Using Analytics to Improve Social Media Marketing

With all the blog posts, videos, and tweets that you share to increase your business online presence, what is the guarantee that your target audience sees your content? Or rather, how will you know if potential customers are reacting to your content the way you want them to? This is where social media analytics proves invaluable as it allows you to identify the effectiveness of your current strategy.

The use of social media metrics

Before understanding how you can use social media analytics, it is essential to know the power of the social media platform. It comes as no surprise that customers prefer communicating with brands through social media, primarily because it’s fast and convenient. Any business should consider social media as an extension of their customer service, as responding to customer queries, comments, and feedback will ultimately boost brand recognition and trust.

But to fully understand how powerful social media can be, it’s imperative to learn the different metrics used to analyze the performance of your social media marketing campaign. These indicators point out the strong and weak points of your business, thus enabling you to develop a plan to make the necessary changes.

Continuous data-driven strategy

Millions of data pile up after promoting through social media for an extended period. Social media analytics will analyze the data and find out if your promotional posts are helping you inch closer toward your business goals. This process helps you identify whether you need changes in your content strategy. It is a continuous process of adapting to how the target audience responds to the posts and what you can do to improve their social experience.

Following the three-fold path to success

• Brand value – social media has become the best platform to share the brand personality of your company. Studies show that as much as 87% of internet users are more likely to share the photo of a new product or service that has been promoted through social media websites. However, the post should be unique and engaging enough to attract the attention of prospective customers. It is vital that the focus of the product does not take away the limelight from the brand. Otherwise, customers will search for similar products from the competition.
• Customer service – answering frequently asked questions on social media in the form of a tweet or a meme or even an interesting chat will improve the image of the company. The idea is to use social media marketing as a medium to reach out to thousands of customers instantly. A leading online tutor website does this effectively by allowing their GMAT tutors to communicate with potential students on social, which boosts their credibility right away.
• Customer generation – businesses that effectively use their social presence enjoy a 49% increase in the number of new customers they generate. This includes using social media not only as a means of a promotional tool, but as a way to engage with customers, get their feedback, and come up with the right action plan that will ultimately lead to higher sales.

It is easy to opt for different social media marketing strategies to promote your business. But unless you use analytics, you won’t be able to tell how effective they are. If you haven’t already, include analytics in your overall social media marketing strategy to get a clearer picture of what works and what doesn’t.