Kate Boyce
Social Media Marketers are a lucky bunch. Especially when it comes to analytics.
There’s a gigantic number of free tools available, paid tools with insight beyond your wildest dreams and even software that can connect the dots between your social media platforms and your website.
There’s tons of information at hand.
But when 60% of marketer’s still have trouble understanding the success of their social media, it’s time to look at the essential metrics – what’s really going behind the scenes that will make a difference to your marketing and your revenue?
We’ve put together a list of the 5 top metrics,analytics or stats that you can pull from each platforms own analytics dashboard – for free.
Twitter Analytics
1.Account Home Dashboard Data
With all the amazing social media tools available, we can forget to look at the dashboards behind the social platform itself, and the new Twitter Analytics is one you definitely do not want to miss.
So what’s the big deal? This is the Holy Grail for Social Media Marketers. From engagement rates and number of mentions to top performing tweets and top followers, the dashboard should be your daily go-to to understand your Twitter profile performance.
How to find it: analytics.twitter.com – and don’t you forget it!
2. Top 10 Interests of your Followers
Often, when we think about analytics and insight we think hard data. But what about the insight and analytics around your followers? Twitter Analytics will show you the top 10 interests of your followers, their demographics, lifestyle, consumer behaviour and their shoe size (if you look hard enough!).
So what’s the big deal? You get a clear insight into who your followers actually are, beyond standard demographics. And you can clearly see what they want to read about – their interests. Use these interests as a guideline for content topics and ideas, and know that you’re on track to create content that resonates with your audience.
How to find it: analytics.twitter.com and click on ‘Followers’ in the menu at the top of the page. You’ll find the interests on the main Follower dashboard and a tab to more in-depth information including demographics, lifestyle, behaviour and mobile footprint! *faints*.
LinkedIn Analytics
3. Reach – Unique
When it comes to measuring your reach, impressions are a great indicator but they won’t tell you how many people are viewing your posts. This is where the ‘Unique’ are useful within LinkedIn.
So what’s the big deal? Uniques will tell you how many unique users are viewing your posts on a daily basis. If you see the graph trending upwards, you know you’re building and increasing the size of your engaged audience – good stuff!
How to find it: Head to your company page on LinkedIn and find the Analytics tab. From here you scroll down to the ‘Reach’ graph and voila – Uniques are located next to impressions.
4. Visitors – Visitor Demographics
This is a useful little nugget much like the ‘top interests’ data from your Twitter dashboard. Visitor demographics will highlight WHO is visiting your company page and provide you with a percentile breakdown of your most common visitors.
So what’s the big deal? Along with job seniority, you’ll glean insight into the top industries of visitors to your company page, company size and job function. All of this data helps you understand WHO your followers are and what industry they’re in. Knowledge is power and you can use these insights as an indicator for content topics and ideas.
How to find it: Head to your Company page and find the Analytics again, Scroll right to the bottom and it’s the little graph in the right hand corner.
Facebook Analytics
5. Reach Tab – Likes, Comments and Shares Graph
Facebook is notoriously difficult for B2B marketers to crack, especially with the recent changes to organic reach activity (details available here). Boosting your reach through paid activity is one way of getting your business out there, but you need to keep an eye on all metrics that can affect you organically too.
So what’s the big deal? Within their analytics, Facebook provides an overall view of organic vs paid reach AND a breakdown of Likes, Comments and Shares. If you can boost these metrics, you will reach more people organically (so no costs involved!).
How to find it: Head to your company page, then click on the ‘Insights’ tab, this gives you a top-level view. If you then click on the ‘Reach’ tab and scroll down, you’ll find the Likes, Comments and Shares breakdown.
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