We bet you have heard the term social media analytics over a thousand times.
So what’s the fuss all about? Why is social media analytics gaining all the limelight in the digital world? Let us enlighten you!
Whether you have just plunged into social media or have been here for a while, your social media strategy should be foolproof and measurable. After all, you are spending your money and efforts on social media to achieve a particular goal. But if you are not moving anywhere towards your desired goal, you are probably not getting the desired return on investment on social media. But how do you find out whether your social media marketing efforts are successful or not, the answer is social media analytics.
Hence, it is necessary to find answers to the questions like-
What is the importance of social media analytics?
How do you make the most out of social media analytics and its tools?
Which metrics are we tracking in social media analytics?
Let’s begin. So before we talk about what metrics to analyse and how to use a social media analytics tool, it is necessary to figure the significance of social media analytics.
What is the importance of social media analytics
1. Helps you understand your audience
Conducting social media analysis can help you understand your audience. The basic objective of every social media campaign is to reach the audience. But what if you are clueless about who your audience is? The answer is social media analytics. Right from audience age, gender to location, social media analytics can give you details on several audience demographics. Once you know the pulse of your audience it becomes easier to frame effective strategies. You don’t want to target men for a lipstick launch campaign!
2. Gives you insights on which social media platform works the best for your brand
Social media insights are not restricted to any one social media platform. With the help of social media analytics tools, you can find out which social media platform is best suited for your brand marketing. For instance, you may discover that lesser chosen platforms like TikTok are giving your brand a better response than regular platforms! Likewise, these social media tools also help you choose the right platform for your marketing campaigns by giving you audience insights.
3. Helps you detect what kind of content is working for your brand
Social media analytics give you data on several metrics like reach, engagement rate, likes, comments, etc. depending on the platform. With the help of these insights you can understand whether your content is delivering the desired results. Moreover, it also helps you know if the content you are posting is not being liked by the audience. This will shape up your content strategies for the better. Suppose your brand is more inclined towards video content but your images are gaining higher reach and engagement, then it’s time to rework on your content!
4. Gives you a roadmap for your upcoming campaigns
Analysing your brand’s social media presence can be advantageous in framing future strategies. Now that you are already aware of what’s being liked by the audience, you can curate content based on the same. Moreover, it also helps you know what type of content is working in your niche whether it is videos, images, or text. Having a clear picture of your past campaigns can pave the way for your future strategies.
5. Helps you track brand performance over a period of time
Comparing social media analytics reports can give you a comprehensive account of how your brand has performed on social media over a period of time. Identify the loopholes in your strategies, see what kind of content worked for your brand and what failed with the help of social media insights.
6. Gets you an edge over your competitors
Social media data makes you well-equipped to form effective marketing strategies. This helps you create content that brings in the highest interactions and engagements. Creating content keeping in mind the insights will help you race ahead of your competitors.
Now that you know the importance of social media analytics, let’s find out how you can make the most out of social media insights.
1. Analyse the data keeping in mind your objectives
You cannot do anything with the data if you don’t know the purpose of your campaign. Study social media insights keeping in mind your brand campaign objectives and goals. Check the metrics that matter to your campaign objective to make the best use of the data.
2. Check the destination of your content
The success of your campaign depends on whether it is reaching the right audience. Your social media analytics report will give you data on audience demographics which will answer this dilemma. Detect the presence of your audience with the help of these analysis and create content that most appeals to them. (P.S. This will also save you a lot of effort on trial and error)
3. Compare your reports and identify loopholes in your strategy
Compare your monthly social media reports and gauge your brand positioning. Know how you fared with your content on different social media platforms. See which aspect of your content is not connecting with the audience and how you will work towards improving it.
4. Discover your best posts and frame your strategies
Your social media analytics report holds several secrets! See which post of yours gained the maximum interaction and engagement, check which post had the highest reach and accordingly frame your upcoming content. These insights will also help you understand audience behaviour.
Social media analytics is not just about the total number of likes and views, it includes several other crucial metrics. However, there are a few important metrics which need to be studied regardless of what objective you have. So without overloading you with information we have shortlisted a few metrics that you must keep in mind. You can thank us later!
1. Metrics related to audience demographics
These are the most crucial metrics you must pay heed to. Several social media platforms have their in-built analytics wherein they give data on audience. Make sure you check the following things when you conduct social media analysis for your brand-Audience age
- Audience gender
- Audience location
- Audience language
- Audience interest
2. Metrics on content
Social media analytics is incomplete without getting data on content. Tracking the content performance is very important to know how your strategy has performed. The metrics for content differ from platform to platform. For instance, YouTube content metrics will focus on video views, likes, dislikes, shares, subscriber growth, etc. whereas Twitter content performance will focus on retweets and favourites.
Check your post reach, engagement rate, interactions, Instagram story insights, brand mentions, and link clicks without fail apart from other other metrics based on the platform.
3. Metrics on post schedules
There are several social media analytics tools that give insights on the best time to post content, the top-performing posts to promote, etc. It is necessary to keep a check on these because they can scale up your content strategy to a great extent. You don’t want to be a brand that posts content at odd hours and then waits for a few likes right!
4. Metrics on industry competitors
Apart from evaluating your brand content, it is also essential to keep an eye on competitors. It is best to rely on a tool like Unbox Social to get insights on your competitors. Check the kind of content your competitors are posting, see what themes they are curating content on, and gauge the audience sentiment on your competitor’s post. This will help you detect what’s trending in your niche!
The advantages of social media analytics are numerous. But you may not get all insights with in-built analytic tools. It is best to rely on a solution-oriented platform like Unbox Social to get accurate social media analysis. Here’s how Unbox Social will help you get social media data.
1. Get an overview of your content performance
Social media analytics by Unbox Social will give you an overview of your content performance. Get social media data for Facebook, Twitter, YouTube, and Instagram. Check how many people have viewed your content and the number of interactions it garnered. Moreover, also get details on the top-performing posts of your brand campaign. Know about your brand mentions, the best time to post content, and the retention rate on your YouTube videos amongst other metrics.
The snapshot above shows Instagram analytics for Sony Pictures Networks. It gives data on the best time to post content and time slots wherein most of their followers are active.
2. Get in-depth audience insights
Get audience insights for social media. Know who is your audience, their age, gender, location, and interest. Additionally, the platform also gives data on audience quality and content themes your brand posted on. Unbox Social’s audience insights will also give you social media data on audience sentiment and interaction.
The image above shows the audience sentiment by emoji and further classifies it into positive, negative, and neutral.
3. Get social media analytics on post and stories
The platform provides you with post-wise performance insights and gives you data on metrics like engagement rate, likes, comments, saves, reach, impressions, and interactions. Additionally, it also gives stories insights and provides data for metrics like impressions, reach, tap back, tap forward, exits, and replies.
So without wasting another minute start tracking your brand now with Unbox Social and enhance your content strategies effortlessly! Also, don’t forget to share this blog.