How to Create a Social Media Strategy Using Cross-Channel Analysis

Siddharth Dwivedi
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Siddharth Dwivedi

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Remember the last time you built or changed a social media strategy? Where did you begin? Or if you’re working at an agency, you must be creating strategy almost daily. How do you approach creating a social media strategy?

For most social media marketers, it begins with looking at each social media channel individually. How’s Facebook doing? How’s Instagram effecting brand engagement? Has Twitter been really helpful?

The first problem with this approach is simple: you never get a holistic view of your social media performance. Secondly, you never get to see how your competitors are doing on each of those profiles.

What’s the solution? If you are reading this blog after reading the headline, you already know it’s cross-channel analysis. And not just an analysis where you have only your profiles. I am talking about competitive social media cross-channel analysis.

In essence, it looks something like this. 👇🏼

This is a screenshot from Vaizle’s cross-channel analysis dashboard. Notice the elements I have marked in RED. Those are the elements you need to change according to your need.

That said, you can use cross-channel analysis to spruce up your social media strategy. And in this article, I am going to tell you how.

Discover the most active and the most engaging social media channel

The cross-channel analysis dashboard tells you which channel is most active.

You can easily see in percentage which channel is most active in your industry.

For instance, in the pie-chart above, Instagram is the most active channel with 44% of the posts rolled out there. This is followed by Facebook and Twitter with 33% and 23% activity respectively.

This analysis will help you align your social media efforts according to each channel.

You can also see the activity analysis according to a content type.

You can do the same analysis for brand engagement as well. This will tell you which channel is receiving the highest engagement.

Create benchmark for each metric

Further, you can use cross-channel benchmarks graphs to decide how many posts to share daily on a platform along with the content type. Or you can create the same benchmarks for other metrics like brand engagement or engagement type.

Go to the “Overview” section to access the benchmark graphs.

These bar graphs help you to create important benchmarks for entire social media canvas:

  1. How you compare against the best among your competitors, and
  2. How you compare against the average brand activity of your competitors

For instance, in the graph above, you can see how the self brand compares against the average in the industry and the best in the industry, Colorbar Cosmetics.

This analysis is useful for almost all metrics. Read about some of the most important cross-channel analysis metrics for social media.

Target the most engaging social media channel based on engagement type

Many times, you are not always looking for engagement on your posts. You may want to increase number of shares of your posts. Or you want to initiate conversations. That is, you are looking for meaningful conversations around your brand.

So, if your objective is, let’s say, ‘to increase conversations’ on social media, how would you do that?

Naturally, before even thinking about how to do so, you need to know which channel facilitates maximum conversation in your industry. You can again find it using cross-channel social media competitive analysis.

For instance, look at the graph below. 👇🏼

As you can see, all the conversations are happening on Facebook and Instagram. So naturally, if you are in this competitive landscape, you would want to focus on only these two channels to create meaningful conversations.

You can do this analysis for other engagement types–applause and amplification–as well.

Identify the channels with the most followers change: positive as well as negative

Like other digital marketing channels, social media is dynamic. Users shift from one channel to another frequently. 🙄

Followers change section of cross-channel analysis tells you which channel is rising in your industry and competitors.

For instance, check this 👇🏼 pie-chart for followers change.

You can see the change in number of followers was positive and huge for Facebook. On the other hand, Instagram lost followers across the industry. Although this is because of Instagram’s recent crackdown on fake profiles, this data is relevant for you and your clients.

Conclusion

In summary, here’s what we talked about in the post:

  1. Discovering the most active and the most engaging social media channel
  2. Create benchmark for each metric
  3. Target the most engaging social media channel based on engagement type
  4. Identify the channels with the most followers change: positive as well as negative

I am sure there are other ways in which cross-channel analysis will help.

How are you using cross-channel analysis? Write down your answers in the comment section below.


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