Creating consistent and effective social media content is the key to generate brand awareness and engagement. But at last, everything comes down to data. Whether you are running social media campaigns or striving for organic growth, data will help you in measuring the performance of your content.
Social media analytics plays a significant role in deriving data from your marketing campaigns. The major challenge that every social media marketer faces is which data to measure and how to create better content from those data insights.
Social media analytics tools not only measure the performance of your content but also analyze your social media audience. The analytics tool will help you understand the three major points of your social media profiles:
- How your content is performing on social media?
- How much have your social media channels grown?
- How can you use your data to create better content?
Before diving into data analysis, every social media marketer should have a complete set of social media toolboxes. You can select from a wide variety of paid or free tools for deriving data from your social media channels.
In this article, we will tell you how you can make the best use of the data derived from social media analytics tool:
Set your social media goals
Setting social media goals is like finding a purpose to analyze the data. Setting a goal will give you a broader idea about what you want to achieve. The social media goals can be of five types:
- Traffic: Your content drives traffic to your blogs and website. Generating traffic is the most crucial factor that determines the quality of your content. Traffic generation will help your potential customers to engage with your content.
- Increase in the number of followers: Your traffic will convert into followers if you are making relevant and engaging content.
- Impressions and Reach: Generating impressions means making your brand more visible in front of your target audience. Impressions and reach create more brand awareness in the long term.
- Engagement: Engagement is the key factor that shows your content is working. Engagement means likes and comments on your content. The high level of engagement indicates that your content is performing.
- Conversions: Conversion is the ultimate goal for any business. Every online and offline effort is directed towards the conversion. You can set a goal for conversion with paid advertising and organic mediums.
Choose the right platform
Presence on all social media channels seems essential for boosting your online presence. But that’s not entirely true. Every business requires a platform that works for them. Mostly B2C platforms are on Instagram and Twitter, whereas LinkedIn works best for B2B companies. If you are into blogging, then sharing a glimpse of your blogs on Twitter and Facebook accounts can drive more traffic to your blogs. Selecting the best social media channel for you largely depends on your audience and which platform they visit.
Choose right analytic tools as per your chosen platform
After selecting a suitable platform for your brand, you must get your analytics stacks in place. There is a wide range of analytics tools available for every platform. You need to find a suitable tool for your brand. With the right set of tools, you can optimize your platforms for better engagement.
Read your social media analytics report
Social media reports have different metrics and terms that you need to understand to get a better idea of your analytics. Not every metric will act as a parameter for understanding your social media performance. Once you have chosen the metric that is relevant for you, it can create a better understanding to analyze your social media performance.
Interpret the collected data
Interpret and examine your data in terms of shares, likes, and comments. Check what time your audience engaged with your content. Constant evaluations of these metrics will give you a deeper understanding of your analytics.
Develop content according to new evaluations
Once you read your data thoroughly, create content that engages more with your customers. Evaluations from your data will give you a fair idea about the type of content your audience wants to see.
Evaluate New Results
After developing content based on your analytics, monitor the new content, and see how it performs. You can evaluate your reports every month or quarter for constant improvements.
Data can do wonders if it is appropriately evaluated. Analytics data can help you in creating audience-oriented content, which increases engagement on social media.