If you use social media platforms for marketing, you need to understand how these platforms can contribute to achieving the company’s marketing goals and use social media analytics tools to measure relevant metrics.
Luckily, today all the main social networks have their own analytics systems that help us understand in depth what is happening and prepare reports. Let’s see what are analytics solutions in social networks and what they can contribute to your company.
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Facebook Analytics
Analytics options on Facebook consists of the following tools.
- Facebook Business Suite: designed to manage your Facebook and Instagram business accounts. Here you can see detailed information about the performance of your content and your audience.
- Ads Manager – This is the advertising platform for Facebook and Instagram. You can use it to see the results of your campaigns, ad sets and creatives, as well as to manage your account.
- Event manager: here you can see the actions that users have taken on your website, your application or your physical store. You can also use it to configure the Facebook pixel and conversions API.
Instagram Insights
Instagram insights consists of the following tools.
- Activity . In this tab you can find information about interactions (visits to your profile, clicks on your website, emails and calls) and about discovery (reach and impressions). This data is used to get an idea of the influence of your presence on Instagram and the ways in which users relate to you.
- Contents . Here you can see data about individual posts on your profile, including wall photos and videos, Stories, and even sponsored posts . The content is divided into three sections: feed, Stories and promotions.
- Hearing . Finally, in this tab you can see information about who your followers are (including gender and age) and where they live, as well as see the variations in the number of followers. You can use this data to better understand which audience you are targeting on Instagram.
Youtube Analytics
The metrics in Youtube analytics can be classified as the following.
- General description: a summary of the activity of the videos on our channel, including total reproductions, minutes seen, subscribers and places from where they access.
- Reproduction reports: here the characteristics of the users who reproduce our videos are analyzed and segmented, including gender, age, geographical location, device, browser and average duration of the reproductions.
- Interaction with the audience: data on how the public reacts to our videos. It includes information about the total number of visits, likes and dislikes, favorites, shares, and annotations.
Twitter Analytics
Twitter also has an analytics section where you can keep track of the following metrics.
- The tweets you have posted.
- The number of times your tweets have been shown on someone’s timeline.
- The number of users who have visited your profile.
- The number of times you’ve been mentioned.
- The number of followers.
- The tweet with the highest number of impressions in the last month.
- The mention that has generated the most impressions in the last month.
- The most popular follower of the last month, that is, the person with the most followers who has followed you.
- Demographics about your followers and your organic audience.
Linkedin Analytics
Linkedin has analytics for both users and pages.
For pages you can get the following information from Linkedin.
- The effectiveness of your updates, including videos.
- The demographics and origin of your followers and the people who visit your profile.
- Talent Brand Analysis for Companies Using LinkedIn Career Pages.
For users, you can get the following information from Linkedin.
- The Social Selling Index, a “note” that is decided based on your personal brand, your ability to find suitable contacts, interactions that provide content and relationships built.
- The number of visits to your profile.
- The number of times your profile has appeared in searches made on LinkedIn.
