DEVELOPING A VISUAL STORYTELLING ROAD MAP: FROM STRATEGY TO IMPLEMENTATION 131 When looking at your social media content metrics, here are a few questions to ask yourself: • What does my post frequency look like: for example, number per week and time of day? • What does my content mix look like across text only, photos, videos, infographics, presentations, and more? • What percentage of my posts by social media channel are visual? • What topics do I post most frequently about? • Am I posting the same content and creative across all of my platforms, or do I personalize content by platform? • Do these topics align back with the key business objectives I want to support with social media? • Are there any topics that I’m missing? • Is my company’s voice, personality, and corporate culture coming through in my posts? • What social media platforms are currently performing the best and worst for my company? • What are the characteristics of my top 5 to 10 posts across each social media platform? • Am I supporting any posts with paid media? If so, what are the spend, frequency, and post types? • Have there been any qualitative wins as a result of my company’s social media content over the past year? Listening to Customer Conversations and Sentiments In addition to analyzing your proactive social media content efforts, you also need to listen to what your customers are saying about your com- pany online. Studying your customer’s frequently asked questions, overall sentiment, favored social media platforms, and their use of visuals is important for several reasons. First, it allows you to determine if your proactive content and what your consumers want to hear from you are in alignment. Second, social media conversation about your company is