The Street to Disney: Tips on how to create a data-driven social media plan

Create a data-driven social media plan

Social media is likely one of the richest information mines possible, but too many individuals nonetheless run their accounts based mostly on vibes solely.

Heather Brinckerhoff, at the moment the pinnacle of social for QVC however with wealthy expertise at manufacturers together with Magnolia and Legoland, laid out how you can use information to enhance your social media plan at Ragan’s 2021 Measurement, Social Media & Advertising Convention. Brinckerhoff will likely be sharing her perception once more subsequent week at the 2022 convention in Walt Disney world.

Although she’s labored for some extremely enjoyable manufacturers, efficient information assortment and measurement is on the coronary heart of Brinckerhoff’s management methods. Not solely can information enable you to get buy-in from stakeholders— it’s  additionally crucial for understanding your viewers and responding proactively to a disaster.



However it may be simple to get misplaced within the information or within the day-to-day work of feeding the content material beast. It’s all the time sensible to cease, take a deep breath and a take a look at your information and find out how one will help inform the opposite.

Right here’s how you can do it.

  1. Conduct a content material audit.

Use your social media analytics instruments to take a look at posts from the previous yr and scrutinize the info. Arrange your posts into high and backside performers, Brinckerhoff advises. If all of your high content material on Instagram are Reels and your backside content material is long-form content material, as an illustration, you need to use these insights  to begin contemplating your content material combine.

  1. Determine what your general objectives are.

These might be broader advertising objectives or social-media particular objectives. When Brinckerhoff was at Magnolia Community, the objective was to determine themselves as storytellers and elevate the channel’s expertise. Viewers ought to go away feeling motivated to do one thing they didn’t have the braveness to do earlier than.

Setting your objectives can even enable you to decide what metrics it’s best to pay essentially the most consideration to. For instance:

  • If you wish to drive consciousness, measure attain and engagement
  • If you wish to higher perceive your viewers, take a look at feedback and sentiment
  • If you wish to achieve model loyalists, you need engagements and follower progress
  • In order for you gross sales, take a look at hyperlink clicks and web site visits (although natural social is normally not the very best device for this objective — think about paid)


  1. Create content material pillars based mostly in your objectives.

As soon as you recognize your objectives, it’s time to find out how content material will help you get there.  At Magnolia, Brinckerhoff aimed to “encourage creativity and doing.” This required asking how can our content material assist attain that pillar?

  1. Decide what sort of content material helps you attain your objectives.

Utilizing the info they gathered when setting objectives, the Magnolia group discovered that utilizing short-form video was simplest at inspiring their viewers to create. Small nuggets from the expertise together with recipes, how you can construct a backyard or how you can advance in your profession yielded content material that was well-shared and acquired optimistic qualitative suggestions.

  1. Modify based mostly off information.

When Brinckerhoff was at Magnolia, Reels had been performing extraordinarily properly. However everyone knows that audiences change as social networks alter algorithms. Be sure to aren’t assuming what labored six months or a yr in the past nonetheless works in the present day. Hold going again to your information to make sure you’re reaching your objectives and content material pillars.

“Take a step backward and use the info to maneuver ahead,” Brinckerhoff advises. Clever recommendation. Perceive your present content material efficiency, perceive what you wish to obtain and be sure to’re all the time shifting towards that overarching objective. You’ll get there.

Allison Carter is government editor of PR Every day. Observe her on Twitter or LinkedIn.