Home > News, Technology > 5 THINGS TO LOOK FOR IN SOCIAL MEDIA ANALYTICS

5 THINGS TO LOOK FOR IN SOCIAL MEDIA ANALYTICS

5 THINGS TO LOOK FOR IN SOCIAL MEDIA ANALYTICS  

Source: PR Daily

Five things to look for when collecting and deciphering social media analytics:

1.      Let your audience guide you to new places. Studying a social media platform’s analytics not only can let you know whether you’re on the right path with ongoing branding and engagement efforts, but also can determine the direction of your future efforts.

2.      Topic-specific interests trump demographics. PR and marketing pros know there is no such thing as a “general public.” When you use a spray-and-pray campaign approach, not only will you not effectively evaluate your efforts, but you might end up wasting a lot of money delivering your message to people who couldn’t care less about what you’re saying. Many brand managers have sent out targeted messages on social media, only to see interest from audiences never even considered in the planning process. This doesn’t mean there’s a “general public.” Social media is just highlighting the importance of finding those who care about your message. Identifying demographics is a start, but once you find those people who are really interested in your product, service, or cause, your message will go much further.

3.      Engagement numbers should tie into your Return On Investment. More and more social media gurus are realizing that metrics aren’t everything. Though it’s true that you have to have followers to hear your message, that’s only the beginning. Metrics such as “likes” and followersundefinedalong with engagement metrics such as retweets, shares, and commentsundefinedmusttie in to your goals to prove social media ROI.

4.      Numbers and sentiment outside branded profiles matter. It’s easy to get wrapped up with what’s happening on your organization’s social media profiles and forget to look at the broader universe of Facebook, Twitter, or other platforms. A narrow view could cause you to miss out on additional opportunities. Not everyone will tag your brand when talking about his or her experiences, good or bad; a relative few will go to your page to talk about the brand. Taking time to look at what those on social media aresaying about you can help your future content.

5.      Context is everything. It’s important to have a social media manager or team members who understand the context surrounding social media measurement. Not only should they be able to evaluate efforts, they should be able to explain what the numbers mean to anyone and everyone in your company who ought to know.

 

Categories: News, Technology
  1. December 28, 2014 at 1:46 pm

    Reblogged this on Talking Auckland and commented:
    While IAP2’s post would be aimed at Public Authorities and maybe businesses on the forefront of social engagement, the five points are also relevant to blogs covering such issues like Talking Auckland does.

    As we head into 2015 and a very busy year for Auckland (and myself) Point #2 is something most relevant for the blog:

    “Topic-specific interests trump demographics. PR and marketing pros know there is no such thing as a “general public.” When you use a spray-and-pray campaign approach, not only will you not effectively evaluate your efforts, but you might end up wasting a lot of money delivering your message to people who couldn’t care less about what you’re saying. Many brand managers have sent out targeted messages on social media, only to see interest from audiences never even considered in the planning process. This doesn’t mean there’s a “general public.” Social media is just highlighting the importance of finding those who care about your message. Identifying demographics is a start, but once you find those people who are really interested in your product, service, or cause, your message will go much further.”

    This is really applicable as the blog has reached a critical mass in sharing information with that sharing happening multiple times over above normal organic reach (meaning using Twitter the number of Retweets on top of Retweets that expands the reach). So in short making sure the information is relevant to those interested and might share it to their circles and beyond. Especially if I want to “assist” in getting greater participation in our civic institution.

    So while on holiday and the blog in Summer Series mode, reviews and plans to continue to enhance Talking Auckland are under way

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