Measuring success in social media

Summary

This video emphasizes the importance of tracking social media campaign impacts through analytics and various tools. Business owner Mike shares insights on measuring the effectiveness of his social media strategies using platforms like Facebook and Twitter. Viewers learn about the value of social media management and monitoring tools that consolidate data, as well as web analytics tools like Google Analytics that track user behavior on websites. By analyzing this data, businesses can enhance their social media strategies and improve their overall performance, ensuring they meet their goals and connect with their audience effectively.

Takeaways

• 📊 Tracking the impact of social media campaigns is crucial for evaluating the effectiveness of strategies.
• 🔍 Analytics tools provided by platforms like Facebook and Twitter help businesses assess their social media efforts.
• 📈 Knowing which posts are most effective can guide businesses to allocate budget for better performance.
• 🔗 Consolidating data from multiple social networks can save time and provide a clearer picture of social media impact.
• 💬 Social media monitoring tools help businesses track mentions and identify new networks for engagement.
• 🌐 Web analytics tools like Google Analytics are essential for understanding user behavior after they click on links.
• 🛍️ Analyzing conversion rates from social media traffic helps businesses measure the return on investment.
• 📝 Each web analytics tool offers unique reporting features, allowing for customized insights into audience engagement.
• 🎯 Understanding audience demographics and behaviors aids in refining social media strategies.
• 📅 Regularly reviewing analytics helps businesses continuously improve their social media efforts and achieve their goals.

Q & A

Why is tracking the impact of a social media campaign important?

Tracking the impact is crucial to understand which social media efforts are effective and how they contribute to achieving business goals.

How does business owner Mike utilize analytics for his social media strategies?

Mike analyzes the effectiveness of his social media strategies using individual tools provided by platforms like Facebook, Twitter, and Google to measure engagement and target demographics.

What types of data can social networks provide when logged in?

Social networks can provide data on trends in connections, engagement with posts, shares, and insights about followers, including their demographics and behaviors.

What challenges are associated with tracking analytics across multiple social networks?

Logging into each network separately to track analytics can be time-consuming and cumbersome, making it difficult to consolidate insights.

What are social media management tools, and how can they help?

Social media management tools help consolidate social media activities, allowing users to schedule posts and track analytics from multiple networks in one place.

What is the function of social media monitoring tools?

Social media monitoring tools track mentions of a business or industry across various networks, helping identify new platforms and engage in relevant conversations.

How do web analytics tools complement social media analytics?

Web analytics tools track user behavior on a website after visitors click on links from social media, allowing businesses to measure conversions and engagement.

What insights can businesses gain from web analytics regarding social media visitors?

Businesses can learn which specific social media posts drive traffic to their website, how visitors interact with their pages, and whether they complete desired actions like purchases or sign-ups.

What is the ultimate goal of using social media and web analytics?

The ultimate goal is to refine and improve social media strategies based on data-driven insights, ensuring that marketing efforts effectively contribute to business objectives.

How can measuring social media efforts help a business improve its strategy?

By understanding the effectiveness of different social media tactics and how they lead to conversions, businesses can adapt their strategies to focus on what works best.

Outlines

00:00

📊 The Importance of Tracking Social Media Campaigns

This paragraph discusses the significance of tracking the impact of social media campaigns and the complexities involved. Business owner Mike shares his experiences using analytics to evaluate the effectiveness of his social media strategies. He emphasizes the need for a strategic plan that aligns with business goals, highlighting the importance of measuring social media's role in achieving these objectives. Mike mentions leveraging individual analytics tools from platforms like Facebook, Twitter, and Google to identify effective posts and target demographics. The paragraph concludes with an introduction to the video's focus on how analytics can enhance understanding of social media efforts and customer engagement.

Keywords

💡Analytics

Analytics refers to the systematic analysis of data to gain insights and inform decision-making. In the context of the video, analytics helps business owners, like Mike, understand the effectiveness of their social media strategies. For instance, Mike discusses using Facebook's analytical tools to evaluate which posts are most effective, illustrating how analytics can directly impact a business's social media approach.

💡Social Media Campaign

A social media campaign is a coordinated marketing effort that promotes a brand or product on social media platforms. The video emphasizes the importance of tracking these campaigns to determine their success and areas for improvement. Mike's experience highlights that without measuring campaign effectiveness, businesses may miss opportunities to enhance their marketing strategies.

💡Engagement

Engagement refers to the interactions users have with content on social media, such as likes, shares, comments, and follows. The video stresses that understanding engagement is crucial for businesses to know how well their content resonates with their audience. For example, Mike monitors engagement metrics to decide when to boost posts and reach a wider audience.

💡Web Analytics

Web analytics involves collecting and analyzing data from a website to understand visitor behavior. The video discusses tools like Google Analytics that track how users interact with a website after clicking on social media links. This allows businesses to see not just traffic but also conversions, demonstrating the importance of web analytics in assessing the overall success of social media efforts.

💡Social Media Management Tools

Social media management tools are software applications that help businesses manage their social media presence efficiently. These tools can schedule posts, track performance metrics, and consolidate data from multiple platforms. The video mentions these tools as vital for simplifying the process of analyzing social media efforts, as they allow businesses to view performance data in one place.

💡Target Audience

Target audience refers to the specific group of consumers a business aims to reach with its marketing efforts. In the video, Mike uses analytics to identify demographics that engage with his content, which helps him tailor his strategies accordingly. Understanding the target audience is crucial for effective communication and ensuring that social media campaigns resonate with the intended consumers.

