Part of any successful social media marketing campaign, is evaluating how much of an impact your social media networks are making. If you don’t track your social media analytics, you won’t have a clear understanding of what your target audience is responding to. According to an infographic created by Araceli Perez, over 50 percent of businesses are unsure how to measure the value of their LinkedIn, Twitter or blogs.
If you work for a marketing company, it’s important to use social media analytics to gain new clients. When you’re trying to win over a potential client use social media analytics to answer these important questions:
- Who’s buying the product and why?
- What are the latest trends in the industry?
- What topics are potential customers talking about and who is the most influential?
- What marketing channels and messages are resonating with their consumers?
- What triggers are causing customers to act?
By answering these questions, you’ll be able to track industry trends, appear as an expert and land the client!
If you’re unsure of how to track your social media metrics, have no fear, there are plenty of programs that can help you measure your successes. Francisco Meza and Ian Barker have both come up with lists of the best social media analytics tools to use. I’ve compiled and compacted their lists into one super list of social analytic tools:
- Hootsuite – Hootsuite is the leading social media dashboard, and it enhances yoursocial media management. You can send messages from HootSuite to Facebook, Twitter, Google Plus and LinkedIn. The program allows you to measure campaign results, but it doesn’t provide robust analytics.
- Sprout Social – Sprout Social is a tool that helps businesses find new customers and grow their social media presence. Sprout Social integrates with Google Analytics, making it one of the best tools for tracking social media analytics.
- Klout – Klout measures your social media influence across a wide range of networks,and it’s based on how many people interact with your posts. Klout is my favorite tool for monitoring my personal brand because it’s easy to use, and it tracks all of the social networks that I use on a regular basis (Facebook, Twitter, Instagram, Google Plus, LinkedIn).
- Viralheat – Viralheat aggregates all of your social media traffic into a single stream so it’s easy to maintain. The tool allows you to schedule posts, and there’s a dashboard to track analytics.
- Social Crawlytics – Identify your competitor’s most shared social media content and find out who is sharing their content with Social Crawlytics.
If you’re looking to track how the links on social media are performing, try using Oktopost Integration with Bit.Ly and Google Analytics. I’ve always used Bit.Ly to shorten my URL links on Twitter, but the free site also shows you who has shared your links.
Nils Mork Ulnes argues that brands need to go beyond using analytics to increase likes, comments and followers. He suggests that more brands should be using analytics to get into the minds of consumers. Ulnes makes a valid point. The more you know about your consumers and what messages they respond to and share, the more targeted you can make your social media content, which will ultimately lead to more sales.
Questions to consider:
What social media analytic tools does your brand use, or do you use for your personal brand? What do you like about that tool?
Does your company use analytics to track engagement or to get into the minds of the customers? Which do you think is more important?