With so much data available in the digital landscape, it can be daunting to sort through it all, especially if you’re present on more than one social media platform. Data analytics make it easy for you to understand the reasons for the success or failure of your previous messaging to determine the next best course of action for your strategy.
Focus your attention on these five important areas of data analytics to gain the best results for your social media strategy.
You cannot create a successful social media strategy without first understanding who you’re targeting and what they want. Depending on which data analytics tool your brand decides to use, you can monitor your audience based on age, gender, location, language and other demographics and groups. For example, find out if your audience is made up of Millennials, Baby Boomers, etc. and tailor your messaging to that group’s interests and needs.
To stay relevant in the digital world, you need to understand what people are talking about. Find out what your audience is most interested in and adapt your communication to ensure consumers pay attention. The more you know about the topics that interest your audience, the better you can join in on the conversation. Look at commonly shared keywords, hashtags and URLs to determine what’s trending with your audience. Use social media listening tools to track what people are saying about your business across a variety of social platforms.
Besides understanding what people are saying, it’s also important to know how they are saying it. Discover if the overall sentiment is positive, negative or neutral, and change your strategy to turn negatives into positives. For example, if a customer tweets a negative review on your new product, look to see if they mentioned what exactly they don’t like, and reach out directly to turn their online frown upside down.
Once you’ve put forth your brand messaging, you need to stay on top of it to cultivate your online presence. Are new visitors liking your Facebook page or sharing your posts? How many followers are retweeting your tweets? Though “vanity metrics” aren’t the be-all and end-all for measurement, they are a good indicator of which of your content connects with your audience and which doesn’t.
Don’t let your customers do all the talking either. Contribute to the conversation and respond to your customers’ posts, tweets and questions to appear accessible.
5. Growth & Influence
After your message has been released, you need to ensure you are on track to improve and progress. Make sure those involved in the discussion can elevate your brand and take it to the next level. Use influencers to give your brand weight in the community. Take a look at your likes and followers on social media sites. Are the numbers increasing at a rate that makes sense? Track your progress in every area with data analytics and stay on the path to success.
Data analytics offers a simple and straightforward method of organizing the information surrounding your brand and your consumers. Use that knowledge along with social media listening to inform your social media strategy and help your business thrive.