Leading digital agency that provides affordable white-label IT services worldwide

Home / Blog

Exclusive Guide to Social Media Analytics: Why it is important

Follow Us

Need support finding a web design service in London?

It only takes one minute - 100% free

Exclusive Guide to Social Media Analytics: Why it is important

Social media marketing is growing day by day and the vast pool of consumers is ripe. A brand can easily connect with its targeted audience. Here is the social analytics enter into play. With the start of their data analytics, so many brands adopt a brand-centric focus to understand user activity.

Social media has created an emergency for every brand to stay on these platforms as it shows a significant transformation of people joining and using social media. Around 4.62 billion people use social media worldwide and about 26.3% looking for some products to purchase. Social media offers businesses an ultimate medium to reach an audience; hence they should have a data-driven approach so that optimal results can be approached.

What is social media analytics and why it is important?

Just like other analytics, social media analytics is the action of gathering social media data of user activity such as likes, shares, clicks, and follows, that create practicable insights based on the researched analysis.

This analytics analyses the data from different platforms and observes users’ behaviour, engagement, interests and latest trends. The brands and organizations leverage this data and try to understand the audience’s mind, and then create some models in a way through social media campaigns so that people would be interested in their services and products.

These analytics use various matrices to track reach, impressions, engagement rates, click-through rates, likes, shares, and sentiment analysis that aware brands about the latest topic surrounding social media. It is performed using many techniques and specific tracking tools including machine learning algorithms, manual tracking, and data mining analysis.

Importance of social media analytics

When comes to importance, it allows bands to measure and review the performance of their promoted and posted content so that businesses can make their marketing strategy better. These insights help find the areas where you can make the strategy strong to set the exact goal to drive traffic to the website. If you use social media analytics tools, then you can realise whether your business reach your goal.

Several reasons tell us why social media analytics is important –

  • Recognise trends and opportunities

    Following trends is a trend itself. The analytics helps to recognise the latest trends in the industry. It opens the opportunities to connect with the audience. If you monitor the audience and competitors’ activities, then you can easily know what to keep away from and what to use.

  • Insight of Audience Behaviour

    Social media analytics tools can effortlessly provide insight into social media users that how they interact with your business and get attracted to your content. This information helps understand the audience better so that you can create tailor-made marketing efforts.

  • Analysing Campaign

    It helps in analysing the metrics of social media. You can easily determine how a campaign performs and what should be improved. These tools will optimise the marketing strategies. Your campaigns can achieve improved results.

  • Enhanced Customer Service

    This analytics tracks feedback from your customers that will help you identify your customers’ issues. It enhanced the satisfaction that’ll grow your business.


What are some Social Media Analytics Tools?

Collecting the data and manual analysis is time taking. Hence, there are many tools available in the market which saves you significant time and effort. It will get you to help reach the targeted audience.

  • Sprout Social

    Sprout Social provides cross-channel analytics. You can check accounts performance with deep dive jump. You can build your custom reports with this tool. It enables you to track multiple metrics such as Twitter link clicks, Impressions on the Facebook page, an increment in Instagram follower growth, and Pinterest and LinkedIn content performance.

  • Facebook Insights

    Facebook insights are available on Facebook that allow you to analyse Facebook performance. All you have to do is, visit the insights panel of your business page. A collection of data will show up consisting of your audience interaction and activities including actions, views, reach, followers and post engagements.

  • Google Analytics

    The popular analytics tool for websites which analyses and compares your website traffic. Even though, it is not specific to social media, social media campaigns well suit to this tool as you can measure the success of these campaigns.

  • BuzzSumo

    Saying it the tool of Social Media Analytics wouldn’t be a great idea but it is an ultimate resource to analyse the content for its social engagement. BuzzSumo can offer you an analysis of shares and comment for your latest blog that you have posted on Facebook, Pinterest or Twitter. You can monitor the content performance for keywords that helps the tracking content marketing campaigns and understand the top-performing content.

  • Hootsuite

    The Hootsuite is a tool that can schedule posts for your business so that you can engage your audience and analyse their performance. It has an intuitive dashboard that can integrate with all social platforms. Users can build reports to display their social media efforts. This tool offers personalized recommendations on when to post on social media platforms


How Can You Track Social Media Analytics

Social media analytics helps brands analyse all key matrices and it’s easy to track the analytics than you think. Get valuable insights with regular tracking and planning.

Here is the guide to tracking social media analytics –

Step1 – First, Set Your Goals

Goals are important for any business. Hence, ensure to establish the social media goals where you should optimise the platform presence and identify your desired achievements. These are the most common goals of businesses to track social media analytics –

  • Your brand awareness should be increased. For that, focus on reach and impressions.
  • Make a goal to generate leads. For that, focus on clicks and conversions.
  • More website traffic. Use metrics like referral traffic.

Step 2- Recognise the Metrics

If you set the final goals, then metrics identification is important as it helps you measure your strategy success. With this step, you can know which points will help you reach the objectives. Some metrics depend on your trackable goals. For example:

  • The audience’s interaction and engagement rate include approvals, clicks, comments and shares.
  • Your reach to the number of people who interact with your content. Tracking the reach will tell let you know the overall size of your audience.
  • Look for the number of clicks on your content. Click is another metric that is effective to track social media analytics.
  • Conversion is the specific action by the audience. You’ll find it on the website and landing pages. To find this number, check the number of purchase or contact form etc.

 Step 3 – Use a Social Media Analytics Tool and analyse the data

We have mentioned the name of a useful analytics tool in the above section. A social media analytics tool is crucial for businesses. Tools like sprout social, and google analytics are very helpful in tracking the different markets. To use a tool, consider your platform first, and then connect your account with those tools. Like if you have a business page on Facebook, then use Facebook Insights to analyse and collect data to grow your brand reach. Hence, choose the tools wisely based on the platform you are using.

Then, study the data the tool collect from a variety of social media platforms. Track metrics like likes, comments, reach, shares, clicks, conversion rate and more to find out the current patterns and trends.

Step 4 – Monitor the Content Progress

Keep checking your content and social media analytics data regularly. It’ll give you an idea of your efforts growth and performance rate and whether you can reach your goals or not.

When you monitor this data continue you can easily identify what terms and patterns your competitors are following and what is now going on in the market. You’ll always be updated and can edit or make adjustments to your previous content so that you can engage more audiences.


In conclusion, we can relate how important Social media analytics is for brands and organizations to optimise their strategies and campaigns. Businesses can receive more information and data on user insights cindering their behaviour and new trends by tracking the content reach, clicks and sentiment analysis. The tools play a vital role in social media analytics where different tools are available for different platforms. With this guide, you can easily start social media analytics to reach a huge range of audience that’ll directly grow your business.

Categories: #Uncategorised