Social analytics give insight, measure success


October 14, 2013 by EmilyCRios

Websites and social media are driven by content, but ineffective content can be a waste of time. In order to find out how content is performing on various platforms brands should use analytics to measure their reach and effectiveness.

A big part of social analytics is being able to look at the stats and see them as a tool of evaluating your audience and listening to what they are responding to and when.

A case study done by Innovative Marketing Resources looked at social media to try to determine strategies to drive business to websites. Peter Odryna discusses the strategies IMR used to examine the impact of social listening and how it helped them better serve their clients. The strategies include:

  1. Learn the Lingo: Who is buying and why?, what are the trends, what content is resonating with the audience.
  2. See the Trend: Look at what is important to people and use it to further reach them.
  3. Become an Expert: IMR used the Social Media Analytics tool SocialEars to search for the top articles related to their clients brand.
  4. Land the Client: By knowing the ins and outs of a brand and what will be effective in terms of reaching out to customers online marketing firms can go to clients with a plan or people can create clear strategies for their own personal brand.

Many brands, according to a Social Media Analytics from Raven, are unsure of how to measure the impact of business metrics from blogs.Social-Media-Analytics-Infographic1

Ina Barker from TechRadar and Francisco Meza from the The YouMoz Blog have compiled lists of social media analytics tools and their benefits some of which include:

Hootsuite: Serves as a social media dashboard if you are marketing Facebook Pages, Twitter, Google+ Pages, or LinkedIn
Sprout Social: Aimed at business users it allows them to monitor all your clients social media profiles.
Klout: Measures your influence across platforms based on how many people interact with your posts.
SimplyMeasured: Offers a selection of free reports on sites including Facebook, Twitter, Instagram, YouTube and Google+. Tumblr, that tells users how engaged people are with their social media activity.

Links are also important when it comes to analytics, by tracking items based on links allows you too see what link are being shared from each social media platform and from how many people. In “How to Track Links on Social Media,” Ian Cleary mentions a tool call Twitterspy that allows you to add two lines of code to your website and when someone goes to your website and shares out a link on twitter you can find out how many times someone clicked on that link. This tool can be beneficial because it allows you to see which of your followers or people sharing your content have the most reach.

Analytics is all about the numbers, which can be overwhelming, but those numbers are needed to see how and who you are reaching and help you see channels where you may need some more work.

After reading about the different tools for measuring analytics, Which one has been or do you think will be the most effective for you?

Do you think analytics should play as important a role in personal branding as the do for organizations?


3 thoughts on “Social analytics give insight, measure success

  1. helenapeace says:

    I definitely think that analytics are an important part of personal branding. It’s a type of self reflection of what is working on social media. You can see what posts are getting traction in what medium or software… it lets you adjust your strategy to target specific outlets. This makes your message more effective.

    • EmilyCRios says:

      I think one of the biggest benefits of analytics is that it allows you to immediately see results and adjust your strategy as needed. I’m definitely using analytics on my personal profiles to test out different ways of posting before I had certain content to my work accounts.

  2. darleenr says:

    I know for sure that social analytics are important for an official brand, the USPS uses them on a weekly basis but we contract that work out. We are at the point where we are looking at the data but not taking action on it. The USPS, like many Organizations is relatively new to social media.

    Not sure sure though how it would benefit a personal brand unless you wanted to go into or start a business. I look at my Klout score and Hootsuite because they are very easy to use.

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