There’s nothing more annoying than feeling that your social media marketing is missing the mark. You KNOW you should be getting better ROI and conversions, but you just can’t figure out what’s missing.
A new tool from SumAll, called Insights, will help with this.
What is SumAll?
Before looking at the new tool, let’s take a quick look at SumAll. It’s an all-in-one reporting dashboard which integrates with a number of sites (such as Twitter, Facebook, Google Analytics and many more) so you can get a holistic overview of your online presence as well as individual data for each site it supports.
Sadly, it doesn’t support LinkedIn yet, but with 42 sites supported, you won’t lack for metrics. SumAll sends weekly email updates on the latest stats and also helps with social media posting, creating a #ThrowbackThursday post for Facebook for you to approve.
Introducing SumAll Insights
Sometimes, though, you need more—and that’s what SumAll Insights are supposed to provide. It’s an add-on to the $59 a month Reports feature, currently available for Twitter, Facebook and Instagram.
Insights is a premium feature, currently priced at $99 per month, though there’s a 14-day free trial. The reports are delivered as a PDF which marketers can easily share with those who need to see the data.
I had a walkthrough of the Twitter insight reports with SumAll’s Andrew Camacho to find out how they work. The walkthrough covered two reports: Twitter Audience Insights and Twitter Content Insights.
Let’s take a look.
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Twitter Audience Insights
The Twitter Audience Insights report starts with an overview of audience shifts, audience responsiveness, audience quality, most engaged followers, top contributors to reach and followers with the most followers over the previous two weeks. Then you get to explore these sections in more detail on subsequent pages.
In “audience shifts,” not only can you see how many new followers you have attracted but also see how the networks of the people you are following have expanded, which increases your own potential reach.
You can also find out which of your new followers have the greatest following (giving insight into where to share to best amplify your content) and how many of your own followers you follow.
The “audience responsiveness” report helps you assess how your social media outreach strategy is working.
You can find out who’s engaging with you, who has responded to your social media posts, what the overall response rate is and how responsive you are to those that mention you. It’s a good way of assessing whether your social media input and output are in sync.
The “audience quality” report is a good one to make sure that you are interacting with active Twitter users.
The report breaks down the quantity and quality of recent follower activity, including whether they favorite content a lot (which means they like your stuff) and whether they still have the default Twitter avatar (which usually suggests they’re not really engaged). Sadly, if you want to use this to clean up your follower list, you’ll have to use another tool.
The “audience by engagement” section highlights your top ten most active followers (based on both retweets and mentions). You can also see whether they have verified profiles and can check out common profile keywords and how they engage with you.
Other sections of the Twitter Audience Insights report look at “audience by contributed reach” (the people who have expanded your reach by retweeting and mentioning you to their followers) and “network size” (which followers have the biggest networks.
You can even see the timezone that most of your followers fall into and use this in order to schedule social media posts for maximum engagement.
The data in SumAll’s Twitter Audience Insights report can help you understand your Twitter followers. This useful audience research will help you better optimize social media landing pages.
Twitter Content Insights
However, any social media strategy also includes content targeting. That’s where SumAll’s report on Content Insights can help. It shows your best performing times, best format and best content over the previous two weeks. As with the other report, there’s an overview page, before delving into the individual sub-reports.
“Best performing time to tweet” is self-explanatory, but what’s useful here is the three-month rolling average so you get a wider overview of your best days and times and the times when you get the most engagement. This is based on the average number of tweets during the time period as well as the average number of retweets, replies and mentions.
One of the killer features in this report is the “best performing format” data.
You can see whether your audience is most engaged with tweets featuring images, links, videos, text or music based on retweets replies mentions and favorites. You can look at the hashtags that create the most engagement and you can assess the impact of content length on engagement. This can help immensely with social media targeting.
Finally, the “best performing data” lists the topics, links and hashtags that are most important to your audience.
Not only will you get a top list of hashtags, but you will be able to get figures for the kind of engagement you got for each. That also applies to the links you’ve shared as well as the keywords mentioned within your data. This is an excellent complement to the data on the previous page.
The Verdict
Overall, SumAll Insights seems a useful way to gain more insight into your social media audience and understand what they want so you can optimize web pages to deliver it. As Andrew Camacho points out:
“It’s important to know what contributed to your success and what to avoid in future posts so that you can continually improve on these metrics. “
Personally, I’m looking forward to testing the Facebook report and seeing how that compares with Facebook’s own insights. How would you use this tool?
Read other Crazy Egg articles by Sharon Hurley Hall.
