Running an effective social media marketing campaign can give you a major edge over your competitors. Nonetheless, you will need access to some type of social media analytics tools to keep track of your progress and help perfect your tactics.
In all likelihood, you already use an analytics tool like Google Analytics to gain insight into your website’s performance and the behaviors of your visitors.
However, there is one major difference. As the name implies, a social media analytics tool is specifically designed for the most popular social media networks, including Facebook, YouTube, Instagram, and Twitter. It can provide you with information associated with all of your social media accounts in a sleek, easy to understand package.
The major social networks already have a dashboard to view your stats. Sure, you can use them, since you already have an account there. However, it’s much better to have a centralized location where you can access all of your stats in one place.
Here are the analytics tools offered by the social media companies themselves:
Accessing Twitter analytics is simple enough, just go to: https://analytics.twitter.com/. From there, you can see how well your tweets have performed over time. You can see things such as retweets, mentions and clicks out to your links.
When you create a page on Facebook, you automatically get access to Facebook Insights. From here you can see stats on individual posts, your fan count and your reach.
In order to use their own analytics dashboard, you first have to convert your page from a personal account into a business account. Don’t worry, it’s free and only increases functionality.
The dashboard shows you insights such as pin impressions and repin data. Plus there’s information on your profile such as the average daily impressions your profile receives over time.
By analyzing this information you can see which pins perform best. This will give you an idea on what type of images work best with Pinterest and what types of content resonate best with your audience.
The data that LinkedIn provides is similar to that of Facebook Insights. There’s information over the posts you publish as well as your profile visits. You can see things like engagement, which includes clicks, likes, comments and share counts.
You’ll have access to Instagram Insights with a business profile on Instagram. In order to convert your IG profile into a business one, use the app to visit your profile, then click on the graph icon that’s located in the upper right hand corner.
From within this analytics tool you’ll see all of the data of your profile including post data and stories data. Plus you’ll see information on your followers such as which days and times they are most active.
Google Plus Influence
The analytics offered by Google+ is the weakest of them all. They only offer basic insights such as how many views and comments your posts have attained.
Choosing The Right Social Media Analytics Tool
There are plenty of free and paid options, but for now we’re going to stick with the free ones. Almost all of these have an option to upgrade your account to gain more functionality. However, for a new blogger, the free programs are all you need.
Here are my favorite social media analytics tools:
Buffer aims to make managing social media easier by not only giving you access to the performance of your accounts, but Buffer also lets you schedule posts as well.
By creating a schedule on Buffer, you can automate your social media posts and track them at the same time.
With the free plan, you get 1 social account per network: Twitter, Facebook, LinkedIn, Instagram and Google+ (no Pinterest on the free plan). You can schedule only up to 10 posts total in advance.
Their cheapest plan is a reasonable $10 per month and with that, you get 10 social media accounts and you can schedule up to 100 posts in advance.
The reason I prefer Buffer as my favorite social media analytics tool is because they are integrated into every part of my digital life. They have a browser extension, an app and of course their website where I can manage my scheduled content. Then, I can also track how well each post performs and see how many clicks I receive.
With campaign tracking enabled in Buffer, I can then see how much traffic Buffer has helped me generated right from my Google Analytics dashboard.
With Cyfe, you can add different social media profiles to your main Cyfe dashboard. The main benefit of Cyfe is their dashboard display so you can see all of your stats at a glance. After connecting your accounts, you’ll see a beautiful display of graphs that show you how you are trending on all your accounts.
With the free account, you can add 5 profiles. With a paid account, you can have multiple dashboards, each with as many insights as you wish. This way, you can have an entire dashboard page devoted to Facebook, for example, showing different widgets so you can gain a better understanding of how well you’re performing with that network.
It costs $19 per month to upgrade, so it’s best to try it out at first before you commit to the monthly plan.
The Benefits Of Using A Social Media Analytics Tool
Perfect Your Content
Whether you’re writing on your blog or composing a small tweet, you should understand the paramount importance of your content. The quality of your content will play a major role in determining how successful your social media campaign truly is.
Weak, unattractive content will be ignored by the masses, while eye-catching content will encourage engagement and will be much more likely to spread like wildfire. This is where a good social media analytics tool will prove to be exceptionally helpful.
Such tools give you the ability to quickly gauge the effectiveness of your content, regardless of its form. How much attention did your photograph receive? Was your link shared and visited by a large number of individuals?
By accessing the tool’s dashboard, you will be able to find out immediately. And, this will help you set up the most effective social media campaign by only using content that will be engaging.
Easily Plan In Advance
As someone, who runs a business and a website, it is highly likely you have very little free time in your day. When you’re not consulting with clients, you’re likely adding fresh content to your blog or answering questions on social media.
This can make it difficult, if not nearly impossible, to fit your social media marketing campaign into your hectic schedule. Again, a good social media analytics tool can help. Although the main purpose of such tools is to provide you with information regarding your social media profiles, they can also be beneficial in other ways.
For instance, you can use some of these tools to plan content releases well in advance. You can compose posts for Facebook and schedule a specific release date and time for each. This will help to ensure that your social media profile is consistently publishing fresh content even when you’re too busy to do so manually.
All In One Place
As a business owner, it is essential to expand your reach by utilizing as many social media networks as humanely possible. A profile on Facebook will help, but you can double your results by also creating an account on Twitter. And, your results can be tripled by utilizing Facebook, Twitter and YouTube simultaneously.
Of course, it becomes enormously more complicated to manage these accounts when you have so many in your arsenal. Many of the latest social media analytics tools can help make this substantially easier.
These tools will allow you to manage each of your social media accounts in a centralized location. This will make your life easier, while ensuring you’re able to respond and communicate with others more rapidly.
Some of the better tools can also deliver alerts and notifications directly to your smartphone via SMS or by email. This guarantees you do not leave your clients waiting for an answer for too long.
Analyzing Your Audience
It is truly impossible to construct a reliable marketing campaign, until you’ve gained insight into your audience. What specific age group will be most interested in your company’s products and services? What will be the most effective way to target these individuals?
These questions are impossible to answer without a little investigating. Social media analytics tools can provide you with the answers you need.
Some tools can provide you with demographic data about your potential clients. Also, the tools can provide further details into their behavior and what makes them most likely to engage with your posts.
And finally, the tools can help you identify users, who will be most beneficial to your progress. Trolls or fake accounts can be identified, so they can be ignored. Popular social media users or influencers can be picked out and targeted to ensure maximum effectiveness.
Truly, it is nearly impossible to develop a powerful presence on any social media network without knowledge into what makes users tick and respond. The only way to gain access to the information needed is by using some type of analytics program.
If you intend to use social media to elevate your company’s profits, you need data and the only way to get it is from a social media analytics tool.