The importance of social media analytics

More and more, B2B marketers are using organic social media as part of their campaigns or ongoing marketing activity. The problem is, the analytics behind their social media activity is often left wanting. In order for any marketing activity to be assessed, there needs to be clear KPIs and targets – and with social media platforms enhancing their analytics capabilities, there is plenty of opportunity to start demonstrating the ROI of your social media campaigns.

But remember: ROI is NOT based purely upon ‘likes’, ‘favourites’ or ‘shares’.  Social media analytics is so much more than that.

The question is – where should you be looking for key social media analytics information?

LinkedIn

LinkedIn have vastly improved their company page analytics feature. Not only can you see how your followers have increased over time, but you can also see your visitor demographics, such as:

  • Job function
  • Seniority
  • Industry
  • Company size

You can easily split out your mobile and desktop traffic, or look at an aggregated view.

Another helpful feature LinkedIn provides is the insights beneath your posts, which shows impressions, clicks and engagement rates so you can identify the posts that are performing better. You can also see when the most interactions happen, allowing you to effectively time when you post your next piece of content for maximum impact (cool huh?!).

Facebook

Whilst Facebook’s Insights section for business page has come a long way, one of the simplest reporting requirements still seems to be missing. You can only select from four pre-existing date ranges for your reporting; Today, Yesterday, Last 7 days, and Last 28 days.

However, once you’ve overcome this annoyance, their reporting is relatively detailed.

Results are split out by organic and paid audiences with an overall summary section, encompassing most of the information you’d need to report on your activity. This includes, but is not limited to, the number of:

  • Actions on your page
  • Views
  • Likes
  • Recommendations
  • Post engagements
  • Video views
  • Orders received (where applicable)

What’s more, you can compare the performance of your page with similar pages on Facebook. Either select your competitors here or use the pages, which Facebook highlights as ‘Pages to Watch’.

Google Analytics

Google Analytics or other in-depth reporting tools should be used in conjunction with the social media platforms to measure the behaviour of traffic generated. Using the acquisition report, you can see how the quality of the traffic from different sources compares. This includes:

  • Time on site
  • Bounce rate
  • Number of pages viewed

With the addition of UTM tracking codes, it’s possible to see how people from social media navigate through your website. By defining a source, medium and campaign you can identify distinct social channels and campaigns with a custom report. You can even create a personalised dashboard for your social media efforts.

Other social media analytics platforms

There are plenty of other social media analytics tools around. I’ve focused on the free ones, and the two platforms most used by the majority of our clients. However, it’s possible to get deeper insights about the demographics of followers, areas of interest and behaviour using a paid analytics platform such as premium accounts in Hootsuite or Buffer

If you’re unsure how to get started with analytics, something in this blog has raised an important question, or you’d simply like to chat to us about how awesome social media analytics is – get in touch.

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