September 8, 2016

Social Media Analytics

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Michael Jenkins
Michael Jenkins

CEO - Shout Agency
[email protected]


In the realm of social media marketing, success hinges on more than just posting engaging content. To truly harness the potential of your social media efforts, you need to dive into the world of analytics. Social media analytics empowers businesses to gather valuable data, gain deep insights into audience behaviour, and make informed decisions that drive measurable results.

Measuring your social media results is a vital component of any social media marketing campaign. Therefore, if you want to get the best results, your business need the right ways to measure your social media efforts online.

In this blog post, we will explore the importance of social media analytics and how it can revolutionise your digital marketing strategy. From tracking engagement metrics and monitoring campaign performance to understanding audience demographics and sentiment analysis, social media analytics provides a treasure trove of actionable information.

We will delve into popular analytics tools and platforms, highlighting their features and functionalities, to help you navigate the complex landscape of social media analytics. By harnessing the power of data-driven insights, you can optimise your social media campaigns, refine your content strategy, and unlock the full potential of your social media presence.

Join us as we embark on a journey through the world of social media analytics and discover how it can supercharge your marketing efforts. By leveraging data-driven insights, you can gain a competitive edge, maximise ROI, and create meaningful connections with your target audience in the ever-evolving social media landscape.

Below we discuss how to use your social media analytics to tweak your social media results.

4 Ways to Use Social Media Analytics

1. Measure what matters

As Social Media Examiner stated in a recent article, “social analytics have their share of vanity metrics that provide very little value.”

Instead of watching the number of followers you have, pay attention to the engagement on your content. What content gets the biggest response? Why? How can you improve your results?

Even more importantly, how many followers, friends, fans, and connections turn into subscribers, prospects, and clients. The best social media analytics not only tell you how your following goes, but also how your interaction and engagement can be improved.

2. What content works best

Do you provide a mix of text, image, and video posts on your social networks? If so, determine how well they do on your social networks. If not, then keep in mind that having a good mix of visuals is vital to your success on all social networks today.

For Facebook fan page admins, you need to go to your Insights to glean the best results. To get there, you click on Insights, then Posts, and finally Posts Types to determine the best types of content.

Facebook can help you determine whether links do better than video posts or images do better than text. All of this could depend on your target market.

Twitter provides a similar service under settings. Go to Tweets after you have checked your analytics. You can see which tweets performed the best.

3. Posting Schedule

Test out what posting schedule works best for your audience.

Facebook and Instagram Insights tell what time of the day your audience is on the respective social networks. Hence, start to analyze the best day and time to post.

For example, from our Facebook Insights, we gathered that the highest concentration of users on our Facebook page is online between 11 AM- 1 PM on Wednesday.

Should we just post on Wednesday? No! But now we know that at least one post every week should run on Wednesday during that time frame.

Use a Tool called Tweriod to help with the same information for Twitter.

While LinkedIn does not have a similar tool, often the mornings are the best time to post on the social network. After all, most professionals check their LinkedIn on their arrival at work.

5. Ad Data

One of the single best inventions of social media is the boosted post. While it is a paid source of traffic, you also get broad access to social networks demographic data.

This can be invaluable as you look through Audience Insights on Twitter and Facebook ads. By targeting your prospects based on strict demographics, you are ensuring that the best prospects receive your information.

Using this allows you to go past buyer personas to a content strategy based on real target audience information. Social media analytics have taken the guesswork out of a lot of your campaigns.

Test out the ads that work best based on how you address client pain points and needs. The more audience information you have, the more you can refine your ads and posts to increase engagement and conversions.

Fortunately, you can even do advertising on social media for only a few dollars per month.

Final Thoughts

As social networks continue to look to improve their ad revenue, they are consistently creating better analytics tools to help businesses use their product. This is a boon for all businesses that want to examine the results from their social media campaigns.

Start incorporating your social media analytics results into your decision-making to ensure that you have the best results from your social media marketing efforts. If you need help understanding how to use social media analytics for your business, feel free to contact our social media marketing company in Melbourne for a free initial consultation session.

Book a free 45 minute consultation today.

    Book a free 45 minute consultation today.

      Shout logo in grey

      As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it’s inception in 2009, Shout has built a strong reputation as one of Australia’s leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.

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