Take the Guesswork out of Social Media Analytics: Discover the Tools to Show you What’s Working
Social media posting.
Some Twitter posts, some LinkedIn posts there, and surely all these people interested in your product and services are going to flock to your website? Wrong. A few social posts, every so often, on a sporadic basis, are not going to encourage thousands of people to your website to see what its all about.
Whether you are a tiny independent, or a massive brand who operates internationally, social media is part of your business model. To be seen on social media is an essential nowadays.
When trying to establish a fruitful promotion of valuable content for your social media networks, what we need to be doing is creating an in-depth understanding of which particular posts are being connected with, and generating interest.
To get to the nitty gritty of the peak channels to boost quality content for your company, it’s 100% worth investigating some online social media analytics tools to take the guesswork out of this particular puzzle.
Social Media Matters
Social media traffic is one of the largest referrers of online traffic at your disposal. In early 2015, social media traffic made up 31% of overall traffic.
Social media traffic is quality traffic. While some types of social traffic have a reputation for being tricky to convert, for the most part, social media traffic is very engaged, connected and interested.
You can seriously develop a lucrative enterprise with visitor numbers like these.
Social media traffic is only going to continue to grow over time, so it’s never too late to join the party!
Examine your social reach regularly, to see which elements your readers are actually reading, but for some reason, not interacting with it. A lack of interaction doesn’t always mean a lack of interest however, and it doesn’t mean they aren’t inclined to purchase your offering from you now, or in the future.
It’s also crucial to check your social media networks’ engagement ratio. You could anticipate that some of your readers in your audience will interact and engage with your content. It stands to reason that if you aren’t having any proportion of your audience engaging with your content, or interacting even on a basic level – your audience is targeted inappropriately, or your content is not right for your audience!
In any given online audience, you will usually have the following:
Lurkers – Visitors to your website that check out the content that you put out on a regular basis, however they don't engage with your content. Lurking in the background...you know they are there, but you can't see them! So, obviously, whilst they’re in the Lurker section, you can’t engage with them. The Lurker section is normally is the largest demographic of your overall reach.
Influencers – These are the users to your content that have open access to a bigger readership, and have the untapped potential of encouraging and using their influence to this particular larger readership.
Engagers – These are the users that are nice and active in your readership - and it’s likely that their names will pop up more frequently on your social media channels. You start to recognise their names when they pop up and comment on and share your online content.
How do you get insights on your social media marketing?
· Has my readership grown in the last period of a month?
· How can I choose which social media channel should have the majority of my actual spend, and my time spent?
· Which of my online posts are performing the best, regularly?
· When should I think about scheduling my posts, for maximum attention?
The great news is that all these answers, and many more, are out there.
· The social media networks that work the best for you and your business
· How to establish a valuable connection with your audience, and continue to connect with them on social media channels
· How often you think should posting on social media, and if this is dependent on which social media channel you are considering
· How to get your visitor numbers up on your website
Using the highlighted tools listed in this article, you’ll get a great handle on the best tools to use for your specific business. Try them out and see what you can discover to level up your social media marketing campaigns.
Because your business’ ability to build up a loyal following and convert visitors effectively requires answering questions, backed up by data.
Measuring the return on investment of social media marketing is still a thorn in the side of so many marketers.
It doesn’t have to be that way, however! Whether focused on one single social media channel, or an all-purpose blend, the best social media tools can provide you with the analytical solutions you need to grow your brand.
An established social media strategy will elevate your business in all of these ways:
· More traffic
· Build relationships
· Improved customer service
· Improved customer retention
The one crucial element of using social media successfully that often gets lost: consistency.
If you are consistent with your digital marketing strategy, specifically on your social media networks, you will achieve the results you are seeking.
What are Social Media Analytics?
Social media presents a vast array of people, at the ready to be sold to.
Contrary to some opinions, social media isn’t actually about business brands. Social media channels are all about sharing; people sharing their daily lives and interactions, and this is fuelled by things they have in common.
Social Media Analytics in a nutshell:
The assemblage of data from social channels, and articles. This data is then analysed, with conclusions drawn to make informed decisions. It’s so much more than just tracking some retweets. Social Media Analytics doesn’t just cover the usual suspects – Facebook, Twitter, Instagram, etc. It also refers to data collected online from sources such as blog articles, reviews and forums on the internet.
By being very mindful towards to social media analytics, you can calculate your accomplishments against your social media goals.
Social media analytics tools are typically used to complement social media management tools.
Social media management tools enable you to strategize your social media content, whilst social media analytics tools allow you to measure the success, and informs your strategy.
Let’s begin by looking at the social media platforms’ own analytics tools, which seems like a logical place to start.
Social Media Networks – The Availability On-Site
The Facebook algorithm has gone through major shifts in the last couple of years. Users now have to deal with heightened content in their news feed that moves at a quicker rate than ever before – all this means you can usually risk posting more frequently, without irritating your readers!
The ideal frequency of Facebook posting is very much dependent on the size of the Facebook page’s engaged audience.
