Social media analytics can help you to understand if all the work you are doing, the great content you are creating and posting regularly is effective.
After everything you’ve done, you need to review things to see what’s working well and what’s not working using social media analytics. Testing and trialling content and posts types is one way of comparing, while measuring your efforts and analysing the results is highly recommended.
Social media analytics applications such as Google Analytics, Social Bakers, Agora Pulse or Sprout Social are among the many, many analysis tools out there that can help you with this. But what should you look for?
Well, there are literally endless metrics to track, depending how deep you wish to delve and what you want to find out, but some top level things you can monitor are;
- reach and engagement for Facebook
- impressions, visits and mentions on Twitter
- impressions, clicks and interactions on LinkedIn
- likes, comments and mentions on Instagram
- impressions and engagement on Pinterest and similar across all other platforms.
You can also look at where your posts send people afterwards. Do they turn away and go elsewhere, or do they follow the path you have laid for them – perhaps a link to your website or YouTube channel?
It’s always best to keep a track of your metrics on a regular basis. Social media analytics tools can give you weekly, monthly and quarterly reports to help you build up a bigger picture of your world and the effect you are having on it. It will help you know when and if changes need to be made to your social media strategy.
Measure Social Media Engagement
Measuring engagement will depend on the platform you are analysing, and the social media analytics tools you are using, as there are differences across the board.
Focus on your prime channel first, as going too heavy across all your accounts could be a lot of hard work straightaway.
To see if your audience is engaged with what you are doing on social media, there are some key metrics to regularly look at, depending also on which social media analytics tool you are using.
- likes and shares
- audience Growth/Rate of Followers
- ratio of followers to those you are following
- organic and Paid For results
- daily Response Rates and Times
- audience Demographics
- click-throughs to your website
Using social media analytics tools to specifically track engagement can be very valuable in optimising your social media strategy and help you make the most of the opportunity to turn your audience into customers.
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From understanding your audience, to creating the right types of posts that will engage your followers and help promote your brand the way you want to. It’s a handy guide to help any social media manager.
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Border Media is a digital marketing and social media management agency based on the Essex and Suffolk border near Colchester, aimed at help small companies and large promote their business online.
As we are a small agency, we can combine our years of experience working in the social media, digital marketing and content industry with a personal approach that many other agencies and social media management companies cannot off.