Sometimes looking through your social media statistics can reveal some fun surprises.

This was the case for us this month at Buffer.

I looked a little closer into the stats from all of our tweets, including all the amazing replies by our support heroes. There’s some amazing hidden virality to these tweets! And there’s a great opportunity here to delight your customers and further your brand’s reach at the same time.

Continue reading to see how this played out for us recently, along with all of last month’s social media stats (and some fun ideas for the future.)

buffer marketing report

Inside Buffer’s social media marketing stats

Here’re our complete stats from April for each of Buffer’s four major social media profiles. We’re hopeful that the context and background is helpful as you build and analyze your social media strategies. Feel free to shout with any questions!

(All stats are from the past 28 days, and comparisons are made to the 28 days prior.)

Twitter

We gained 11,532 new followers for a total of 313,219 followers. (Last month, we gained 15,288 new followers.)

 

We shared 384 tweets (not including #bufferchat and customer happiness) that earned a total of 72,631 total interactions. This was an increase of about 31 interactions per tweet compared to last month.

Out of everyone who saw a tweet, 1.4 percent of users engaged with the tweet by clicking, retweeting, replying, favoriting, or following the Buffer account.

  • Engagement rate – 1.4% (2.0% last month)
  • Average impressions per tweet – 16,046 (12,604 last month)
  • Average total engagement per tweet – 239 (clicks, retweets, replies, follows, and favorites) (291 last month)
  • Average clicks per tweet – 148 (121 last month)
  • Average retweets per tweet – 23 (26 last month)

If you’re interested in digging deeper into any of these stats, I’m happy to share our .csv of exported Twitter analytics

Facebook

We gained 835 new page Likes for a total of 35,908 Likes. (We gained 829 new page Likes last month.)

We shared 63 posts that earned 4,866 interactions. This was an increase of 12 interactions per post compared to last month.

An average Facebook post reached 1,549 (1,825 last month). Of these, 1,030 people were fans of our page (1,134 last month), so each post reached an average of 2.8 percent of our total number of fans (was 3.2 percent last month).

  • Average clicks per post – 62 (+11 from last month)
  • Average likes per post – 10 (no change from last month)
  • Average comments per post – 1 (no change from last month)

If you’re interested in digging deeper into any of these stats, I’m happy to share our .csv of exported Facebook analytics

LinkedIn

We gained 283 new followers for a total of 4,742 followers. (We gained 399 new followers last month.)

We shared 28 posts that earned a total of 207 interactions.

  • Engagement rate – 1.8%
  • Interactions per post – 7 (-3 from last month)

Google+

We gained 34,644 new followers for a total of 776,788 followers. (We gained 43,211 new followers last month.)

We shared 37 posts that earned a total of 957 interactions.

  • Interactions per post – 25 (24 last month)
  • Clicks per post – 3 (6 last month)
  • Reshares per post – 4 (same)
  • Plus Ones per post – 17 (13 last month)

Referral traffic to the Buffer blog

social traffic to Buffer blog - April 2015

The above chart shows the top six social referrers to the Buffer Social blog. Not pictured: Scoop.it, StumbleUpon, Tumblr, and reddit.

Referral traffic to the Buffer app

social traffic to Buffer app - April 2015

The above chart shows the social referrer traffic to the Buffer app itself. We had a small period of transition with our Google Analytics as we moved from bufferapp.com to buffer.com, so the monthly comparisons aren’t reflected here.

The one big difference (and I’ll mention it below also) is that Pinterest moved to our No. 4 referrer after being outside the top 10 in previous months.

Inside Buffer’s social media strategies

Along with the stats, I’d love to share a bit about the strategies we’re testing on different social networks. It’d be awesome if you find this helpful or if this sparks any ideas for you. And it’d be great to get your thoughts in the comments on ways we could improve or grow, too!

1. The hidden value of engaging with your audience on Twitter

We’re fortunate as social media managers to have amazing customer happiness teammates who jump in to offer support on Twitter. (Handling support and marketing in this way is one of our best time-saving tips, too.)

