Social media analytics is an important part of your digital marketing management. If you are not employing any social media analytics within your business’ marketing strategy you could be missing out on significant traffic to your website and potential sales.
On average, internet users spend over one and a half hours a day on social media and you need to determine exactly how much of that time they are spending interacting with your brand. Every time a follower or user interacts with your brand they are giving it a slight boost in exposure. The greater the exposure your brand has the more attention it will get.
Analytics can help you refine your social media campaigns so published updates attract more of your audience and generate better interactions. There are several different statistics to look at and it’s important to review each one individually to determine how your updates could be adjusted.
The number of followers for your brand is not the main point you should be looking at. Although it may seem impressive to have thousands of followers – if they aren’t interacting they aren’t worth anything to your brand.
Instead you should be looking at who is following you and compare this to your target audience. If you are looking for people who would be interested in buying children toy’s for instance, you are looking for parents, children’s services, etc. Having a group of accountants, social media enthusiasts or Doctors might not be the best option.
You’ll also want to look at how active your following is. Although at times, some of your following is going to be quiet, you should look for those who are sharing and commenting to content frequently.
If you find that your followers aren’t right there are several actions you could take.
- Adjust the content you are publishing to align more with what your target audience are probably looking for.
- Use different hashtags.
- Reach out to your target audience and engage them in conversation first.
Every time someone shares your content they are allowing you to reach new audiences. Some of these are likely to convert and start following you as well and you can then lead them down your sales path.
Therefore, noticing who is sharing your content and what audiences they are connected to can be an important part of your analytics. There are a number of different types of sharing available. The most important type of share is the ‘like’ or ‘retweet’, depending on what platforms you are on. However, mention and quote can also be very useful.
When using social media management programs like Hootsuite, it can be tough to detect all of them. For instance, quotes aren’t monitored on Hootsuite, therefore you will need to login and monitor these manually.
The most valuable shares will come from high social ranking users. Those who have influence over your target audience and can direct traffic to you. To improve who shares your content you could try a couple of tactics:
- Use hashtags used by specific influencers.
- Share other user’s content.
- Promote your content at the right time.
Impressions / Read
This is how many people actually saw your social media update. Different tools for social media analytics display this differently. Twitter for instance has its own subdomain for this while Facebook will tell you on the page.
The higher your impressions the better, you should expect that more visibility will lead to greater shares and traffic. If you are noticing that there is a spike in your content’s reach, but you are not getting any additional benefits then those seeing your content might be wrong. This could be related to your hashtags or the content you’ve written isn’t compelling enough.
To make your social media posts go further.
- Use images.
- Change the text to be more compelling.
Have You Got Your Social Media Analytics Sorted?
Social media analytics are important if you want to be successful online. Knowing what to monitor is important but if you don’t know how to make the changes to improve these statistics, your social media campaigns will not succeed. Always seek to improve how you find and engage your target audience and you will see a valuable return on your efforts.
How do you measure social media activity? What social media analytics do you use?
Let us know in the comments.