Data Driven Posts Engage 91% Of Social Media Users: The Driving Factors In The Social Performance Parameters !

Must Read

With promoted tweets and Facebook paid posts grabbing the increased attention of the social media users, the business agencies are now facing a hard-nosed competition in making their messages reach to the social feed of the customers. This is due to the very fact that the number of informative apprise continues to escalate along with the active social user base while the number of hours these users have to absorb remains almost constant.

A new study, which aggregated data from 1.6 million organic (non-paid) social posts from Twitter Inc. (NYSE:TWTR), Facebook Inc. (NASDAQ:FB) and Google+ revealed that 99% of such blurbs had almost a nil impact on the users of these social media giants. Socialflow, a social media optimization platform administered this study between the time span of April 1 to July 31, 2014 and deduced that out of the total number of posts it scrutinized, they attained almost 361 million exclusive user and accounted for approx 1.5 different billion social actions.

how-industries-currently-publish

The key findings of the report included three major outcomes:-

Advertisements
  • Data driven posts engaged 91% of more audience as compared to 25% of the normal organic posts.
  • There’s a huge potential in terms of reach and engrossment of the normal scheduled posts  but lately they have seen a huge decline in their performance status.
  • The real-time posts provide adequate outputs to the Entertainment firms, but are not at all lucrative to the other Technological and FMCG enterprises.

The below graph indicates the performance of posts across all the three social media giants. It is clearly evident from the trend that a small percentage of posts instigate an overly interest of users. A substantial 1.4 million posts illustrate the “long tail” behavior, a few of them model huge attractions, whereas the rest enjoy a moderate level of engagement  ratio. Subsequently, it is quite arduous for the other enterprises apart from the enticing media and entertainment organizations to spawn such appealing posts.

The Media and Entertainment firms enjoy this captivation because their business is concentrated on updating and intriguing them on the grounds of entertainment hence harboring exquisite quantities of content. On the other hand, the marketers from the other sectors lag behind in pertaining to the engagement levels of the folks in their feeds because of their lesser compelling stories and hence are needed for an optimized solution in these genres.

Driving factors behind the Data- Driven posts

The study also pointed out that the enterprises which follow a data driven approach improve on their efficacy in two momentous ways. Firstly, they are able to promulgate greater content to the social media platform whilst implying a slightly more overall effort.  Secondly, due to a greater number of posts, these companies are able to cling to the nerves of the already engaged folks by providing those contents which pursuit their interests. The perfect merger of both these factors makes the Data-Driven approach more appealing than the less anticipated scheduled approach.

Although 90% these Data-Driven posts from the Media and Entertainment industry outperformed their real time posts, but the cumulative benefits which those 10% posts received was almost 90% of the total engrossmentThe technology and the retail verticals have been the outperformers in the context of clasping the Data-Driven approach. Out of the eight companies who had a consequential effect on the data set of Socialflow survey surmised that they:-

  • Scheduled only 1.5% of their  content.
  • Published Real-Time 6.9% of the time
  •  Used Data-Driven optimization for the remaining 91.6% of posts .

ENGAGEMENT LEVEL

The impending implications

The study also proposed some changes for the improvisation of the performance of the organic posts. It was mainly focused on three primary suggestions-

Advertisements
  • The scheduling of posts is a deep down practice in a number of companies, but this mindset needs serious re-thinking because the scheduled posts perform the worst as compared to data-driven and real-time posts in terms of user engagement.
  • Other than the marketers belonging to the Media and the Entertainment industry, the rest verticals should adopt the Data-Driven strategy only to publish their posts as their success rate is expected to be quite high for them.
  • The organic social publishing should be as Data-Driven as the rest of the marketing which includes determining the availability of the audience, judging the momentum of a particular topic in the current scenario and identify the ever-changing needs in the contents for the users.

Instead of devoting their precious time in analyzing the audiences, judging their blends and predicting the best time to post the feeds, it is more advantageous for the social media workforce to engage their time in creating a better content for the readers which would definitely help in boosting the performance of the organic feeds.

http://www.youtube.com/watch?v=FZMUa2oPj4c&feature=youtube_gdata

3 COMMENTS

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest News

With 9.8 Million Users Coursera Observes Boom Of Online Education In India

The global outbreak of Covid19 has changed the lifestyle of people and almost every industry has resorted...

TikTok Oracle Deal: An Eyewash Or Mockery?

On Saturday, within few hours of US Department of Commerce announcing the ban on TikTok that would prevent users to download TikTok...

Apple And Google Are Changing Norms: Go Default with Gmail and Chrome On the New iOS 14

For long Apple iPhone and iPad users are forced to use Gmail and Chrome as an optional service on their devices. The...

Apple Store In India: More Of Disappointment Than Excitement?

Apple has started making moves to strengthen its presence in India. With the launch of Apple online store in India today, the...

The Advantages of Java Logging

If you're a fan of Java logging, you already know that there are three main types, Log4j, Log4j2, and SLF4j. They all...

Jio Postpaid Plus Plan Offers Free Netflix And Amazon Prime To Give Airtel and Vi Run For Their Money?

The just launched Jio Postpaid Plus plan is making heads turned. Just when you think Mukesh Ambani led...

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter,...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one...

More Articles Like This