Social media analytics is the data collected from social media platforms that you can evaluate to make business & marketing decisions. These analytics are more than just likes and followers on your social media account. When you track, report, and analyze the correct data, you can discover key areas of influence you can affect to reach your business goals.
Result Based Metrics
Comments are the most common social signal on Facebook and other social media sites. Comments show that people like your business and want to engage with it. Many platforms recognize this interaction as high-value and will show your posts or higher in feeds. So how do you develop content that will promote comments? Try posting content that encourages your audience to engage by commenting on your posts.
Tip: the more you can get within the first hour of posting, the more powerful they are.
Clicks & Conversion Rates
The dynamic duo! Clicks are a great way to track if your audience is interested in your message and if they want to learn more. If you are getting many likes, but nobody is clicking through to your website or taking action on what you are posting, it doesn’t matter! Tracking the number of clicks and comparing successful vs. unsuccessful posts will help you determine what needs to be changed.
Tip: Always ask yourself, “how can we get more clicks?”
Conversion actions take a bit more strategy and work to determine, but they are everything! Getting clicks is step one. Step two is your goal! Do you want to generate 10x leads a month from Instagram or sell $500 more per month because of Facebook posting? Setting us conversion tracking on your website and social media will answer if you reached these goals or not. When analyzing your conversion data, ask yourself these questions:
- What is your audience doing once they click on your link?
- Which areas of your website are they engaging with most?
- How much are you paying per conversion (CPC)? Does this align with your goal or profit margin?
- What post keywords or topics lead to the highest rate of conversion?
Again, you’re doing great by getting traffic from your social media to your website with high click rates! But if those clicks are not driving conversions, something is off. The only way to figure this out is to track it!
Metrics to Help Planning & Development
As with all social media strategies, don’t use hashtags just to use them. Put thought and research behind your content! Some posts & platforms perform better without hashtags. Instagram, for example, loves the use of hashtags and can significantly improve your content performance and reach. To track your hashtag performance on Instagram, click “View Insights.” From here, you can see if the hashtags discovered your post.
Optimal Post Time
One of the most common mistakes is thinking the best time to post is when your audience is online and active. While once correct, this is the time most businesses post, making it far more competitive to get your message across. Analyze when the best time for you to post is directly on the social platforms and try changing your posting schedule as the data changes.
Social media can be a powerful tool for the success of your business if used correctly. It’s more complicated than just throwing up a few posts each week. However, if you dedicate time to analyze and test your content, it will only benefit your business!
If you feel like your social media is not working for you, we can help! Our team will help determine your social media goals, key metrics, and develop the content to produce results!
Marisa is the Finance and Marketing Manager at Innereactive, and we are so grateful to have her. She enjoys helping businesses find the right solution for their marketing needs.