Our @buffer mentions on Twitter go through SparkCentral, our Twitter support tool, where any teammate can hop in and reply.

These replies are hugely vital, whether it’s a team of people working on them or if it’s a one-person team replying and tweeting everything. Engaging in this way is great for building brand loyalty, practicing social listening, and helping others.

And there’s even a bit of viral reach to these messages.

Looking at our Twitter stats for the month, I was delighted to see that these replies gained impressions (some in the thousands!), engagement, and retweets—just as if we had been sharing a Buffer blog post.

This tweet reply from Courtney was seen 5,000 times (thanks to a retweet from Lana Layne to her 43,000 followers).

This tweet reply from Mary was seen nearly 1,000 times and received 30 interactions, including 18 clicks, three favorites, and one retweet.

twitter stats

Takeaway: There’s great value in replying in a kind and delightful way on Twitter. Your replies can earn engagement and reach just like any other tweet!

2. A boost in traffic from Pinterest

We’ve put more time and energy into our Pinterest strategy—sharing 5 times per day, or more, to Pinterest—and it’s seemed to result in more traffic back to the blog and to Buffer.

Here’s the chart for referral traffic to the blog from Pinterest:

pinterest referral traffic Buffer blog

Here’s the chart for referral traffic to Buffer:

pinterest traffic to Buffer app

 

The traffic to Buffer correlates with the announcement of Buffer and Pinterest integration. We got a nice mention on Pinterest’s blog post on April 27, and we’ve seen spikes in traffic since.

Some of the traffic may also be related to increased pinning. Certainly, the majority of gains from Pinterest referral traffic to the blog has been due to our increased focus on Pinterest marketing.

We’ve tried several new ways to be helpful to our audience on Pinterest. Here are the ones that have worked best for us:

  1. Pin consistently at least 5x per day
  2. Schedule your Pins
  3. Apply for Rich Pins for your website or blog
  4. Create “Pin It for Later” links
  5. Design images at the proper size
  6. Create and Pin images with text
  7. Write keyword-rich descriptions and boards
  8. Add a link to your pin descriptions

New visions and ideas for social media marketing

We feel grateful for the chance to work on so many amazing and fun social media strategies, and we’ve got even more that we’d love to try out. Here are a few that we’re thinking over.

1. Social media education courses

We’ve had this idea for free 7-day social media courses, a way to repurpose content from the blog into a helpful series of emails you can subscribe to.

social media courses

Does that sound like something you’d be at all interested in?

Repurposing content is one that has come up for us often with our Buffer blog posts. Could we be making SlideShares or ebooks, etc. with all the content we’ve produced here? Email courses seem like a potentially quite exciting route, especially when it comes to helping others learn about social media marketing.

Here are some potential courses we’ve thought about offering:

  1. Social Media 101
  2. Twitter Tips for Beginners
  3. Advanced Twitter Tips
  4. How to Get Your Posts Seen on Facebook
  5. Introduction to HTML/CSS

2. Our complete list of ideas and brainstorms

We’ve been maintaining a list of marketing experiments that we’d love to try. Do any of these feel like they’d be useful for you to learn along with us?

buffer trello ideas

A couple of the standout ones here for me are the Twitter office hours and Hangout on Air office hours.

Basically, these could be some times each week where the community gathers to chat about social media marketing tips. We could share a bit about what we’ve been learning and trying, and the community can ask questions and chime in with all your great learnings as well.

A Twitter chat would be a real-time, text-only get-together (like #bufferchat). The Hangout on Air would be a live video chat that we could save and share later as a YouTube video.

Lots of cool options here!

Social media content we’d love to write about (any thoughts?)

And finally, I’d love to share a few of the social media blog post ideas we’re considering for the next few weeks. If any of these topics jump out at you, I’d love to hear your votes!

  1. The Best Typography, Colors, and Templates Used in the Highest-Converting Social Media Images
  2. The Ultimate Style Guide for Social Media Marketing
  3. How to Do Pinterest SEO: The Hidden Keys to Creating Pins That Are Easily Found, Forever
  4. Beginner’s Guide to Quora: The Most Helpful Uses for Marketers
  5. 13 New Social Media Templates to Save You Hours
  6. How to Build a Massive Following on Instagram

Over to you

I hope this look into our Buffer social media stats and strategies holds some insights or ideas for you as you build out your own strategies. I’d love to expand on anything here—and hear from you on any thoughts that come up.

