Monitor social media traffic

Send the last 30 days of social traffic to the growth team: list sessions, engagement (pages per session, avg. time), and conversions from Facebook, Instagram, Twitter/X, and LinkedIn, by post and by campaign. Check UTM consistency so paid social is separated from organic, then share with Maya and the content calendar owner with a Monday deadline to confirm which posts to amplify.

Before I present social traffic to the content director, surface the winning signal: show the three posts that delivered the most conversions and one sentence why each worked (audience, offer, or format). Flag posts that sent high-engagement but zero conversions and suggest one experiment to turn engagement into leads.

Organic social sessions from our main account fell 55% after a platform change; paid stayed constant. I do not know whether our content stopped qualifying for distribution, our posting cadence is now wrong, or our audience behavior shifted. What three immediate diagnostics will tell me whether to alter creative, cadence, or budget, prioritized by speed and likely clarity?

We get occasional viral posts with big reach but no lift in signups. This repeats across campaigns and undermines my content strategy. Which habit is most likely to blame — treating virality as the objective instead of conversion design, weak CTAs, or poor landing page alignment — and what one change should I make so viral reach becomes useful within one campaign cycle?