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Social Media analytics

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Social Media analytics

  1. 1. How to complete a digital audit using free tools Part 2: Social Media Analytics 1 March 2021 Original Pic: Myriam Jessier Simone Castello www.linkedin.com/in/simonecastellodigitalstrategy/
  2. 2. • To get to know your audience/s… their needs, likes and dislikes. • To find out which type of content is doing well… photos, articles, infographics, videos, podcasts. • To save time and expense… if a channel is not performing well, drop it or reduce activity. If ads do not fully convert, revise your budget and boost organic activities. • To measure ROI (return on investment)… to prove your boss/team that your content strategy is working and delivering tangible results @simonecas Social Media Analytics Why bother? Pic: Merakist
  3. 3. The big picture Source: Hootsuite
  4. 4. Google Analytics Audience Overview 1 Nov 2018 – 28 February 2019 Social Media Analytics Facebook
  5. 5. Google Analytics Audience Overview 1 Nov 2018 – 28 February 2019 Social Media Analytics Facebook Quick & easy reporting ideas • Top 10 posts (across month/quarter/year) • Top post/s (month/week) • Highest Reach post/s • Highest Engagement post/s
  6. 6. Google Analytics Audience Overview 1 Nov 2018 – 28 February 2019 Social Media Analytics Twitter
  7. 7. Google Analytics Audience Overview 1 Nov 2018 – 28 February 2019 Social Media Analytics Twitter Quick & easy reporting ideas • Top tweet/mention/follower/media tweet (monthly) • Screenshots of monthly/weekly top tweets • Measuring profile visits, new followers, links clicks, likes, engagement rate, mentions… • Highest Engagement/Impressions post/s Month 2020 Tweets Impression s/views Profile visits (website link) Mentions New followers September 20 45.3K 735 101 70 August 30 52.5K 494 91 64 July 26 53.8K 671 71 86 June 15 65.2K 688 222 87 May 47 140K 1054 146 95 April 17 64.8K 684 113 105
  8. 8. Google Analytics Audience Overview 1 Nov 2018 – 28 February 2019 Social Media Analytics LinkedIn
  9. 9. Google Analytics Audience Overview 1 Nov 2018 – 28 February 2019 Social Media Analytics LinkedIn Quick & easy reporting ideas Followers demographics • Top 10 updates (month/quarter/year) • Top updates (month/week) • Followers/Visitors demographics: location, company size, seniority, industry, job function
  10. 10. Google Analytics Social Media Analytics YouTube
  11. 11. Google Analytics Social Media Analytics YouTube Quick & easy reporting ideas • Top videos – week, month, quarter, year, lifetime • Watch time • Subscriber/visitor demographics (i.e. gender, location) Top vs end screen videos - lifetime
  12. 12. • Measure social media engagement as regularly as you can: whether it’s after a campaign, every 3 months, every 6 or once a year. • Integrate native social media analytics with Google Analytics to get the full digital marketing picture. • Note which content is doing well – update, repurpose & reproduce • Free training and useful reads @simonecas https://learndigital.withgoogle.com/digitalgarage https://www.socialbakers.com/blog/social-media-analytics-the-complete-guide https://blog.hootsuite.com/ Social Media Analytics Best practice & free resources Simone Castello www.linkedin.com/in/simonecastellodigitalstrategy/

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