You may think you don’t have access to the “big data” everyone is talking about these days, or the tools to analyze that data, but if you’re using social media, you do. You just have to look.
Get started by jumping in with both feet. Go to the analytics page on your social media platform for clues into how your customers are interacting with your products and services, how they are incorporating your media channels into their own feeds, and what content promotes engagement. It’s all there at your fingertips.
For beginners, Facebook offers a host of “insights,” found right inside the native platform that allows users to understand—on a granular level—how their “fans” are engaging with their content and possibly their brand. For more advanced practitioners of metric analysis, more robust dashboards such as Cyfe are available that combine the metrics of an organization’s social media and digital platforms.
Another key tool is Google Analytics, which tracks how your website is being used by visitors. Seemingly a beast, in actuality, Google Analytics is easy to tame, and the insights, like how people are arriving at your site, how long they stay and what they do when they get there, help you understand what is working and what isn’t.
Analyze what content garners the best engagement from your target markets so that you can focus your time crafting media that earns more engagement. As a result, your social media channel(s) will help engage your clientele towards overall brand recognition, and better yet, brand participation.
Before getting into specifics about tools, it’s important to ask if the metrics you are looking at will help you make decisions. When you see the metric, do you know what you need to do in response to that insight? In short, look to track actions, not simply the number of eyeballs that cast their gaze on your material.
So, go start wrestling with your data, start learning more about the people interested in your business. The information they leave behind through their own digital footprints is worth its weight in gold.
THINK ABOUT HOW WELL YOU ARE DOING
Here are some common things to look at when considering how people interact with your social media.
Consumption: How many people viewed, downloaded or listened to this piece of content?
Sharing: How resonant is this content, and how often is it shared with others?
Conversations: How many conversations (comments on Facebook or replies on Twitter) does a post generate?
Amplification: How many reshares or retweets do you earn on average for each post?
Applause: Are you getting retweeted, liked, +1s? Who doesn’t like loud applause?
Lead-gen: How often does content consumption result in a lead?