Experts from Digital Marketing is the component of marketing that uses the internet and online digital technologies to analyze the market, develop strategies, and put them into they know well that Social Media Analytics, or web analytics, is the measurement, collection, analysis, and reporting of web data for understanding and optimizing the use of the web. when it is essential to understand which actions and strategies work or not on social media.
A careful analysis of the data coming from the platforms will allow you to organize better and plan times, efforts, and budgets. A budget estimates income and expenses over a specified period in the future and is usually compiled and re-evaluated periodically. THE… of your strategy.
But what is Social Media Analytics? & what are the best tools to use to obtain a valuable and comprehensive analysis? Let’s see it together.
The Topic of This Post
- 1 Social Media Analytics: what is it and what is it for?
- 2 The three ——————-best Social Media Analytics tools
- 3 Use UTM parameters in Social Media Analytics
Social Media Analytics: what is it and what is it for?
The term Social Media Analytics means all the tracking, collection, and analysis of data from social networks to monitor the results obtained with the planned strategies and to create reports to be used to optimize performance on the platforms.
In short, the goal is only one: to study the data to improve the strategy. This is why it is possible to choose whether to analyze a single social channel, helpful in examining the results of a campaign or all the channels included in the strategy, to better understand what impact the presence on social media has on the company.
Having clarified the objectives, it remains only to understand which are the best tools and tools to use to carry out the analysis.
The 3 Best Social Media Analytics tools
Before listing which are the best Social Media Analytics tools, it is good to make a substantial distinction between two different types of tools: those internal and those external to social media.
All social platforms, as you well know, are equipped with pre-installed software that allows data analysis. Facebook Insight, Instagram Insight, Twitter Analytics, and LinkedIn Analytics are simple and practical tools, which, however, do not allow a detailed analysis of social metrics.
This is why those involved in Digital Marketing often resort to the support of more advanced tools, which thus allow them to have a complete overview of the situation.
So let’s see what are the three best tools out there.
Hootsuite is undoubtedly one of the best known – and longest-running longest-running – Social Media Analytics tools out there. The real strength of the tool is to collect in one place all the data relating to the management of different social channels, which significantly facilitates the work of analysis.
More specifically, the tool shows the metrics related to each post shared: clicks, comments, coverage, shares, video viewing, and much more. And then also the metrics related to each account, including the growth of followers over time.
Thanks to the features offered by Hootsuite, you can select and filter the metrics that interest you most, so you can get a first idea about the evaluation of the strategy.
In addition, the tool allows you to use customizable templates to track, analyze and monitor performance on social networks. And with a simple click, you will have the possibility to download these reports in any format you prefer: Excel, PowerPoint, PDF, or CSV. In this way, you will have an exhaustive and understandable report to study together with your team or show your client to analyze the subsequent phases of the Digital Marketing strategy.
And in this regard, you must take into account the fact that Hootsuite also allows you to monitor the activity of the team that deals with the management of social channels. Productivity, response times, and resolution times for posts, mentions, and comments are some metrics that will allow you to analyze and improve your work.
- Google Analytics
By itself, Google Analytics is not a tool designed for social media analysis, but it is undoubtedly the best tool out there for knowing your website visitors.
And, somehow, it can be well integrated into your Social Media Analytics. More specifically, this tool will allow you to identify the social channels that generate the most traffic, find out which content works best on specific platforms, study the demographics to ensure you reach the right audience on social networks, monitor the conversions obtained by the platforms and calculate theorize ROI (Return Of Investment, “return on investment”) is the income generated by a given investment, less the cost of the investment itself. ROI is typically the measure …of the campaigns of advertising (abbreviated ADV) means advertising, it is a paid message that a company sends intending to inform or influence the people who receive it…
In short, although it is not a tool designed exclusively for social media, Google Analytics is excellent support for planning and optimizing advertising campaigns on Instagram and Facebook (and beyond).
Among the most used tools for Social Media Analytics, Socialbakers could certainly not be missing, which adapts to the analysis of the performance of brands. The brand is an identification symbol, trademark, logo, name, word, and phrase that companies use to distinguish their product from others—a combination of every sector and size. With a single customizable dashboard, the tool allows you to view a complete overview of the performance of the content published on social channels and access in-depth information on the public, with detailed analyzes analyzed of interactions, activities, and interests.
To these functions is added one that distinguishes the tool: the performance prediction algorithm classifies posts from A + to D, thus allowing you to identify specific models of engagement and thus replicate messages and types of content to obtain the best performance. From social networks.
An advanced feature that harnesses the power of AI to meet the needs of marketers. To try, there is no doubt.
Use parameters UTM. A UTM parameter is a simple code that you can attach to a custom URL to allow Google Analytics to tell us where they come from … in Social Media Analytics.
In themselves, UTM parameters are not an accurate tool, but they can prove to be a fundamental element for suitable Social Media Analytics, especially considering that they are essential to configure Google Analytics or similar tools.
For those who don’t know them yet, UTM parameters are shortcode pieces added to links shared on social platforms. By monitoring them, you will have the ability to analyze the number of people who interact with your content and are directed to your website.
In reality, if your goal is only to monitor social performance in terms of followers, engagement, from the English “involvement”, is a term that indicates the level of involvement of users concerning a company or brand, often used in Social Media Marketing field. There is … and more you can do without UTM parameters.
Conversely, if you have activated a lead, often translated as “contact”, a lead is an individual or company who has shown interest by sharing contact information, such as email address, telephone number … and you need to monitor conversions. Integrating UTM parameters with Google Analytics can be an excellent solution to obtain data that helps you understand which channels and contents bring traffic and conversions, to optimize your strategy.
By combining the Social Media Analytics tools and your skills, you will be able to give a considerable boost to your presence on social networks and, above all, to your Insurance advertising campaigns.