The idea of what makes up a customer is constantly changing. It's no longer just someone who purchases your product. People now will follow your business, consider you a trusted entity and go to you for answers. These people see you as a trusted resource. This is why it is essential for companies today to keep their audience engaged. And what better way to engage with your audience than social media?
These social media channels have helped companies stay in touch with their audience and have discussions to further help them grow as a company. However, it does not only come down to keeping in contact. You also want to make sure that what you are posting or shouting to your audience is actually relevant and considered valuable information.
How do we know what to post? You guessed it, SEMrush can help with that!
In order to first introduce the Social Media Tool, you will need to have a project set up along with the Social Media Tool enabled. If you need assistance with this process, please refer to this blog post.
Once you have enabled the Social Media Tool in your project, it is time to start utilizing this data to your best advantage. The most important thing to note is that the data you are analyzing will be determined by what date range you have selected.
You will notice in the top right of your screen that a calendar icon displays the selected date range. If you are looking at your competition as a whole, the best option is to choose from the start of your project. The Social Media Tool will only track from when you first started your Social Media project moving forward.
After specifying this timeframe, you will then want to navigate to the Engagement tab. This report will help you will discover how a company’s engagement has changed over the selected timeframe. Once you have navigated to the Engagement tab, you will want to take a look at the trend graph under each platform listed. This will allow you to see how engagement has varied for the domain you have in your project along with one of your selected competitors. Here is where your analysis will come from.
By analyzing this graph we can see at what point in time did a company see an increase in engagement or a decrease in engagement. So say for example, I work at Walmart and I want to see what Amazon is sending out to their customers to keep them engaged.
Let's take a look at the start of this timeline where on Sunday September 6th, we can see Amazon had a huge spike in engagement. (Please click images to enlarge.)
What happened on this day that caused such a spike? Well, we can see exactly what they posted and where through the Activity tab. Once we have this date, we can then change our date frame to this exact day after opening the Activity tab. This will show us all of the posts created by Amazon through Facebook, Twitter and Google+.
We are now seeing all of the posts by engagement Amazon made on this day. And after reviewing these posts, it appears that this day was Read A Book Day. Also, it appears that this type of content proved very well for Amazon’s audience, as most of their audience are most likely readers. By analyzing who their target audience was, they were able to find that these posts did very well for them. This can then give Walmart some ideas as to what they might want to post in their social media efforts.
By reviewing what is working for your competitor, you can see if there are any posts that may pertain to your audience. What has worked for your competitors may work for you.
Do you have any success stories with the new SEMrush Social Media Tool? Have you been able to find this information through another method? Please feel free to let us know in the comments!
If you still have questions about any of this information, please feel free to reach out to our Customer Success Team at: (855) 814-4510 or by email at [email protected]. You can also contact us on Twitter by using the #semrushcare hashtag.