wow, those reshares though – shit!
Nearly everyone that liked it shared it. That’s an effective post, especially considering I’d found the image through a simple Google image search.
I sent out the tweet about the post on him once. It got a 20% click-through rate in one day.
That’s effective Twitter marketing. I knew what my target audience wanted and I gave it to ‘em.
It’s a psychology marketing post from Marketing Land.
I usually share about 4 to 5 “other sites’ posts” each day on Google+. This one took 5 days to get 31 likes and 5 reshares.
Not too shabby.
The group has about 120,000 members but you know that a fraction of that are active.
In this case my question was, “what should Ridley Scott direct next: the new Blade Runner or Prometheus 2?”
It got 479 votes in 1 day, as well as 35 comments.
Wow, I could not believe that level of engagement!
Despite those votes, it was a nearly dead-even split on the films. Clearly, I should not have allowed that “other” choice.
On September 19 I shared my 2014 Top 10 SEO post, which had originally gone up December 30, 2014.
It got 22 likes and 37 reshares over the course of about 5 days.
I’ll take that any day of the week.
That night I put up a post on Facebook talking about the mom smoking at the table with the kid.
It was in a Stephen King group on Facebook and got 49 likes in 11 hours.
Not a whole lot, but since I’m not very active in that group I was rather impressed.
Besides that, it got a lot of fun comments. Comments are often considered the gold standard of social media engagement.
Not the most impressive, but it’s effective. Also, it’s twice the average.
I got that level of engagement after 5 hours.
It got a 15% click-through rate in 12 hours.
What I did here was build on the same topic. My target audience liked that and my social media engagement went up.
Like I said, I wish I would have taken screenshots earlier.
Maybe a quarterly post would be a good idea. Anyways, that’s something you might want to think about as you head into 2016.
I hope my experiences have given you some insight.
Good luck going ahead!