Tracking Your Social Media Success

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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: 

  1. 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.
  2. 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.
  3. 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).
  4. 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.
  5. 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?

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8 thoughts on “Tracking Your Social Media Success

  1. On a personal level I don’t track anything. For business I use Sprout Social the most. They are very reasonably priced at $40 a month and have a great reporting tool. I really like their demographic data as well as seeing which posts got the most engagement. You can also use this platform to schedule posts and reply to followers who send messages.

    I’d say we just track engagement but for certain brands it is probably more about getting into the minds of consumers. I think this applies to larger brands that have a huge following and engagement level. If you’re a small business, engagement is probably more important so you can learn what type of posts work and don’t work.

    • I just started using some of the analytic tools personally, and I wish I had been using them a long time ago! Scheduling posts in advance and seeing what type of content is most effective makes creating a social media strategy so much easier!

  2. Hi Lauren.

    A substantial number of businesses are obsessed with the number of likes and followers that their social networks have, however, those statistics aren’t always an accurate measure of social media influence. Businesses should consider audience engagement to assess their social influence. If all of your tweets and status updates fall on deaf ears, you need to revamp your social media strategy. Services like Klout and Facebook Insights provide helpful metrics to determine whether your engagement strategy is effective. I think engagement and analytics are equally important. They must coexist to create an effective social media marketing campaign.

    • I agree that too many business are obsessed with the numbers. You’re right that engagement is equally important. It’s great if someone decides to follow you, but if they never engage with any of your content, what have you really accomplished?

  3. For business we use Expion and the analytics that Facebook has to offer– I like to play with the free options that HootSuite has to offer because I visually enjoyed how they have them laid out. The Expion model is tough to navigate though– I’m just required to use it for work. Facebook is pretty user friendly and gives a great snapshot of where our customer base is coming from.

    I’m always looking to know who is interacting with us. At the end of the day, knowing who our main customer (or voice) is what is most important. Understanding him or her and listening to them is how we’re going to have a better sense of what they’re looking for. We can only sell what we know they want. That is sort of how I look at it. When the fans ask for things, I’ll send a message to the buyers and we go from there. It really is a nice little model we have worked out. 🙂

  4. I use Klout and Hootsuite because they are easy to use and free. Still working on gleaning the data and what it means. I am currently still working on installing Google Analytics on WordPress, I think I may have finally got it. I will have to check it again in the am, to see if there are nay results. Do you know if that is the way it works, install and then wait 24 hours?

    The USPS does use analytics but we have a contractor do the work for us..I am not sure what platform hey using to gather the data, but its a good questions and one I plan to ask.

    • I enjoy using Klout and HootSuite as well. I’m actually planning on starting to work with Google Analytics this week, so I’m hoping I will enjoy that tool just as much as the other two!

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