What are you working on this month on social media?

Do any stats or strategies stand out here for you?

It’d be amazing to hear your thoughts in the comments.

Image sources: Pablo, IconFinder, Raumrot

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Written by Kevan Lee

Director of marketing at Buffer, the social media publishing tool for brands, agencies, and marketers. We’ve got a new podcast! 🍟

  • Another good post, Kevan! I want to see your take on “How to build a massive following on Instagram!. And I’d like to see more videos from you guys!

    And if I may ask a question on the topic of engaging on Twitter: what are your thoughts on using Twitter search to look for people that are talking about problems that your product (whatever it may be) can solve, and then approaching them with your product/solution? Have you guys ever tried doing it? If you have, what were the results?

    Thanks a lot!

    • Kevan Lee

      Hi there Matheus! Thanks so much for the comment. Excited to work on that Instagram post for you!

      And great question about Twitter search. I’d love to do a bit more research to understand the best practices there. My sense is that there’d be an okay way to do this without coming across as too self-promotional or salesy. It feels like it’s coming from a good place – your wanting to help solve a problem for people – though I can see how it might feel a bit intrusive if you’re not invited to the conversation. Perhaps hopping in to a hashtag convo could be a good entry point? Hashtags have a bit more of a commonly-held view of being purposefully searchable and findable. Hope that makes sense! I’d love to hear what your experience has been with this. 🙂

      • Helpful as always! As soon as I gather more data on it, I’ll make sure to share with you! Thank you very much!

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  • I like the ideas above! Of the brainstorms, I like case studies (similar to what you’ve done above–that was so helpful!), thought leadership in long form, and something related to newsletters, like the MailChip idea. The email class idea makes sense.

    I’m also interested in emotional connection and how to generate interest and a following on a mission level. I heard Madeline Stanionis from M+R give a talk on this recently and her examples were inspiring; it made me look at connection on a broader scale. I know there may be content about this on one of the other blogs–I’d be interested in hearing about what’s working from a technical standpoint.

    It could also be fun to do a case study (or run an experiment and then case-study it) on how to use the same tool or platform for different audiences, products, etc. You could solicit audience participation/feedback/votes. I really like seeing how people get creative within a limited context, and it helps me think about how I can work within/beyond limitations in my setting.

    • Kevan Lee

      Hi there Ruth! Thanks so much for your thoughts here. Sounds like maybe it’d be cool to hear more about the success people are having on social media and also the specific ways they go about it (tools/usages/etc). I’d love to help create stuff along those lines for you!

  • PahlaB

    Seven days with seven emails is absolutely something I would sign up for! I’m relatively new to Buffer and have been digging through the blog, so it would be fabulous to have a “thread” put together for me and delivered conveniently.
    Also, I’d love to see the mentioned blog posts about typography, style guides, Pinterest, and Instagram. I always look forward to new content from you guys! Thanks for doing what you do! 🙂

    • Kevan Lee

      Hi Pahla! Awesome! I’d love to see what we can do for you here. 🙂

  • Kody Atkinson

    There are some really exciting ideas here. The course via email idea definitely seems like it could be very useful to a lot of people. I also really like the ideas that involve the Buffer team communicating outside of the normal social media/email channels. I think one of Buffer’s greatest strengths is its openness and its awesome team. So, I think things like the videos, podcasts, and hangouts would allow the community to connect with the Buffer-ians even more. We would learn a lot about the topics that we are interested in and at the same time get to know the people we interact with at Buffer a little bit better. Thanks for all the awesome, free content!

    • Kevan Lee

      Hi there Kody! Super great to hear your support for these ideas! How do you find yourself consuming content? Would a podcast vs video chat vs email series appeal to you more than another?

