Social Media Insights from Analytics

August 11, 2020

We have always believed in optimum leverage of the data we accumulate. Data is useless if we are unable to extract information that is relevant to us. Having the right information is important, specially to succeed using social media.

You need to understand how to use meaningful social media insights to unlock the real power of analytics. Every leading platform has an analytics tool like Facebook analytics, google analytics, Instagram analytics etc.

What are Social Media Insights?

Social media insights are the outcome of analysing data retrieved from social media.

Interpretation of data in the correct manner can help you improve your social media engagement. Before you go any further, download a social media insight analysis template. Some of the tools that are widely used are CoSchedule, Rivaliq, Sprout Social and Talkwalker.. If you are proficient in using Microsoft Excel, you can use it also for your insight’s analysis.

First and foremost, have clarity about what you are looking for. Data can be used retroactively too, to analyse and understand past data about what tweets worked and what did not. Only by understanding past data can you plan effectively for future campaigns.

If you wish to understand how tweets performed, if they drove engagements look for number of likes, retweets/shares, and comments. Higher the number, better the posts performed. If you are looking for website traffic through those posts, check using in house analytics app or google analytics.

Facebook Analytics

Facebook business page will give you all the insights you need to analyse. IN the insights section, go to posts, select All Posts Published, under this you will find data for every one of your posts.

Twitter Analytics

To find tweet analysis go to your profile, then in the drop-down menu choose Analytics. Here choose Tweets. Twitter though only shows your data generated in the past 28 days with regards to your tweets. But this in its is comprehensive and can give all the insights you seek.

Instagram Analytics

Instagram, analytics is available on for business profiles. In your profile at the top right corner you will find a bar graph, clicking on which will lead you to the analytics section. Here you can find detailed analysis about how your posts have performed. There is one disadvantage here though. In Instagram unlike Facebook or Twitter you can only view engagement of one post at time.

LinkedIn Analytics

LinkedIn analytics process is simplified compared to other social media platforms. Here you’ll find all your top performing post analysis in a single location. Under Manage Page, choose analytics. Here you will find all your post data.

Google Analytics

You can access Google analytics either by using your google sign in to access http://www.google.com/analytics , or through your linked Google Ads account. First e sure that your Analytics is linked to a Google Ads account. Once this is done go to tools and then measurement. Here you will find options to select your analytics.

Understanding procured data

Once you have collated all the necessary data you need to know the right questions to ask. Only then would you understand what content performed, why and what content failed and why.

Typical questions to be asked are

Does your post convey a positive outlook?
Does your post pose open ended or closed ended questions?
Do you promote content of other people?
Do you allow your platform to be used to conduct healthy discussions?
Are you sharing relevant information that everyone can share and use?
Is your post too long?
Did you use relevant hashtags to promote your post?
Can Emojis be used in posts?
Are you getting your timing right with your posts?

Now what we have given you above is data. How you use it depends on what leanings you take away. Knowledge is power and we hope this can help create better social media strategies.