Gathering data on your brand's social presence is half the battle. Now that you've got it, you've got to figure out what to do with it.
Here are a few simple metrics to look at and some tips on how to act on them.
First, it sounds obvious, but engagement is the foundation of the strategy. From everything you post, be sure you're tracking what's being shared. It's not enough to have a lot of followers, they have to engage with you.
"Think of it like a party: If no one comes, do you know why?" said Amir Zonozi, Chief Strategy Officer at Zoomph.
So, figure out what gets them to engage and modify your strategy based on that.
Social media is still at a place where it has to prove itself, investment-wise. "Alter your strategy to focus effort on the social media channels that produce the most goal conversions," said Mark Hansen, founder and CEO of Megalytic.
Second, double check the days and times when you get the most engagement. If your audience isn't active in the mornings, you can reassign some of that extra effort and focus on reaching them when they are active, like Thursday afternoons, or whatever the case may be. It's a matter of "fostering those engagement metrics," Zonozi said.
Third, check out your demographics. If you find out that your follower base doesn't match up with your target audience, that's an important detail — as a brand, you need to know who you're talking to and where, in order to craft a message that will hit home with the intended audience, said Sarah Matista, social and product marketing manager at Webs.
Fourth, identify your influencers. Those are the people who other people listen to. Again, if you know who they are and where they are, you can take steps toward reaching out to them and win them over as brand advocates, Zonozi said.
Erin Carson has nothing to disclose. She doesn't hold investments in the technology companies she covers.
Erin Carson is a Staff Reporter for CNET and a former Multimedia Editor for TechRepublic.