      • Kody Atkinson

        I actually use all of those mediums, but I think in this case I would prefer videos or podcasts. I think those mediums give you a little more room to wander and flesh out ideas. Email is great and I love to read, but the other formats feel more personal in my opinion. Regardless, I’m sure whatever you come up with will be awesome!

  • Eva Gantz

    “13 New Social Media Templates to Save You Hours”
    Please do this one! I frequently use Canva to create visual social media, but would love to see your take on templates.

    • Kevan Lee

      You got it, Eva! Thanks for the validation on that one. 🙂

  • Omkar

    Beginner’s Guide to Quora sounds good Kevan.. Would love to read it

    • Kevan Lee

      Awesome! Thanks, Omkar!

  • Kenny Daniels

    Such amazing, in depth information! Thank you for sharing. This is first experience with Buffer and I am already wowed by the openness & detail of the content. I would be interested in most, if not all of those offerings. If I had to pick a top 3… 7 Day Class, Quora Guide, & Instagram. Thanks Kevan. Can’t wait for more!

    • Kevan Lee

      Hi there Kenny! Thanks for the comment! Really glad you found some good stuff here. Excited to get working on some of those posts for you! 🙂

  • Cat Wisdom 101

    Re-tweeted this post with love but had to shorten the title so I could add my handle. Are you cool with that?

    • Kevan Lee

      Sounds great. Thanks for sharing this one!

  • I want to read about Pinterest SEO and Quora! I’ve been dipping my toes in Quora more and now that Buffer has made Pinterest easier to use for marketing, I’m planning on ramping up our strategy there. Thanks, Kevan!

    • Kevan Lee

      Great stuff, Keely! I’d love to learn about Pinterest SEO and Quora myself, so those feel like great ones to dig into. 🙂

  • Diana Thompson

    I would take all five of those mini courses and am super interested in anything to do with Quora. Please write the article about Instagram!

    • Kevan Lee

      Hi Diana! Thanks for the comment! Means so much to hear your support for the course ideas (and the blog posts). Thanks!

  • I’ve been meaning to tweet you guys about a Buffer podcast for a while, such a good idea! It would be great listening to the Buffer team talk about your whole vibe around self-improvement and open-culture etc.

    • Kevan Lee

      Thanks, Henry! Awesome stuff! Curious, would you be up for hearing a podcast about Buffer culture or Buffer marketing strategies? Or both, maybe? haha 🙂

      • Hey Kevan, I was originally thinking more about the Buffer culture. So the ‘open’ part of the blog I guess. Some of the videos of Joel and Leo speaking about it are really inspiring. But the marketing strategy part would also be awesome! Maybe a monthly podcast, with a different topic each month. Covering a bit of both 🙂

        • Kevan Lee

          Great ideas, Henry!

      • AB

        I’d love to see both – definitely!
        There’s a couple of marketing podcasts out there by BIG companies, but unfortunately I don’t think they quite make it.

        • Kevan Lee

          Thanks, AB! 🙂

  • Bryan Lee

    Social Media 101
    Twitter Tips for Beginners
    Advanced Twitter Tips
    How to Get Your Posts Seen on Facebook
    Sounds good! (:

    • Kevan Lee

      You got it! 🙂

  • Kevan, love the idea of 7-day email courses, marketing videos.

    And you guys certainly have enough interesting things as a team, as a culture, and as content leaders for me to tune in regularly to a podcast.

    Great post.

    • Kevan Lee

      Great to hear it, Adam! Thanks for the comment!

  • Pandian

    Good post Kevan. Social media courses,brilliant idea. Looking forward.

    I would also love to see you write more post on viral content curation something similar to your old posts – Always Have an Amazing Link to Share,17 Unique Places to Find Great Content. or something like this post Top 15 Most Popular Viral Sites.http://www.ebizmba.com/articles/viral-sites

    What are you picks for finding out the most trending on viral content in social media & on internet?

    Cheers,
    Pandian

    • Kevan Lee

      Thanks so much for the comment, Pandian! We could certainly dig back into some of those content source posts. I think our go-to sources remain quite the same, though there are always fun new ones cropping up!

