John Haydon’s blog has another sharp tip for social media administrators.
Here’s the process I teach my clients to get the amazing results mentioned above:
Step #1: Download Facebook Insights – Export at least six months of Post Data (shown below).
Make sure you select a six-month period that is at least 3-6 months old. This will prevent fans from saying “hey, you posted that last week!”
Step #2: Select the content type you’d like to repost – Don’t take on recycling photos, text, AND links. Just pick one. This will remove Facebook content type as a variable, making your ROI analysis more honest.
Step #3: Locate columns to use – You’ll want to use “Lifetime Post Total Reach” and “Lifetime Post Consumers” within the Key Metrics worksheet (as shown below).
Step #4: Calculate engagement rate – Next, divide “Lifetime Post Consumers” by “Lifetime Post Total Reach” (Consumers / Reach), as shown above. This gives you engagement rate, which tells you how engaging each post was.
Engagement rate is a reflection of content quality. A high rate of engagement = awesome Facebook content; little engagement = Yawnsville.
Step #5: Rank content by engagement rate – Change the cell format for engagement rate to percent (easier to read), then rank from high to low.
Voila! Your content is now ranked with your best stuff at the top!
Step #6: Repost top performing posts – Select the top 10-20 posts that are relevant and useful to your fans today. Ignore posts about events or trending news from that time period since they aren’t relevant today.
There are generally three ways you can repost these updates:
- Click Share on the original post and share it directly on your page.
- Copy and paste the original post into a new status update.
- Modify the original post, then post as a new status update.
Step #7: Measure the performance of recycled posts – This will help you determine how effective recycling is for your community.
Obviously, this approach can be used for Instagram, Twitter, LinkedIn, etc. The key is being able to rank content by engagement.