Improving Social Media via Web Analytics: Putting Reach data in context

Getting Started, Getting Better: Social Media and Web Analytics Slide 16

Once you’ve done some measuring around Reach you might want to put that data in context. Are there opportunities for growth somewhere? Say you’re a realtor in Topeka, are there lots of people involved in conversation about “single family homes in Topeka” but none of them within reach of your messaging? That sort of thing. Figure out where the best opportunities to grow your reach are.

One tip is to use paid advertising as research. Paid advertising has a great advantage in that it’s fast–it happens as fast as you can set it up. Use advertising to identify opportunities in potential channels and conversations.

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