Why Social Media Analytics Should Be Used to Measure Results
Measuring the success of organic social media...
We always stress the importance of posting frequently on your social media channels, but this will have little to no impact on your marketing objectives if you aren't measuring your results against your objectives.
To get the best results from your marketing campaigns, you must first understand which metrics you should be measuring and the value this information provides.
Tools for Analytics You Can Use
It truly depends on the platforms you use in terms of tools to assist you to gauge your social performance. You can access analytics for any social media platform that offers business platforms or accounts for free, but if you're seeking more, here are some of our favorites:
Using Sendible Analytics or Hootsuite
Both of these scheduling systems, which we have utilized, let you view the overall performance of your social media efforts. You can assess LinkedIn against Instagram and Pinterest against Facebook. This provides you with a thorough overall view of your social media.
Using Google Analytics
Any marketing effort that wants to monitor website behavior or outcomes has to have this. You'll be able to track conversions, observe what visitors do on your site when they arrive from various social media channels, and determine which channel is the most beneficial to your company. In our other blog, you may get more information regarding Google Analytics.
These tools are excellent but don't forget to take advantage of the built-in Analytics/Insights tools that each platform provides. These will give you terrific daily data and allow you to explore that platform in depth.
How Should It Be Measured?
Measuring the success of organic social media will look different for each business; it all depends on your business's goals and what you want to get out of social media. This could be sales, inquiries, or brand awareness, or you may even want your social media to portray you as a thought leader in your industry.
Aside from personal objectives, here are a few basic metrics to consider and improve.
Engagement is an important indicator of how people react to your content. Engagement includes likes, comments, and shares, so you'll start to notice patterns in the type of content your audience engages with you, which will help you plan ahead of time to keep your audience interested.
Comparing these to previous months and years will show your progress and whether you're on track to meet your goals.
Your post reach indicates how many people have seen each of your posts. A high reach/number of impressions indicates a higher likelihood of engagement and conversion.
It's critical to determine which posts are generating the most impressions and then investigate why. If you notice a recurring pattern with certain content types, you may want to change your content strategy in the future to account for this new information. To get the most out of your following, strike a balance between what your audience wants to see and what you want them to see.
When planning, keeping a follower goal in mind will help you stay on track.
However, in an age where followers are a new form of currency, it's important to remember that quality is preferable to quantity. A small following with 95% engagement will be far more useful to you as a business than a large following with only 5% engagement.
Of course, this does not preclude you from growing your audience, but it may have to grow at a slower pace in order to maintain your quality and attract people who are a perfect fit for your target market.
Visits to your site indicate that people are interested in what you have to offer and want to learn more; from here, you can use Google Analytics to track their movements on your site.
This will give you access to a wealth of new information and data that you can use to improve your buyer journey and ensure your customers have the best possible experience with your company across all platforms, from social to your website.
It may also become apparent when your website does not provide the information that your followers require, or when your website and social media are not consistent.
It is essential that you know which conversions are most valuable to you and that you track them in Google Analytics.
What are the advantages?
One of the most significant advantages of regularly monitoring these results is that you can identify what's working and what isn't, allowing you to make adjustments to find out what your audience wants.
In the end, it all comes down to your goals and what you want to get out of your social media. Measuring the success of your channels will be similar.However, if you don't track these metrics, you'll never know what's working and what isn't on social media, or how close you are to reaching your objectives.
With Hocalwire's social media auto posting feature, any news items and articles that match the specified rule will automatically post on the selected social media sites. Hocalwire CMS includes fantastic automation features that help traffic from various sources focus on your website. You may drastically increase your traffic with the aid of Google Analytics and potential choices with Hocalwire. To learn more about Hocalwire CMS's limitless potential, schedule a demo.