86% of the marketers believe that social media marketing with analysis can be the game changer in every business.
However, agencies and businesses find trouble in discovering the right ways to take their social media campaign ahead. The most important step of any social media strategy is – keeping a track on the analytics while you are using social media to boost your business performance.\
How Social Media Analytics Helps?
Analytic platforms can offer a wealth of information and long-term support to the marketers, and this can be a direct ticket to digital marketing success. In order to grow your business with social media analytics you need to consider these conversions:
1) Engagement Rate
When we talk about engagement, it’s not just about how many visitors you are getting on your website every day. It should be about “How many of website visitors are your regular customers?”
Social media analytics gives you an in-depth view of the target audiences and the platforms they are active on. Use tools like Google Analytics to analyze the website traffic and referral statistics. You can click on the “Acquisition” followed by “Social” and “Overview”. You will get all the stats showing how many visits are coming from which platforms. The image here gives you a brief idea on how to proceed with Google Analytics.
When you find a specific pattern of content attracting the readers, you can relocate your resources on this particular pattern. Optimize the content to encourage the overall engagement while maintaining the brand reputation.
Next, you can push the most engaging content to a wider section of the audience by sharing it in groups. For example, you can share an older content in the groups you have joined on the Facebook profile. One group on Facebook has approximately 1000 users, and that connects you with a wide audience on just one click. Communities on Google Plus can be one another option to move ahead with.
Similarly, you can go for social media ads focusing on a particular type of content. Although social media ads if overdone can annoy the customers, you can do it in the right amount.
For best results, utilize your best content, give it the taste of a remarkable ad or create an entire campaign on this content.
2) Demographics should be taken in account
In social media understanding, the audience demographic can change the scenario in overnight. Reaching the right audience at the right time has been the biggest challenge for marketers, but if you could get the up-to-date data, it can be of all help.
You need to understand that each business has their unique set of customers with totally different taste. Even if you have two different types of products, you cannot expect the same customers to opt for both the products only because it belongs to the same brand. In the same way, every section of customers can have different choices for social media platforms.
Google Analytics is a powerful yet free tool that can be utilized to track the demographics. Here is an example of Facebook demographic stats:
Some of the stats according to social media analytics study are present here:
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- 77% of the social media users are active on Facebook, and if you go specific, 44% of online women and 56% of online men use Facebook. The age of these users varies from 18 years to 44 years.
- 25% of the users are there on Instagram in which the age focus is between 18 years to 34 years. Further, 38% of the online women and 28% of online men use Instagram.
- 21% users are on Twitter, and focused age group for Instagram is 18 years to 34 years. 26% of men and 38% of women online are active on Twitter.
- 42% female and 13% male online users are active on Pinterest and the age bracket for Pinterest users is 18 to 29 years old.
By monitoring such analytics, your firm will discover various ways to utilize social media platforms.
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- Try to focus on the area from where you are getting most of the visits and promote content based on the local trends.
- Make sure you focus on the age group as well as their personal choices.
For, e.g., Amazon has different ad campaigns for all the countries, and it is closely following the culture, trends, and ethics of a country.
3) Keeping an eye on your competitors
When two businesses have similar types of customers, there is a good chance of sharing the benefits. It would be great if you could find what is working in your competitor’s favor, how often they are posting the content, and what the audiences are responding too.
Most of the social media platforms can let you track your competitor. You can easily visit your competitor’s Facebook or Twitter or Pinterest page and see what sort of content they are using. Most of the things are exposed on social media profiles like Facebook and Twitter, including the likes and comments. Take account of the engagement rate and whether it is increasing and decreasing every week.
Once you have all the data with you and you know what patterns audiences like to follow, make a strategy and utilize the data to compile a new plan. The Facebook Analytics lets you very easily check where your competitors are and where you stand. You can even check how much progress you and your competitors made.
4) Who are your influencers?
An influencer on social media can be somebody who already has a significant influence on your potential customers. However the form of influence is likely to vary and no two influencers can be same. Celebrity endorsement can be taken as an example of influence marketing, but when you are talking about digital marketing, it will be slightly different; here the influencer can be any regular person.
There are two things that you need to follow while finding and tracking your influencers using social media analytics:
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- Reach: Estimate the number of individuals that you can reach through your influencer. Your effort will be worth only if they have a large audience to listen.
- Relevance: It won’t be of any use to run behind every other influencer especially if they are not into your content. Check whether the influencers you are connecting with are sharing content of the particular segment that you are in.
LinkedIn is built for helping you reach your influencers around the industry. Enter a specific keyword in the search box and find a connection with whom the search is directly related to. Don’t hesitate in reaching the right people. However, you should avoid being spammy.
Suppose you are looking for food bloggers, then this will be the results:
To start with, you can ask them to join your group, or send them a powerful message about their content, like their pages, explain them your truthful motive.
The TweeTap for Twitter tool can also be a great tool to help you out in the process of finding the influencers. Find the trending topics and hashtags for your business, and you can proceed successfully.
The best way to reach out to your influencers is by using:
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- Sponsored posts
- Becoming an affiliate
- Guest blogging
These are few things marketers will hardly deny, and in return, you can share their audience.
5) Post-performance tracking
Once you have the right content and right details on when and where to put your content, start with the campaigning. Take help of Google Analytics, Facebook Analytics, and Twitter Analytics to major the success rate on a weekly basis.
You can also use SocialPilot’s Social Media Analytics which provides you a complete and easy analysis of all of your posts of your accounts.
You can analyze which type of post is working well for your audience and which is not. Which post gets more traffic and engagement and the ones, which are not, liked by your audience much.
What might be trending today may not be there tomorrow, and that’s why you need to be regular with the performance tracking. You can only reuse the content that is performing well and can even give them a visual from.
The main motive should be entertaining your audience in a way that is unbeatable. Once you succeed in the process, your visitors will directly convert in to your regular customers.
What’s the bottom line?
Social media is a long game that needs continuous effort and tracking of activities. While you spend your time and money in stabilizing different channels, don’t forget to keep a track on the performance and user’s activity using several social media analytics tools.
Rightly said by Peter Drucker –
“WHAT GETS MEASURED, GETS IMPROVED!”
What will you take away from this article, and how differently do you use social media analytics for your business? Share your thoughts with us in the comments below!
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