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Are you adjusting your social marketing?

2 min read


SmartPulseSmartPulse — our weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues.

This week, we asked: How often do you adjust your social tactics based on customer data or responses?

  • Am I supposed to do that? — 39.71%
  • Once a week — 22.06%
  • Once a month — 22.06%
  • Every day — 16.18%

The good news is that the majority of respondents say they’re adjusting their social media marketing on at least a monthly basis. The bad news is that the number of respondents that are adjusting at least once a week — roughly 40% — is matched by the number who say adjusting isn’t on their radar.

I’m guessing the trouble for the 40% who answered “Am I supposed to do that?” isn’t necessarily the adjusting, but the tracking of data and responses. That’s a first step that can require some significant time investment, but it will save you more time in the future as you stop doing the things that aren’t working. “[R]elevance matters more than ever and is increasingly tied to what just happened recently,” Stephen Monaco said in an interview this past week, adding that brands need to be “nimble, responsive and contextual” while “continuously” monitoring and adjusting their plans.

Tracking and adjusting your tactics is the only way to ensure your time on social platforms is well spent. But the benefits extend far beyond saving time, so there’s little excuse not to get started today.