  • Hi Kevan,

    I love the 7 days email course idea. It would be an awesome way to repurpose your content. Especially since you have so many useful articles in your blog archives! The blog search would also be interesting to get access to old post.

    The videos are also a really cool idea. It would be the perfect bridge between your culture and social media blog by giving an inside look into what Buffer team members think and do.

    I can’t wait to see what you guys have in store for us now.

    • Kevan Lee

      Thanks so much, Aurelie!

  • Silvia Furghieri

    Hi Kevan,

    As always you wrote a post full of good advice! I love the way you share with all of us your insights and thoughts. I think that the email course it’s a great idea! I read a lot of articles every day and it’s always difficult for me to fight against information overload, so having your content organized by topic in my inbox sounds great. In particular could be interesting to understand better how to organize a publishing strategic plan and a content calendar for social media. I think that this is one of the most challenging things and I’m sure that the Buffer Team will be able to put together a series of valuable resources. I love also the idea of transforming your older posts in ebooks and I can’t wait to read the articles about Pinterest SEO, Instagram and the best design used in the highest converting images! P.S. (The image reflects what it happens when I receive an update from Buffer’s blog!)

    • Kevan Lee

      Hi there Silvia! So great to read your comment. Thanks for sharing this great feedback. Excited to get to work on some of this for you. 🙂

  • Smashing these posts out of the park recently Kevan! I’m intrigued by the whole “treat the blog as a product” thought line. Interested to see what comes out of this. In terms of future blog post ideas I would be all over…

    – “How to Do Pinterest SEO: The Hidden Keys to Creating Pins That Are Easily Found, Forever”
    – “Beginner’s Guide to Quora: The Most Helpful Uses for Marketers”
    – “How to Build a Massive Following on Instagram”

    Keep up the awesome work Kevan!

    • Kevan Lee

      Hi Rick! Thanks for the comment! Really happy the “blog as a product” idea caught your eye. 🙂 I’ve been learning more about product development, and I just can’t seem to shake the thought that there might be a lot of overlap between product and content – e.g., create/build what your audience wants, be mindful of feature creep, solve problems, customer research, etc. Might be a fun one to dig into more. Did you have any thoughts on the topic? 🙂

  • Thanks for your transparency in sharing your statistics. It’s comforting to know that even “the big guys” like Buffer seem to be struggling with social “reach” and are testing innovative ways of reaching your customers and leads with valuable content.

    • Kevan Lee

      Thanks for the comment, Laura! Really glad that it’s helpful to see these numbers. That’s exactly what we were hoping! 🙂

  • Elaine Gizler

    This information was extremely helpful as I am learning to navigate the scope of social media to impact my business.

    • Kevan Lee

      Thanks, Elaine! 🙂

  • Thanks for sharing this! I’ve been using Buffer for a few months now and recently upgraded to Awesome. I love your product and the service you offer customers is outstanding. I’m very interested in joining your team and have started on the reading list and combing through old blog posts to get a feel for the company and culture. I must say that I’m never disappointed!

    Anyway, I LOVE the idea of a series of social media education course. I would be most interested in the Twitter tips. I’ve developed a decent following on Twitter, but still struggle to generate engagement. I’m always game for improving my strategy!

    I also like the idea of office hours…be it on Twitter or Hangouts. I’m unable to make it to #bufferchat due to my work hours, so I would love an opportunity to engage in the community at another time.

    • Kevan Lee

      Thanks so much for sharing your thoughts here, Brittany! Would love to work ahead on courses and office hours. Which book are you reading currently? 🙂

      • I’m reading How to Win Friends & Influence People. I love it! I’m trying to pace myself so that I soak everything in and not just power through it. I see that you guys just published a post relating to it, so I’m excited to pop over and see what Thomas has so say 🙂

        • Awesome! Yes, Thomas would love to chat with you about things (as would the rest of us, too!). 🙂

  • Very informative post I get to know many things through posts. I really appreciate this post. Soft Cybernet

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  • It’s always pleasant to read your article Kevan, we have been personally applying a lot of your strategy at FableFeed and our stats have been growing very quickly. in a short period of time, we would be happy if you can cover a detailed post about growing Google+ as I see people focusing too much on Facebook.

