“M” is for Measurement
I’m a big fan of SMART goals (specific, measurable, action-oriented, realistic, time-sensitive) when it comes to social media.
If we’re going to invest the time in social media engagement, surely we’re clever enough to plan carefully and track our progress?
But if you’re anything like me, life interferes. Deadlines show up. Blank pages beckon enticingly. The best-laid plans get eaten by the cat, and our social media posts are sent merrily into the Internet vortex like messages in a bottle.
Who are they reaching? Are we making connections? Does anyone write back?
I don’t know about you, but I think those are pretty crucial questions.
So from time to time, though, we need to stop and take stock of our social media efforts.
Pinterest — that most glorious muncher of spare time and ally of self-righteous procrastination — is a great starting point. Its simple layout makes it accessible for the self-identifying Luddites among us, while its detail — especially when it comes to demographics — makes it super useful as a marketing tool.
To access your Analytics panel, click on your username in the top right-hand corner of your Pinterest homepage, and select “Analytics.”
Here’s a quick run-through of how to use Pinterest Analytics as a writer:
What’s Working, What’s Not
Tracking your success is a must. As writers, we tend to dole out our marketing efforts sparingly (so we can GET BACK TO WRITING!). We want to spend out time efficiently. Analytics is how we make sure we’re not wasting our time.
First question: Is the platform working for me?
If you’re spending major hours playing on Pinterest (perhaps, like me, rationalizing it as “marketing time”), you should be seeing results.
Results may look different for everyone (this is why setting specific goals is SOOOO key). Your goal might be 500 visitors per month. It might be 200 clicks. It might be 10,000. But if you’re spending hours and getting crickets, it might be time to try something else.
Second question: What am I doing right?
I love my Pinterest, and while I enjoy using it, I do like to be strategic when possible. After all, Pinterest is an amazing tool for discovering potential readers. Pinterest Analytics lets me know which pins are the most popular. How many people are seeing my pins? How many are sharing or liking?
Pinterest Analytics ranks your pins by engagement and by views, allowing your to identify your most successful shares (tweet this!).
And they can be real eye-openers. One of my most popular pins was a throwaway infographic I tucked away for research. But suddenly, I was tapping into a whole new demographic, getting hundreds of clicks and shares. Who’da thunk? Analytics lets you notice these breakthroughs, so you don’t miss the opportunity to connect with a new group of readers.
Connect with Readers
Find out who’s checking out your profile and boards. You can track your visitors by gender, country, city and even by what kind of device they used. And hey, you can see what else your fans are interested in. You’re looking to make connections right? Why not find out what your readers are into?
Not tech-y? No worries
Pinterest’s Analytics dashboard is colour-coded with big, easy-to-read labels and fonts. Its menus are user-friendly and very straightforward, with no digital jargon.