Marketing is almost nothing without social media. Also, social media is currently the fastest way to reach your potential customers. But how do you know if your social media strategy is fetching the expected results? Enter social media analytics.
No matter how powerful your marketing strategy is, it will mean nothing if you don’t get the intended results. After all, you are spending your money and efforts on social media to achieve a particular goal.
What is social media analytics?
Social media analytics helps you measure your social media marketing strategy. These insights will help you gauge your social media reach by measuring several metrics.
Social media analytics helps you find answers to questions like-
- Who is your target audience?
- What content works for your brand?
- Which social media platform is fit for your brand?
- Are your campaigns sending out the right message?
In this blog, we will primarily talk about why brands need to take social media analytics seriously and which social media analytics tools can help ease the process. (We’ll also tell you about the important metrics to track for different social media platforms)
Understanding social media and its impact on your brand can become a lot easier with social media data. Let’s start by looking at the significance of social media analytics!
What is the importance of social media analytics
1. Social media analytics 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 right audience. But what if you are clueless about who your audience is? The analytics will give you crucial social media data which will help you detect the same. Right from audience age, gender to location, social media analysis 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. Social media analysis helps you know which social media platform is apt for your brand
Social media analytics is 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, with the help of social media data, you may discover that lesser chosen platforms like TikTok and Twitter are giving your brand a better response than regular platforms!
3. Social media analysis helps you detect what kind of content is working for your brand
The shares, comments, likes, you receive say a lot about what is being liked by your audience. With the help of these insights, you can understand whether your content is delivering the desired results. Moreover, it will also help you find what’s not working well in your content strategy.
4. Social media analysis helps you frame effective upcoming campaigns
Analysing your brand’s social media reach 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, these insights also help 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. Social media analysis can help you compare your brand presence
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 data provided by the analysis.
6. Social media analytics gets you an edge over your competitors
Social media data equips you thoroughly to form effective marketing strategies. Knowing what works in your niche and what appeals to your target audience gives you an edge over your competitors. Several social media analytics tools also have competition tracking solutions to help you analyse your competitors!
(WE’VE GOT YOUR UNDIVIDED ATTENTION NOW, RIGHT?)
Now that you know the importance of social media analytics, let’s find out how you can make the most out of social media data.
Tips To Make The Most Out Of Social Media Data
1. Analyse the social media data keeping in mind your campaign objectives
You cannot do anything with the social media data provided by the analytics 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 objectives and only then will you know what you want to track from those analytics.
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 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!
Social Media Analytics: Crucial Metrics To Track
Every social media platform has different metrics that need to be analysed. (Take a deep breath and start reading)
Facebook can give you a lot of data but as a brand manager, you need to know which Facebook metrics matter the most to your business. Apart from the native Facebook analytics tool, you can also rely on social media analytics tools like Unbox Social to get in-depth insights. Here are the Facebook metrics that every brand should track.
- Facebook engagement rate
The engagement rate is the most important metric for Facebook analytics. Engagement rate includes every user action on a post such as like, comment, reaction, and share. Having a high engagement rate on your posts means that the audience is liking your content! This also means that your posts are showing up on the users’ feeds. Similarly, if your posts fail to generate any engagement, it means you need to change your content strategy.
With most brands opting for paid promotion, it is quite difficult to get high organic reach on Facebook. Nevertheless, it is important to check the organic reach of your posts because it tells you which unique users have seen your post. Moreover, seeing high reach figures on Facebook page analytics shouldn’t get you all excited if the engagement rate is low! (Make sure your posts are engaging)
Impressions tell you the number of times your post has been seen(Suppose, a user sees your post twice, Facebook counts it as two impressions). All of these Facebook metrics are connected. Having a high impression rate on your posts means that your content has the potential to reach a wider audience.
- Facebook video metrics
If your brand regularly posts video content then tracking video metrics is essential. The social media data provided by Facebook for video content can also tell you a lot about your audience. Check the video views, audience retention rate for videos, and engagement rate. These metrics will help you decide whether your video content is appealing to your target audience.
- Page likes and page follows
Facebook page analytics is incomplete without page likes and follows. Believe it or not but the success of a brand on social media is still decided by the number of followers it has!
Having low followers on your page means you need to buck up with your content and come up with effective strategies to attract an audience!
On the other hand, having too many followers in one go can also mean FAKE FOLLOWERS! Along with the numbers, it is also essential to keep a check on the follower quality of your page.
