Social Media Analytics 📊

Introduction

• Presenter: Jen
• Topic: Social media analytics
• Importance: Essential for marketing analysts and business owners to understand how these analytics work and impact businesses.

Social Media Platforms

• Platforms with Analytics: All major platforms
  • Examples:
    • YouTube
    • Facebook
    • Twitter
    • Instagram
    • LinkedIn
    • TikTok
• Access Requirements: May require pro or business accounts for detailed analytics.

Third-Party Platforms

• Function: Extract and aggregate data from multiple platforms for detailed analysis.
• Benefits:
  • Compare performance across platforms.
  • Aggregate data for easier overview.

Customer Sentiment Mining

• Method: Analyzing forums (e.g., Reddit, industry-specific forums)
• Focus: Customer perceptions (positive, negative, neutral) about products/services.

Key Social Media Metrics

• Followers/Page Likes: Number of people following or liking a page.
• Impressions/Reach: How many people saw the post or video content.
• Engagement: Interaction with the post (e.g., video views, likes, comments).
  • Engagement Rate: Engagements divided by impressions.
• Click-Through Rate/Post Clicks: Measures how many clicked on the post.
• Shares: How many people shared or retweeted the content.
• Additional Platform-Specific Metrics:
  • Discovery: How people found the content (referrals, search, suggestions).

Practical Analytics for Business Improvement

• Tracking Metrics: Determine what works well and what doesn’t.
  • Example: High impressions but low engagement may indicate the need for more meaningful or engaging content.
• Goal-Oriented Content: Understand the goal behind each type of content.
  • Example: Awareness for holiday hours vs. converting customers with new product launch.

Important Metrics to Analyze

• Strategy: Focus on metrics that align with content goals.
  • Goals Include: Awareness, fundraising, product sales.
• Periodic Review: Check all metrics periodically to identify trends (improvement, stagnation, decline).

Action-Oriented Analytics

• Objective: Use analytics to inform actionable changes.
  • Example: Low impressions suggest strategies to increase reach; low engagement suggests improving content engagement.

Conclusion

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• Closing: Thanks for watching; see you in the next video.