With all the advances in social media analytics and the amount of data we can produce, how do you start to analyse it and draw out the important stuff? Between Facebook Insights, Twitter Analytics, Google+ Platform Insights and Buffer, it can get a little overwhelming – but we’re here to help!
What’s your goal?
For your data to be useful, you need to consider what you’re looking for, what do you want to see? This goal may be to drive more traffic or engage with a specific audience. Either way, your analytics will mean so much more when you can measure your success with a particular goal. If you need help identifying your goal and refining your strategy, check out this article from Social Media Examiner on the “8 Essential Elements of a Social Media Marketing Strategy”.
Get to know your data
Each platform works differently and can generate different data, you need to know what you can get from each platform and how this will support in working towards your goal.
You can see insights for a Facebook page once it has hit 30 likes. This can be accessed on a desktop through the insights tab or using the pages app for your phone/tablet.
Twitter Analytics is available for both personal and company profiles. You can use analytics.twitter.com or if you are already signed into twitter, navigate to the analytics page by clicking your profile picture at the top right of the screen and then select analytics. There isn’t an app for twitter analytics but you can access some data within the normal app: select any of your tweets and click View Tweet Activity.
LinkedIn is a very underrated platform at the moment. If you don’t use a company page on LinkedIn, why not look at incorporating it into your social media strategy? You may be able to target people on LinkedIn you might not reach with other platforms. To access LinkedIn analytics, navigate to your company page and click on the Analytics tab. Simple!
There are a variety of apps that will look after your social media analytics. They range in price but if you’d like some support, why not check out Sprout Social, it’s the tool we use here at Platypus Media.
So, now what?
Okay, so we know how to get a hold of the data, but how do you make sense of it?
We like to look at sections of time, it can be days, weeks or even months, the more data you have the better. You’re looking for patterns, anomalies, anything that stands out. Does any particularly day of the week work better for you? Does your engagement drop in January? Understanding your audience’s behaviour at different times can help you schedule your posts for the periods when they’re most receptive.
Another thing to look at is the types of posts your audience respond to. Look at whats getting the most shares or likes – does your audience prefer video, images, questions, longer posts? It makes sense to post more content similar to what your audience is telling you they want to see.
Demographics are always an interesting one. Often we come across businesses who are targeting a particular gender/age group but actually their most engaged social media fans are from an entirely different demographic. It’s important to understand who you’re reaching, who’s engaging and how you can go find more of those people or how you can make your business serve them better.
Your analytics are here to help you understand your audience better and ultimately how you can serve them better. There’s no right or wrong answers, simply information to help you improve your marketing and your business.
*Big thanks to our friends at Mosphaiti for the screenshots! Check out their website for incredible clothing and accessories!