For a Facebook page of around 1-200 followers, 16-30 posts per month is good. However, with much larger pages of over 10,000 followers, research has shown that around 31 posts per month is ideal, equating to 1 or 2 posts each day.
When logged in as a Page Admin (and have over 30 fans of your page), Facebook Insights highlights:
· The entire stats on your posts
· Your page fans
· Your reach
· Audience Analysis
Using the Insights section, you can set up some Pages to Watch , which deliver useful data on the performance of other Facebook pages. It gives you a prompt assessment of your Page with a couple of other Pages you want to keep an eye on.
Interacting with any of Pages allows you to see the peak engaged content of that particular Page from the recent week.
This area in Facebook Insights can be used as a tool to define and compare how your Page is working, in comparison with your competitors' Pages.
Understanding the posts that visitors are connecting with allows you to stay up to date with online trends and particular topics going on within your industry.
And in doing so, you can become much more relevant and fruitful with your social media campaigns for Facebook, armed with this valuable knowledge.
Using this same dashboard, you will also see:
· amount of likes (and whether this number is going up or down)
· the amount of friends of fans available (this is the potential number of people you can reach!)
· how many people are actively speaking about your page, as well as your overall weekly reach
If your aim on Facebook is simply growing audience to your Page, you can quickly access your growth by looking at your Page Likes and Reach.
By posting more videos to drive engagement, you can ascertain straightaway if this strategy is fruitful, by checking out your video views and post-video engagement.
Facebook Insights can also show you the following information:
· Number of Page Likes Today
· Net Likes
· Where Your Page Likes Occurred
· Determine date ranges for Page Likes
· Understand your Like and Unlike sources
· Contrast your average figures
· How far your posts are reaching
· Reactions, Comments, and Shares
· Hide, Report as Spam, and Unlikes
· Overall Reach
· Overall Views
· Overall People who Viewed
· Highest Sources
· Entire Actions on Page
· Action Button interaction
· Get Directions interaction
· Phone Number interaction
· Website button interaction
· All Your Published Posts
· Whether your Events were Successful
· Video Performance
· Response Times
· Analytics of the Messenger application
· Branded Content
Basically, Facebook Insights gives you the inside scoop on absolutely everything you need to know about the happenings of your Page. Stalker mode = enabled!
Facebook Insights – Pro Tip
Export your data (this can be done in the Page Summary area)
To analyse the intelligence retrieved from the activity on your Page to a greater extent, you can transfer all of this to an Excel spreadsheet.
To enable Instagram Insights, you need to have an Instagram Business Profile set up. You also need to have a Facebook Page for your own brand.
This native app offers you thorough analysis of data about – your profile, stories, posts, and ads. Combined with this, it also lets you view in-depth data about your followers like their most engaged days and times, giving you an overall picture of how your followers are using Instagram and interacting with your business.
You’ll receive data about your followers’:
· Age ranges
· Location demographics
· Posts they see the most
· Posts they interact with most frequently
· Accounts reached
· Impressions by day - organic and otherwise
The Activity tab allows you to track weekly interactions, Impressions, and Reach.
The Content tab allows you to track how your posts, stories, and promotions are performing.
The Audience tab gives valuable insights on your audience, including how your followers and audience have increased.
Instagram Insights: Pro Tip
Using the Audience menu within Instagram, you’ll find the data on average times your own followers are online, and actively engaged. This valuable information can be used to decide when the peak time is to be posting on Instagram.
Instagram Stories Analytics
Using the Instagram Insights feature for Stories can draw conclusions on the kind of content that is performing best for your audience, and driving the most engagement.
The Navigation area shows key performance indicators such as Forward , Back and Next Story – enabling you to understand if your audience are engaging with your Instagram Stories.
A large amount of Forward clicks - you could assume the Story wasn’t interesting enough for your readers. Back clicks would indicate the previous Story was highly relevant to your audience, as they re-watched it. Next Story could potentially indicate that your Story was too long, and didn’t retain your audience’s attention.
You can also discover which Instagram Stories help encourage the most follower engagement with the Replies insights tab.
These are really enlightening analytics, and will assist you in creating valuable and relevant Instagram Story marketing, depending on the preferences of your audience.
Twitter Analytics gives you a 28-day overview of your business Twitter profile.
Demonstrating how your profile has performed as to:
· Follower Increase
· Tweet Impressions
· Tweet Mentions
· Engagement Analytics
You have the ability to export all this data for future analysis, too.
Things move pretty fast on social media networks, but none as much as Twitter. Within a matter of hours, the posts you tweet will have disappeared. And typically, retweets occur within the initial hour of a tweet being posted.
With this in mind, for Twitter posting, it makes sense to post more often than other social media channels, to ensure you are staying seen and relevant.
Initially on Twitter, try and tweet somewhere between 5 - 20 times per day. However, work with a sustainable number for your business, and the time you have available.
Run some tests to see which time is optimal for you to tweet, and using Twitter Analytics will inform you as to how many of your followers are online at any given time. So, potentially use these times to tweet, as it may well be that you will see more engagement, retweets and mentions.
