Social media monitoring and analytics systems allow businesses to make sure they are hitting all the targets in their social media strategy. These tools can also help you track the conversations people are having about your brand.
The insights gained from measuring your social media strategy can show you how to improve your offering and build a stronger reputation for your brand.
Why measuring your impact is important:
It helps you manage your strategy
Measuring the effects of your brand’s presence on social media helps you understand whether you are reaching the goals you’ve set in your social media strategy.
The insights you gain from the data you extract could reveal that you have to scale back on some of your social media campaigns or activities. You’ll also be able to see which posts work well, and include more of those in your strategy.
It lets you track perceptions of your brand
Your existing and potential customers may use social media. Therefore they are exposed to your brand, not only through your posts and adverts, but also through conversations with friends and other network users.
Monitoring public conversations can give you insights into their perceptions of your brand. With this information, you can launch campaigns to educate audiences and improve these perceptions if necessary.
It helps you create better products
Social media monitoring can be used for market research. It also offers insights into how people use your product. Their comments and feedback can help improve your product or service.
Chatter around your brand gives you a greater understanding of the evolving needs of your current and future customers, which is helpful when you are developing new product offerings.
Essential elements of social media measurement:
Social media analytics
Think Twitter and Youtube Analytics, and Facebook Insights. These features are built into social media platforms and are free for all users. The information they offer helps marketers see and understand the results of their actions and content on social media.
These analytics features offer either in-depth data or overall insights into your social media marketing efforts. Social media management platforms, like Hootsuite or Buffer, provide their own analytics. Free and paid third party tools can also deliver these social media metrics.
Social media monitoring
This includes all the systems, platforms and reporting processes used to monitor your brand’s social media presence. Social media monitoring systems, like amaSocial, also measure the perceptions of your brand awareness across social media platforms.
Social media monitoring can often unearth information on social networks that a business may not usually see or be aware of. Tailored reports provide marketers with a broader view of their brand as well as its positioning within the industry.
This includes finding influencers who could be useful in promoting your brand on social networks, as well as tracking your competitors’ activities on social platforms.
Measuring and monitoring work together
Including both analytics and monitoring into your social media measurement plan gives you a complete view of your brand’s presence.
On the one hand, social media analytics focuses on what your team is achieving with its social media marketing efforts. It offers information on the direct effects of the posts you are publishing.
On the other hand, social media monitoring analyses social media on a wider scope, to find out what people are saying about your brand on their public accounts.
In short: Where social media analytics zooms in on what your brand is achieving, social media monitoring zooms out to help you understand your position within the market. Armed with these insights, you can take action to reach your social media marketing goals and enhance the reputation of your brand.
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