Social Media Analytics - A Complete Guide

Everything you should know about social media analytics: · Social media analytics about your audience · Social media analytics about your ... ←BacktoBlog SocialMediaAnalytics-ACompleteGuide CompetitiveAnalysisInstagramAnalyticsLinkedInAnalyticsTwitterAnalyticsTikTokAnalyticsYouTubeAnalyticsFacebookAnalytics Contents: ElenaCucu 13Jul2021 ContentWriter@Socialinsider SocialMediaAnalytics-ACompleteGuide Weliveinaworlddominatedbysocialmedia,thisisnonewsbynow.Socialmediaplatformsareevolvingmoreandmoreeverydayandkeepingupwiththemisnotaneasyjob.Especiallyfromamarketingperspective,withsomanyfeaturestoplaywith,digitalmarketersneedtobequick,totestandaboveall,observeandadapttheirstrategytowhatevertacticsseemtoperformbetter.Thisiswheresocialmediaanalyticsstepin,becausenoimprovementispossiblewithoutthedata.Dependingonyourobjectives,itisuptoyouwhatplatformsyouwillchoosetoconductdifferentcampaigns,butregardlessofthis,youcanonlyevaluateyourresultsbyturningtodifferentmetrics.Thegoodnewsisthatyou’renotaloneonthisbattlefield.Luckily,thereareplentyofsocialmediaanalyticstoolsthatwillgiveyouahandinscoopingtheperimeter.But,enoughwiththesmalltalk,let’sjustjumpandseewhysocialmediaanalyticsaresoimportant.Everythingyoushouldknowaboutsocialmediaanalytics: Whatissocialmediaanalytics Whysocialmediaanalyticsisimportant Segmentsofsocialmediaanalytics Socialmediaanalyticsaboutyouraudience Socialmediaanalyticsaboutyourperformance Socialmediaanalyticsaboutyourfan'ssentiments Communitymanagementanalytics Paidsocialmediaanalytics Competitiveanalytics Influenceranalytics 1.Whatissocialmediaanalytics Let’sjustsayyoujustwenttoabrainstormingmeetingandcameupwithanideathateveryoneloved.Andit’sturningintoacampaign.Now,aren’tyoucuriousabouthowthatideawasreceivedbythesocialmediapeople,whichformyouraudience?Let’sfaceit,youmustcertainlybe.Inthemarketingworldthiswouldtranslateintoknowingwhatpercentageofyourfollowersinteractedwithyourmessages,howmanypeoplefellinlovewithyourcontentandwatcheditrepeatedly,orwheredoyoustandinthemarketagainstyourcompetitors.Andallthesearejustthestartingquestions. Simplyput,socialmediaanalyticsistheanswertoeverythingyoumaywonderaboutyourcontentperformance.Ofcourse,needlesstosayforeachplatform,therearecertain,specificsocialmediametricsthatyouwanttokeepaneyeonandthatmustbeincludedinyourcampaignevaluationreport.2.Whysocialmediaanalyticsisimportant Socialmediaanalyticsissomethingthateverymarketershouldrelyon.Itistheonlyonethingthatgivesyouinsightsintowhatisworkingandnot,atthesametime,indicatingwhatwouldbenicetochangeinordertogetbetterresults.Throughthepowerofsocialmediaanalyticsyoucanseewhicharetheplatformsthatworkbestforyourbusinessanddirectyoureffortstowardsit.Oryoucanalwayscomparepresentcampaignstopreviousones,especiallyiftheyhaveasimilarobjective,inordertoseeifthere’ssomethingthatchangedinyourfan’sbehaviourorinterests.Whencreatingasocialmediastrategy,youmusttakeintoconsiderationsomekeytacticsforwhichsocialmediaanalyticswillplayahugerole:MeasureengagementbysocialchannelCompareyourongoingsocialmediacampaignsGetinsightsfromyourcompetitorsTracksyourinfluencer’scampaignresults3.Segmentsofsocialmediaanalytics 3.1Socialmediaanalyticsaboutyouraudience Beforestartinganysocialmediacampaign,thenumberonethingtodoistodefineyouraudience.Justthinkforasecond,it’ssimplyimpossibletohaveyourmessageslovedbyeveryone.That’swhyyoumustdirectthemtothosespecificpeoplethatshowinterestinthetopicsyoumayhavesomethingtosay.Bytakingthetimeandclearlydefiningyouraudienceyounotonlyincreasethechancesofgainingaloyalandauthenticcommunity,butalsohavethechancetosparesomemoney-ifthinkingaboutads-whichwe’llcoverlateron.Nowthinkabit.Howwouldyoudescribeyouridealbuyerpersona?Howoldorhowyoungarethepeopleyouwanttoreach?Whatdoestheironlinebehaviourlooklike?Whatneedsdotheyhave?Theseareallquestionsthatsocialmediaanalyticscangiveyouananswerto.Howgreatisit?Afterallthisisinplace,youcanstartthinkingaboutcreativeconceptsandcommunicationstrategies. 