Social Media Analytics: the Complete Guide | Socialbakers

Audience analytics; Performance analytics; Competitive analytics; Paid social media analytics; Customer service and community management ... TheSocialMediaBlogSocialMediaNewsSearchFilterbyTopicSocialMediaAnalytics:TheCompleteGuideIt’s2021andsomebusinessesstillhaven’tcometogripswithsocialmediaanalyticsandhowtheycansuperchargetheeffectivenessoftheirmarketingeffortsbyChristopherCrawfordCopywriteratSocialbakers3 Feb, 202120minread Socialmediamarketingplayssuchacriticalroleinoverallmarketingsuccessin2021,andsocialmediaanalyticstoolsareacritical sourceofstrategicmarketinginformation. Withsomuchconsumerdatabeingpostedonsocialmediaeveryday,sociallisteningtoolshavebecomeacriticalcomponentinaudienceanalysis,competitiveresearch,andproductresearch. Thecoreofsocialmediaanalyticsisthegatheringandanalyzingofmarketingandaudiencedatauponwhichyou’llbasebusinessdecisions.It’stheonlysurewaytoaccessinsightsthatyoucanusetooptimizeyourmarketingeffortsandevenproductstrategy. WhatIsSocialMediaAnalytics? Doyouhaveaneasywaytospotsocialmediatrendsthatarerelevanttoyourspace?DoyouhaveawaytoquantifythekindofROIyou’rebringinginwitheachcampaignorpostondifferentsocialmediachannels? Doyouknowwhatyouraudienceexpectsandwantsfromyourcontentandmessaging?Howisyourcontentperceivedincomparisontoyourcompetitors?  Thesearejustasampleoftheleadingquestionsyou’dasktohelpanswerthemostimportantquestion:isyourstrategyworking? Socialmediaanalyticssoftwareiscriticalbecauseitcananswereverysingleoneoftheaforementionedquestions.Withtherightsoftware,asingleplatformcananswerallofthesequestionsforeverysocialchannelinaneasy-to-understandway–nocomplexdataanalysis,justaclearpresentationofwhat’sworking,andhowyoucanfixwhat’snot. Thisallheraldsbacktoatruththatallmarketersunderstand:withoutmeasuringandanalyzingyourcontentanditsperformance,there’snosustainablewaytoimproveyourresults,orevenputyourresultsinthepropercontextneededtounderstandiftheyaregoodorbad.  Socialmediamarketersneedadata-drivenroadmaptosignpostthepathaheadsotheyknowwheretogoandwhattodo–thisiswhateverysocialmediaanalyticssolutionaimstoprovide,tovaryingdegreesofsuccess. ThePowerofAISocialMediaAnalyticsinYourHandsRequestaPersonalizedDemo Despiteplayingsuchafundamentalroleinperformanceandsuccess,truesocialmediaanalyticssolutionsstillremainheavilyunderutilized.Manybusinessesarestillfailingtotakeadvantageoftheseplatforms,usingonlynativetoolsthatprovideshallowperformancemetricsforeachoftheirchannelsinisolation.Thesebusinessesmissoutonamultitudeofmorein-depthmetricsinadditiontoallofthedatapointsandinsightsthatarederivedfromcontextualizingsocialmediadataacrosschannelsandacrossindustries. Insightsmustalsobesharedamongststakeholders,anditcanbearealgrindtoprovideaccurateandclearsocialmediaanalyticsreportswithoutatooltobothextractandsharedataandinsightsfrommultipledisparatesocialchannels. CMOsmustprovidetheirteamswiththerightanalyticstools–iftheydon’t,theirbusinesscanfallfurtherandfurtherbehind,especiallyasmoreandmoreofthecompetitionstartstoleveragetheincreaseinconsumerdatabeingpostedtosocialchannels,andthecorrespondingadvancementsinsocialmediamarketingsoftware.It’stimetogetseriousaboutanalyticsorbepushedoutoftheway. Fortherestofthisguide,we’llworkfromthestandpointthatsocialmediaanalyticsarefundamentaltothecontentmarketingsuccessofanybusiness.We’llbetakingacloserlookatexactlywhythisstatementistrue. AccordingtoaForresterstudycommissionedbyGoogle,only43%offirmshaveunifiedcross-platformanalytics,whichbringsinthefullcustomerexperiencewiththeirwebsiteandappinonesolution.   