In the ever-changing social media landscape, we marketers are often on the prowl for meaningful data and insights to understand what works, what doesn’t and where our opportunities may lie.

As Rival IQ so eloquently said:

Key performance indicators like engagement rate, the number of clicks on a social post, or hashtag engagement rates tells a lot about what is happening as a result of activities.

But it says nothing regarding whether the efforts are successful, failing, or where to focus on closing those gaps.

That comparison often proves worthless.

Opportunity 1: Use more video on Facebook and Twitter.

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