Social networks have evolved by leaps and bounds in the last decade. It is no longer just a novelty or something curious that might help the marketing of a company; these are powerful tools that allow us to reach our target audience and grow our small business.
In addition, social networks can be used by companies and brands of all sizes. That is why we want, in this article, to make a series of offers so that, if your business is small, you can get the most out of the analytics and statistics that the same social networks offer us.
The objective is that through an exhaustive understanding of them, you can use the data in your favor. Today these platforms have so much to offer and are capable of so many things that it only makes sense that decisions made with data in hand are more frequent than those that come from intuition.
Most social media platforms offer insightful statistics and reports on how the content you post is being received by the audience. The question is… How many small businesses are using data to make informed decisions? The truth is that not many.
For this reason, we invite you to see these five ways in which you can make use of social network analytics for your business.
5 Tips To Get The Most Out Of Your Social Media Analytics
Discover the statistics of your clients
Social networks are not only about creating beautiful and attractive images or videos, making creative and well-written text, and publishing it according to a content calendar or when you have time.
Nor is it just about seeking to get likes, comments, and shares. Also, those are not the only stats you can evaluate. The key is knowing the right metrics and using them to find out as much as you can about your audience.
For example, a look at your Facebook or Twitter audience statistics will give you more information about interests, behaviors, connections, and demographics. You can then use this knowledge to segment your audience and generate marketing personas.
But this is not all. Social media analytics also help you understand what your audience is searching for, how they respond to your products and services, and get ideas for new launches.
A pie chart (also known as a pie chart) on the percentage of women and men who consume your content will let you know how to tailor your messages. For example, if you realize that in your networks you have an audience that is 50% female, you can start generating ideas for new releases, colors, copywriting, and more.
Identify the channels with the best results
From Facebook, Twitter, Instagram, TikTok, and Pinterest, the list of social media channels is endless. Although you can have a presence in all channels, perhaps being a small company is not the best idea. It is important to get a mix of channels where your target audience and your competition are active.
The idea is to have a presence in a number of channels that is manageable for you and that allow you to constantly participate with quality content.
And how can you tell which channels these are? Through social media analytics. These can help you understand which channels are performing best as you create a unique strategy for each one.
Of course, the recommendation would be to stay with those channels that give you better results and discard, for the moment, those that don’t.
Create relevant content
The content you create should be relevant and impactful to your social media audience. It must be not only interesting but useful and original. This is another point with which social media analytics can help you.
The statistics that you can obtain will help you to know what your audience consumes the most and how you can create more similar and intelligent content for a strategy that is mainly focused on your audience.
We recommend you look and analyze what is the type of content that your audience is consuming or what are those topics with which they respond well. Use this information to optimize your social media marketing and generate posts that resonate with them.
In addition to improving your social media content strategy, you can also implement these tips while planning your blog calendar (if you have one). For example, if a social media post was well received, why not elaborate on it and create a longer blog post?
Analyze the competition
It is very important that you keep an eye on your competitors in order to continue growing. It may be that you have a very robust strategy for your social networks, but it does not cost much to investigate what our competition is up to.
We recommend you make a list of four to five competitors that you want to monitor and use some social media measurement tools to get information about them. Alternatively, you can do a manual investigation of their accounts on the networks.
It is relevant to understand which platforms they have a presence on, the content they are sharing, the engagement they receive on their posts, and how they respond to comments.
If you are doing this manually, it is recommended to use a data visualization tool that presents the information accurately and that you use the data to improve your strategy.
Measure audience sentiment
Audience sentiment refers to what customers feel about your brand, product, or service. What does your logo tell them, your colors, how they feel about the messages you share, and the tone of voice you use? To know the answers you have to monitor the conversations on social media platforms.
Measuring your customer sentiment is important because it lets you know what customers think about you. Analyzing it will help you:
Find out what customers want, generate this content, and offer it.
Reveal challenges or pain points that customers have and rectify them.
Prepare for or prevent a potential crisis.
Also, remember that when it comes to marketing, everything has to do with the emotions you generate. How do your followers feel about your brand? What emotions do you evoke in them? What do they want to do after seeing your posts? If you do your measurements and it’s exactly the reaction you were looking for, you’re on the right track; Otherwise, you have to make adjustments.
What Can We Conclude?
Creating a social media strategy based on intuition and guesswork is a waste of time and resources. To create content that creates engagement and leverages your social media presence in a way that allows your small business to grow, you need to make data an integral part of the planning process.
If you’re on a budget, you can opt for low-cost or even free options for social media analytics tools that will help you keep track of your progress and support analytics effectively.
Whichever way you decide to go down, it’s important to start incorporating statistics into your marketing strategy sooner rather than later.