Thatmeansthatmorethanhalfofmarketersaremissingthemeanstoachievetheirnumberoneobjective.Agoodanalyticstoolisintuitive,easytouse,improvestransparency,andprocessesandstructuretoosomarketingactivitiesandstrategybecomesustainableandscalable.  ThereareevenspecificInstagramanalyticstoolsandotherspecificplatformsthathelpmarketersdrilldownintothosespecificmetrics. Inadditiontoundertakingdailytracking,monitoring,andanalyzingofmetricsanddatatrends,agoodanalyticssolutionalsoallowsyoutooverviewyoursocialmediaperformance,seeingwherestrategicopportunitiesexist,andwherethreatsneedtobenullifiedwithadjustmentstostrategy. FourReasonsWhySocialMediaAnalyticsAreEssential Beforewediveintothedetailsofthespecificmetricsyou’llneedtoanalyze,andhowtointerpretandmakedecisionsbasedonthesemetrics,let’stakealookatfourcriticalanduniversaluse-casesforasocialmediaanalyticssolution. Theseusecasesdemonstratewhysocialmediaanalyticsissocrucialforbrands,andeverygoodanalyticsplatformwillbebuiltanddevelopedwiththeseusecasesinmind.  1.MeasureandproveROIandmarketingimpact  Thebottomlinetoanalyticsisthattheygiveyouinstantfeedbackabouthowyourcompanyisperformingacrosssocialmediachannelsandwhetherthestrategyyourteamsareexecutingiseffective.OverviewingperformanceKPIsiscrucialtocontrolandsuccessofyoursocialmediacampaigns. Ifstrategyisn’tworking,thenyourdataanalysiswillpointyouinexactlytherightdirectionsoyoucanmakeeffectivestrategytweaksbeforeperformancedipsandbeginstobearealproblem.Catchanydownwardturnsfastandremedythemrightaway. ClearoverviewsalsoallowCMOs,oranyoneacrosstheorganization,torapidlyandeasilyseethemostimportantmetricsandevaluatemarketingperformancereallyquicklyandeasily,soeveryone’sworkingfromthelatestdata. It’slogicaltoseektounderstandiftheresourcesyou’reinvestinginsocialmedia(forexample,paidcontentpromotion)arebringinginrevenue–directlyorindirectly.Afull61%ofmarketersstillstruggletoproveROIfromtheirmarketingefforts. Comparethattoa2021Hootsuitesocialtrendssurveythatfoundthat85%oforganizationsthatintegratedsocialmediadataintoothersystemsexpectedtobeableaccuratelyprovetheirROI.Thatshowsjusthowcrucialitistogetallofthepiecesaligned. TherighttoolsareasimportantastherightmethodofcalculationwhenitcomestoROIonsocialmedia.Here’swhattodoforaneasierlife: AddaFacebooktrackingpixeltoyoursite’skeypages,andanypagelinkedtofromyoursocialchannel.Thisallowsyoutoaccuratelyattributeconversionsandactionstospecificcontentorcampaigns,eveniftheuserconvertsdaysorweeksafterfirstreadingyourcontent.Ifusersdon’tconvert,theFacebookPixelallowsyoutoconductre-marketingcampaigns,targetinguserswhohavealreadyvisitedspecificpagesbeforebutfailedtotakeaction.  AddGoogleAnalyticsUTMparameterstoyoursocialads’URLtounderstandhowmuchtrafficandhowmanyconversionsyoursocialmediamarketingactivitiesaredriving.SocialbakersAdsBenchmarkshelpyoumeasureyoursocialmediaROIincontextbyunderstandinghowthereturnonFacebookads(orInstagramads)evolvesacrossregionsandindustriesoverthecourseofacampaign,oranyperiodoftimeyouchoose.Socialbakers’PaidAnalyticsallowsyoutoquicklytrackallyourcampaignsandadsinoneplacesothere’snoconfusionaroundadvertisingcampaignperformance.Analyzeentirecampaigns,orindividualads,tosavetimeandoptimizebudget.There’ssomanymovingpartswithinpaidcampaignsbutthissolutiongivesyoumaximumtransparencyandactionableinsights. 