Analytics – The Backbone of Your Social Media Strategy

Cheryl Lawson

In the modern digital landscape, there’s a saying: “If it can’t be measured, it can’t be managed.” This holds particular resonance in the realm of social media, where the sheer volume of data can be dizzying. Yet, tucked within this deluge of data are the golden insights that can steer campaigns to success and refine content to engage more effectively.

Why Analytics Matter

Every interaction a user has on social media, whether it’s clicking a link, liking a post, or watching a video, generates data. When interpreted, these actions offer deep insights into user behaviors, preferences, and trends. Armed with this understanding, businesses can tailor their strategies, ensuring their content hits the mark with their target audience.

Built-in Analytics and Third-party Tools

While most major social media platforms come with their own suite of analytics (Facebook with its Insights, Instagram with its analytics for business accounts, and so forth), those looking for more granular, cross-platform insights often turn to third-party tools:

  • Iconosquare: Initially centered around Instagram and Facebook, Iconosquare has expanded its reach, now offering support for Twitter and TikTok as well. Its visual analytics platform, complemented by easy-to-download graphs and graphics, makes reporting a breeze.
  • Hootsuite: Not just a scheduling tool, Hootsuite provides in-depth analytics across a range of platforms, aiding in both content planning and performance review.
  • Sprout Social: This is a comprehensive tool providing analytics, scheduling, listening, and reporting for a cross-channel perspective.
  • HubSpot: Beyond its renowned inbound marketing tools, HubSpot offers a robust suite of social media analytics.
  • It integrates analytics insights with engagement, listening, and publishing features, offering a holistic view of a brand’s social presence.
  • Zoho Social: Tailored for growing businesses, it provides real-time monitoring coupled with actionable insights.
  • Meta Business Suite: Designed for Facebook and its associated apps, this suite delivers profound insights and advertising tools.

Key Metrics to Monitor

For those steering organic social media campaigns, defining and adhering to specific metrics that echo with your overarching business goals is essential. Some of these metrics could include:

  • Engagement rates (likes, shares, comments)
  • Video views or play duration
  • Click-through rates on shared content
  • Growth trajectory in followers or subscribers

Remember, the key lies in consistency. Pinpoint metrics that align with your goals and monitor them at regular intervals, be it weekly, monthly, or annually. This not only helps in recognizing trends but also in course correction whenever needed.

Running Ads? Here’s Your Guide to Measurement

The success of social media advertisements can be gauged robustly. Platforms, be it Facebook, Instagram, or others, provide a rich tapestry of metrics, from click-through rates and leads generated to sales conversions and user interactions. However, measuring is just step one. To truly harness the power of ads, brands must be willing to analyze and iterate based on what the data reveals.

In the vast expanse of social media, analytics stands as a lighthouse, guiding strategies towards success. By decoding what truly engages audiences, businesses can fine-tune their approach, resulting in content that resonates and campaigns that deliver. As we journey ahead, we’ll dive deeper into each analytical tool, unveiling how to derive actionable insights from them. So, stay engaged and let’s navigate this analytical odyssey together!


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Intro to Social Media Copyright © 2021 by Cheryl Lawson is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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