Analytics - Key to Your Success

To be a successful Social Media Marketer, you need to firstly identify your goals and objectives, so that you can monitor your progress and the speed at which you are achieving them. The benefit of using Social Media Marketing is that you can easily monitor the metrics and analytics and this option is often available through the social media platform you are using. This is when you can assess whether the metrics are aligning with your strategy and desired outcomes.

To analyse the metrics means that you can see the number of followers, page visits and views, number of shared content or even the sentimental association with your brand or product.

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How are metrics helpful?

Firstly, before you even start engaging in Social Media Marketing, you would have had identified a target audience that you want to reach. By using analytics, you can physically see the audience you are reaching, and this could even include their location, age or gender. If you notice a gap between the audience that you are reaching and the target audience you would like to reach, you can work strategically towards closing that gap. This can be done through posting different content, using different platforms or adjusting your writing style.

What can you measure?

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There is a number of things that you can measure with the metrics reports, or analytics, that will help you in achieving your strategic goals. Some of these include:

®     Exposure which is the audience’s opportunity to attend to content  

®     Engagement and interaction that your audience has with your content or your brand

®     Influence that you have over your audience and the ability to change their opinions or behaviour

®     Impact that your brand has on the target audience

®     Advocacy which means what action will the audience suggest to another user 

How can you use analytics?

Depending on which platform you use, there is different ways to use analytics and gather data from the metrics you need.

FACEBOOK ANALYTICS

Facebook Analytics will provide detailed information on the demographics of your audience. This can also help you with analyzing and interacting with the existing and recognising your potential customers, as it will allow you to monitor the gender, age, location and interests. You can also segment your audience using filters and identify channels and traffic source and if you notice that something is working in particular, you can put more resources towards continuing to use the same strategy. Using Facebook Analytics, you can also identify similar audiences to your existing audience and using that information you can alter your strategic approach to reach those audiences as well.
You will also be able to receive automated notifications and pin your most important reports to save time and quickly relate to them. Furthermore, you can monitor your audience’s activity across different channels, which you would be able to use as a potential option to expand your brand onto different platforms.

Source: http://keyhole.co/facebook-analytics

GOOGLE ANALYTICS

Similarly, you can use Google Analytics to monitor your audiences activity, such as product-purchase interests, lifestyle interests. You will also be able to monitor the devices and software used and notice how the audience most commonly accesses your website or social media platform. This can help you adjust the format or content accordingly so it is suitable for the audiences using different devices. You would also be able to discover your audiences age, gender, geographic specifications such as location or language spoken. Furthermore, you can also view the behavior of your audience, such as new, frequent or returning audience. Using Google Analytics you can see what is working and what is not and work around that information.

Source: http://365digitalagency.com/web-stats/guide-to-google-analytics/

BLOGGER ANALYTICS

Using Blogger Analytics you will be able to monitor the number of followers on your blog, as well as the pageviews for a particular period of time. You can also view which posts have the most views and comments. Knowing this, you can design your future posts or topics in a similar way to the most popular posts. Like many other analytics, you will also be able to view the location of your visitors and what operating systems and browsers they have used to access your blog. Blogger Analytics will allow you also to see your traffic sources and search keywords which means that you will be able to use the same tactics if they demonstrate positive feedback and engagement.

Source: https://www.wikihow.com/Add-Google-Analytics-to-Blogger

Sources: 

https://analytics.facebook.com/features/

https://support.google.com/blogger/answer/7039627?hl=en

https://support.google.com/analytics/