For digital marketers, social media analytics are important pieces of information, but they’re often difficult to understand. In addition to the fact that there are dozens of them, they’re also fluid and ever-changing, which makes them difficult to track and interpret.
The fact is, though, that social media analytics are more important than virtually any other type of social information, and that keeping a close eye on them can help you grow your business and improve your ROI.
What are Social Media Analytics?
In the most general terms, social media analytics are the batches of information gathered from social media websites, like Facebook. Once gathered, these batches of information can be analyzed to make business and investment decisions. Examples of social media analytics include awareness, engagement, and mentions.
How to Measure Social Media Analytics
Social media is meant to be measured. Here are a few simple steps to help you measure your social media analytics more effectively.
1. Determine Your Goals
Again, there are dozens of different batches of social analytics you could measure, but knowing which ones you should measure will depend on your goals. Early on, decide what your goals are, be they broadcasting information or encouraging clicks. Once you’ve defined this, you can develop a plan to measure your analytics accordingly.
2. Decide on The Metrics
The goal you’re pursuing will dictate the metrics you measure. For example, if your goal is engagement, you’ll measure metrics like retweets, replies, and comments. Keep in mind that your goals may change over time and your metrics will, too.
3. Find a Tool
Social media analytics are easiest to measure with the help of a tool. There are dozens of good social media measurement tools out there, and the one you choose will depend on your needs and budget. Look for options that offer free trials, so you can test them without committing to using them, or ask people in your industry what they’ve used successfully.
4. Monitor Your Analytics
Social media analytics aren’t a “one and done” pursuit. Instead, you’ll need to monitor them into the future. Thus, it allows you to establish a baseline and make intelligent decisions rooted in good information. As you monitor your analytics into the future, keep in mind that you may need to adjust it as you go, and that this is a normal part of the process.
*Better Social Analytics Make for Smarter Marketers
If you can measure it, you can improve it. The marketers that understand how to measure and make decisions about their social media analytics are in a good position to improve their ROI and build their businesses.
Incorporating Social Media Analytics and its related techniques and strategies in your future marketing strategies can bring some beneficial changes in terms of creating a strong social media presence, increased social media traffic and improved ROI. Even some big social media giants like Facebook, Twitter and Instagram are making use of social media analytics effectively. so why can’t you?
Make a strategy and start utilizing social media analytics to uplift your business in this digital space.
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