<<Previous Next>> (Click to Download Infographic) Scroll Down To See The Blog Video You’ve gone to the trouble of setting up accounts for your business on all of the major social media sites, but now you’re wondering how you’ll ever know if what you’re doing is working. The good news is that every social
Scroll Down To See The Blog Video
You’ve gone to the trouble of setting up accounts for your business on all of the major social media sites, but now you’re wondering how you’ll ever know if what you’re doing is working. The good news is that every social media network for business has some form of analytics to measure the success of your campaigns. Facebook has Facebook Insights, Twitter has Twitter Analytics, and there’s also Instagram Analytics, and Pinterest Analytics. These all come as a FREE service when you sign up for a business page with these social media sites, so it’s in your best interest to learn how to use them.
Here’s a brief overview of each:
1. Facebook Insights. As most of us know, organic Facebook reach has declined. While this isn’t great news for businesses, you can still optimize your reach as much as possible by using FB Insights. To get to Insights, go to your page, and you’ll see Insights at the top of the page. Once you click on Insights, you’ll have the option of looking at Reach, Benchmark, or Engagement. Go to Reach, and look for the biggest spikes on the graph. These are the posts you’ve made that had the farthest reach. These should be re-shared or replicated. The goal is to consistently produce content with the highest possible reach. You can also run experiments to try to improve engagement. This can look like a lot of things, but generally involves changing up the wording in similar posts, asking the same question a few different ways, changing the wording on special sales or contests, etc… You can then go to Benchmark and compare the results to the previous period to see if the changes worked. To check engagement, go to Insights, click Posts, scroll down to where it says All Posts Published. Click reach, then switch the view to engagement rate and compare the engagement rates of your top performing posts.
2. Twitter Analytics. On Twitter, Analytics will show you how engaging your Tweets have been over the past 28 days. It will allow you to monitor and compare reTweets, mentions, link clicks, and the number of times a Tweet is seen. Click on an individual Tweet, and you’ll see how many times any links embedded in it were clicked on, how many people saw it, and how many reTweets, or favorites it got.
3. Instagram Analytics. One of the most awesome features of Instagram Analytics is that it will show you the most popular days and times for your particular audience of followers. You can also view your followers’ demographics, post impressions, and more. You’ll also want to be sure to look at your top posts so you know what type of pics are popular with your people. Look for the chart icon in the upper right hand corner in order to check it all out.
4. Pinterest Analytics. Have you ever wondered what your followers are interested in? Pinterest Analytics will tell you! You’ll be able to see which of your boards and pins are the most popular, the most repinned pins, the most common interests of your viewers, as well as what businesses they’re following. You can also get advice on how to get more impressions, clicks, and saves.
Building a significant following on social media takes some time and dedication, but it isn’t rocket science! Almost anyone can learn how to do this. Now that you’ve learned about some of the basic ways to use analytics on social media, you can consistently tweak and customize your content to better serve your audience. A larger audience means more leads, and excellent content leads to higher conversion rates. Analytics will help you make it happen.
Author: Denise Keniston
Denise Keniston is an entrepreneur and former network news anchor. After leaving the TV news business, she founded Keniston and Company which grew to $7M annually. Today, she manages Web4Retail and several other businesses including Blue Tidal Wave and Decorate Small Spaces. She frequently writes and speaks about marketing, social media, and entrepreneurship.