Social media is now more than ever an essential aspect of marketing, and a great way to reach multiple audiences across many different platforms.
Consumers are constantly seeing your marketing campaigns (and your competitors’), so show them why your service or product is the best.
But how do you know if your use of social media is helping or hindering your company? You could be pushing a campaign across several different platforms, without realising that your target audience is on a completely different website.
This is where social media analytics come in.
Social media analytics are drawn from data collected from websites, blogs, apps and anywhere people might come into contact with your company. They can help you analyse the outcome of your marketing strategy, by measuring metrics such as:
- Audience interaction
- Which posts get the most engagement
- Where your customers are interacting with you.
You can keep track of your success rate by paying attention to social media analytics, which in turn can help to boost your ROI.
But how exactly can you use them to track success?
They Help You to Understand Your Audience
Social media is where you will find your consumers being active and open about your product or service. It is a place for them to share thoughts and opinions, that you can then use to improve your company.
You can see when they are most online, most active, and most likely to engage with your posts, and adjust your posts accordingly. This helps to target the best times to post, and the best places to post, to reach higher engagement.
People often make posts sharing their opinions and experiences of different companies – by keeping track of this, you can see what has worked and what hasn’t.
Your most authentic reviews are the ones that people post on social media, where they aren’t afraid to show their real opinions. Use this to your advantage; address the parts that don’t work as well, enhance the parts that do, and see the engagement increase.
You Can Streamline Your Social Media Strategy
If you have a social media marketing campaign, it’s likely it spans across various different social media platforms to try and reach as many people as possible. This isn’t always worth it though – in many cases, your target audience will be focused on a select few platforms, and less prominent on others.
You could be getting loads of engagement through Facebook, but virtually none through Pinterest. If that’s the case, why bother putting effort into a platform that you aren’t getting engagement from?
By tracking the analytics, you can focus your energy on platforms that you know are going to provide you with more potential customers, instead of trying to reach them in places they never go.
They Help You Create Better Goals
When you can see the specific details of how consumers are reacting to your company, you can begin to make clear, measurable goals to improve your strategies.
Social media analytics show you how your social media presence impacts your company so you can make these goals.
You can measure:
- How interactions compare across all of your platforms.
- Audience growth over time.
- The rate of click-throughs to see if you are moving traffic from social media to your website.
- The percentage of followers that respond to your social media posts.
Using just some of these analytics, it becomes easier to see areas for improvement. Once you find these areas, it’s more obvious when you reach your goals! You can create measurable goals, and accurately track the success of your company by using analytics.
You Can Increase Campaign Performance
Marketing campaigns are essential for increasing reach for your brand, and social media analytics can help you figure out how well-received your campaigns are. You can track which campaigns have been the most successful or where campaigns have faltered, and use this feedback to increase your performance.
If your campaigns get the most attention when you are referring to recent events, you can alter your future campaigns to reflect this. This is important information to gather in order to get a better sense of the ideal customer persona for your brand.
These days 70% of the world’s eligible (over 13) population is on social media. The average user spends almost two and a half hours a day on social media, so you want to make sure you are making your campaigns count!
To Sum Up…
Social media analytics are a great way to boost your performance online. Focusing on analytics can help you achieve your goals, whether you want to…
- Connect better with your audience
- Understand the best platforms to suit your company
- Directly measure the impact of different parts of your campaign.
The only way to success is to see your mistakes and fix them, and by looking at social media analytics, you have a measured and detailed method to improve!
If you want to learn more about social media analytics, and how to track your success, contact us at Floodmaker today!