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Social media analytics involves measuring, analysing and interpreting the interactions and associations between people, topics and ideas within social media domains.

Social media analytics can be a powerful tool for understanding how people react to different elements of a social marketing campaign, dispersed across countless online sources.

For brands and businesses across all industries, social media is no longer becoming a critical communication tool. It has without a doubt already cemented itself as a core aspect of any marketing and communication strategy. And for the social media managers and the related people behind powering the social media marketing campaigns, analytics are critical for building an in-depth understanding of how the social channels are performing.

In the past few years, businesses have often rushed setting up social media campaigns and often neglected sufficient research and planning.

About 94% of all companies now participate in some form of social media to promote their brand, engage with customers and complement their other marketing initiatives.

To be successful, businesses need to define their social media goals and know their online audience.

Check out this infographic by GoodData that highlights the fact that social media is a marathon, not a sprint.

social media analytics infographic

Infographic courtesy of GoodData

Why Social Media Analytics?

Social media analytics are more than numbers.

Analytics provide the data needed for identifying performance and establishing why it worked.

Social media marketing campaigns would be shooting in the dark without access to social media analytics. How can you refine and repeat ongoing campaigns without knowing whether or not they worked, and to what extent they were successful in meeting the objectives?

Establishing the key points of why something worked is critical in such a data lead environment.

When decisions that can have a lot riding on them are being made in social media, it’s crucial that analytics are used to make that decision.

Matching measurable data to outcomes creates actionable social media marketing campaign plans and provides reasoning into how to act next, and why.

And it’s always about the next step in social media…

Do you continuously measure your social media analytics and leverage it’s knowledge effectively?

Do you use any social media analytics tools? I’d love to know which ones and why in the comments below!