2.Makebetterstrategicandbusinessdecisions Strongsocialmediaanalyticswillobviouslyprovidemarketingteamswithdataandinsightthathelpthemidentifywhat’sworkingandwhat’snotwhenitcomestosocialmediaandcontentstrategy.However,socialanalyticsalsoprovidecrucialinsightsthathelpinformstrategicdecisionsoutsideofmarketing. Thisholdsmoreandmoretrueeveryyear,astheamountofdatabeingpostedtosocialmediaissteadilyincreasingyearafteryear,asisourabilitytoextractusefulinsightsfromthisdataastechnologyimproves.Herearesomeexamplesofhowsocialmediaanalyticscanhelpimprovekeydecisionmakingbothinsideandoutsideofmarketing:  Sociallistening–Thebestsociallisteningtoolswillhelptremendouslywithcompetitiveandaudienceanalysis.Sociallisteningistheprocessofanalyzingandparsingthevastamountsofdatapostedtosocialchannelseveryday,andautomaticallyextractingusefulinsightsrelevanttoone’sbusiness.Sociallisteningallowsmarketersandanalyststounderstandhowaudiencesfeelabouttheirbrand,product,orindustry.Theseinsightscanhelpinformproductdecisions(e.g.“lotsofpeoplearecomplainingaboutthisfeature”),shedlightontheinterestsandvaluesofyourdemographic,anduncovertrendsrelevanttoyourindustryastheyhappen.Respondtotrendsinatimelymanner–Accessreal-timedatasothatyoucanrapidlyactuponbiggertrendsandgetthejumponcompetitors.Minimizebusinessrisk–Dataistheretosignpostyourstrategicpathandshowyoutherightdirection,soletdataguideyourdecisionsandhelpyoumakethebestuseofyourresourcesandbeledbyyourperformanceKPIs. Thereislittleroomforemotioninyourdecisions–baseyourstrategyondata.Thiswillreallysaveyourteamfromwastingtimeoneffortsthatyieldnoworthwhilebusinessoutcome.Saveresourcesandtimeforwhereyoucanmakethemostimpact. 3.Compareyoursocialmediaperformanceagainstcompetitors Whatisthepointincelebratinggoodperformanceifyouhavenoideawhetherit’sbetterthanyourcompetitorsperformanceorhowitlookssetagainstaverageindustryperformances?It’spurevanitytodoso,andmetricsthatstandalonehavenobearingonrealsuccess. Contextissocrucial,sotomeasurerealsuccesscompaniesmustcomparethemselvestocompetitors,andalsotoindustryandregionalperformanceaverages. Benchmarkingalwaysprovideskeyinsightsandallowsyoutoseehowyoustackupagainstyourcompetition,orseehowyourperformancelooksagainstyourindustry’sorregion’saverages. Youvs.YourCompetitors;WinorLose,YouNeedtoKnowtheDataTryItforFree 4.Trackmarketingteams’efficiency Streamlinedworkflowsarekeytorunningatightmarketingcrew,sobeingabletooverviewteamefficiencyandvelocityisessentialtoguidingthemintherightdirection.Keepworkingvelocityhighandstrictlynobottlenecks.ThisisespeciallytrueinareaslikecommunitymanagementandonlinecustomerservicewhereagoodtoolwillallowyoutomeasurekeycommunitymanagementKPIslikeresponsetimeandaudiencesentiment. Businessesneedtounderstandthatthecustomerjourneycanbetrickytomanageandintoday’sworld;onewrongstepcanspelldisaster,oratleastasocialmediacrisis.Which,let’sfaceit,isadisaster. Micro-managementisathingofthepast,andwithagoodanalyticssolutionteamscaneasilyreportonexactlythemetricstheirCMOwantstosee,andfromtheotherside,theCMOscaneasilyoverviewmarketingoperations,seecrucialtop-linedata(orevengranular),andeasilyspottrendsthatneedfurtherinvestigationbythemarketingteam. KeyAreastoUseSocialMediaAnalytics