For a Digital Marketer, measuring the effectiveness of your efforts is one of the most important in your report, and also difficult aspects of any strategy. According to HubSpot, 46% of marketers cited “proving the ROI of our marketing activities” as one of the biggest challenges they face withing their company.
Mostly people use Google Analytics as one of platform for digital marketing anlytics and measurement. However, if you’re relying solely on web analytics platform, you’ll be depriving yourself of a lot of invaluable insights that could help you improve your strategy.
One of additional sources that you should consider is social media marketing analytics. Social media marketing is a powerful channel for any business whose primary goals are to increase brand visibility or drive website traffic. In some instances, social can even assist in e-commerce sales!
Through social, you can position your business as an authoritative industry expert, which will ensure you’re front of mind amongst your target audience. Because of this, it’s important to regularly evaluate your social media marketing activity. You can use a variety of metrics to gauge your performance:
Shares: probably the most notable engagement metric, this will include shares on Facebook and LinkedIn, retweets on Twitter, repins on Pinterest or any other channel-specific share. Shares will give you an insight into the reach of your content, and what topics in particular your target audience engages with.
Comments: an extension of ‘shares’, this metric demonstrates the extent to which your audience are engaged. If a user takes the time to comment, they are predisposed to interacting with you.
Follower growth: you should always monitor any new social media followers on a monthly basis. If a social media user makes the conscious effort to follow or connect with your brand, it means they are already invested in it, and will be easier to convert.
Conversions: Using conversion tracking for your Facebook and Twitter accounts will take your social media reporting to the next level. You can measure the ROI of your social media posts by seeing which follow-up actions users took after they looked at your content.
All of this data can be collected by using the native analytics platform of each of your social channels, be it Facebook, Twitter, or LinkedIn. However, accessing and collating information from these individual apps can be an onerous process, especially if you plan on reporting monthly. Below, we’ve listed some tools that you can use to make the process a bit less painstaking:
Followerwonk: this tool for Twitter will provide you with detailed insights into your followers and their activity. You can analyze your own Twitter account, or a competitor’s, and view categorized on your followers, and how interactive and influential they are.
SproutSocial: lets you simplify your social media reporting by analyzing and aggregating data for Twitter, Facebook, Instagram and Google+. You’ll be able to identify your most popular posts by measuring clicks, reach and engagement.
Quintly: with Quintly, you can track Facebook, Twitter, Instagram, Pinterest, LinkedIn, YouTube and Google+. Create custom dashboards to track your KPIs and follower growth, and find out how well you’re engaging your target audiences.
Cyfe: this super dashboard can pull in stats from all major social channels and lets you easily create both overview and individual reports, either for your own accounts, or your competitors.