Social media is powerful enough to build or tarnish any business’s reputation. However, it depends more on how the businesses choose to run their show on social media. With the right strategy and content, you can level up your game on social media. With the help of Social Media Analytics to direct your strategy, even you can achieve growth on social media.
But how do you do that? How do you know whether your content and strategy are working or not? Plenty of content is uploaded every second on the social media platforms. In that case, how do you identify whether your content is reaching your target audience. Also, how many viewers/followers are turning into business? For sure, these questions cannot be left unresolved.
Despite the perfect strategy and content, you still need accurate metrics to determine the strategy performance. And therefore, understanding social media analytics becomes unquestionably important. Social media analytics is the best tool to understand the actual performance of your content and strategy in detail.
Table of contents
- What are Social Media Analytics?
- Accounts reached and impressions
- Audience demographics in Social Media Analytics
- Content interactions
- Conversion rates in Social Media Analytics
- Individual Content Insights
- Anytime Access
- How to use the social media analytics for your business growth and expansion?
- Words of encouragement
What are Social Media Analytics?
Social media analytics is the detailed statistics provided by the various social media platforms. In other words, you get to know the deep insights about how your strategy and content is performing.
These analytics are important not only for gaining audience insights. They also help identify the areas where you need to make necessary changes. Each social media platform has their own analytics tool.
For instance,
- Twitter has Twitter Analytics.
- Instagram provides its analytics through the insights feature.
- YouTube has its own analytics dashboard.
All you need to learn is how to use these analytics for your business growth and expansion. Mastering this analytics game is extremely important. Even though, the analytics give you all the data at your fingertips, you must know how to use this information.
Because the insights that you receive from these analytics is a lot of data. A LOT. Due to which it becomes a bit overwhelming to understand. But it gets easy when you learn which data is important enough to track and study.
This article will help you to understand how to use the social media analytics for your business development. It will also help to understand about what is important to track in this huge data provided by the analytics.
Accounts reached and impressions
This analysis gives you an overview about the total number of reach and impressions. It helps to understand whether your content is reaching to the target audience. In addition to this, you get to know about the number of followers and unfollows (new audience). Which means your account is interacting with both familiar and new faces.
You even get the details about the total reach through ads and promotions if you have created any. Moreover, you even get an idea about which content is performing the best. Which content is receiving more reach as compared to the other content? It also gives you a brief detail about the total impressions and profile activity. For example, total profile visits based on the profile reach, number of clicks on the website links and so on.
Audience demographics in Social Media Analytics
Understanding the audience demographics is extremely important to understand your audience. However, this data depends on the factors like information provided by the followers & local standard time. You receive an overall information about the total number of follows and unfollows. Besides this, it will also provide you the data about where are your followers from. It gives you the details about the top locations of your followers based on their cities and countries.
Apart from this, you get to know about the age and gender distribution of your followers. These analytics will also provide you the information about the best time to upload your content. Basically, it provides you the timeframe of when your followers are most active on the social media. It is further distributed into most active time and days. This will help to you to upload your content on the given timeframe. And as a result, your strategy success rate will increase.
Content interactions
Content interaction analytics is about engagement rates. That means it helps you to analyze about how appealing is your content. Is your content strong enough that will keep the users hooked on your feed? Or the users are simply swiping up because they don’t find anything appealing about your content? Engagement rates determines the audience health. How many followers are real and how many of them are simply bots.
For example, if a social media account with 10k followers has lower engagement rate i.e., fewer responses, likes, shares, mentions and comments. This indicates the poor performance due to poor audience health. Content interactions covers all the details about the total number of likes, comments, mentions, shares & story responses. It also gives you the details about which content received the most engagement. This will help you to understand whether your content is up to the mark or you need to make changes.
Conversion rates in Social Media Analytics
Conversion rates are click through rates (CTR) in the content or in ads and promotion campaigns. CTR is the comparison between the actual clicks and impressions. Generally, the higher the CTR, the better. But still, it varies from social networks and content types. These rates are important for those companies who are on e-commerce platforms. We have found this article on Social Media Conversion to be very helpful to understand this better.
They are also important for the companies having their own websites. The web analytics provides the traffic source data and the CTR. Through which it is easy to identify how many users visit your website via your social media page and purchase. In short, you get know how many of your followers are turning into business.
Individual Content Insights
Social media analytics do provide the option of gaining insights for the individual content. If you want to check out how your recent or any other post is performing, you can do so. All you need to do is to check out the analytics of that post. You will receive all the essential information like post engagement, post reach and impressions (from home, tags, location, and others), profile visits, followers you gained through that post and much more.
Anytime Access
Time period is not an issue here. You can extract the exact data as and when you want and as per your requirement. From real time updates to lifetime analytics, social media analytics is all set to fulfil any requirement in this regard. You get the option to select any time and specifically have a look at the required analytics.
How to use the social media analytics for your business growth and expansion?
The answer lies in the strategy and content that you created. For example, your aim is to gain more reach and following on your social media page. To check if your strategy is performing well, you need to study and understand the analytics that provides deep insight on reach and impressions. Similarly, if you want more customer engagement, then studying the audience demographics and content interactions will help. By doing so, you will have a clear view of what is working and what needs to be changed.
Words of encouragement
Please don’t let those large numbers and statistics scare & discourage you. It is just a matter of time that you will master this analytical game of social media. Also, it will be easy for you if you understand and study one aspect of it at a time. Because eventually, what matters is the amount of relevant data you studied and analyze. When you are backed up by such strong analytical study, your social media strategy will be left with no choice but to succeed. In the end, the right strategy backed by the right analytics is undeniably a powerful mix that will help you to elevate the growth of your business.
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