1) The Role of Analytics in Social Media Planning

name 3 reasons why analytics matter

• Data-driven decisions: Analytics replace guesswork with evidence, allowing brands to understand what content is working, who their audience is, and how competitors are positioned.
• Three key business goals (Khan): Raising revenue, lowering costs, and increasing customer satisfaction. Social media goals must ultimately connect back to one or more of these.
• The intelligence gap: Many brands collect data but fail to convert it into actionable strategy. The purpose of social media planning is to close this gap — using data to make deliberate, justified decisions about platform, audience, content, timing, and competitive positioning.

where

platform strategy - which platforms should the brand use and why?

who

audience strategy - who are we trying to reach and what should we know about them?

what

content strategy - what types of content will resonate with this audience?

when

timing strategy - when is the audience most active and receptive?

why

competitive positioning - why should audiences choose this brand over others

how

strategic integration - how do all the elements work together as a coherent plan

what is the intelligence layer that feeds every answer to the 6 strategic questions?

analytics