Social Media Analytics


Social media monitoring is one of the keys to your success online.

Without examining social media analytics and assessing the performance of your posts and social profiles, you are just playing a guessing game.

By guessing, you’re missing out on a serious understanding for your business—what content is and is not working.

Data analytics for beginners help you track your brand’s impact and reach online. It also helps you better engage your customers, build relationships, optimize your social media strategy and monitor your performance.

Importance of Social Media Analytics

If you are using social media for business, you simply can’t ignore social media analytical data. Social media monitoring helps to develop a deeper understanding of how people are interacting with your brand, how they access and use your website, and what they are saying about you in the online community.

Analytics help you learn more about your customers. The more information you can collect about them, the better position you will be in to anticipate and serve their needs – whether it’s providing them with information they are seeking, answering a question, providing product and service options or helping them accomplish a task online.

The benefits of social analytics include:
•         More targeted posts and content
•         Saving money on advertising and marketing
•         A more optimized content marketing strategy
•         The ability to provide better customer service
•         The ability to see the ROI for your investment in social media

3 Key Social Media Monitoring Tasks

Overall, social media monitoring helps you accomplish 3 key task:

1   Diagnose: Assess what is working and adjust your communication strategies and timing to improve results.

2   Prioritize: Determine which content, social platforms, users, and other factors get priority. Use the social data to plan your strategies.

3   Evaluate: Use the analytics data to determine the success of your strategy and overall value to your marketing strategy.

Now that you understand the importance of social analytics, let’s explore the different types of social media metrics you can measure.

Types of Social Media Monitoring Metrics

One of the most important things to understand about social media analytics is that you can measure virtually anything, and many companies get caught up analyzing dozens and dozens of social media metrics. If you are just starting out, one of the best social media analytics tips to follow is that you can learn a lot by simply tracking the most important and popular metrics:

• Conversions: Arguably the most important metric is conversions. From a social media perspective, a conversion is getting a user to take a desired action on your social media profiles. For example, on Facebook or LinkedIn, it could be commenting on a post; on Twitter, it could be a reply or retweet. Conversions are defined by you and can also include filling out an online form, signing up for your website, clicking through from social media to your website, or any other goal that helps you achieve your marketing objectives.

• Reach: This is the size of the audience with which you are able to communicate. It can be defined on a per-post or overall reach basis.

• Engagement: The total number of interactions (likes, shares, comments, +1s, retweets) on a post.

• Impressions: This is how many people saw your post in their social media feeds.

• Audience growth rate: The rate with which your social audience has grown in comparison to last week, month or year.

• Visits vs unique visits: A comparison of the total number of visits and number of unique visitors who have not visited your site before.

• Bounce rate: The number of people who land on your website and immediately leave your site.

• Referral traffic: The amount of website traffic that is being driven from your social media accounts.

• Influence scores: These scores provide you with a social rating of sorts based on your social media network and activity. Klout is perhaps the best known platform.

Naturally, some marketers prefer some metrics over others and believe some offer more value and insight. Some prefer clicks over retweets on Twitter, shares over likes, daily traffic over traffic on a per-post basis.

The important thing to keep in mind is to choose the metrics that provide you with the social data and information you need to make important business and marketing decisions.

Social Media Analytics Tools

There are two main ways you can approach social media monitoring: Using social media dashboards on the platforms themselves, or using third party social media analytics tools to track your campaigns.

Social Network Analytics Dashboards

All of the top social networks now have a built-in analytics dashboard for you to track your posts and campaigns

Third Party Social Analytics Tools

There is no shortage of high quality social media analytics tools available. Some are available for free with options to upgrade, and some are available for a monthly subscription fee.

Google Analytics

Google analytics is not only for your website. You can also use it to measure social analytics for your website through Social reports . The reports help you assess referral traffic from social networks, review content that is best to share, assess how visits from specific social platforms behave on your website and more.

4 Social Media Analytics Tips for Newbies

Here are some social media analytics tips to help you in your quest to master social analytics and become a social media star:

1   You don’t have to measure everything: Measure What matters and what will help you achieve your business goals. Don’t get caught in analysis paralysis.

2   Understand what you’re measuring: Numbers are meaningless if you don’t know why they’re relevant and how they can help you achieve your business or personal social media goals.

3   Choose a select few social analytics tools that work for you: You don’t need to use all of them. Try out a few tools and use the ones that make the most sense for your business or personal needs.

4   Look at social analytics from a holistic perspective: Avoid focusing solely on a single form of measurement. Think about things from a broad perspective and consider all the metrics you have access to.

Social media monitoring should be approached with your business goals in mind. Use the above analytics tutorial and social media analytics tips as a starting point for integrating social analytics into your marketing and business strategy. Use social data to drive decisions about your brand’s online presence, how to better target and engage users, and how to improve your overall online marketing strategy.

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