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Social media platforms are overflowing with numbers—engagements, click-through rates, reach, impressions, and views. Understanding these numbers is an essential skill for social media professionals, but the sheer amount of information available and mysterious, rapidly changing algorithms can make social media reporting a daunting task for creatives.

In this session, we’ll discuss what these numbers can tell us, what they can’t, and how to pair analytics with your creativity and instincts to drive your content strategy. Using examples from the Seattle Public Library, we’ll walk through how to use analytics to get a picture of the overall health of your channels, learn about your audience, and demonstrate your team’s impact.

You’ll learn:

  • Which insights make sense to focus on for your unique content strategy and goals
  • How to level up your reporting with native analytics and third-party reporting tools
  • Taking care of yourself when your numbers aren’t what you hoped for

Ellis Johnson (they/them)
Digital Marketing Strategist
Seattle Public Library