How to interpret in-built analytics tool of major social media
In a world full of hashtags, tweets, handles, posts, likes and shares, it’s vital to use social media correctly. Everyone is bombarded with tons of messages via social channels like Facebook, Instagram, Pinterest, LinkedIn and YouTube on a daily basis.
So how can a business leverage these avenues to its advantage? You need to stand out from the rest and make a statement at the same time. Even if you’re unique and creative with your ideas, how do you measure the success of your social media strategies and campaign? Well, that’s where social media analytics tools will help you a lot. These tools will enable you to gather data so that you can determine if a specific strategy has worked or failed. These tools will aid you in developing better and successful campaigns. Most social networks offer the ability to analyze your efforts from their own platform. They may not have a very detailed view, but they are a good start.
According to the Facebook newsroom, more than a billion people are active on Facebook every day. This could be a great starting point to advertise your products and services. Once your company page crosses 30 fans, you can use Facebook Insights platform to analyze various metrics.
It displays a very detailed measurement of your posts and the engagement they have earned. Audience analysis can help you determine who is engaging with you. It comes with a breakdown of demographics as well as location. As shown in the image below, the ‘Your Fans’ metrics gives you an idea of the age group and gender of people engaged. You can also see the country, city, and language of the followers.
Twitter has 310 million active users every month, this is a social media channel you can’t ignore.What’s great about them is that they also have an in-built analytics tool that you can use for free. It’s available for both businesses as well as individuals.
Twitter analytics lets you track the number of followers, mentions, visits to your profile, tweet impressions as well as your tweets. You can also view monthly statistics for most popular mentions, tweets and followers in that month. You’ll also be able to click on any one of your tweets to see its engagements, retweets, likes as well as impressions.
YouTube analytics is able to show where your video is getting traffic from. The best part is that it has various filters. You can easily track and see if your videos are more watched or liked over a specific data range or in a specific region.
The engagement report illustrates the specific elements of your videos that are effective and the ones that are not. You will know the more popular playlists, cards, playback location etc.
If you only have time for one metric, that metric should be “Watch time” which is the total minutes spent viewing the video. It is the clearest indicator of how engaging your content is, which is why it is also one of the key metrics for YouTube’s algorithm.
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About the author
Kelvin Koh brings with him close to 10 years of digital marketing experience. He worked as a senior digital strategist for a top SEO agency in Singapore, and is also a very experienced internet marketer and search specialist. Since then Kelvin has been providing over 6 years of search consultancy services to MNCs and SMEs.
Some of his most notable SEO work includes Huawei, Fuji Xerox, Singapore International Foundation, Raffles Design Institute. Kelvin went on to attain his Advanced Certificate in Training and Assessment (ACTA) with WDA. He is also a certified PA trainer.