    Regards,
    Udit Goenka

  • Really appreciate you breaking this down for us; always looking forward to high-quality content each and every week from you and the team 🙂

    • Kevan Lee

      Thanks so much, Michael!

  • Some stuff that intrigued me: Ultimate Style Guide, Pinterest SEO, Treat the blog like a product (since I have a blog and so much seems to be about selling something and I often can’t figure out how to make the connection), and How to Get Your Posts Seen on FB (other than maybe the typical “pay for an ad”). Love all the brainstorming (and use of Trello, as it appears anyway). 🙂

    • Kevan Lee

      Yes, Debbie! Big Trello fans here. 🙂 Thanks so much for the validation for some of these ideas. I’d love to work ahead on some of these for you!

  • That’s some pretty awesome engagement numbers on your Twitter account.

    Agree 100% that replying is vital on Twitter. Have been trying to really spend more time on Twitter replying and from that we’ve seen sign-ups increase for us because of the engaging.
    Awesome post!!!

    • Really great to hear your experience! Sounds like great validation for replying and engaging. Glad it’s led to good results for you!

  • Kevan you are the best!! You give us a lot of interesting information in every post, and also reply to all the comments!! Thank you very much, woh yeaaaah!!! 🙂

    • Hi, Francesc! Thanks for the comment! Very happy to hear you’re finding useful stuff in these posts. 🙂

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  • Great post, your transparency is unique.

    I think for New visions and ideas for social media marketing, a gated community would serve very valuable to you. The word “gated” sounds mean, but offering a community space to paying customers only can work very well – because it filters members down to the most engaged and appreciative ones. You could use some of the content you already have, and just add more opportunity for interaction and learning with peers, as well as some exclusive content. Social Media Marketing Society, X Theme Member Base, or Jon Loomer’s Power Hitters Club are good examples. Building a community on your own grounds just has a lot to it, and it would be a highly valuable perk to users of the Awesome plan.

    Of the content you’re considering, the typography and color guide would be great for you to write about, few other bloggers have as much data as you to back recommendations with. Building a massive following on Instagram would be another topic you’d excel in, since there are many articles but few with an approach as scientific as you like to have.

    Have fun 🙂

    • Thanks so much for the tips and ideas, Branko! Really love the depth you’ve explained things here. Reminds me a bit of what Copyblogger has done with its Authority platform. 🙂 Definitely a cool one to think on!

      • Thanks back Kevan, and yes exactly! Coppyblogger’s Authority is another great example. I think with your own authority, you may even be able to team up with a partner and create more meaning. To me private communities are similar to email lists – the platforms for highly engaged audience, one that’s also close to (another) conversion.

  • Great post, your transparency is unique.

    I think for New visions and ideas for social media marketing, a gated community would serve very valuable to you. The word “gated” sounds mean, but offering a community space to paying customers only can work very well – because it filters members down to the most engaged and appreciative ones. You could use some of the content you already have, and just add more opportunity for interaction and learning with peers, as well as some exclusive content. Social Media Marketing Society, X Theme Member Base, or Jon Loomer’s Power Hitters Club are good examples. Building a community on your own grounds just has a lot to it, and it would be a highly valuable perk to users of the Awesome plan.

    Of the content you’re considering, the typography and color guide would be great for you to write about, few other bloggers have as much data as you to back recommendations with. Building a massive following on Instagram would be another topic you’d excel in, since there are many articles but few with an approach as scientific as you like to have.

    Have fun 🙂

    (Sorry for the duplicate comment, feel free to delete the one from 8 minutes ago)

  • jack marco

    Hats off to kevin for the excellent tips…..
    jack
    Ecbilla

  • Dragos

    Hi,

    Very good post and very motivational. I just started a website which is about WordPress tutorials and optimization tips, but I do not know exactly how can you take care of all the social media accounts. I released this post: http://www.netcrumb.com/viral-website and I`m trying to create some traction, but I think it takes time. One question I have for you: How do you recommend getting Twitter followers?

    Thank you