Buffer + Crowdtangle

Tools for evaluating social posts.

Link to this presentation: http://bit.ly/bufferCT

Me: Karen Scherting, kscherting@billingsgazette.com

Facebook prioritizes “meaningful interactions”

Source: Facebook

Facebook is favoring:

  • Comments, shares over likes, reactions.
  • Posts from users over posts from pages.
  • Discussion in comments on Facebook Live, video.
  • Interactions “that take effort.”


Click on Buffer’s Analytics tab to review posts

Under Analytics / Posts

  • Sort by most popular, comments, shares, clicks, etc.
  • Sort by least popular, comments, shares, clicks, etc.
  • Filter by type of post (video, link, photo, etc.)
  • Filter by date range.
  • Export CSV to dig deeper.

Look for patterns, develop strategy

  • What types of posts get the most comments? Most shares?
  • Is it the topic, or the way the post was written?
  • Do posts with a lot of comments, shares result in a lot of clicks?

Pro tips:

  • This is a great place to look for top performing posts to share again.
  • Buffer adds a “top post” label when a post is performing 50% better than the average.

Under Analytics / Overview

A higher-level view of your social media efforts.

  • Does the number of posts affect reach, clicks, etc.?
  • If you’re up this month, how did you do it? If you’re down, what happened?
  • Export images to share in reports or with newsrooms.

Under Analytics / Overview

If you develop a strategy, here’s where you can track it.

  • Are your posts getting more comments?
  • Compare to previous time period.

Under Analytics / Analysis

Track the impact of one metric on another.

  • If you post more, do you get more clicks?
  • Do more comments result in more reach? More clicks?


Need access?

Send this info to

  • Email address of users you want to add.
  • Your site’s Facebook, Twitter, Instagram accounts.

About Crowdtangle

Public facing data (no clicks). This is so you can compare apples to apples with competitors and pages you don’t own.

Takes the last 100 posts from a given account and of a given post type (link post, image post, etc.), calculates the average number of interactions the posts have at each age (5 minutes old, 5 hours old, etc.). It compares each new post to that average to get the over/underperforming score.

Create a list of your Facebook pages

  • Sort by overperforming, and by underperforming.
  • Weight specific interaction types — by comments, shares.
  • What topics, types of posts generate interactions?
  • Look at underperformers for patterns you can correct.


  • Which pages have the best interaction rate?
  • Which pages need improvement?
  • Track historical trends: Is your page seeing lower reach? More comments?


  • Weekly digest of
    over and under-
    performing posts
    to track what’s
    working and not.
  • Viral alerts on
    posts that are
    taking off.
  • Get the leaderboard sent to you regularly.


  • Monitor your overall social strategy.
  • Add pages, set time frame.
  • Filter by types of posts and interaction.
  • Do certain types of posts get more interaction?
  • Click on peaks and valleys to see the posts.


Create PDFs to share with your team or at meetings.

Learn from competitors

  • Create a list of competitors.
    • Regularly review the posts that are doing well for them.
    • Get viral alerts on their top performers.
  • Use leaderboards to see which competitors are doing well.
    • What can you learn and apply?
  • Look at average performance to see where you’re weaker.


Using Buffer and Crowdtangle to evaluate social posts - Google Slides