Coaching Session 16 : Social Media Analytics

In this section you will learn:

1. Look beyond the likes and the follows with a wide range of free analytics tools embedded in every social media platform
2. Behind the Numbers of the Most Common Data Points
3. Data Analysts need to make recommendations on what content to create and who to share it with on social media

SOCIAL MEDIA

The collection and analysis of data points will help you measure the performance of your social media accounts.

These are the metrics that will help you assess your social media marketing strategy on both macro and micro levels.

COMMON SM METRICS

1. Reach: The number of people who have seen your content or posts.
2. Impressions: The number of times your content or posts have been displayed on a user’s screen
3. Engagement: The number of people who interacted with your content
4. Click-through rate (CTR): The percentage of people who clicked on a link in your post ad.
5. Conversion rate: The percentage of people who took a specific action.
6. Referral traffic: The number of people who came to your website from a social media platform.
7. Brand mentions: The number of times your brand is mentioned on social media
8. Follower growth: The number of new followers gained over a specific period of time
9. Time spent on page: The amount of time users spend on social media page or website.
10. Sentiment analysis: The overall sentiment or attitude of social media users towards your brand or product.

LINKEDIN INSIGHTS

is a free tool that provides data and analytics about your company page and followers. 

Some of the data that you can gather from LinkedIn Insights include:

1. Follower demographics
2. Page analytics
3. Content engagement
4. Visitor demographics
5. Post performance
6. Competitor benchmarking
7. Lead Generation (the Sonic VA way)

WHO USES LINKEDIN?

• The generation that uses LinkedIn the most is the Generation X.
• A relatively equal split between male and female users, with slightly more men than women using the platform.
• Particularly popular among professionals with higher education and income levels and among individuals in the technology, finance, and healthcare industries.
• Around 28% of adults in the United States use LinkedIn, making it the 7th most popular social media platform in the country.
• LinkedIn is most popular among older age groups, particularly those in middle and upper management positions. This is because LinkedIn is primarily used for professional networking and Job Searching.

LINKEDIN ANALYTICS

• Can help generate more appointments with prospective leads by providing insights into audience behavior, preferences, and interests.
• Identify a target audience’s key demographic information, such as job title, company size, and industry.
• Track engagement metrics such as views, clicks, and shares, to see how content is performing. Look for trends over time.
• Understand which types of content and messaging are resonating with an audience. Use this information to refine a lead gen strategy.
• Monitor connections and engage with an audience. Send personalized messages or InMails to potential leads and offer value through helpful resources or information.
• It’s also the best place for networking.

TOP SM DATA APPS

1. Hootsuite – Tracks metrics like engagement, reach, and audience demographics across all major social media platforms.
2. Sprout Social -Custom reporting, competitor analysis, and real-time engagement.
3. Buffer – Insights into your audience, engagement, and post performance
4. Google Analytics – Tracks the performance of your social media campaigns. By adding tracking codes to your social media links, you can measure website traffic, conversions, and user behavior from social media channels.

AI CHANCES SMM

Artificial Intelligence (AI) has had a significant impact on social media analytics by enabling more sophisticated and accurate analysis of social media data. Here are some ways AI has changed social media analytics:

1. Improved sentiment analysis
2. Personalized recommendations
3. Real-time monitoring
4. Image and video recognition
5. Predictive analytics – AI algorithms can be used to analyze social media data to predict future trends and behaviors.

SETH GODIN

While not a data analyst himself, his work can be very helpful to data analysts in several ways. For example:

1. Strategic thinking and a deeper understanding of your audience
2. Communication Skills and how to communicate complex ideas in simple, clear language
3. Creativity and innovation in Marketing and business. Data analysts can benefit from this perspective by thinking outside the box when it comes to data analysis and finding new ways to approach problems

 

Portfolio

Email Subject: Data Analytics – Portfolio 16

1. Complete the Categorize Your Followers Into Lead Buckets Exercise.
2. Take a social media page where you have access to followers/friends/connections and divide them into at least 3 different categories.
3. Describe each category and what makes it unique from the other categories in at least 3 sentences. Submit as a pdf for review.