Auditing key social media metrics can reveal which aspects of your social media marketing are working and provide insight into which areas you can improve upon. You’ll stop the leaks in your ad spending, justify your marketing spend, gain the confidence you need to make better marketing decisions, and know what’s working at every step of the customer journey. You will be able to spot seasonal changes and distinguish them from real problems with social media strategy. In the graph below, the green line indicates the number of positive mentions and the red represents the negative. Check out our new Google Analytics for Marketers course from your friends at Social Media Examiner. Attend our annual MAXQDA International Conference (MQIC), which offers over 40 different workshops in full-day, half-day, and mini-workshop formats. Another benefit of social media analysis is the ability to create better content. The share of voice tells you what percentage of the whole online discussion was initiated by a given social media account. Look for any outliers in the data. Once you know who you are talking to, preparing attractive content will be a piece of cake. Do you have any to add to this list? Analyse the volume of mentions and the sentiment around your keyword. For example, if you’re auditing your Pinterest page’s engagement rate, go to your Pinterest analytics and look at the platform’s biggest engagement currency: repins/saves. The figures will indicate the effectiveness of your social media marketing campaign and provide insights into how to improve your social media presence. Go to your website’s dashboard and click Acquisition > Social > Network Referrals. This will be the starting point. Not all mentions are the same, however. Followers and impressions are useless if you’re not getting any engagement. The median will give you a general idea on how your social media campaign stands in your industry. The rich set of data available through social media analytics allows you to see how well your social media strategy is working. The most common use of social media analytics is to mine customer sentiment … Search for terms associated with your product or services. Go to your website’s dashboard and click Acquisition > Social > Network Referrals. To build a robust social media presence you need to reach the right people on the right platform. Also be sure to note the date of the audit and conduct your audits at fixed intervals. Specially for social media sites like Facebook and LinkedIn, Hadoop is used to analyse real time data quickly and provide recommendations to the users before they leave the page. Nevertheless, in every case, it’s necessary to assess the impact of your marketing activities. In this step, your goal is to gather as many competitors as you need. But the benefits of social media analysis are hard to miss. That’s a lot when it comes to the benefits of social media analysis but what information exactly should you look for? How do you find useful data in the sea of information? The number of social media followers you have matters because bigger numbers translate to higher levels of engagement and more traffic. your prospects and customers. That will allow you to prepare a benchmarking dossier and you’ll have a general idea of what works and what doesn’t in your industry. The higher the share of voice, the more influential your social media account is. Printful uses mandatory and performance cookies that let you access our site, and other cookies to provide you with a personalized experience, including targeted ads. When you enter your company name, Brand24 will find all of your mentions. Or if you prefer to look at the total, add up the total saves for each day and note that sum. Identify which content was published on or around the days and months where activity rises and falls. Imagine the situation where your competitors could ignite a conversation on one of their channels or consistently post content that users gladly engage with. If the network you’re auditing lets you post different media, also look into which types of media (photos, links, videos, etc.) And by better content, I mean content that is attractive and engaging to your audience. Being one step ahead of your competitors isn’t always easy. Talkwalker, for example, covers over 150 million websites from around the world as well as a huge range of blogs and forum. You don’t have to run test campaigns before your big opening. Are you forced to make decisions based on limited data? If your social media accounts don’t generate social media buzz, you may want to consider two options. Go through all of the social networks you’re auditing and record the number of impressions you’re generating on your social media audit spreadsheet. The ultimate goal of your social media presence is to raise brand awareness — get your brand known across your existing and potential new audience. What to Do After Checking Page & Post Data. Mentions are the number of times other social media users tag your social media page or even just write your company’s name. Start by measuring the number of clicks through to a site or landing page. Another aspect you have to keep in mind is the quality of the metrics. It’s hard to imagine any marketing campaign, even an offline one, without sparking some kind of social media involvement. With the right training, you can use Google Analytics to measure all of your marketing efforts with certainty. For example, on Twitter, go to Twitter Analytics and visit the Tweets tab to see the number of tweet impressions. 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