This document discusses using free tools to analyze social media performance. It provides tips for using social media analytics to understand audiences, determine what content is most engaging, and measure return on investment. Examples of quick reporting metrics for Facebook, Twitter, LinkedIn and YouTube are also given, such as top posts, highest reach/engagement, new followers and demographic data. The document recommends regularly measuring engagement, integrating analytics with Google Analytics, and noting high performing content.

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. • 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. The big picture
Source: Hootsuite

4. Google Analytics
Audience Overview
1 Nov 2018 – 28 February 2019
Social Media Analytics
Facebook

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. Google Analytics
Audience Overview
1 Nov 2018 – 28 February 2019
Social Media Analytics
Twitter

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. Google Analytics
Audience Overview
1 Nov 2018 – 28 February 2019
Social Media Analytics
LinkedIn

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. Google Analytics
Social Media Analytics
YouTube

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. • 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/