Instagram is the first choice of brands for marketing. The social media platform has, in fact, proved to be highly effective when it comes to branding and promotion. Here are the Instagram metrics you should measure.
- Instagram engagement rate
To see if the audience is connecting with your content, it is necessary to check the Instagram engagement rate. The engagement rate on Instagram is counted in relation to the total number of followers you have on your account. Calculate the average number of likes, comments, and saves of your posts and see what kind of content is fetching you a high engagement rate.
The number of unique views on your content post is reach! Measuring the reach helps you identify a passive audience base too that might be interested in your content. Keeping a track of your content reach will help you know what kind of posts are working well for your brand.
- Hashtag analytics
Hashtags play a very important role on Instagram. Though many established brands now prefer to not use too many hashtags, these pretty little words are still crucial. Using hashtags that are relevant to your niche and post can help you improve your post metrics. Hashtags have a huge impact on the engagement rate of your content and hence, it is necessary to check hashtag performance.
(TIP- USE HASHTAGS WISELY, DON’T SPAM!)
– Instagram stories insights
Instagram stories insights are pretty crucial to scale up your brand performance. Even if you have no new content coming up, you can upload stories to keep the audience engaged. Right from boomerang videos to using GIFs, brands are making the most out of this feature. Instagram stories analytics include story reaction, story replies, tap back, tap forward, exits, next story, and link clicks. These insights will help you detect if the audience is interested in your story content!
Instagram stories can change the fate of your brand positively. Want to know more about Instagram stories insights? Read this.
Though Twitter is less popular as compared to other social media platforms, it can help you market your brand in several ways. Twitter analytics can help you decode your target audience because user behaviour on Twitter is quite tricky to crack! Here are some Twitter metrics that every brand must measure.
- Top tweet
Your social media analytics for Twitter will show you the top tweet. These are the tweets that have garnered the highest engagement and interaction in your account. Analysing the top tweets over a period of time can help you identify what kind of content fetches you the desired results. This social media data can help you frame better content for the platform.
When another Twitter user tags you, it is counted as a mention. This is highly beneficial for brands. Nevertheless, see to it that you are being ‘MENTIONED’ for something positive! Being tagged can also improve your brand reach. If at all you are tagged for something negative deal with it wisely!
- Tweet engagement
Engagement for tweets includes retweets, favourites, replies, and follows. It is all those elements that signify that a user has interacted with your content in some way. The more engagement you receive on your tweets, the better it is for your brand presence.
- Link clicks
Most brands rely on Twitter for increasing traffic on their website. If you regularly have links on your content make sure to check this metric. When you get more clicks you know the audience is connecting with the content.
Nothing works better than video content on social media and YouTube is the most preferred platform for video marketing. Social media analytics for YouTube can give you useful insights for framing successful content strategies. Here are the metrics you must track for YouTube analytics.
- Keep a track of watch time
The most crucial YouTube metric to track is the watch time. The watch time tells you about the performance of your video on the platform. It is the total number of minutes users have spent watching your videos. These figures will tell you whether your content is even being watched!
- Engagement on videos
Just like other social media platforms, engagement rate is also counted for YouTube videos. It is necessary to keep a check on likes, dislikes, shares, and comments on YouTube videos. Higher engagement rate means that people are consuming your content and are interacting with it too. Studying these elements will also help you decipher audience sentiments towards your content.
- Audience retention
YouTube analytics also gives you data on where your viewers dropped off from watching your video. This insight will help you identify the loophole in your content. Examine the spots in your videos from where your viewers are losing interest and work on them!
- Audience metrics
YouTube audience analysis is important because it tells you who is consuming your content. Studying audience demographics will help you figure out whether you are successfully reaching your target audience.
The above-mentioned metrics are just the crux of social media analytics for different social media platforms!
The advantages of social media analytics are numerous. But you may not get in-depth insights with in-built analytic tools. It is best to rely on a social media analytics platform like Unbox Social to get accurate social media insights.
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
Social media analytics from our tool will also help you get data on your audience. Know who is your audience, their age, gender, location, and interest. Additionally, the platform also gives data on audience quality and content themes. Not just that, also get 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.
Now that we’ve equipped you with everything you need for social media analytics start tracking your brand with Unbox Social!
Check out a few more blogs to know more about marketing on social media platforms.
- 5 Ways To Boost Your Share of Voice on Social Media
- 5 Twitter Marketing Mistakes That Are Costing You Engagement Rate
- Facebook Stories: How To Use This Feature for Facebook Marketing