In today’s generation, social media has become one of the convenient ways of marketing strategy for businesses of all sizes.
With many users involved in social media platforms like Facebook, Instagram, LinkedIn, Twitter, it’s essential for every brand to make their online presence on these types of platform to boost or increase their performance in these social media platforms.
This is where social media platforms come in place, to boost your brands online presence so that more people know and to increase your productivity.
Importance of Social Media Analytics Tools
Social media analytics tools help businesses to analyse or trace the performance, SEO, understand their target audience and start to optimise the campaign. By analysing data from social media interaction, companies can make decisions that will enhance their marketing efforts.
Here’s are some reasons, why social media analytics tools are necessary:
1.Performance Tracking
Social media analytics tools help in tracking the performance of the organisation on the basis of how your content is performing. Metrics such as likes, comment, views, share, click-through-rate helps to show your posts performance.
Example: If a specific type of content gains significantly more than others contents, then it indicates a trend worth capitalising on.
2. Understanding your target Audience:
Analytics tools helps businesses to analyse their target audience and helps on how to engage and provide more interest and engagement of their target market by analysing demographic data. These types of deep understanding of the target audience allows brands to create creative and relevant contents, which helps in increasing the loyalty and trust towards the target audience.
Example: Coca-Cola’s “Share a Coke” campaign involves tracking popular names, which helps to boost the sales and engagements by making the brands feels more closer to the audience around the world.
3. Optimising Contents:
Businesses can optimise their contents or schedule their contents on the basis of the peak time or at a real-time.
Example: If analytics shows that most of your audience are active at Sunday 10 pm, then you can reschedule your posting time and date accordingly. This technique helps to maximise your marketing RIO.
4. Bench Marking and competitor Analysis:
Social media Analytics tools helps in business to their performance compared to their competitor. By comparing your metrics to industry standards, you can analyse your areas of improvements and establish realistic goals.
Popular Social Media Analytics Tools
There are different types of analytics tools that help to analyse your business on different social media platforms respectively. Here are some of the popular analytics tools:
1. Google Analytics:
One of the most popular analytics tools is Google analytics tools. It offers a wide range of analytics tools and social media tracking features. This tool allows you to trace the traffic coming from the different social media platforms to your websites and analyse the user behaviours. Adding UTM parameters to your URLs are required for setting social tracking, which helps to monitor the performance of individual campaigns.
2. Sprout Socials:
Sprout Socials is a comprehensive social media management tool, that provides detail analytics from the various platforms. It have a features like content performance analysis, engagements tracking, audience insights and many more. Sprout socials help businesses to analyse what resonates with their audience. It is a user-friendly interface that is used to generate a report and visualise the data from the report.
3. Hootsuite:
It is also one of the analytics tools that is used for social media management, scheduling and analytics. Hootsuite’s dashboard provides insights to engagements, reach and overall performance across multiple networks. Businesses use these tools to analyse or track specific campaigns and also monitor the competitors activity.
4. Buffer:
Buffer is one of the social media analytics tools used for scheduling and analysing the social media performance. It offers features like, audience demographics, clicks and insight through engagements.
5. Facebook Insights:
Facebook Insights is helpful to those businesses, which are supposed to grow their target audience on Facebook. This tool helps to provide detailed analytics on the page performance, audience demographics and engagements levels. Businesses can see which posts have engagements and can adjust their content to improve their performance.
Getting Started with Social Media Analytics Tools
1. Define your Goals:
Before diving into the google analytics tools, first you have a clear concept of what you want to achieve from social media presence. You have to determine your goal. Are you looking for brand awareness or want to increase traffic or boost sales? Having a clear goal will help you to focus on your efforts.
2. Choose Right Tools:
Consider the right analytics tools that can fit for your business. You have to consider the factors like costs, features and easy to use tools for your business.
3. Set up Tracking:
After selecting an appropriate analytics tool, set up tracking to monitor relevant tracking.
Example: If you have chosen Google Analytics tools, then you have to create UTM parameters for your social media links to track traffic sources accurately.
4. Analysing Data Regularly:
Regularly analysing your social media data. Always look for trends, patterns that help to inform your strategy. You can also read the reports generated by analytics tools to see what areas you have to work on more.
5. Adjust your Strategy:
You can adjust your timing, strategy, posting time and contents as needed.
6. Stay Updated:
As you know that, social media is continuously evolving. So that you have to be also up to date to see the changes and read the updates features, trends and tools regularly.
Conclusion
Social media analytics tools are essential tools for today’s business to optimise their online presence in this digital world. By tracking the performance, analysing the records, understanding the target audience needs using social media tools helps to improve social media strategy. Choosing the right tools and approach according to your business goal is necessary for any business to be successful. So, whether you are just starting in the field of marketing or want to refine your existing strategy, leveraging analytics will set your path to success.
