Social media is at its prime age, where businesses are utilizing it to manage their businesses in a more open way. There are multiple ads and posting strategies that go a long way on social media platforms. These are particularly useful only when the strategies are analysed from time to time. This is where social media analytics comes into use. It is the process of collecting, analyzing, and interpreting data from social media platforms to make informed business decisions.
These analytics are crucial for businesses to understand what could be done better and what is already doing better. Just posting an ad will not be enough to expect more sales. It requires post-analysis as well as improvement. For example, if an ad is posted and a lot of views are already seen but the sales are low, it is important to understand why is it happening. It is only possible to know it by analysing the data.
Some key metrics of Social Media Analysis –
Some common metrics and analyses in social media analytics include –
1. Engagement –
It is important to measure the engagement that the ads and posts receive on social media. This is basically the likes, comments, shares and other interactions that your posts receive on the social media platform. It helps you understand how the audience is engaging with your content and how you can improve the metric.
2. Reach –
This is a metric that shows how many people the post has reached on social media. Let’s say you posted at 6 PM and you received about 1000 views in an hour. Then your reach is about 1000 people in an hour. This depends on your content relevance and the algorithm. Reach will show you more details when compared with engagement.
3. Impressions –
Similar to reach, impressions indicate how many times your content has been displayed on users’ screens. It can help you gauge the overall visibility of your posts.
4. Clickthrough rate (CTR) –
This is a very important metric and in understanding how effective your ads are. clickthrough rates can be defined as the number of viewers who actually click on your ad and view your website or enter your landing page. It helps you understand how compelling your content is.
5. Conversion rates –
The ads on social media are aimed at receiving certain actions. Conversion rates measure these actions. This could include completing a purchase, signing up for a newsletter, subscribing to a service or requesting a demo. This will ensure that the ad is reaching its required goal.
6. Sentiment analysis –
This involves analyzing the tone of social media mentions (positive, negative, or neutral) to understand how people feel about your brand or products.
7. Competitor analysis –
This involves monitoring and analyzing the social media performance of your competitors to identify strengths, weaknesses, and opportunities for improvement in your own social media strategy.
Wrapping it up –
There are multiple social media analysis tools that are meant to help businesses grow on social media. This includes monitoring engagement, reach, impressions, conversion rates, competitor analysis, clickthrough rates, and other metrics. This will allow the social media pages to understand the way their audience operates and tailor their content accordingly. Furthermore, this will help them reach their audience on a larger platform and sell their product easily.
