Monday 23 April 2018

Friday Five: Excel Formulas for Social Media Content Management

Some may find Excel formulas to be intimidating, but I’m here to tell you just how much they can make your life easier. Here are five easy-to-use Excel formulas along with examples of how they can take the hassle out of reporting and content management.

1. LEN – Checking the character length of content

Being mindful of character count is becoming an increasingly important attribute to successful content. Facebook, for example, recommends using fewer than 90 characters in promoted posts. While some of us claim to be able to look at a tweet and immediately know if it’s less than 140 characters, others can use the LEN formula to check the character count of content. Usage: =LEN(A1)

2. CONCATENATE – Combining written content with a link

Sometimes it’s easier for clients or team members to review content when a link is separate from the copy in a post, so that the link is clickable within Excel. In these cases, create a third cell so that you can push a link and social post together. Use “ “ to add a space in between the two cells. Usage: =CONCATENATE(A1,” “,A2)

3. VLOOKUP – Tracking event registrants

Say you have a list of contacts who you invited to an event, and you have a separate list of contacts who are confirmed attendees. To quickly identify who among your original list needs to be reminded to RSVP, use VLOOKUP. (This is a tougher formula to understand; I recommend this tutorial.) Usage: =VLOOKUP(lookup_value, table_array, Col_index_sum, [range_lookup])

4. AVERAGEIF – Identifying the most engaging content

Once you’ve exported a post report from Facebook Insights, it’s easy to find out what type of content is performing best on your channel. For example, if you’re managing a Facebook page for a software brand, and you want to know what type of content garners the most Likes, create a new column called “content type” and label each post with a content category like “sales promotion,” “tutorial” and “creative newsroom.” In a separate section of your sheet, list out those content types vertically. Next to each content type, use the AVERAGEIF formula. Usage: =AVERAGEIF(range, criteria,[average_range])

5. SUMIF – Evaluating total number of clickthroughs driven by a sales campaign

To determine the sum of clickthroughs you drove during a quarter or promotion period for a specific content type, like a sales promotion, use SUMIF. Usage: =SUMIF(range, criteria,[sum_range]).

What’s your favorite Excel function for managing social media content? Share your wealth of knowledge in the comments!

Disclosure: Microsoft is an Edelman client

Image credit: Microsoft Sweden

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