Data Analytics In Social Media Engagement: Strategies For Success

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In 2023, almost 92% of companies achieved measurable value from data analytics and the percentage continues to grow. It is irreplaceable in such industries as education, healthcare, finances, retail, and, of course, marketing.

Social media analytics helps businesses understand their presence on various platforms, customer behaviors, and engagement levels to make informed decisions and improve return on investment.

If you are also looking for a way to boost your social media engagement, understanding data analytics software will be of great use. And that is what we’ll discuss in the paragraphs below. 

Social media analytics definition

It is a process of collecting information and metrics to measure your performance on social media. The main goal of such analytics is to understand what content resonates with customers and what business decisions to make to achieve short- and long-term goals.

Social media analytics definition

With the help of data analytics, marketers can understand their audiences better and use tailored strategies based on demographics, preferences, habits, behaviors, and other patterns. By tracking such metrics as SOV, conversion, click-through rates, and follower growth, businesses can launch effective marketing campaigns and alter content strategies in real-time. 

Data analytics strategies you should use to increase social media engagement

There are tens of strategies and approaches that help businesses blend data analytics and social media. However, in this article, we will focus on 5 time-tested and popular strategies you can start using today. 

1. Decide what metrics you want to track

It is impossible to analyze social media engagement without knowing what metrics you need to monitor and why. There are tens of social media platforms (for example, Instagram, Facebook, TikTok, and Twitter) and each of them has its metrics – likes, views, clicks, shares, and so on.

The type of metrics you are going to track depends on your goals and preferred social media platform. For example, to boost loyalty, it is wise to work on shares and generate leads – to focus on clicks.

2. Collect and integrate information

The second strategy to keep in mind concerns gathering data from various sources. Almost every social media platform has free analytical tools of its own where you can get general engagement information. For example, Twitter Analytics or Instagram Insights.

You can also use third-party software for deeper analysis and more valuable results. We recommend using Google Analytics and Hootsuite, each of which has various toolkits and price packages that suit all types of businesses and goals. 

To achieve faster and more effective results, consider martech software development which helps with building customer view, analyzing user journeys, and extracting valuable insights.

3. Analyze data and divide it into segments

Once the information is collected, it should be processed and divided into segments to understand how the audience behaves and what is trending. The best way to summarize this information is to use descriptive analytics which visualizes how metrics change across time and platforms. Thus, you can make informed forecasts and see what can be changed.

Data segmentation is also a great strategy because it helps to group users based on the given criteria. For example, country of residence, hobbies, behavior, and preferences. 

4. Conduct A/B testing and improve content

There is no point in collecting information and breaking it into segments if you put the knowledge into practice. With the help of prescriptive analytics, businesses can make suggestions and recommendations on how to alter content, interest users, and boost their engagement.

Conduct A/B testing and improve content

We love A/B testing as it is one of the simplest and the best ways to see what strategies work better. Just create two models and ask users, coworkers, or test audiences to use both and decide which one is better. 

5. Monitor engagement to alter social media strategy if needed

Once the new strategy is implemented, it is needed to monitor the results and see whether your new approach is working the way it should. We recommend using different kinds of analytical programs and dashboards that create readable reports and provide valuable insights even if you are not a data analytics guru.

Another great way to monitor changes is by analyzing reviews. See what users like and dislike, engage with them, and offer solutions. This will surely boost engagement and loyalty with minimum effort.

Social media metrics to keep an eye on

Knowing data analytics strategies for social media engagement is crucial but it won’t work if you don’t know what indicators to keep an eye on.

Even when hiring professional data science engineering services you should understand the basics of the following criteria:

  • Click-through rate or CTR shows the percentage of visitors who press the CTA or link on your page. It is one of the most important criteria for evaluating landing page content;
  • Conversion rate indicates how many users complete a desired action. For example, subscribe to a newsletter, make an order, or watch a video. This rate is indicated in percentages;
  • Engagement rate shows how much interaction and engagement the content gets from the audience. For example, likes, shares, or comments. A high engagement rate shows that users find the content interesting and useful;
  • Social share of voice which evaluates your company’s value and impact compared to other businesses in the niche. It can be used to identify what share of the social media engagement you have;
  • The growth of followers is rather self-explanatory. If the number of followers or subscribers steadily increases over time, it means that your strategy is working.
Social media metrics to keep an eye on

Final thoughts

Social media is a dynamic industry and it may be rather challenging to keep up with the times, following trends and offering customers what they want. Luckily, data analytics can become a real salvation as it helps with collecting and processing huge data volumes and making informed decisions bringing value to target audiences.

If you want to reconsider your social media strategy, using the best data analytics practices discussed in this article is the right way to go. Good luck!

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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