The Importance of Measuring Social Media Content Buckets and Types

Jul 14, 2018 · 4 min read

Establishing Content Buckets

However, how granular are you in assessing your content mix? Does most of your content demonstrate your institution’s intellectual capital? Are you digging in to really understand your baseline metrics around the content types? In the social media strategy hub at NC State, we are. I’ve found the exercise of diving deeper is valuable as broad social media data never truly tells the story of the effectiveness of your approach or whether or not your social media outputs are aligned with your broader goals. It also helps you determine if you need to lead the charge on articulating why it’s critical and necessary to have a social media advertising budget established for boosting posts, etc. We all know this to be true, but that’s a topic for a later date.

  1. Educate
  2. Entertain
  3. Build relationships
  • Alumni Outcomes
  • Student Experience
  • Giving/Philanthropy
  • General NC State News
  • Spirit
  • Events

Measuring Content Buckets and Types

Once we established the buckets, we measured the proportion that each bucket occupied in our content dissemination mix and its effectiveness. It’s one thing to understand the differences in content distribution and the buckets that represent the majority of the distribution, but we also needed to understand the content types that resonated with each bucket. We’ve all heard that video resonates best, but do we have the data to back that up?

  • Video performs better across thought leadership than links, and we have the data to show it.

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