Social media is a critical communications channel for government and public sector agencies as the public expect you there.
Social media is a fantastic way to connect with audiences, share vital and real-time information, and foster transparency.
The newly released social media benchmarks from Hootsuite offers a valuable lens through which public sector agencies can evaluate performance and identify areas for improvement.
Understanding and utilising these benchmarks is essential for maximising the impact of social media strategies.
Determining the “right” number of engagements for your social posts can be tricky. Is 100 likes a lot or a little? The truth is, it depends.
So let’s dive in.
Why Social Media Benchmarks Matter
Social media benchmarks serve as a yardstick, allowing government agencies to measure their performance against industry standards.
These benchmarks provide a snapshot of what success looks like, highlighting key metrics such as audience growth, engagement rates, and posting frequency.
By comparing their data to these benchmarks, agencies can identify strengths, pinpoint weaknesses, and set realistic goals for their social media efforts.
What Metrics Should You Measure?
- Profile impressions
- Profile reach
- Followers
- Audience growth rate
- Total engagements
- Engagement rate
- Video plays
- Average video dwell time
- Total video view-time
- Posting frequency
- Clicks
- Shares
Key Benchmarks for Government Social Media
The latest data reveals the following benchmarks for government social media performance:
Facebook:
– Page impressions: 1.9 million
– Audience growth rate: 0.63%
– Average post-engagement rate: 1.54%
– Posting frequency: 0.63 posts/day
Instagram:
– Profile impressions: 1.3 million
– Audience growth rate: -1.28%
– Average post-engagement rate: 2.31%
– Posting frequency: 1.01 posts/day
But how do these compare to other sectors?
Finding Your Own Social Media Data
To effectively use these benchmarks, it’s crucial to first gather your own social media data. Here’s how:
1. Access Analytics Tools: Platforms like Facebook and Instagram offer built-in analytics tools (Facebook Insights and Instagram Insights) that provide detailed information about your page’s performance.
2. Identify Key Metrics: Focus on metrics that align with the benchmarks, such as impressions, audience growth, engagement rates, and posting frequency.
3. Compile Your Data: Regularly track and compile this data to monitor trends and measure progress over time.
What to Do If You’re Underperforming
If your social media performance falls short of the benchmarks, don’t despair. Here are actionable steps to get back on track:
1. Analyse Content Quality: Evaluate the quality and relevance of your posts. Are they engaging and informative? Do they resonate with your audience?
2. Adjust Posting Frequency: Ensure you’re posting consistently but not excessively. Strive to maintain a frequency that aligns with the benchmarks.
3. Enhance Engagement: Foster interaction by responding to comments, asking questions, and encouraging user-generated content. Higher engagement can lead to better reach and growth.
4. Targeted Advertising: Consider using targeted ads to boost visibility and attract new followers, particularly if your audience growth is lagging.
5. Collaborate and Learn: Network with other government agencies or social media professionals to share best practices and learn new strategies.
Let’s Elevate Your Social Media Strategy
Navigating the complexities of social media can be challenging, but you don’t have to do it alone. As a seasoned social media strategist, I am here to help you enhance your online presence and achieve your goals.
Whether you need a comprehensive strategy overhaul or targeted training for your team, let’s work together to unlock your full potential.
Request a Free Call
Book a call in my calendar here.
Ready to take your social media performance to the next level? Request a call with me today to discuss your social media strategy and training needs.
By understanding and leveraging social media benchmarks, government agencies can not only measure their success but also continually improve and adapt to the ever-evolving digital world.
