As marketers we have access to a plethora of data. The landscape of tools that offer in-depth reporting is robust and the complimentary metrics that come directly from each social network are informative. This week at #SproutChat, we discussed which analytics are worth paying attention to and what to do with your social media data
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Prioritize Your Time
The first step in analyzing your data is prioritizing your time by understanding which metrics are worth looking at. Make sure you determine your objectives and figure out what type of data will help you reach your goals-then dive into the numbers. Depending on your goals, you won’t need to dissect every single measurement available, so be sure to highlight the key 3-5 that will prove to senior management that you’re reaching your goals. If you’re unable to objectively measure what you need set benchmarks to track progress.
A1: Referral traffic to our website, mentions, RT's, likes, follow-to-unfollow ratio #sproutchat
— ThinkTank (@Think_Tank_Mktg) July 27, 2016
A1. My personal opinion is you have to trend graph your time on site and new vs returning from social more than anything #sproutchat
— Chris Desadoy (@EliteYouTubePro) July 27, 2016
My top two are email addresses and traffic to my website as for me that's what creates clients 🙂 #SproutChat https://t.co/RPzk71x3iU
— Social Connection (@theSconnection) July 27, 2016
A1: if it's social as an entrance to a funnel, then the KPI is simple: website goal conversions originating from source #SproutChat
— David Kutcher (@confluentforms) July 27, 2016
A1: Always quality > quantity. Rather pay more for clicks to a targeted, niche audience. #SproutChat https://t.co/wJq9dWflZz
— AlexB (@AlexElizabeth90) July 27, 2016
Correlate Metrics With Achieved Goals
Frequently and consistently monitor metrics in comparison to your goals. Pay attention to alternate factors lending to success and pivot and adjust if necessary. Don’t be afraid to tap colleagues for additional measurements in order to paint a more holistic picture of your social data,. Take credit for the results from your efforts and collaborate to work towards 10x-ing those achievements.
A2: Twitter/Google Analytics goal trackers 🙂 #SproutChat https://t.co/OPgK8GVd0l
— Andrey Kozlov (@ISOAndrey) July 27, 2016
A2: Track KPIs and ROI through goals and actuals MOM, QOQ, YOY (for us that happens in a spreadsheet). #SproutChat
— Brooke B. Sellas (@madSMscientist) July 27, 2016
@sprout_sarah Woot! And it's pretty, too! ;-D #SproutChat http://pic.twitter.com/OKgd6zeEqG
— Brooke B. Sellas (@madSMscientist) July 27, 2016
A2: The metrics should correlate with your goals. If the metrics are low numbers, make adjustments and keep track of changes. #SproutChat
— Rachel Sprouse (@SprouseRachel) July 27, 2016
A2 (cont.) Excel & PPT can come in handy plus we & the NFL have lots of tools to show sales/partners how we stack up to league. #SproutChat
— Geoffrey Blosat (@GeoffTBlosat) July 27, 2016
A2: Analyze posts, review which posts drive traffic to website, monitor Google Analytics/Sprout & tweak future posts as needed #SproutChat
— Kevin Pack (@kevpack) July 27, 2016
A2 I define the KPIs I'm looking for in my content marketing plan, and show how they ladder up to biz goals. #SproutChat
— Erika Heald (@SFerika) July 27, 2016
Use Tools to Scale Your Efforts
Don’t go at it alone! Use social media reporting tools to easily collect and organize metrics. A software is worth the invest, as it will be able to find data much quicker than you or your team can. A software or tool may also help you figure out which metrics to watch in the first place. When your whole team has access to social data, it streamlines progress and allows all of you to achieve more.
@SproutSocial A4: With a fun platform called @SproutSocial! Puts everything in one spot. Love it 😇 #SproutChat
— Jordan Bath (@jbath13) July 27, 2016
Q4: @SproutSocial, Google Analytics, and old faithful (Excel). #SproutChat
— Brooke B. Sellas (@madSMscientist) July 27, 2016
a4: Google analytics; FB insights Sprout reports; Twitter analytics… just to name a few #Sproutchat
— Jessie Simms (@JSimmsSocial) July 27, 2016
A4) We track traffic with @AdobeBusiness Catalyst. Web traffic and any 'contact us' submissions for assistance. #sproutchat
— Kyle Murray (@TheKyleMurray) July 27, 2016
A4: Analytics. Analytics. Love Google and Facebook but Twitter also has some powerful insights. I like to log stats monthly. #SproutChat
— Rebecca Albert (@BeccaAtSocial) July 27, 2016
A4 Pull the data from online tools & consolidate into Excel. This allows weekly analysis & insights for the broader team #SproutChat
— Jeff Chinn (@jchinnJRT) July 27, 2016
A4. We also use a couple of local partners, @TrackMaven & @Zoomph, to give us real-time data as we get it. #SproutChat
— Geoffrey Blosat (@GeoffTBlosat) July 27, 2016
Present Your Data in a Way That Your Boss or Client Will Understand
Create an easily interpretable format and visualization of your data so that all stakeholders involved can quickly see the progress or opportunities for improvement. Feel free to get creative and distill the insight into its simplest format.
@SproutSocial A5: We do weekly emails to the office, but can't beat a poster where all can see. #SproutChat http://pic.twitter.com/YMQhRp14NF
— Tim Cigelske (@TeecycleTim) July 27, 2016
A5. Ask @randfishkin that, there is a wonderful video https://t.co/3uYZK5TdcA #sproutchat
— Chris Desadoy (@EliteYouTubePro) July 27, 2016
A5. Bonus points if you include insights/next steps derived from the data. #sproutchat
— pamelahughes (@pamelahughes) July 27, 2016
A5 Keep it simple for them. I like % data. We were at X but now we are at XX. A X% increase / decrease. Promote conversations. #SproutChat
— Ross Morrone (@rossmorrone) July 27, 2016
A5: clear, concise narrative! metrics / numbers mean nothing without context behind them. #sproutchat
— molly buccini (@mollybuccini) July 27, 2016
#SproutChat A5 – craft a narrative around goals. what conversation channels are performing well, and more importantly, why
— Andrew Peron (@andrew_peron) July 27, 2016
Join our #SproutChat Facebook community where we post the weekly topic and discussion questions. See you at the next chat on Wednesday, August 3 at 2 p.m. CDT.
This post #SproutChat Recap: How to Analyze, Interpret & Present Data From Social Media originally appeared on Sprout Social.
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