Before today, I assumed that if I ever used analytics for social media, it would exclusively be to track the success of content that I put out. I assumed that if I tweeted a link to an article, I might one day go back and use analytics to see if that article was actually read, and then make adjustments to my content creation in order to try and create more engagement. Today, I realize that analytics are much more important than that and could be used throughout the entire marketing process on social media. In addition to being a means for assessing the success of our data, analytics also allows us to define our goals and impact location on social media before we even get started.
As one of the readings pointed out, analytics gives you the opportunity to learn more about your potential clients and what they are talking about on social as it relates to your product. The fiberglass company example was given in the readings and although the social media consultants didn’t know anything about fiberglass before meeting with a company, using analytics they were able to learn what people were talking about within the fiberglass market and actually teach something to the company that they had not known before. This is a great example of the way social media analytics can be helpful even before content is created.
Once we are ready to create content, analytics and other software allows us to schedule posts and track their engagement from one platform. We read about many different platforms and the benefits they have, in addition to the important effect that they will have on your budget. Other ways that we can use analytics were discussed and it was quite impressive to see how in depth these analytic services can really get as it relates to tracking engagement with your content.
However, my favorite article of the week pointed out the fact that we must not lose sight of our customers; and we need to remember that if we are meeting their needs, they will eventually be worth our investment. With social media analytics, it can become very easy to remain focused on the results and tracking how many clicks, or likes, or comments that we receive. While this is certainly valuable data and noteworthy because of its precision, we must not lose sight of our customers and their needs and remember that we are creating content for them. Analytics can help us through many different aspects of social media and content and we should be mindful of where they can benefit us most now in addition to the future.
How do you currently use analytics (if at all) to help your social media efforts?
What new opportunities for using analytics have you discovered?.