How to do detailed social media analytics?

Social media analytics can be quite a challenge, especially for people who are taking their first steps in it. The amount of information available means that we often focus on completely irrelevant metrics from a business perspective, taking the time to improve those that won’t drive sales. Check what aspects of your social media activity are worth analysing, and what tools are best suited to address this.

How effectively are you communicating with your recipient?

Engagement is a much more important factor in a profile’s popularity than a post’s reach or view rating. By analysing the number of reactions and comments from users, you can check how effectively your content is generating organic traffic to your website.

This is important because regularly providing content that generates interest and stimulates discussion will allow us in the long run to significantly reduce the money allocated to paid marketing campaigns, or even eliminate them altogether. For this reason, while engagement levels are not directly related to sales results, it is worth working on improving them.

Conversion – which of your activities are generating revenue?

Conversion rate is the most important indicator of our performance from a business perspective. By analysing it with specialised tools, we can quickly see which actions and which profile of your marketing campaigns are producing the desired results, while keeping an eye on the cumulative results of each of our company profiles.

Discover your audience’s preferences

Analytics, in addition to examining the results achieved by our social profiles, allows you to keep track of the most current trends in our industry. By knowing the popular hashtags and the content of most interest to recipients, we can create a message that will naturally drive traffic to our industry-specific social media site.

Adapt the form of the message to customer expectations

Every audience is unique, so it’s just as important to analyse the effectiveness of each type of content available. In some campaigns, photos and catchy memes work best, in others we’ll achieve the best results with short, catchy videos or animations.

Check the effectiveness of individual content types

This is another factor to pay special attention to when analyzing our social media profiles. The purpose of posting content on social media should always be to communicate. To be successful in this area, you must consider not only the content itself, but also the habits of our recipients.