Having a good understanding of your social media analytics is vital when it comes to running your company’s social media accounts. Without measuring and analyzing your content and its performance, there is no sustainable way to help you improve and get the results you want. Social media analytics give you a map so you know where to go and what to do. 

Social media is basically one large focus group where consumers can talk about your products, brands, customer service and your competitors. Every time you post on social media, you generate social data. Every comment, like, share, retweet, etc. by your consumers creates this.

You can monitor and analyze the metrics and data of trends, get an overview of your social media performance, and see where strategic opportunities exist. While this can seem overwhelming, you can either get your analytics from the social media platforms themselves or use an outside software. Below is a breakdown of the analytics from Facebook, LinkedIn, Twitter and Instagram to help you better understand the benefits of tracking this data. 

Facebook 

Analytics: The performance of your posts and the behavior of those who follow your page. You’re able to identify the best time and day of the week to post, as well as your most popular type of content.
Insights: A general overview of your page that covers your audience along with the performance of your posts. You can change the time period so you get the data you need from a specific period. Below is the data that Facebook Insights will give you:
  • Likes: Your total page likes, including organic, paid, and unlikes.
  • Reach: Your posts engagement over time.
  • Page views: Which parts of your page are working and which aren’t. Also, you can discover where your traffic is coming from.
  • Posts: Identify how many people view your page each day and what time of the day they were online.
  • People: Learn the demographics of those who follow your page. 

LinkedIn

Analytics: The metrics and trends about your page, which can only be viewed by the administrators of the page. Below are the 3 tabs where you can see your data:
  • Updates: 
    • Updates: Who your posts are sent to, whether it was sponsored or not, how many times updates are shown to members, and clicks on your content, company name, or logo. Also, the number of likes, comments and shares of each of your updates.
    • Reach: How many times your updates are viewed organically and paid.
    • Engagement: The number of times a member clicked, liked, commented or shared your posts.
  • Followers:
    • Type: The total number members following your page.
    • Demographics: A breakdown of your followers in types of data, such as industry, job function, etc.
    • Trends: How the number of your followers has changed over time. 
    • How you compare: The number of your followers compared to your competitors.
  • Visitors:
    • Page views: How many times your page was viewed.
    • Career page clicks- How many times your careers page was clicked.
    • Unique visitors: How many members visited your page, with duplicate visits removed.
    • Demographics: Who is visiting your page based on follower demographics. 

Twitter

Analytics: A 28-day overview of your company’s Twitter account performance. If you continue scrolling you will be able to see the data from previous months dating back to when you first started your account. 
  • Followers: How many people follow your account. 
  • Impressions: How many times your tweets are seen. 
  • Engagements: Retweets, favorites, replies, and mentions.
Your first level of analytics shows your activity over the past 28 days. This includes your top tweet by earned impressions, top mention by earned engagements, top media tweet by earned impressions, total impressions, profile visits, total mentions, and new followers. 

Instagram

Analytics: Data about who your followers are, when they are active, and how many users have viewed your posts. You can view follower demographic analytics which will show you their location or city, age, and gender.
Insights: Data regarding impressions, reach, website clicks and follower activity.
  • Impressions: Total number of times all of your posts have been seen.
  • Reach: Number of unique accounts that have seen your posts.
  • Website clicks: Number of accounts that have clicked on a link in your profile.
  • Follower activity: The most popular time of day that your followers are online and commenting.