Social media marketing is dependent on social media platforms and to know how your brand ranks amongst the competitors it is necessary to analyse the metrics. Social media analytics does not end with the number of likes and dislikes, there is more to this measuring technique.
The size of the brands and businesses does not matter when it comes to social media analysis. All businesses need to keep a track of who is consuming their content and how it is affecting their sales. Everything a brand posts on social media becomes a part of what they want to convey to the audience. The audience here can be both direct customers and potential customers.
Social media insights will help you figure out what works for your audience base and what is helping your brand scale up the profits. In this blog, we will tell you all about social media analysis.
Right from what is social media analytics to why you must conduct social media analytics, everything will be covered in this blog.
Social media data needs to be analysed and only then can you make a difference in the brand performance. Simply collecting data will be of no use!
Social media analytics can be done in several ways and it largely depends on what you want to achieve from the analysis. Is it measuring the growth of the followers? Is it about analysing how the audience sentiment has changed? Are you analysing to see which goals and objectives are being achieved? And so on.
Before we jump to the process of tracking social media metrics, let’s understand social media analytics in basic terms.
What is social media analytics?
Brands are active on social media so that they can engage with their consumer base and turn the interactions into sales. Content helps them communicate their brand message effectively which, in turn, fetches them an audience. Social media analytics is a process to measure that presence. Social media analytics will give you data that will signify how your brand is performing on social media platforms. Right from the content performance to audience engagement, this analytics process will help you with all the detailed insights.
Why Conduct Social Media Analytics?
There are many reasons why you should conduct social media analytics. The social media analytics reports are like a blueprint of what you need to improve in your brand marketing strategies.
Know about your audience
Social media analytics is the best way to find out about audience behaviour. The performance of your brand content will tell you what the audience is interested in. Further, the analysis will also help you see what kind of audience is interested in your content.
Tells you whether your brand message is reaching the way it should
In many cases, brands fail to communicate their brand message effectively and this can become a problem for the brand image. The analysis will help you find out whether your posts are conveying the right message in the right manner.
Conveys the weak points of your strategy
The social media data provided by the reports will tell you what you need to work on in terms of marketing strategies. Is it the content presentation that requires more effort or is it the audience that is not targeted right, the social media analytics process will give you answers to all the questions.
Helps you frame strategies for the future
The social media analytics process will give you an idea of what you need to work on for future marketing strategies. The data you analyse will give you ideas on how you can make the most of social media and its features.
How to Conduct Social Media Analytics?
The best social media analytics tools will help you measure brand metrics the best. However, before you start using the tools, let’s briefly understand the process of conducting social media analytics.
Step 1- Collect all the relevant social media data for analysis
This step sure needs a reliable social media analytics tool like Unbox Social. The data will be the basis of your research and analysis and hence, it is necessary to get access to all the data possible.
Step 2- Create pointers to streamline the analysis process
The social media data can sometimes be overwhelming. Make sure you know what you specifically want to find out with the help of the analysis. This will streamline the process.
Step 3- Analyse the metrics related to your brand goals and objectives
To analyse systematically, one must know the brand goals and objectives clearly. Once you are aware of what you want to achieve with the social media presence of your brand you can measure the metrics that matter.
Step 4- Note down what’s not working in your favour
The metrics will highlight what is not going right for your brand on social media platforms. Is it the videos that are not getting you the intended engagement? Is the post frequency not proper which is making you lose the audience’s attention? All these questions will be answered in the social media analytics reports.
The above-stated pointers will help you with the social media analytics process. Unbox Social is a comprehensive tool that offers social media analytics solution for brands. The tool also has solutions for influencer marketing and competition tracking. Let’s explore some of the striking features of the tool.
Unbox Social– Social media analytics
Optimal video length
The tool gives you insights on optimal video length that tells you which video length is apt for your channel. This helps you create videos that are of the right duration. The length of the video on YouTube is crucial because it tells you all about how the audience engages with your content.
Content curation will become the easiest task for you with Unbox Social’s audience interest insights. The tool gives you information about the topics your audience is interested in. The videos that receive the most interactions are included in the list. This will help you figure out what kind of content works for your audience base.
Brands and businesses active on their Facebook page can see the clicks/views received on the sidebar tabs of their page. Check which tabs received the most clicks and views and you will be able to gauge how the audience is interacting with your Facebook page. The insight tells you about the views and clicks received on profile home, profile posts, profile photos, timeline, profile reviews, about, profile videos, and lots more.
Another amazing feature of this tool is the metric to track follower growth on Instagram. The tool gives a daily account of how your followers have grown over a period of time. This will help you detect when your content fetched the highest engagement and interaction. Moreover, it will also give you an idea as to which content areas need more work.
Hope this social media analytics guide will help you get started on the process. Take a look at a few more blogs to ease out your analytics.