Social media is not just a marketing tool, it’s a science!
Social media marketing is beyond just posting, sharing or promoting. If half the job is about sharing and networking, half of it depends on how you measure its performance and draw insights from them. There are a lot of numbers, data and statistics involved in the process. If you ignore it, you will never ever be able to improve your social media marketing.
Here are 6 basic social media analytics that you must include in your social media plan to improve your marketing.
Google Analytics: If you have a website, Google Analytics is nothing new to you. Nowadays, the tool has become indispensable for every business that has a digital presence.
You can track the traffic drawn from different sources over a period of time. You can figure out the best and worst pages, in terms of engagement. You can track the performance of any social media campaign. You can get deep insights about your social media business pages as well.
For example, let’s assume that you are going to run a contest on Facebook, where you will need your users to fill in an online form. You can add the form to your website as an additional page and set it as the landing page of the campaign on Facebook. Now all you need to do is, measure and track the campaign on Google Analytics by simply using a tracking code.
Now that you have all the data, you can easily access what’s working for you and what’s not. It’s essential to access your content marketing strategy as well.
Facebook Analytics: Facebook offers an in-built analytics tool for business pages. It has six tabs: Overview, Likes, Reach, Visits, Posts and People.
It offers a complete statistics on how your page is doing on these aforementioned scales. For example, you can measure individual post reach, Likes and unlikes on a particular day, when your fans come online and many more.
The numbers are important to strategize your Facebook content. Let’s say, your page have received 100 Likes on a particular day. It’s higher than other days, when it receives 20 to 50 Likes on an average. With Facebook Insights, you can see and measure the reach of the updates, posted on that day or a day before. This way you can determine what kind of content suits you fans.
Bit.ly analytics: Always use link shorteners to share your blogs and other content. Almost every network supports bit.ly URL shorteners and the bonus is, it offers in-depth insights about the link.
The tool allows you to understand when your content is clicked most. This way you can determine the best time to share your blog posts. It also shows the sources of clicks. This would be helpful to figure out where to post or share your future content most.
Apart from that, you also can get an idea about the geographic locations, from where your post is viewed. You can see if the content reaches its target audience or not.
Twitter Analytics: There are multiple Twitter analytics tools. However, Twitonomy is one of the best tools available on the space. It analyses your entire Twitter activities.
The analytics tool helps you analyze who are retweeting your tweets, what are your most used hashtags, who get frequent replies from you etc. In short, you will get a clear idea of your influencers and buzz words. It’s extremely helpful to run Twitter campaigns.
Facebook ad Analytics: If you are a Facebook page manager, you must have run Facebook ads at some point of time. No matter if you are not a regular advertiser, you should always track the performance of your ads with conversion pixels.
Use ad conversion pixel on Facebook to let it track your ads’ performance on the channel. Just add the conversion pixel to your website or any other landing page. Facebook will return greater insights.
Klout: Klout monitors your score as a social media influencer. Apart from that, it also includes the people, who influence you on the space. You can sync your Klout profile with Facebook, Twitter, LinkedIn, Instagram, FourSquare etc. The more, the merrier!
Integrating different social profiles will help Klout monitor and track your entire activities on the space. It shows a visual map of the stats of your own Klout score. This is effective to understand your growth as an influencer.