3.2Socialmediaanalyticsaboutyourperformance Ok,soyou’vecreatedacoupleofcutesocialmediapostsandsentthemoutintothewild,onalltheplatformsavailable.Buthowdoyouknowonwhatplatformsdotheyworkthebestandonwhichplatformstheyshouldbereplacedwithsomethingelse?Ifyourguesswasturningtosocialmediaanalyticsthencongrats.That’strue.Havingamarketingstrategymeansknowinghowtoadaptyourcoreideaofacampaignfordifferentaudiences,ondifferentplatforms.Socialmediacampaignanalyticscangiveyouanideaofwhattypeofcampaignperformsbestondifferentsocialmediaplatformsandhelpyoumakebetterdecisionsinthefuture. Herearetwoofthemostimportantsocialmediametricsthatwillgiveyouaprettygoodideaofhowyourpostsperformsandhowyouraudiencerespondstoyourmessages:Theaverageengagementratebyfollowers:measuresthelevelofinteractionsanaccounthasthroughthecontentpublished,dividedbythenumberoffollowers,andmultipliedby100,togetapercentage.Theaverageengagementratebyreach:revealshowmanypeopleinteractedwithyourpostsfromthosewhohaveseenyourpostsasidefromyourfollowers.It’scalculatedbydividingtheengagementofaposttothereach,allmultipliedby100.Mostcertainlyyou'llfindthissocialmediametricsinprettymuchallthesocialmediatoolsforreporting,soallthat'slefttodonowistodoyourresearchanddiscoverwhichoneismoresuitedtoyourneeds.3.3Socialmediaanalyticsaboutyourfan'ssentiments Althoughoneofsocialmedia’spurposeistospreadthewordoutthereaboutdifferentinitiatives,there’salwaystheothersideofthecoin,thatcancomeforwardatanytime.Ofcourse,brandslovehavingpeopleengagingwiththeirpostsandcommenting,buttherearetimeswhenthiscanbecomeavery,verybadthing.Theysayevenbadpressisgoodpress,butifwetakealookathugedisastrousoutcomesforbusinessesthathappenedduetosomecommunicationerrorsormisunderstanding,itdoesn’tseemlikeitanymore.Socialmediasentimentanalyticsmustnotbeoverlookedsimplybecauseithasthepowerofpreventingseriouscommunicationcrises.Andlet’sbehonest,nobodyisinthemoodtodealwiththestressofmanagingacrisis,right? 3.4Communitymanagementanalytics Themoreyouinteractwithyourfollowers,andthemoreyoureplytotheirquestionsandinquiries,thefasteryou’llwinthemover,maybeeventurningthemintobrandambassadors.Forexamininghowgreatandopenyourpageisatcommunicatingwithyourcustomers,you’llwanttotakealookatyourpage’saverageresponsetime,whichwillindicatehowlongistakingyourpagetoreplybacktoyourcustomers.Thisaspectofthecommunicationprocessisveryimportantsinceitisoneofthedeterminantsofthesentimentweweretalkingaboutearlier.3.5Paidsocialmediaanalytics Besidesthemanyactivations,theunique,inventive,cutting-edgeandboldinitiativesofpromotingsomething,marketersmaycomeupwithinordertorealiseoutstandingcommunicationcampaigns,abigpartofthemarketingbudgetwillalwaysbedirectedtowardsads.Andwhenhugeamountsofmoneyareatstake,youhavetomakesuretheresultsareuptotheinvestments.That’swhysocialmediaanalyticsforyouradsarecrucial,andgreatforyoursocialmediatoolsforreportingtohave.Firstofall,youhavetomakesurethecontentinvestedinyouradsisbulletproof.Takeyourtimeinanalysingyouraudience,learnwhatkindofcontenttheymostrelyonandthenstartcreatinginthatdirectionforyourads.Also,insuchanemergentdigitallandscape,wheremoreandmorebrandsarestrugglingfortheuser’sattention,youmustbeawarethatyoualwayshavetokeepaneyeonyourcompetitionaswell,andlearnfromwhattheyaredoinggreatorbad.Whendoingacompetitor’sanalysis,inordertoreallyunderstandhowyoucanoutperformyourcompetition,youmustseethewholepicturewhenitcomestotheirstrategy.Whichmeansgoingthroughallthesocialmediaanalyticspresentedhere,examiningtheirpagesasyoudowithyourown.Andpaidsocialmediaanalyticsarenoexceptions.So,dependingonthesocialmediaanalyticstoolyou’reusinganditslimitationsofcourse,besuretoputthismetriconthe“towatch”list. NOTE:YoucananalysetheperformanceofyouradswithSocialinsiderandgetanideaofhowmuchyourcompetitorsinvestinpaidaswell.3.6Competitivesocialmediaanalytics Continuingtoexplainwhycomparingyourbrandtoothers,fromthesamelineofoperationisimportant,we’llgoevenfurtherandsaynotonlyyouhavetobenchmarkyourresultsagainstyourprimecompetitors,butagainstthewholeindustryyou’reapartof. Itmayseemlikealotofworktodoallthat,andtruthbetold,itactuallyis.But,bystayinguptodatewiththeindustry’strendswillmakeyouseemoreclearlyhowyourmarketingstrategyshouldbeshapedtogetthesuccessyou’reafter.Animportantmentionaboutallthesesocialmediaanalyticssegmentsisthattheymustbeconstantlysupervised.Importantsocialandeconomicfactors,suchastheCOVID19pandemicof2020,forexample,cangeneratemajorchangesintheonlinebehaviourofcustomersandbyconstantlymonitoringthedata,brandswillbeabletoadaptmorerapidlyandsuccessfullyincaseofacrisis.NOTE:Socialinsiderisoneofthesocialmediatoolsforreportingthatofferscompetitiveanalysisandindustrybenchmarking.Startyourfreetrial!3.7Influenceranalytics Whenthetimehascomeandyoustartconsideringworkingwithsomeinfluencerstoboostyoursocialmediapresence,youmustbeawarethereareacouplemorethingsthatneedtobedonebesidessendingsomemailsandwritingsomeposts.Whenworkingwithaninfluenceryoumustdoathoroughresearchinordertomakesureyoufindtherightonesforyourbrand.Youmustthinkofyouraudienceandwhoyourcommunitycanresonateto.Andtotheiraudiencesaswell.Aretheyagoodfitforyourbusiness? Also,whenconductingyourinfluencerresearch,youhavetopayattentiontoafewmetrics,tounderstandtheirperformanceandtoidentifypossiblepainsorgainsifchoosingtoworkwiththem.Withaquicklookattheseinfluencersocialmediaanalyticsyou’llbeabletotellwhohasthepotentialofsucceedingattellingyourbrand’sstory:engagementrateaccount’sevolutionpostingfrequencysocialmediacontentperformanceFinalthoughtsYes!Tobeamarketerimpliesallthecoolstufflikeplayingwithstoriesandfilters,talkingtoinfluencers,andcreatingfuncampaignsmechanisms.Butitalsoimpliescreatingregularreports,carefullyanalysingdataandoptimizingbudgetssothateverythingrunssmoothandnice.Andsocialmediaanalyticsiswhatagoodmarketerrelieson.Therearealwaysnewthingstodiscoverandhopefullythissocialmediaanalyticsguidewasjustwhatyouneededtomakeastepfurtherintoyourcareerasasocialmediamanager.Relatedarticles:FacebookVideoMarketingStrategy:InsightsforCreatingEngagingVideoContentin20215TipstoCreatetheBestFacebookMarketingStrategyforYourBusinessEverythingYouNeedToKnowAboutInstagramVideoMarketing ElenaCucu ContentWriter@Socialinsider Mixingthewordswiththedataishowadigitalmarketershouldplaythegameofbrands.Andthat’sme,adriven-borndigitalstoryteller! https://www.linkedin.com/in/elena-cucu/ SocialinsiderBlog:Socialmediamarketinginsightsandindustrytips — SocialMediaAnalytics-ACompleteGuide Start14-DayFreeTrial Signupforournewsletter Subscribe Sharethisarticle