Manysocialmediateamsdon’tknowexactlywhichareasoftheirsocialmediamarketingcanreallybenefitfromanalysis,solet’shavealookintoexactlywhereyoushouldbemeasuring,andwhy.Herearethekeyareas: AudienceanalyticsPerformanceanalyticsCompetitiveanalyticsPaidsocialmediaanalyticsCustomerserviceandcommunitymanagementanalyticsInfluenceranalyticsSentimentanalysisofyourprofilesandadcampaignsSentimentanalysisforcustomerservice Audienceanalytics Everythingbeginswithyouraudience.Knowingyourbusiness’stargetaudienceiscrucial.Ithelpsyoubuildaneffective,audience-firstmarketingstrategythathelpsyounurtureyourcommunitiesdownthefunneltowardsconverting. Everythingbeginswithyouraudience.Knowingyourbusiness’stargetaudienceiscrucial.Ithelpsyoubuildaneffective,audience-firstmarketingstrategythathelpsyounurtureyourcommunitiesdownthefunnelanddelivergreatcustomerexperiences. AccordingtoaGartnersurvey,68%ofcustomerexperienceprojectswillinvolvetechnologyin2021.Thatmeansyouneedtherighttoolstodoproperanalysis. Youmustknowwhatyourcustomerswantandhowtheyrespondtoyoureffortsinattractingthemtoyourproduct/service. Inthepast,marketingleadersdidn’thavetoomuchinsightintotheirdigitalaudiences.That’sbecauseaudiencedatawasscatteredacrossindividualsocialmediaplatformsandontheweb.Ittookanexperiencedanalysttobringittogether,mapoutpersonas,andreportonthemtotheCMO. Ontopofthateachaudienceoneachchannelisdifferentwithdifferentaudiences,andtherewasn’taneasywaytoconnectallthataudiencedataandsegmentaudienceseffectivelyinasustainableway. QuicklyCreateaMarketingPersonaBasedOnYourAudienceDataGetStarted Withagoodanalyticstool,intandemwithhugeadvancesinAItechnology,it’seasytoanalyzeandcreateacustomerpersonaintheclickofabutton. Thisissomethinglikehavingasuperpowerandwillgiveyoumoreaccuratepersonasthatarereadytouseinseconds. Asaresult,marketersareabletoinstantlyseewhotheirdigitalaudiencesare,theiridealcustomer,andensurethattheirbroadermarketingstrategyisalignedwiththepersonas’characteristics,interests,andbehaviors.Theycanalsoleveragetheinsightstoreachnewaudiencesandcreatemanymorebusinessopportunities. Theimportantthinghereistomonitorhowyouraudiencesevolve.In2020,thecoronaviruspandemicchangedalotofpeople’sbehaviors,andthatcouldbetrackedthroughouttheyeartoseehowaudiencebehaviordeveloped. Trackingthosechangeswillallowyoutokeepyourcontent,andyourstrategy,currentandeffective.Indeed,havingtherightstrategyhasanimmediatebenefit:savingadvertisingbudget.Thebettertargetedandpersonalizedyouradvertisingis,thelessitwillcostyou,andknowingyouraudienceiskeytoloweringcostperclickandgettingyouradservedmorefrequently. Thesetacticsarealluseful,indeedessential,butthebottomlineisperformance.Amarketermustaskthemselveswhatgoodsocialmediaperformancelookslikeandwhethertheirownperformancesaregettingbetterorworseovertime. Thenextquestionis,“CanImeasuremyperformancelevelsastheyriseandfall?”Theanswerisyes,youcanandyoumust. Forareallyin-depthlookataudienceanalytics,whytheymatter,andhowtodoit,seeouraudienceinsightsreport. Performanceanalytics MeasuringyourownperformanceiskeytounderstandingwhereyourstrategyisworkingandbringinggoodROI,andwhereitneedssomefixes. Ifyou’relikeotherbusinesses,you’vesignificantlyincreasedyoursocialmediamarketingbudgetoverthepastyear.AccordingtoSocialbakersdata,digitalspendonFacebookandInstagramincreasedby56.2%YoYin2020. Ifyou’veinvestedmoreinsocialmediamarketing,younaturallyexpecttoseeincreasedROI,butyouneedtoproveyourperformance’simpactonROI.Youdon’tneedtogettoogranularearlyon,andyoudon’tneedtoknowhowmanypeoplelikedorsharedyourlatestFacebookpost.Whatyouneedisamorehigh-leveloverviewofbiggertrends. Keyperformancemetricstotrack: