You’ve done it all – you know who you’re targeting, engaged with your audience and developed a social presence that only one could ever dream of.
But which channel is working more effectively than the others? How are you analyzing and measuring your social media performance?
In order to distinguish if your social presence is a success or, needs improvement, you need to know how to monitor and measure your social media analytics. Even though it’s not exactly possible to monitor everything across each social channel, you still need to measure your metrics.
There are different essential areas of social that will help you identify what your business should focus on. Once you’ve discovered your focus, you can then decide which metrics are the more meaningful to your business.
You need to a build a profile that continuously gains a relevant audience focused on specific profiles like influencers, entrepreneurs, sales, marketers or people interested in your business.
You can either go the organic way and let your audience gradually grow through time or you can go the automation way, using tools or paid ads to grow.
If you choose to invest in growth tactics like an automation system gain followers, your main strategy to focus on is being able to convert your audience into leads. If that works, then you should record a weekly basis of your audience growth and compare it to your competitors.
Are you reaching out and engaging with your audience? Is your audience engaging with your content and clicking on your links?
Being able to reach out to your audience is important because people may come across your content but not always take action. Monitoring your engagement is a great way to know what content is working or if you are targeting the wrong audience.
You need to identify your audience between people who are:
Influencers: People who have a large audience on social
Engagers: People who engage with chats about your specific industry or related content
Trollers: People who like to spam for the fun of it
Lookers: People who just look but don’t touch.. your content
Content and Traffic
Creating and sharing content is typically a great way to generate traffic back to your landing page or website. On a regular basis you need to analyze your content and see what is generating traffic and what is not.
Are your blog storylines grabbing attention and being shared?
What is working better, text, pictures or videos?
Do you have the right focus for your audience?
Do people respond to your posts/emails/questions?
Do you update and refresh your platforms?
Are you VISIBLE?
Monitor your click-through rates from your social posts.
Using tools like Google Analytics to see which sources your page visitors are coming from. Go to the “Reporting” tab at the top of the Google Analytics dashboard. From this page you will see a column of tabs on the left with the following titles: “Dashboards”, “Shortcuts”, “Intelligence Events”, “Real-Time”, “Audience”, “Acquisition”, Behavior”, and “Conversions.”
For the purposes of determining the highest sources of traffic to your content we will be using the Acquisition data. In the drop-down menu of the Acquisition tab, click the “All Referrals” option. This will open up the Referral Traffic page. You can then see a list with the traffic data divided up among the top sources that are directing traffic to your site.
Using Google Analytics is a great way to watch your traffic rise and optimize your marketing campaigns.
Your goal is to generate leads and close sales, so answering these questions is a great way to stay on task. Monitoring this on an ongoing basis is key!
Though audience engagement is important, responding back on social channels is even more essential. If you aren’t responsive on your social channels, then what is the point of interacting with your business?
People love customer service, no matter where it is. People also love when you respond at a timely matter also, so staying on top of that will definitely show that you care about your customers and your business.
Response rates are equally as important as engagement!
Know Your Competitor
Learning from your competitors is a great way to come up with ideas and improve. Compare your statistics (audience growth, profiles, brand consistency etc.) to your competition and understand what makes you stronger or weaker in relation to their presence.
Having knowledge on your competition will help you determine where you should be channeling your marketing efforts.
Use Social to Impact Data Marketing
Every data you get from social is valuable. Let it be a click through on an email, a like on Facebook or a favorite on Twitter, each interaction is leveraged to identify and consolidate customer activity and preference. When looking at social media data, there are two types of interactions you should measure and analyze.
The first one is based on a customer’s direct interaction with your social channels, such as retweeting, commenting on a post or clicking a link to a blog. This interaction can provide insight to help decide what changes should be made on your social marketing strategy and your product.
The second is about your customer’s social interactions with other businesses and if they’re sharing your content. This will help with creating target segments that will build brand affinity within your social channels.
Each discovered prospect on your social channels can be easily added to your lead database on your marketing automation platform. Monitoring the data from each engagement will assist with sales/marketing strategies and help create email campaigns aimed at driving your prospects towards your landing page or blog.
Each key social media activity is a step to discover more opportunities to engage with each lead. And each piece of data provides a deeper context about social and helps progress leads through the funnel to close sales.