💡Conversion Rate

Conversion rate is the percentage of users who take a desired action after engaging with content, such as making a purchase or signing up for a newsletter. The video illustrates how web analytics tools allow Mike to track conversion rates from social media traffic, enabling him to measure the success of his campaigns in achieving business goals. This metric is vital for assessing return on investment in social media efforts.

💡Social Media Monitoring

Social media monitoring refers to the process of tracking mentions and conversations about a brand, product, or industry across social media platforms. The video highlights how monitoring tools can help businesses discover new opportunities for engagement and identify trends relevant to their industry. Mike's use of monitoring tools showcases how businesses can stay informed and participate in conversations that matter.

💡Reporting

Reporting involves compiling and presenting data and insights from various analytics tools to inform business strategies. In the video, reporting is portrayed as essential for understanding how different social media efforts compare and which strategies yield the best results. Mike benefits from comprehensive reports that help him refine his approach based on performance data.

💡Content Performance

Content performance refers to how well specific posts or pieces of content engage users and achieve business objectives. The video stresses the importance of analyzing which types of content drive traffic and conversions. By assessing content performance, Mike can optimize his social media strategy to focus on what works best for his audience.

Highlights

Tracking the impact of a social media campaign is crucial for businesses.

Business owner Mike emphasizes the importance of analytics in evaluating social media strategies.

Analytics help maintain alignment with strategic business goals.

Using social media analytics allows businesses to target their audience more effectively.

Social networks provide insights on audience engagement and behavior.

Consolidated tools simplify the process of managing multiple social media accounts.

Social media management tools can track performance across different platforms.

Social media monitoring tools can identify mentions and trends relevant to a business.

Understanding audience interactions on social networks is essential for strategy refinement.

Web analytics tools track user behavior after they click through from social media.

These tools can reveal conversion metrics like contact form submissions and purchases.

Different web analytics tools provide varying insights into visitor engagement.

The integration of social media and web analytics helps to measure overall campaign success.

Tracking specific posts that drive website traffic enhances understanding of content effectiveness.

Regularly analyzing data allows businesses to refine their social media strategies continually.

Transcripts

Tracking the impact of a social media campaign is really important

but it can get complicated.

That's when analytics and tools can help.

But first, let's hear from business owner Mike

about how he uses analytics

to know which of his social media efforts are working best.

Being able to analyze and knowing how effective

my social media strategies have been to the business overall

has been obviously very important.

It's so tied in with the need to stay and to maintain

that strategic plan, you know, and make sure everything stays online

and on course with your plan to achieve your goals.

And using social media to help achieve that, you know

it's been very important, being able to measure it.

Equally important.

Because of the fairly low or smaller level which I sort of operate at

I'm able to just use the individual tools

which Facebook, Twitter and Google provide.

So I can use the analytical tools that Facebook provide

to see when a post is being very effective

and I'll put a bit of budget to it or I'm able to see the times a day

and also the demographic that it did target and who appeals to.

In this video we'll cover how analytics and different tools can help you track

the impact of your social media efforts

and understand your customers a bit better.

Let's assume our vintage clothing busines has established accounts

on a few social networks: Facebook, Twitter

and maybe some other smaller fashion related social networks.

First, it's important to take a look at the social networks themselves.

When you log in, many provide data about what's happening on those networks.

For example, you might be able to get reports about how many people

you're connected with and how that's been trending over time.

Which of your posts are getting shared or interacted with the most

or even who your biggest fans might be.

By looking at the data and reports available

in many social networks you can learn a lot about who your connections are

how they behave and how they consume

or interact with the content you're providing.

But logging into every single network and looking at the data and reports

and each one separately can be time-consuming and tricky.

Remember those tools that can help you schedule your posts

and consolidate all of your logging in to just one place?

Well, many of those tools can also track and provide data that can compare

the different networks against each other and give you all that reporting in one place.

Tools like these are really helpful and you can investigate them by searching

for social media management tools.

There's also another kind of tool that might help you: social media monitoring.

There are lots of them out there and a wide range of features and pricing

but basically, these tools will scour all the social networks out there

looking for mentions of you, your competitors

or even certain themes being talked about.

These can help you identify new social networks

you might want to participate in and let you join conversations

about your business or your industry.

But these reports and tools typically only measure

what's happening on social networks themselves.

So, if you want to know what's happening

after someone decides to click on a link you shared

or a piece of content you post on your website

you'll need a separate tool dedicated to tracking what's happening on websites

like Google Analytics.

Web analytics tools will generally pick up the trail

as soon as someone hits your website

and many of them will automatically track

when visitors are coming from social media sites.

This means, that if you're tracking what people are doing on your website

you can see how many visitors from Facebook or Twitter

are not just arriving on your website but also submitting your contact form

or buying items from your online store

or downloading your monthly PDF newsletter.

Now, you'll really be able to see how your social media efforts are paying off.

Lots of web analytics tools also let you track not just where network visitors

are coming from, but even the specific posts or pieces of content

that got them to visit your website.

Each web analytic tool does this differently.

The end result is pretty cool.

You'll be able to look at different reports

and see things like which kinds of content from which networks

tend to get people to visit your website, engage further with your pages

and eventually convert on your business goals.

So, that covers how to measure the success of your social media efforts.

Using the data and tools available from the social networks themselves

using social media management and monitoring tools

and using web analytics

to see what social visitors are doing on your website.

This will help you understand exactly how and where your efforts are paying off.

That way you can keep improving your social media strategy.