Analytics Set Up & Optimisation
Social Media Analytics & Optimisation
Getting your social media profiles correctly configured and optimised for people and search engines is essential for the success of your social media strategy.
When your social media profiles have been optimised, you will gain a deeper understanding of your customers, fans as well as critics and how your business is valued online. What’s more, you will know, for certain, what content is working and what just isn’t.
Why do I need to optimise my social media profiles?
Accurate, social media data and metrics will help you monitor your brand’s value and reputation. They can really help you to engage with your customers, build relationships, fine-tune your social media strategy and monitor the overall impact of social media on your business.
Most importantly, analytics can tell you a lot about your customers. With the correct set up, your social media analytics can tell you what your customers actually want from you. This could be as simple as identifying their need for more information about your product or service, or it might be creating new content for them which will help them make a decision to buy from you.
Specifically, great social media analytics can help you:
- Create more targeted posts and content your customers are actually interested in
(no more guessing)
- Save money on advertising and marketing ideas that match real demand
- Optimise you overall content strategy to deliver more leads for sales
- Improve your customer service (easier when you know what your customers really want)
- Determine the Return on Investment (ROI) of all your social media actions
Now that we’ve covered the what and why of social media optimisation, let’s move on and explore some of the core social media metrics we can help you to measure.
Choose the Social Media Package that’s right for your business
A social media strategy based on your goals, with core social media accounts created and optimised for your business
Ideal for small businesses looking for a robust social media strategy and content creation to build interest across multiple networks
For medium-sized businesses keen to capture more market attention from social media as well as richer content to drive audience engagement
A full-service plan for larger companies seeking a more refined and targetted strategy, and experienced content creators to help develop the conversations that matter
Social Media Metrics – What should you measure?
Before we start optimising any social media profiles, we need to revisit your social media strategy [link to SM Strategy page].
Your social media profiles and your choice of platforms need to support your company’s social media strategy (are you looking to improve customer service, increase sales, overcome objections, promote special offers in real time, spot new trends etc.), so our first job is to understand your social media strategy.
If you don’t have one, or are not sure its working, don’t panic. We help a lot of clients craft a social media strategy [link to SM Strategy page] that meets their key objectives.
So, what to measure?
Social media analytics can help you measure almost anything. The problem is a lot of businesses waste so much time analysing all sorts of social media metrics that they end up drowning in (largely) unusable data.
At digitalpact, we help you identify and measure the most important (and popular) social media metrics, such as:
A conversion in social media terms is why you get a user to take a desired action on one of your social media profiles. For example, on Facebook this could be someone commenting on a post you’ve made. On Twitter, it could be just a reply or retweet to one of yours. Conversions range from users completing an online form, signing up for your newsletter, to clicking through to your website from a social media site (any action basically that will help you to achieve your marketing objectives.
This refers to the size of your audience and your reach can be defined on a post-by-post basis or in terms of your overall reach (number of users across each platform).
This is the overall number of interactions on each profile between you and your audience (likes, shares, comments, +1s, retweets) on a post-by-post basis.
This is a count of how many people see your posts in their social media feeds.
This metric is always important as it measures the rate at which your social audience has grown compared to the previous week, month or year.
Visits vs Unique Visits:
Here you want to compare the total number of visits (to your website) with the number of unique visitors (people who have not visited your site before at all). This can tell you how motivated your existing audience is, and how well you’re appealing to new people.
This refers to the number of people who land on your website from a social media network but leave almost immediately. This is a good indicator of your content being misunderstood, deemed irrelevant or, even worse, difficult to find on your site)!
The number of visitors to your website each day, week, month etc from each of your social media accounts.
Naturally, some of these metrics will be more important than others to some businesses, and some others may offer more value and insight than these listed above. That’s why we work closely with you to identify and optimise the social media data you need to make the important decisions that affect your company’s sales, marketing and reputation.
Can’t I see that data in each social media network?
Absolutely, many of today’s social media networks provide access to their own dashboards that provide you with the big picture. However, going into every dashboard for every social media profile you have each time you need some information can be time-consuming.
More importantly, the default dashboards only offer you the basic data, but what you don’t get from these individual dashboards is the key data on how your social media strategy is working and what you can do to improve conversions, sales, awareness and loyalty.
Social Media Analytics
With us as your partner, you will get access to great reports that reveal how each media is performing, where your new fans are coming from, what content should you be producing, and what offers work best on each platform (plus a lot more graphically-rich insights every week).
No matter what platforms your business needs, our Reports & Recommendations [link to SM Reports & Recommendations page] can give you a real edge over your competitors and the business intelligence you need to grow and succeed online!