Anoverviewofinteractionsacrossplatformsandovertimeinordertounderstandifthecontentyou’republishingiseffectivelyengagingyouraudience.Lookatboththecumulativenumberofinteractionsandthenumberofinteractionsper1,000followerstoseehowbigofashareofyourcommunityisrespondingtoyourmessaging.Zoominonthenumberofclick-throughsonyourpoststolearnhoweffectivelyyou’redrivingtrafficfromsocialtoweb.Monitoryourfollowergrowthovertimetoseeifyouraudienceisgrowingasaresultofyourteams’socialmediaefforts.Youwanttogrowyourcustomerbase,soit’simportantthatyouconsistentlygainnewfollowers. Again,it’sreallyimportanttotrackallthesemetricsovertimetospotbiggertrends,understandtheresultsofyourorganization’ssocialmediastrategy,andseewhatreturnyou’regettingfromyourinvestment. Competitiveanalytics Yourbusinessmighthavehadit’smostsuccessfulyearever,butifallyourcompetitorshadanevenbetteryear,there’snottoomuchtocelebrate. Togetabetterunderstandingofyourperformancemetrics,youneedtoviewtheminacompetitivecontext–that’swherecompetitiveanalyticsandbenchmarkingcomesin. Performanceneedscontext,solearnwhereyoustand. NearlyeveryCMOisinterestedinimprovingtheirperformanceintwokeyareas:effectiveness(producethedesiredresult)andefficiency(reducingwaste),butoftentheydon’tknowbyhowmuchdotheyneedtoimprove? Onewaytoassessyourbusinesses’performanceandtounderstandwhatchangesyouneedtomakeisbenchmarking. Comparingyourcompany’ssocialmediaperformancetothecompetitorsisthebestwayofassessingtheeffectivenessofyourteams’workandstrategy.ItalsoenablesyoutolearnifyourperformanceandROIaresuccessfulinrelationtothemarket. Ifthere’saspecificcompanyyouwanttogetaheadof,youcanrunahead-to-headanalysisofyourperformance.Butyoucanalsocompareyourselftomultiplecompetitorstoseehowyoustackup. It’sbesttoruncompetitiveanalyzesregularlytokeepacloseeyeonwhatyourcompetitionisupto,andadviseyourteamsonwhatstrategicstepstheycantaketohelpyourbusinessstayafrontrunner. Withmodernsocialmediaanalytics,especiallyifthey’reAI-powered,youcanuseabenchmarkingsolutionthatletsyouseeyourcompetitors’performancebasedonindustry,countryandregion.Youcanseetheirstrategyandeasilygetaheadofthem. It’seasyforbusinessestoneglectthissideofanalyticsbutagain,theyshouldrememberthateveniftheyaren’tdoingcompetitiveanalysis,theircompetitorsprobablyare. Paidsocialmediaanalytics While2020wascertainlyanuncertaintimeformarketingbudgets,Socialbakersdatashowedthatdigitalspendincreasedalotattheendoftheyear.ThatwasinlinewiththeGartnersurvey,whichfoundthat60%ofmarketersexpectedcustomerexperiencebudgetstoincreasein2020. Additionally,theHootsuitesurveyfoundthatmarketersplantosupporttheplatformsthatthey’vebeenmostcomfortablewith,andhaveseenthemostresultson,overthepastfewyears. Alotofmoneyisbeingspent,soit’sabsolutelycriticalthatbusinessesknowtheeffectivenessoftheirsocialmediaadspending.Youneedtobeabletomakeefficientinvestmentsandensurethateverydollaryouspendonsocialmediacounts. It’salltooeasytowastetimeandresourcesonpromotingcontentwhichperformsbadlyifyouhavenoideawhatpaidcontentyouraudiencewillrespondwellto. SomebusinessesuseAI-driventoolsthataccuratelypredictwhichcontenttoputbudgetbehindforthebestresults–andearlyadoptersareseeinggreatresultswiththis. Paidsocialmediaadvertisingcanseemverycomplexwithsomanymovingparts,andreportingonadspendcanbecomplicatedwithsomanychannels,accountsandprofiles.Sotokeepaneyeonspend,it’svitaltobringallyourchannelsintooneplacebeforeyoustartmeasuring. Don’tdropanotherdimedownthedrain.Requestapersonalizeddemo. Somebasicmetricstokeepyoureyeonare: