Why is continuously optimising your social media important?
originally posted to www.carnsight.com
An effective social media strategy isn’t set in stone. It’s a living, breathing entity that requires constant attention and refinement. Social media doesn’t exist in a vacuum, either.
It’s part of bigger social and media landscapes that are subject to change daily, if not hourly. Content trends, user interactions, tech updates and changes to platform affordances, news cycles, global events – all of these things (among many others) can and do affect the way these apps work, and the level of success you can find on them. Keeping your finger on the pulse is a must. Paying attention to the landscape itself, and also how your content and interactions perform within this space, and are mediated by it.
Hence, our approach is rooted in continuous optimisation, where we regularly monitor social media analytics, extract performance insights, and adapt our content strategy in real time. That means we don’t sit around waiting for the monthly review to roll around to take a look at what’s working and what’s not. But what does this really mean, and why is it so crucial for success on social media?
Like I said in the beginning – the social media landscape is dynamic, with algorithms shifting, audience behaviours evolving, and trends emerging at lightning speed. Waiting until the end of the month to review performance metrics is like trying to steer a ship by looking at a map once a month—you’re bound to miss crucial turns and adjustments, and probably won’t end up at your desired destination.
Instead, we believe in keeping our finger on the pulse, making data-driven decisions on a weekly or even daily basis. This agile approach ensures that your content is always resonating with your audience and staying ahead of the curve. If you’re pumping out content that your audience isn’t engaging with, or is pushing back on, then it’s important to stop and look at the reasons why. Is it simply the wrong time? Is there a disconnect with the form/medium? Have you overcomplicated a graphic? Or not gone into enough detail, with a bland and uninteresting post?
The beauty of social media analytics lies in their ability to provide real-time feedback. We don’t just collect data; we act on it, and we don’t just act on it every now and then. By continually reviewing metrics like engagement rates, click-throughs, and audience growth, we can quickly identify what’s working and what’s not. If a particular type of post is outperforming others, we’ll double down on that approach. Conversely, if something isn’t landing, we’ll pivot immediately rather than waiting for the monthly review. This proactive mindset allows us to maximise the effectiveness of your social media efforts, ensuring that your audience is always receiving the content they actually want to engage with.
Depending on your objectives, that is – but a good, holistic objective will always go deeper than surface-level stats.
You want 50 comments a month? Why? What about? How does this link to your bigger-picture objectives? 50 comments might be pretty worthless if they’re spam. Sure, they at least show your community is engaging with you, but is it the right kind of engagement? The right kind of community? Is it connected to the broader action you want them to take or the change in thought/motivation/behaviour your hope to incite? All things to think about (which we do, and can help you do to 😉).
Interrogate what you want the end result to be – and please, please think about the bigger picture. Actions, metrics, objectives, social accounts and content – it’s all connected. And that’s how you need to be thinking of it. No post exists in isolation, no action is made without a broader impact. So understand where its place is in the wider picture of your business, and what you want to achieve. Break down the overarching objective into smaller objectives, and keep going until you’ve worked back to your initial metric. Now you understand how it fits in, and you’ve ensured it’s relevant and meaningful.
While it’s essential to give your audience what they want, it’s equally important to ensure that your content aligns with your broader brand goals. This balance is where our expertise shines. We craft content strategies that not only appeal to your audience but also serve your business objectives – whether that’s driving website traffic, generating leads, or building brand awareness. Sometimes, a post that generates moderate engagement may still be a success if it drives significant traffic to a new product page. It’s all about understanding the bigger picture.
Sometimes big numbers aren’t as valuable as you may think. Interrogate the value of your objectives – of course, reaching thousands of eyes is great. But are they the right eyes? If your post goes viral, it’s great for visibility and meeting new audiences. But if you discount the value of reaching targeted audiences – the people who are actually interested in your business, who your content is actually relevant to and who are more likely to convert into a lead/customer/advocate, then what do you put more stock in? It’s all a balance – pursuing one object doesn’t discount the other, but it’s important to understand this when thinking about what success on social media looks like to you and your business.
The key takeaway from our approach to social media management is adaptability. In a digital landscape that’s always in flux, the brands that thrive are the ones that can quickly adjust to new realities. We continuously analyse formats, messages, and strategies, fine-tuning our approach based on what the data tells us. This continuous cycle of testing, learning, and optimising ensures that your social media presence remains vibrant, relevant, and effective.
There will likely always be ups and downs – you shouldn’t expect to see green on every stat, every month, and if you do – question whether your growth is organic and sustainable. Quick growth strategies like giveaways and competitions are an easy way to give your metrics a smile-inducing boost, but it often gives a false impression and it doesn’t often last.
Successful social media management is about more than just posting content—it’s about building a dynamic presence that evolves with your audience and the market. By embracing continuous optimisation, we ensure that your social media channels are not only engaging but also strategically aligned with your business goals. We’re not just reacting to trends; we’re actively shaping them to deliver maximum value for your brand.
Let us help you transform your social media strategy into a powerful, realistic, and sustainable tool for growth. With Carnsight’s approach to continuous optimisation, your social platforms won’t just survive – they’ll thrive.
Learn more about our approach to social media management and the natural fluctuations of metrics to expect.
At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.
