What Is Social Media Analytics? (Definition And Importance)

By Indeed Editorial Team

Published 19 July 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Organisations utilise a wide range of tools like social media analytics, to learn how customers respond to various marketing materials of brands. To understand the interests, priorities and preferences of target audiences, a business can evaluate various social media metrics. Understanding the importance of social media analytics can help companies enhance their digital marketing efforts. In this article, we examine social media analytics and its significance, identify some prominent metrics that business leaders can use for analysis and explore how they can help businesses.

What Is Social Media Analytics?

The answer to the question, ‘What is social media analytics?' is that it is the process of acquiring and evaluating data from social networks and media platforms. A company may utilise social media analytics tools to gather and analyse information about how customers interact with posts on various social networking sites. A broad range of information, such as customer reviews of a newly launched product or the frequency with which people interact with promotional posts, can be a part of this data. A company may use this information to better understand its target market and adjust the content of its advertising materials.

Related: Top 20 Marketing Skills To Include On Your Resume

What Metrics Can You Track With Social Media Analytics?

Here are the various metrics you can track with social media analytics:

Performance metrics

Examining where strategic efforts are succeeding and where it needs improvement requires measuring the effectiveness of social media marketing initiatives. The following are important performance metrics that you can track with social media analytics:

  • Follower count growth: to confirm consistent progress throughout various platforms

  • Click-through rate: for links in posts to assess whether they are effectively driving traffic from various social media channels.

  • Number of interactions over time and across platforms: to assess whether content is effectively engaging an audience.

Related: 15 Types Of Operations Metrics And Their Use In Business

Audience analytics

It is vital for you to understand the most crucial component of social media strategies: the target audience. Having content that is focused on what the audience wants and is seeking can help create a positive customer experience. Marketers can use analytics tools to examine data from many platforms to better understand the demographics, interests and habits of their target audiences. AI-based tools can even help with customer behaviour prediction. They can also research audience growth. The more targeted the content, the lower the cost of advertising.

Competitor analytics

It is essential to evaluate performance metrics from a competitive perspective to fully comprehend them. Competitor analytics studies how an organisation's Internet presence is when compared to its competition. It does so by comparing both firms to assess relative effectiveness and identify areas for improvement.

Related: What Is Competitor Analysis? (Plus How To Perform One)

Paid social media analytics

Advanced analytics tools can help in predicting which content has the potential to perform well, making them less risky investments for marketing budgets. The ideal option for tracking success across all social media accounts is an integrated platform that can track all metrics. The following metrics are crucial to monitor:

  • Cost per click

  • Overall number of active ads

  • Cost per engagement

  • Total number of clicks

  • Cost per purchase

  • Total ad expenditure

  • Click-through rate

  • Cost per action

Related: What Is Internet Marketing? (Definition And Types)

Influencer analytics

Social media analytics can offer expertise regarding precise metrics to employ that can assure the success of influencer campaigns. The following are some influencer analytics you can monitor:

  • Overall interactions per thousand followers for evaluating whether they are generating engagement effectively

  • Audience size and the most prevalent hashtags to evaluate the campaign's optimum scope

  • The number of posts that influencers regularly post to gauge their level of activity and the potential power of engagement

  • Prior collaborations, which can be excellent indicators of the likelihood of succeeding with an influencer

Related: How To Become An Influencer On Social Media (With Definition)

Sentiment analytics

Sentiment analytics is a crucial indicator to monitor because it can indicate if a campaign is winning over or alienating its audience. Sentiment analysis for client service firms can help in identifying potential issues with client care. It monitors interactions and engagement rates over time to make sure a campaign is on target with its audience and keeps up a healthy rate of growth. A drop can suggest that a change in strategy is required. When creating a marketing plan and selecting the content that can connect with the audience the most effectively, collecting and evaluating consumer sentiment can help reduce ambiguity.

Benefits Of Using Social Media Analytics

Analytics equips businesses with crucial data regarding the quality of content they post on social media. This information can help marketing professionals enhance a social media profile or identify the tactics that can help a business generate more income overall. The following are ways in which a business can benefit from implementing social media analytics:

Improve the quality of products

Businesses can identify what attributes of their products clients appreciate and what elements of their services or brand could use improvements by monitoring analytics workflows across a range of channels. They can use this knowledge to tackle challenges or rectify flaws in a current product and add more valuable features to already-existing products. By utilising analytics, a company can produce future products that are more beneficial and have higher success rates with consumers on social media.

Related: Quality Assurance Vs. Quality Control (With Differences)

Competitive advantage

By offering a broader understanding of their brands, analytics tools help firms gain a competitive edge over their competitors. Companies can discover what strategies other firms are using successfully and identify segments from the market where they might have an advantage over their competition by tracking customer perceptions of competing brands and goods. This often involves researching how consumers utilise specific services or products, what problems they encounter when using these services or products and learning how consumers feel about a specific company or product.

To attract new customers who already show interest in a certain product, a business can opt to expand marketing for a specific product that is comparable to that of its rivals. Alternatively, a company can decide to develop entirely unique products that are distinct from those that its rivals in the market provide if they discover an unmet customer's need. When customers feel that a company genuinely cares about their needs, goodwill gradually grows and offers businesses an advantage over rivals.

Generate brand loyalty

Social media analytics can indicate what customers enjoy about a business besides showing what they like about a particular product. Businesses strive to build an audience of people on social media who may become returning consumers due to a favourable relationship with their brand by connecting with their customers on social media. A business can utilise analytics to assess how effectively it is engaging with its target market and motivate customers to develop a personal relationship with the brand, which encourages brand loyalty.

Enhance customer experience

Business leaders can learn more about how consumers connect with their brands, the features they enjoy about the products they advertise and what they expect from them in the future by using social media analytics. With this knowledge, business leaders can employ effective branding techniques and work to enhance those parts of their operations that customers believe need improvement. Customers are more likely to buy products and regularly spend money on a business's services if they have a pleasant experience on its social media platforms.

Related: What Is Customer Service? Definition And Career Advice

Why Is Social Media Analytics Important?

Social media analytics can help business leaders:

  • Identify trends: Social media analytics collect information that businesses can use to analyse customer behaviour or illustrate trends in an industry. Based on the interests and purchases of social media users, they can assist professionals in understanding what products or services clients may look for, enabling a company to create products that its target market prefers.

  • Gauge customer engagement: Businesses can use analytics to see how customers respond to their social media marketing materials. Analytics enables businesses to see whether their customers like how they promote themselves and advertise their goods on their social media platforms. They can also allow customers to contact the brand with questions or complaints.

  • Analyse demographics: Businesses can analyse customer demographics and understand who typically supports or purchases a product by examining social media statistics. This can help a company determine whether its target audience interacts with its digital content, enabling marketing specialists to improve and change their posts as needed.

  • Monitor company and product efficiency: Social media analytics can help a company monitor customers' opinions of it or of a particular product it offers. Digital marketing experts can utilise analytics to determine how a product or service can use improvements based on user input or to discover why people like a specific brand.

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