Social Media Analytics: Why Bother?

Net likes, organic reach, negative engagement, benchmarking; what does it all mean? If your social media analytics data summons a blank stare at your screen, you’re not alone. We’re here to help demystify those seemingly random numbers, so you can maximize your social media strategy.


A Little Birdie Told Me… If you pay for Twitter ads to promote your tweets or account, then the recently added Twitter analytics may be for you. The new analytic data includes real time information on mentions, follows, reach and how many Twitter users click on links to your website. You can compare how regular tweets perform versus ad campaigns and gain insight into your audience segments. For users who don’t need or want a Twitter Ad account, link your account with a more user-friendly analytics tool, such as Twitonomy. The free version insights include:
  • Tweet history
  • Daily growth of followers, following, and tweet counts
  • Favorited tweets, mentions, RTs
  • Mention map that shows where accounts that mention you are located
  • Hashtag analytics
  • Potential reach
The Mention Map. Fancy stuff!

The Mention Map. Fancy stuff!

You can then take this information and download it to an Excel spreadsheet or PDF document. This data can help determine what types of tweets have the most engagement, what days your tweets had the most interaction and which hashtags are seeing the most action. Understanding the points of connection and disconnection between your content and your intended audience will allow you to make smarter, more strategic decisions that will deliver on your goals. Insights Into Your Profile Soul The new Facebook Insights have been broken into six tabs: overview, likes, reach, visits, posts and people. It may seem like you have to click on every tab to get the information you need, but there are some quick tricks to evaluate your Facebook marketing performance. While reach gives you an idea of who saw your post, engagement is the statistic you should be after, so let’s do some math. If you divide the number of engaged users by the number of users reached, you will get your click-thru-rate. This little tidbit lets you know if users are actively engaging with your content or passively seeing it—and in this case, seeing doesn’t necessarily mean reading. It’s not a perfect science, but this information will allow you to better compare your posts against each other and determine the type of posts and links that are most interesting to your audience. Instead of throwing tweets and posts out into cyberspace and hoping someone—ANYONE—will engage with your content, use your analytics to determine what and when to post for maximum exposure. Finally, you’ll be able to put your tools to work rather than hyperventilating over can seem like gibberish data on your screen. For a deeper look into social media analytics, check out these resources:
  • Wouldn't it be great if you could take a free, online class to better understand social network analysis? Coursera has you covered.
  • What's the point of having data on your brand if you can't effectively display it? These analytics spreadsheets make it easy.
  • All of the jargon associated with social media can feel a bit overwhelming. Don't worry - there's a glossary for that.
I won the internet!

I won the internet!

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