Social Media Analytics 101

It’s extremely rare for any business, small or large, to not use some form of social media outlet.

Social media increases engagement, drives sales and can open a world-wind of opportunities.

But what if you’re doing it all wrong?

Well your intelligent friends, Twitter and Facebook, are constantly recovering and storing data just for your marketing research purposes.

Analytics can be helpful and sometimes show some surprising results.

Let’s look at the big two…


Twitter provides a free analytics dashboard with key statistics about your account. You can measure your success in a variety of ways, ranging from the number of new followers to your most popular tweets.

Simply log into your Twitter account and open ‘Twitter Analytics’ in the drop down.

The summary shows the number of times you’ve tweeted, tweet impressions, followers and profile visits. Next to each number is an up or down arrow, representing the change over the previous period.

This information can help you establish whether if what you’re doing, you’re audience is liking – or not liking.

From this you can refine your content strategy to post about topics that your followers care about.


Facebook offers its own version of analytics called Facebook Insights (available after your page has received 30 likes). Use this information to make improvements to your content and determine the best times to post.

To access these metrics, click Insights at the top of the page. From here, you can click these tabs to view a variety of analytics.

Here’s a quick breakdown of the sections:

Overview: lists page likes, post reach and engagement for each post.

Likes: A graph showcasing your page’s growth in terms of audience.

Reach: see information on whether your Facebook posts are getting attention organically (people are finding your page on their own) or via paid ads.

Visits: Provides detailed analytics for page visits including the areas of your page that people visited most often (timeline, info or photos), and how they have found your page.

Posts: You’ll find a graph showing what days of the week and times of the day your fans are online.

People: Review detailed information on your audience demographics: the percentage of women and men, ages, languages and even cities your fans live in.

Now, what to do with this new information?

If you want to get really technical, start tracking the data from month to month.

Create a table and list the number of Twitter followers you have at the end of the month. Then measure the monthly and overall percentage increases or decreases from the first column or month you started.

Another option is to immediately reevaluate your current marketing content strategy…

Make sure every post is specifically targeted to your demographic, post at the right times and use paid ads when appropriate.

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Aimee Hughes

Aimee Hughes

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