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Week 4: Analytics and reporting, => These metrics helps you assess your…
Week 4: Analytics and reporting
Social media analytics
Qualitative data describes qualities or characteristics. It is data gathered through observation, such as listening to the language people use when talking about your business.
Analytics, on the other hand, looks at quantitative data.
Quantitative data is information that can be counted or compared on numeric scale.
Social media analytics is the process of tracking, collecting, and analyzing data from social media platforms to improve an organization's strategic business decisions.
SOCIAL MEDIA ANALYTICS BENEFITS:
help you better understand your audience.
you can learn which types of content result in the best audience engagement.
when your audience is most active online.
Choose the best platforms
Learn what content drives the results
Learn from your competitor
Measure your social media ROI
Improve your stragegy
a metric
is a quantifiable measurement that is used to track and assess a business objective.
brand awareness metrics
measures the attention your brand receives across all of your social media platforms during a reporting period
potential reach
Potential reach
measures how many people have potentially seen a post since you published it.
Impression
An impression
is when a piece of content is displayed to your target audience.
Consideration metrics (engagement metrics)
this is when your customers are thinking about doing business with you.
Applause rate
Is the number of approval actions such as likes, mentions, Retweets, or favorites that a post receives relative to your total number of followers.
Conversion metrics
Referrals,
which indicate how someone was guided to your website.
You can track how many people were referred to your website from all your social media platforms and measure the referrals you receive on specific platforms.
Measure conversions
which refer to the completion of an activity that contributes to the success of a business. These activities can include anything from clicking on a link to buying something.
Social conversions are actions a person takes on your website because of having seen your social media campaigns recently.
Loyalty metrics
Customer testimonials
A customer testimonial
is any customer review, assessment, comment, endorsement, or interview relating to your brand.
When people are enthusiastic about your brand, they are more likely to share their positive feelings with others.
Customer testimonials on social media can help build trust and credibility in your brand while boosting your brand's social media presence.
A Net Promoter Score, or NPS
Help predict future customer engagement by asking customers: How likely is it that you would recommend our product to a friend?
Customers respond on a scale of 1 to 10. Depending on the number they choose, they are considered either unhappy customers, satisfied but unenthusiastic customers, or loyal enthusiasts.
Reviewing NPS
can help you measure customer satisfaction and predict potential future sales. Metrics are important because they show whether your social media strategy is successful over time.
Use social media data to drive marketing strategy
Let's discuss some different ways data might affect your decisions and strategy.
Learn what contents resonate with your audience
Track your competitors
Spot emerging trends
Target the best platform for your brand
Customize content
Popular social media analytics tools
Sprout Social
is a cross-channel social media analytics tool, which means you can compare performance across all your social media channels. You can view how your company’s social media accounts are measuring up against one another, and determine which you should put more energy and budget into, and which platforms you are finding success on.
Sprout Social
also allows you to compile data into reports, so keeping team members up-to-date on your progress is a seamless process
Google Analytics
Google Analytics is not solely a social media analytics tool, but when integrated into social media analytics, it can be used for things like tracking how much traffic your website receives from social media.
TapInfluence
You can track engagement, reach, and return on investment for each individual influencer. You can view each influencer’s typical reach and engagement to help you decide if you want to reach out to them to create a partnership.
Social testing
Social testing is an experimental process that shows how social media content is performing among target audiences.
Its benefit
Social media marketers use social testing to determine which content is effective, which types of posts the audience engages with most, and how to allocate budget towards effective types of posts.
Types of social tests
A/B testing
compares two versions of a post with a single differing variable.
For example, to test how to increase website traffic, you might run two paid social media ads that send the user to your homepage. The ads can be exactly alike, except for one changed variable. Maybe one ad includes a headline with a popular song reference in it, while the other one doesn’t. If your audience clicks on the version with the popular song reference in it more often than the other version, you may feel more confident using pop culture references in the future.
Multivariate testing
compares two or more versions of a post with several differing variables.
For example, to find out how different variations of an ad you created perform against each other, you might create four different versions. Version one would include an image with a caption. Version two would include a GIF instead of an image and a different caption. Version three would include different copy and a different color scheme, and on the fourth version, you might change the color scheme and also include the GIF you used in the second variation.
Social testing results
To get adequate results, consider running tests several times. You may want to run your tests for a week, month, or longer, and observe what your audience liked and didn’t like. The more tests you run, the more certain you can be of your results.
It’s also important to make sure you are thoughtful about selecting which variables to alter, so you have results to learn from–this will help you optimize your strategy.
Social media marketing reporting
A social media report
is a document that presents and tracks relevant data about your social media activities.
They help justify their strategy and the decisions they've made based on the data to colleagues or clients, as well as provide them with valuable insights.
Social media should consider
audience
relevant data
KPIs
Frequency
Reports frequency also varies and can be customized depending on what data will be reported and how the insights will be used.
Types of reports
Operational reports
Operational reports
Operational reports
give team members real-time updates and information on metrics like audience growth rates, impressions, click-through rates, and more. These reports provide social media marketers with the data they need to track a campaign's success—and fast—so they can adjust their strategy when necessary.
Insight reports
Insight report
s offer more than just raw data to your team members and stakeholders—they provide storylines that help explain your campaign. The purpose of insight reporting is to search for meaning in the data and to communicate that meaning at a high-level to stakeholders. These reports answer questions like: why are your click-through rates high? Which social media platforms generate the most leads? Does your audience prefer video-based content or image-based content, and what does that mean for your budget? What trends do you see in the data and why?
Informative reports
Informative reports are mostly used to provide company leadership with a broader understanding of campaign performance. Larger metrics like return on investment (ROI), and other key performance indicators (KPIs) are presented in informative reports because they show the value of campaigns at a high-level. These reports should be very clear and concise, as company leaders may not have a lot of time to analyze insights.
Present a social media report
Connect with your audience
Pace yourself
Guide your audience
Check in preriodically
Be flexible
Be well-prepared
=> These metrics helps you assess your progress towards expanding your social media audience.