The Importance of Social Media Analytics

June 1, 2020

“Social media analytics is the process of gathering and analyzing data from social networks such as Facebook, Instagram, LinkedIn, and Twitter. It is commonly used by marketers to track online conversations about products and companies.”

Social media analytics – you’ve probably heard of them, but are you utilizing them? Are you positioning your business in its best light and finding new ways to grow?
 
While digital marketing and business sales are very different, many companies miss the mark when trying to reach potential new customers and draw people in.
 
Here’s some tips from the Yonts + Co team on the best practices for reviewing your social media marketing analytics:

• Run a social media marketing audit on a regular basis

Comb through your content. Pay attention to WHAT content performed the best, WHO was engaged, WHY they were engaged, and WHEN you shared said content. By running a social media marketing audit (either manually or by finding a great online platform), you probably will learn some critical information about your customers and how they’re responding to your products or services. Along with that, this is a great time to respond to comments, as well as “clean up” your page. Take down any content that doesn’t seem to match your brand and identity, and strategize on the best way to move forward.

• Remember that all platforms are different

All platforms are different and they serve different purposes. Keep this in mind! One size does not fit all, so content that performs well on Facebook may not do as well on Instagram. However, both platforms can be key to growing your business. Even though content may need to be structured differently, always keep all platforms in line with their brand and identity.

• Don't be intimidated by in-depth anaytics

Sure, it can be intimidating to read a report with a million graphs and numbers, but educating yourself on how it functions can help focus your efforts and increase ROI (return on investment). By using platforms like Google Analytics for your website, you can see where users are coming from, how long they’re staying, and what content they’re spending the most time engaging with. While staying true to the heart of your company is important, it is ALL about your client. By studying these results, you can simplify and amplify your brand and identity, knowing what keeps your base coming back for more.

social media ad campaign analytics
social media marketing campaign analytics

We hope that some of these quick tips help you in your digital marketing endeavors. If you have any questions, or would like to talk with Yonts + Co about social media strategy, reach out!