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What Is The Best Way To Track Social Media Analytics?
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It’s hard to overstate the importance of social media analytics. These are essential to any strong influencer marketing campaign. After all, you can’t run the best campaign possible if you aren’t tracking how that campaign is performing. These metrics give you the information you need to make informed decisions about your campaign, including making adjustments as necessary.
So, how should you track social media analytics? While you can track some social media manually, the better approach is to use some of the best social media influencer search tools and analytics tools to do that tracking for you. Here’s how to measure social media marketing performance using analytics:
What Are Social Media Metrics?
Social media metrics are data points related to social media posts, accounts, or campaigns. These metrics provide a way to analyze how well a campaign performs on social media. They can also tell marketers more about an influencer’s account, which is very helpful when searching for the best possible influencer partners.
Here are some of the metrics markets can use while evaluating an influencer’s account and trying to decide if they are the right fit:
- Follower count
- Follower growth over time
- Reach: The number of accounts that saw a piece of content posted on social media
- Impressions: The number of times the social media displayed the content
- Engagement rate: A comparison between the number of followers an account has and the number of interactions (likes, comments, shares) that a post on that account receives
- Frequency of branded content: The percentage of posts on the influencer’s account that are sponsored posts for brand partners
- Authenticity: the percentage of “fake followers” (suspicious accounts that don’t appear to be real people) within an influencer’s follower list
Each brand must decide which metrics matter most when selecting their influencer partners. Some marketers put most of the emphasis on follower count, for example, but you may find it’s more effective to consider many different metrics for each influencer and look at the big picture.
What’s The Metrics Used To Measure Social Media Effectiveness?
Marketers can (and should) use several different metrics to measure the effectiveness of their social media marketing campaigns. Some examples of social media metrics that marketers may use while evaluating a campaign include:
- Reach and impressions
- Engagement rate
- Traffic: The changes in visits to a brand’s website as a result of people clicking on a link in the influencers’ posts
- Conversions: The number of times people take a specified action (making a purchase, subscribing to a newsletter, etc.) because of the influencers’ posts
- Audience growth: The increase in followers on the brand’s own account during the campaign
These metrics will tell a brand whether its campaign is successful and having a positive impact or is not quite meeting expectations. Before launching a campaign, marketers should decide which social media metrics they want to track. It’s easier to set up metric tracking ahead of time and watch the data as the campaign goes on.
Is There A Free Social Media Analytics Tool?
There are some free social media analytics tools online. The best influencer analytics tools allow users to track specific metrics and dig deeper into how well an account or post is performing.
However, keep in mind that free tools are generally much less comprehensive than premium paid tools. You likely won’t be able to analyze social media metrics to the same degree if you choose a free tool. Make sure that the tool you choose allows you to track and analyze all the social media metrics that are important to find influencers for your brand.
What Are The Methods Of Social Media Analytics In Business?
Different businesses take different approaches to social media analytics. Some focus primarily on analyzing the metrics related to their own brand accounts. These are typically brands that are highly invested in their social media strategy. Other brands put more focus on analyzing their influencer marketing campaigns with social media analytics.
Whether you use a tool that produces a social media analytics report or use a more freestyle analysis method, social media analytics is essential. Analyzing key metrics is the best way to measure social media effectiveness.
What Is The Best Social Media Reporting Tool?
With so many available social media reporting tools, it’s hard to choose the best one. The reporting tool that’s ideal for one brand might not be as effective for another brand with different needs. In general, when you’re trying to select a great social media analytics tool, you should make sure the tool is easy to use, comprehensive, and affordable.
Lionize Puts Social Media Analytics at Your Fingertips
If the prospect of analyzing all these metrics sounds daunting, don’t worry. With the help of a comprehensive influencer marketing platform like Lionize, you don’t have to manage the analytics yourself. In your Lionize dashboard, you can easily track and analyze the success of your campaign through many key metrics. Get started with Lionize today.