Two classes ago, I presented on my experience as a Digital Marketing Intern for TD Garden and the Boston Bruins. I thought I would use this blog post to recap my presentation, and go into further detail on topics I was unable to cover during my 6 minutes.
- I have been working for TD Garden and the Boston Bruins as a Digital Marketing intern this semester—one of my projects is creating content for their social media channels
- TD Garden & The Bruins have large social media presence. Both entities have thousands of followers on all main platforms (Instagram, Twitter, FB, Snapchat) and therefore each piece of content must add value and work towards creating / developing the proper brand image
- Each piece of social content goes through an extensive review process outlined below:
- TD Garden & The Bruins use a program called Spredfast to facilitate social media planning
- The last step in this social media process is to gather and analyze the data of all social platforms
As a Marketing and Business Analytics major, this last step is of particular interest to me, and I want to take some time to talk about the analytics process and different programs that I have used during my internship.
Besides creating social content, another task of mine is to create social analytics reports for TD Garden & The Bruins. I use a variety of different analytics platforms to gather data including Facebook Business Analytics, Twitter Analytics, and Spredfast Analytics. Reports include calculations of values like engagement rates, impressions, click through rates, and many other useful numbers that help gage success and growth on all main social platforms. These guides are made monthly and presented to the entire marketing and sales teams in order to show where there is room for improvement, or where efforts are most effective.
Before delving further into the more technical side of things, I thought it would be helpful to include a cheat sheet for some of the different analytics included in a monthly report:
Social Media Analytics Report—Instagram
The first platform’s data I look at is Instagram. All data can be found by logging into Instagram Analytics on your phone. Here is what it looks like for any individual post:
From here all values like total posts, total audience, and average engagement rate, total reach, total video views, and new fans can be easily calculated and reported. After these values are calculated, I compare them to the previous month’s values, and see if there are any major increases or decreases. If so, I give my best guess as to why. For instance, if we saw a major increase in Instagram total engagement between December and January, this might be because TDGarden hosted twice as many events in December and therefore had more posts.
Here are some insights I have gained into the world of Instagram from working with Insta-Analytics:
- Posts that explore behind-the-scenes or provide exclusive access during events perform the best
- Posts promoting / during events are less engaging
- Low quality images are always less engaging
- Posts that emphasize TD Garden’s role in the city as a home for great teams and as a member of the community do really well with fans
Social Media Analytics Report—Twitter
Next, I look at the data behind all Twitter posts. I use Twitter Analytics, and the platform looks like this:
Twitter Analytics is awesome, and again makes it easy to calculate important values including total tweets, total audience, average click through rate, total reach, total impressions, and much more. The analytics platform also makes it easy to find total mentions of #TDGarden or #NHLBruins, so we can understand general sentiment of posts mentioning the company or team. It also shows where certain analytics have increased or decreased, facilitating monthly comparisons
Here are some insights I have gained into the world of Twitter from working with Twitter Analytics:
- Tweets that share behind-the-scenes access, tap into excitement for upcoming events, and connect with the community perform very well
- Tweets sharing articles are less engaging
- Tweets with images and native videos are more engaging than tweets without media
Social Media Analytics Report—Facebook
Facebook Business Analytics is another very helpful platform I look at when putting together a Social Media Report. The page looks like this for TDGarden FB Analytics:
Like the other analytics platforms, FB also makes it easy to collect, analyze, understand and report what is taking place on this specific platform.
Here are some insights I have gained into the world of FB from working with FB Business Analytics:
- Posts that spoke to TD Garden House Teams or announced highly-anticipated
- performances perform well on FB
- Posts announcing “on-sales” do no perform particularly well—probably because of the volume of these types of posts
- Retail-focused posts were fairly engaging on FB and were some of the most clicked posts
Below I have included the Instagram section of the last Monthly Social Report I created for TD Garden so you can get a little bit better idea of what it might actually look like: