Numbers rule the world. It determines if a company is successful & usually begins with a dollar sign.
Some other numbers can determine the dollars and cents. In the Internet marketing world, those numbers can be pageviews, conversions, bounce rate, open rates, or CTR, to name a few.
While open rates & CTR are scrutinized, social media gets the nod when Google Analytics shows a sale or multiple pageviews. Unfortunately, what goes on in social analytics gets neglected.
Deeper digging is needed, just like with e-mail campaigns, where open rates, unsubscribes & e-mail clicks are examined.
If you have conversation, connections & sharing on your social channels, your audience will organically grow & your end result will come, just like other digital channels.
Metrics proved by various social platforms has improved the past year, providing more in-depth, yet down to the point information.
Facebook – Facebook provides very in-depth analytics. All of your posts are broken down from how many saw them, how many shared/liked/comments on it, and even tells you when your connections are on Facebook along with demographic information.
If you know your audience, have the internal resources to provide content they enjoy & unitize the analytics provided, you will be able to use Facebook to it’s maximum organic potential (still good luck getting above 2% reach).
Twitter – Twitter’s advertising portal was recently released to everyone, which contains an extremely in-depth look at various metrics, including follower count, links clicked, profile & media views, RTs & replies. It can be easily exported, and viewed in Excel.
You’ll be able to see if you’re tweeting at the right time, in the right format, with content your audience enjoys along with conversation.
If any of the analytics aren’t in line, then it’s time to readjust and analyze the readjustments to be sure it’s closer to your goals.
Instagram – This is the tough one because links can’t be posted in individual posts. One link can be shown on the profile, which unfortunately, is tracked as a direct visit, instead of a social referral in Google Analytics. What can be tracked are the number of comments, likes & followers. As long as each of those three are increasing, it’s additional brand exposure. IconoSquare is a good free tool to use to track Instagram metrics.
Pinterest & Google+ provide similar analytical tools, both with similar objectives in analytics while being two entirely different platforms.
Simple readjusting, such as what kind of content, in what format, on what channel, and if any media or links are involved can make a big difference in how successful your brand is in social media.
If analytics show everything is falling in place along with business goals, your sales or pageviews will organically increase as well. That’s why social analytics is worth the time to examine.