Social Media Analytics

Potentially, social media analytics can serve up to a business far more than just those ‘Likes’ and reposts. And in a world where perception is crucial to value, it’s also potent in increasing actual marketing ROI.

Sentiment analysis can help marketers better understand the opinions of audiences and pick the right topics to cover, creating content that reaches audiences and optimises campaigns so that they have maximum impact.

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Social Media Monitoring

Seasoned marketers know that for your social media campaigns to meet business goals, you need to make sound decisions based on reliable, actionable data. Social media analytics tools give you a fine-tuned understanding of how your social marketing is performing. In particular, they offer detailed performance metrics for your content, your audience and each channel you’ve chosen to use. Powerful tools for managing campaigns. Social media monitoring can also seek out and squelch customer comments that could cause customers to become less satisfied, which is generally the first step toward an unwanted public relations disaster. If businesses know what pain points customers are experiencing, they can try to create some content that will add more value. It should have a live dashboard where you can view your analytic data in real-time, or, you should be able to export the data as reports. It should be simple yet robust, like the dashboard from Agorapulse that’s perfect for SMEs that want an overview of their own activity, or a client’s online activity. One of the best digital radar picks is Talkwalker with advanced features such as monitoring consumer sentiment, following influencers and competitors, and running reputation management.

A good social media analytics tool helps your company track performance metrics, gain consumer insights, and compare your brand’s performance with your competitors. You can use information from social media analytics tools to improve your content for your target audiences; help with advertisement/campaign performance; and show you the return on investment (ROI) for your spend. For example, a brand manager may use them to monitor their brand reputation, analyse market position and track the advocates and detractors of the brand. Product development/customer service teams may use them as feedback from customers, to measure satisfaction, identify the gap in operations, or optimise operations. Demographic analysis gives you insights into your community through data about your audience: when they’re most responsive, what kind of content they interact with and so on. (Think demographic analysis.) Sentiment analysis assigns a score – positive, negative, neutral or ambivalent – to comments, using natural language processing technologies. Share of voice looks at how frequently – and vigorously – conversations happen about certain products, services or reputations online. (Think share of voice.) Competitor benchmarking, which uses a suite of industry metrics rather than generic benchmarks that might not account for unique performance histories, gives you a sense of where you are compared with your rival brands.

Social Media Optimization

The key to organic social media growth is strategy and analysis. But extracting actionable insights from unstructured data can seem an utterly bewildering endeavour, especially when dealing with millions of data points. Here, social media analytics tools that leverage AI can offer a huge helping hand – they can hand-hold you through all the unstructured data into neat reports, so that your team is better poised to make intelligent decisions for future business. This means being able to parse the measurability of success, of your content itself (and what titles will or won’t work; the effectiveness of your first paragraphs; whether you are getting higher or fewer clicks per post relative to your benchmarks) and of the campaigns that carry it into the world. And more sophisticated social media optimisation tools can help you analyse the conversations and understand your customers better. These tools can use natural language processing and machine learning features to analyse relationships between social media mentions and your customers’ prior or future behaviour on social media, and provide insights that plain metrics just don’t.

Social Media Marketing

Social-media marketing transcends mere metrics for reactions and reposts to show deeper engagement with their audience. Demographics and peak times and preferences are analysed to target content strategies with more users, more conversions in the digital funnel; competitor analysis means that benchmark beating competitor performance can be uncovered as well as avenues for greater users and higher conversions that competitors are not utilising. A social media analytics tool with high level of sophistication allows you to set up reports with a variety of insights and visualisation elements helping you prove ROI, measure effectiveness and help define future strategies. The best social media analytics tools will provide the ability to create KPIs that can be tracked over time, use industry benchmarks, and real-time analysis to spot an emerging trend as soon as it emerges. Sentiment and effort scoring capabilities create leading indicators that reflect customer loyalty/churn, allowing service improvement and simultaneous reduction in business costs.