NumberofadsTotalspendClicksClick-throughrateCostperclickCostperengagementCostperactionCostperpurchaseCampaignROI TheseKPIswillshowyouexactlywhereyourmoneyisgoing,andhowmuchyou’repayingfordifferentaspectsofyouradvertisingcampaignsandhowsuccessfulyoureffortsare. Togetamorecompletepictureofyouradvertisingspend,youshouldcompareyourselftoyourcompetitors’spend,andalsototheindustry,region,orcountryaverage.You’llbeabletoseeifyouradvertisingbudgetissufficienttostaycompetitive,andassesswhereyouradstrategyneedstobeoptimizedtoincreaseitsefficiencyandreportableimpact.Butthedatamustbecurrent,it’snotenoughtorelyonmonthlyreports. Monitoringyourpaidsocialmediametrics–bothownedandcompetitive–ismosteffectiveandhelpfulwhendoneonaregularbasis.Afterall,yourcompanyislikelyrunningmultiplepaidcampaigns,busyholidayseasonscomeandgo,andyourspending,aswellasresults,mightfluctuate. Itwillhelpyouspotimportanttrends–forexample,you’reoverpayingforclicks–thenadjustyourbudgetaccordingly. Youcanevenspotopportunitiestomakearealimpactonyourshareofvoicebyspendingmoreontargetedadswhenyounoticethemarketisspendingless. Forbusinessesworkingwithagencies,paidanalyticsprovidesrealtransparencyintowheretheirbudgetisgoing,andwhatkindofresultsthey’regettingfortheirmoney.Agenciescaneffortlesslyreportalmostreal-timecampaigndatatoclientson,withkeydatavisualized. Formore,exploreourdetailedstep-by-stepguideonhowtogetthemostfromyourpaidadvertising. SaveYourBudget(AndYourTime)WithEffectivePaidAdCampaignsLearnMore Customerserviceandcommunitymanagementanalytics AccordingtoaForresterreport,digitalcustomerserviceinteractionswillincreaseby40%in2021.Thatmeansincreasedtraffictoplatforms,andyousimplycan’tunderestimatethepowerofwell-functioningsocialmediacustomerservice. That’swhyyouneedtoensurethatyourteamsaredoinganexcellentjobhandlingcustomerrequests.How?Lookintoyourcommunitymanagementteams’keyperformancemetric–theaverageresponsetime–andseewhatitlookslikeforparticularteammembersandplatforms. MostcustomersonInstagramandFacebookexpectabusinesstoanswerthemwithin30minutes.ButtheaveragetimeforabusinessreplyonFacebookin2020?Onehourand56minutes. Bymonitoringyourcommunitymanagementteams’performancemetrics,youcanensurethatyourbusinesscommunicationisappropriateandtimely.This,inturn,translatestoenhancedbrandimageandstronger,lastingrelationshipswithyourcustomersandprospects. Infact,withthedigitalcustomerjourneybeingascomplexasitis,havingagoodanalyticssolutioniseffectivelytheonlywaytomeasureandmanageallthecomplexprocessesandtimingsacommunitymanagementteammustundertake. Withoutasupportinganalyticsplatform,teamsandmanagerswillrapidlyhavenoideahowmanycustomerqueriestheyget,howlongtheytaketoanswer,or,indeed,iftheyhaveansweredthematall.Thingscangetmessyfast. Theansweristomeasureeverymetricthatmatterstoyourcustomercareandthenmonitorthem–it’stheonlywaytosystematicallyimprove. It’ssoimportanttonurtureyouraudienceacrossalldigitaltouchpointswhichmeanskeepinganeyeonhowfastyourteamanswersandsolvescustomerqueries,andhowaudiencesentimentfluctuatesaroundyourbrand. It’salsocrucialtotracksentiment,asit’ssuchanimportantaspectofcustomercare,butthere’smoreaboutthatinthesentimentanalysissectionabitfurtherdown. Influenceranalytics