Using Social Media Analytics

a person looking at social media analytics software

Shana Vogan Shana Vogan, Social Solutions Specialist

Using Social Media Analytics

As your customers spend more and more time using social media, you need to find ways to better engage with them. Both advertising and organic content on sites such as Facebook, Instagram, Twitter, and LinkedIn are highly competitive fields. Social media analytics is therefore essential for finding out more about your audience so you can connect more effectively. Let’s look at some analytics guidelines that will work in 2020 and beyond.

Why Social Media Analytics is So Important
Everyone talks about how fast social media sites are growing. The flip side of this is that if you’re a business, it’s getting more challenging to get your posts and ads seen. Organic posts on sites such as Facebook and Instagram are less noticeable and ad prices are going up. Analytics is a tool that helps you focus on and target your audience more precisely to improve engagement. Analytics is used to measure a variety of crucial metrics, including:

  • Customer demographics – You can never know too much about your audience.
  • Engagement – This includes followers, likes, comments, and shares. Instances of engagement are essential for brand awareness and growing your following.
  • Reach – Reach lets you know how many people actually see your content. It is important to identify the connection between reach and engagement. Related to reach are impressions. While reach counts unique views, impressions are the total number of times your content is displayed.
  • Competitor Analysis – In addition to paying attention to your own metrics you need to keep a close eye on your competitors.

Tips for Getting the Most Out of your Analytics
Here are some guidelines for making sure that you make the best possible use of your analytics.

  • Identify your goals. In order to measure your progress, you need to create specific and actionable goals. Your goals will naturally shift over time and may vary from one campaign to the next. Knowing what you’re aiming for lets you know which metrics to watch carefully.
  • Create and update your buyer personas. Analytics helps you target your audience using various criteria. The more you learn, the more you can refine your approach. You may end up with multiple buyer personae for different products.
  • Identify your most popular platforms. You want to know where it’s worthwhile to expend your resources. Be sure to measure metrics that reveal the quality of your traffic as you don’t want merely traffic but also engagement, leads and sales.
  • Track posts, topics, and formats. Your audience will be more interested in certain subjects. They may also prefer certain formats such as images, videos or infographics.
  • Leverage hashtags. On certain sites, especially Twitter and Instagram, hashtags play a role similar to keywords. You can even make use of trending hashtags that aren’t directly related to your business. You can also start your own hashtags to build awareness for your brand, a product or event.
  • Get your timing right. Social media success isn’t only about what you post but when. One of the benefits of studying analytics is to notice when you get the most engagement. This may vary from one platform to another.

Find the Best Analytics Tools
With the right tools, you can automate many analytics tasks. There are a certain number of free resources that help you get off to a good start.

  • Google Analytics – While this free tool is mainly for website metrics, it is also good for measuring traffic that comes to your website from social media sites.
  • Facebook Analytics – In addition to providing good basic metrics for your own pages, you can spy on competitors’ pages as well.
  • Instagram Insights -Provides helpful information about your Instagram followers as well as the performance of your posts and Stories. If you use paid advertising on Instagram, you can use Facebook Analytics to track performance. You need a business account to gain access to Instagram Insights.
  • Twitter Analytics – Measure the results of your tweets as well as paid ads. Find out which of your tweets get the most retweets and replies.
  • LinkedIn Page Analytics -This tool is for tracking visitors to your page and measuring the results of your posts.

Sysomos can be Your Secret Weapon for Analytics
While you should definitely take advantage of the above free tools (and perhaps others, depending on which sites you use), these are limited in some ways. For one thing, every user has access to the same data. If you want to gain a competitive edge, you have to look further. Sysomos is one of the most powerful tools for any business that wants to increase engagement and learn more about its social media audience. Sysomos provides advanced analytics, social listening, research and branding tools for businesses of all types and sizes. Some of the research and insights solutions they offer include:

  • Advanced social listening. Monitor conversations across social media to learn more about your audience. Find out what your customers are talking about. Learn about brand mentions, mentions of your competition, customer service issues and much more.
  • Research any Topic, Product or Market. Gain visibility across markets, brands and agencies. Sysomos gives you access to unlimited searching across massive historical data to provide faster and more extensive research for any purpose.
  • Automated Reports & Alerts. Gain access to over 2,000 metrics in real-time so you are informed of the very latest developments and can make adjustments as needed. You and your team will get automated reports customized to your needs.
  • Customized Dashboards. Sysomos Display provides real-time access to all your most important metrics and performance indicators. You can analyze your social data alongside customer and sales data to gain deeper insights.
  • Competitive Insights and Benchmarking. Gain thorough knowledge about your competitors and their customers.

Social Media Analytics can Help your Business Grow
As social media gets ever more popular and competitive, it becomes critical to track your results and continually improve your targeting. When used in the right way, analytics can help you learn about your audience, track the competition, help you deliver more engaging content and more. With the help of automated tools, you can improve your results and make sure that you’re meeting your customers’ needs.