Twitter Analytics also gives you the following, valuable information:
· Monthly Performance General Report
· Trends Information
· Average tweet performance for bench-marking
· Tweet length vs. engagement
· Tweet reach percentage
· Hashtag comparison
· Impressions by time of day
· Clicks, retweets, & replies by time of day
· Engagement rate by time of day
· Prime days for total engagement and engagement rate
· Video completion rate
· Top tweet: The tweet that received the largest amount of impressions
· Top mention: The tweet that referred to your @handle and got the most impressions
· Top follower: The account with the largest follower total that followed you in the month
· Best media tweet: The tweet with photo or video that got the leading quantity of impressions
Twitter Analytics: Pro Tip
If you navigate to the bar chart icon in your tweets, a complete analysis of that tweet’s activity and performance is produced.
LinkedIn Analytics work on your business profile page. Their on-site analytics allow you to track connections and engagements about your followers and users, similar to the other social network analytics’ services we’ve already looked at.
You can also analyse:
Updates analytics - Assess the value of your LinkedIn posts, including videos you’ve posted too.
Followers & Visitors analytics - Gain a greater awareness about the demographics of your followers and visitors, and where they have originated from in the first place.
Talent Brand analytics - If you've improved your page with LinkedIn Career Pages , you'll also have access to Talent Brand analytics .
Because LinkedIn is principally a network for B2B users.
With this in mind, what is effective to create a post on LinkedIn is not going to be equal to what is effective to post on other social media channels – Facebook, Twitter and suchlike.
Linkedin Analytics Dashboard
To find out deeper analytics relating to your LinkedIn account, this is the place to be.
Visitors (data on individual people who visit your page)
Updates (data for content posted on LinkedIn)
Followers (statistical and demographic information about different users who subscribe to your page)
LinkedIn Analytics shows you the following information:
· Time range filter
· Page filter
· Metric filter
· Job Demographics - Job function (professional niche) - Location (city and country)- Seniority (employment rank within a given company) - Industry (business field) - Company size (number of employees in the page visitor’s company)
· Follower highlights
· Engagement metrics
· Follower gains
· Companies to monitor
· Your total number of followers and your new followers
· Engagement rate vs your business
· Number of updates vs your business
· Rival businesses’ evaluation
Understanding your demographics is crucial for marketing on LinkedIn. You can utilise these analytics to target your content strategy so you’re reaching the right people, especially if you are hiring for a specific job role or team.
You can view the Locations area to find out where the people who visit your page originate from.
If you run a local business, you’d probably be astonished if you saw that most of them come from places you don’t even market to, deliver to or promote. If this does happen, you could consider narrowing down your content’s reach when publishing it.
The company size chart gives you information about the type of businesses your visitors work at, whether that is small to medium companies, or larger enterprise businesses. This gives you extra perspective on whether you’re reaching the suitable LinkedIn visitors with the content that you are posting regularly.
LinkedIn Visitor Metrics
The Visitor Metrics section will show you data to discover which days had a spike of visitor traffic on LinkedIn, and match up this data with the kind of activity you carried out on that particular day. Understanding that the activity met your goals will enable you to create associated post matter in the future to meet this aim.
LinkedIn Update Engagement
This area is really useful for data on particular posts as it is updated in real-time – on posts relevant to the last 500 you created on LinkedIn. Metrics include:
· Video views
· Engagement rate
LinkedIn Analytics – Pro Tip
When you navigate to the Visitor area for your Business Page, you will be shown a blue line representing desktop views, and an orange line representing mobile views.
Combined results can be shown by toggling the Aggregate mobile and desktop metrics option at the top right of the page.
External Social Media Analytics Tools
So we’ve looked at the social media analytics tools that are available in-house, so to speak.
There are many external tools available online. Here’s a brief overview of their features:
· Traffic Reporting
· Conversion Tracking
· Keyword referrals
· Third party referrals
· Custom Dashboards
· Filtering and Manipulation
· Real-Time Dashboard
· Custom Scheduled Reporting
· Intelligent Daily Insights
· Data Access
· Aggregate metrics
· See your performance across your channels
· Account analytics
· Track key engagement metrics for each social account
· Stories & post analytics
· Measure stories, individual posts, and hashtags
· Audience demographics
· Know whether you're reaching the right audience
· Custom Reports
· White Label Metrics
· Daily Insights
· Scheduled Social Media posting
· Custom analytics
· Flexible approval workflows
· Personalised training
· Key performance metrics
· Exportable reports
· Comprehensive reporting
· Essential Analytics
· Cross-Channel Publishing
· Competitive Analysis
· Easy-to-Read Reports
· Historical Data
· Publishing and Scheduling
· Content Intelligence
· Audience Analysis
· Social Accounts Alerts
· Web and Social Media Monitoring
· Email Support
· Facebook Mentions
· Historical Data
· Tags and Smart Folders
· Automatic Tagging
· Advanced Alerts
Using these (often free!) tools, you can drive more traffic from your social media posts, and encourage more engagement on your website.
Having the ability to understand your audience behaviour on social media channels gives you the power to establish successfully digital marketing campaigns.