Hiringinfluencerscanbepricey,somakesurethatyouspendbudgetcollaboratingwiththerightpartnersontherightplatforms,because,forexample,howyouworkwithTikTokinfluencersmaybedifferentfromotherplatforms. Youneeddatatoverifyinfluencerchoice,andonlyworkwithinfluencerswhoseperformancemetricsarehigharoundyourkeytopics.Trackinginfluencers’keyperformancemetricswillhelpyoumaketherightdecisionandmakethemostofinfluencermarketing. Don’tfallforinflatedmetricsthatdeliverdeflatedresults.Socialbakerscanhelp. Influencermarketingshouldbemeasuredjustlikeotherpartsofmarketing.Analyticshelpyouorganizeeverypartofyourinfluencercampaigns–fromfindingtherightinfluencerstomeasuringhowmuchtheircampaignshelpedyourbusiness.Butwhichinfluencermetricsshouldyoutrack?Herearesomekeymetrics: Interactionsper1,000followerswillhelpyouunderstandifthey’reeffectivelygeneratingengagement,nomatterthetotalsizeoftheirfollowing.Audiencesizetoestimatereach.Reachaloneisnotenoughiftheinfluencerdoesn’thavetherightaudience,whichiswhyit’scrucialtomeasuretheirkeymetricsbeforedecidingtocollaborate.Numberofposts,toseehowactivetheyare.Youshouldalsocheckthebrandstheinfluencerhasworkedwithinthepasttoverifytheirauthenticityandgetabetterunderstandingoftheverticalsthey’reworkingin.Haveacloselookatanypastcollaborationstheinfluencerhasdone,andverifythattheyhaveabusinesslicense.Influencerfraudisontheriseandcannybusinessesprotectthemselvesbydoingtheirduediligence.Seemoreinthisguideonvettinginfluencersbeforesigninganycontracts. Sentimentanalysisofyourprofilesandadcampaigns Ifsentimentisnotmeasured,businessesruntheriskofalienatingtheirsocialmediaaudience,andseverelydamagingtheirbrandperceptionintheeyesofcustomersandpotentialcustomersalike. That’swhyit’sessentialtoconstantlymonitorupturnsanddownturnsinsentiment–youdon’twanttoturnyourfansoff,andwithsentimentanalysistool,especiallyanAI-poweredtool,youcancatchnegativesentimentfastandanalyzewhythatsentimentarose. Mostbusinessespostcontenttotheirsocialmediaprofilesdailyoreveryfewdays,andanalyzingaudiencesentimentisabsolutelyvitaltomaintainingpositivefangrowth,interactions,engagementrate,andfurtherdowntheline,conversions. Socialteamsrunregularcontenttoattractandeducatetheiraudience,andgetthemtoenterthesalesfunnel.It’sthereforeessentialtotreatyoursocialmediaprofilesaslongrunningcampaigns,soofcoursesentimentshouldbecloselymeasured. It’sgoingtoallowyoutomakegreatdecisionsaboutcontentandcontentstrategybasedonaudiencedata.Savvybusinessesalsorunsentimentanalysisontheiradvertisingcampaigns. We’veallseencampaignswhichbombedverypublicly.Disastrouscampaignswherethebusinesscompletelymisjudgedthetypeofcontenttheiraudiencelikes,hadtheirbranddraggedalloversocialmedia,attackedfromleftandright,thendrownedinasocialmediacrisisoftheirownmaking.Soundlikefun?Notreally. WithagoodAI-poweredtoolthatavoidstime-consumingmanualanalysisandhumanerror,youcananalyzeallyourcampaignsinseconds.Manybusinessesrunmultiplecampaignstogethersoanalyzingcampaignscanbereallytrickywithsomanymovingpartstokeepaneyeon.Thisiswheresentimentanalysiscomesintoitsown. TheSocialbakersplatformallowsyoutolabelallyourcampaigncontentindividually,soyoucanbreakthedatadownalmostanywayyouwanttocompareandcontrastsentimentwithdifferenttypesofformatoraudiencedemographics.Youcananalyzecampaignsorevenindividualads.Highly,highlyuseful. Remember,everythingbeginswithyouraudienceandsentimentanalysisisthemostfundamentalsocialmediaanalysisyoucanrun.Oncebrandperceptionhasbeendamagedit’sverydifficultindeedtofix,andthat’swhyit’simperativethatyouknowifyouraudienceishappywithyouandyourcontentornot. Sentimentanalysisforcustomerservice Sentimentanalysisallowsyoutotrackonlinementionsinrealtime,soit’sreallyeasytoseeifapotentialPRcrisisisstartingtotakeshape.Businessescanrapidlyidentifyanyspikeinnegativesentiment,andcanimmediatelyinvestigateandtakeactiontodefuse. Wordspreadsfastonsocialmedia,andnegativecommentsgetthemostattentionandspreadthefastest.Failingtodealwithunsatisfiedcustomersisrisky;theymaysharetheirangeronawiderscaleontheirsocialmediaaccounts.That’ssomethingyouwanttoavoidatallcosts. Remember,youcanfilterbyindividualsentiment,happy,sad,orangry,decideuponyourpriorities,andbeginsoothingyouraudiencewhereverit’sneededmost.However,youmanageyoursentimentanalysis,thekeyistonipnegativesentimentinthebudearly,andprotectyourbrand. HowtoTrackYourKeyPerformanceInsightsQuicklyandEasily It’simportanttohavetherightviewsoveryourdata.OK,it’smorethanimportant.Customizabledashboardshelpyouseeonlythemetricsthatmattertoyouatanyparticularmoment.Dashboardsjoinupthedotsforyouanddelivertheinsightsthatarecrucialtostrategy. Imaginethis:youexportdatafromFacebook,Instagram,whereverandanalyzeitallseparately,workingarounddatagaps,tryingtoputthejigsawpuzzletogetherandfigureoutwhattheheckisgoingon.Thenyoutrytocreateareportthatclearlyvisualizesthekeydatainsights,theonesthataregoingtoimpactstrategy.Toughtimes. Or,imaginethis:Allyourdataispulledontoyourdashboardandunified.Thedotsareconnectedforyouandthestorythedataistellingyouisneatlytranslatedanddeliveredinshareable,presentation-readyreports.Sweettimes. CuriouswhatelseSocialbakerscandoforyou?Requestapersonalizeddemo. Withdashboardsyoucaneasilyviewallofyourmetricsinonespot.Youhavealltheinsightsatyourfingertipsinreal-time.Marketingteamscanstopworryingaboutmessyorincompletereporting,andinsteadsetupautomated,visualreportstosharewithhigher-upssoeveryone’sworkingfromthesamepage. TheTakeaway Socialmediaanalyticsarecrucialtosocialmediamarketing.There’snopointinmarketingifyoucannotseewhetheryou’redoingwellornot. Measurementandanalysisenablesyoutoproveyourimpact,constantlyimproveperformance,optimizebudget,createstrategyandformgenuinerelationshipswithyouraudiencethatwillnurturethemthrougheverytouchpointonthewaytopurchase. Ifyou’reacontentmarketerthemessageisclear:track,measure,analyze,andmakesureyouhavethetoolstodoit.Needevenmoredetail?Readthiscomprehensivelistofsocialmediametricsthatmatter. ChristopherCrawfordRelatedTopicsAnalyticsbyChristopherCrawfordCopywriteratSocialbakers3 Feb, 202120minreadReadNextSocialMediaNews10BrandsThatRuleonTikTokSocialMediaNewsTheMust-Have2021SocialMediaCalendarSocialMediaNewsTheTopPetInfluencerstoFollowonSocialMediaSocialMediaNewsHowtheTopNamesinBeautyConnectWithAudiencesinUncertainTimesGetStartedWithSocialbakersSeehowtheSocialbakersplatformwillhelpyourbusinesssucceedonsocialmedia.Ourexpertswillprovideyouwithapersonalizedwalkthroughtailoredtoyourbusinessobjectives.RequestaPersonalizedDemo