How to Use Your Social Media Analytics
With the release of Facebook’s powerful new analytics update, we’re inspired to share some social media analytics advice.
Social media analytics and insights are the keys to understanding your audience, receiving more engagement, and driving more traffic to your site.
If you don’t yet have a grasp on analytics, don’t worry – that’s what this guide is for. We’ll go over Facebook, Twitter, and Instagram, as well as some key things to look for that you can check on any social media channel.
Let’s get started.
Social Media Analytics Terms & Meanings
Before I dive into the individual analytics platforms, I want to cover the common terms you’ll see and what they mean:
- Reach: the number of people who see your content.
- Impressions: the number of times your content is displayed.
- Engagement: the number of interactions people have with your content (i.e.: likes, comments, shares, retweets, etc.)
You’ll see these three terms across every analytics dashboard for every social platform. Now, let’s start with Facebook.
Facebook Analytics: What You Need to Know
First things first – to get the most out of your Facebook analytics, you need to install the Facebook pixel on your site. While you can see some data without it, it’s very limited.
Assuming you’ve already installed the pixel and have data to use, head over to your Facebook Analytics dashboard.
This is where you’ll navigate to the various reports to view your data. While I recommend playing around with all the reports to develop a deeper understanding of them, there is one that’s important to know about:
Funnels are the best way to understand the steps your audience takes in going from a Facebook fan to interacting with your content, and finally to visiting your site and even converting into a lead or a sale.
You can create those funnels by going to the “Funnels” tab under “Activities”, then clicking “Create Funnels” in the upper right corner.
Some types of funnels you can create:
- Users who messaged your Facebook page then made a purchase on your website or became a subscriber
- Users who installed an app then made a purchase on your website or became a subscriber
- Users who reacted a certain way (such as “Love”, “Wow!” or “Haha”) then made a purchase or became a subscriber
- Users who commented on a certain Facebook post then made a purchase or became a subscriber
Pretty cool, right?
Once you run these funnels and see which actions cause users to convert – such as commenting, messaging your page, or putting a “Haha” on a post – you can prioritize getting more of those actions from your users!
For more details on how to use your Facebook analytics, check out this guide.
Now let’s take a quick look at Twitter.
Twitter Analytics: What You Need to Know
Unlike Facebook, Twitter doesn’t have a fancy pixel. Their analytics are also far less advanced. But, it’s still important to understand how to derive actionable insights from Twitter’s data.
First, log into Twitter and then navigate to your Twitter analytics dashboard.
Here you’ll see the growth (or decline) of your page. Nothing too crazy yet.
However, if you scroll down, you’ll see your tweet highlights. This is where most of your insights will be derived.
Month after month, you’ll see your most engaging tweets. You can also click “View Tweet activity” to see more insights.
There are those terms again – impressions and engagements. My tweet was seen 3,551 times and got 17 engagements.
This tells me that mentioning Larry Kim is a great way to get more engagements, so I should tag him more. You’re sure to see similar insights of your own.
When looking at your Twitter analytics, pay specific attention to:
- Anyone you tagged
- Anyone who tagged you
- Certain images that get higher engagement
- Certain topics that perform well
Just try to figure out why something performed well, then replicate that in future tweets to test your hypothesis. That’s how you use social media analytics! Testing.
For more details on how to use your Twitter analytics, check out this guide.
Now, let’s quickly discuss Instagram before we wrap things up.
Instagram Analytics: What You Need to Know
Unlike the other channels, Instagram analytics is only available in the app. You can’t access it from a desktop.
To get to it, just hit the graph icon in the upper right:
From here you can see your top posts performance by impressions, engagement, and time posted. You can also see insights on your Instagram stories, if you posted any, as well as for your promotions.
Like other insights, use these to determine the kind of content that best resonates with your audience. Additionally, post that content during your peak engagement times to get the most from it.
For more details on how to use Instagram insights, check out Buffer’s full guide.
Social media analytics help unveil the key metrics that are driving the 20% of posts responsible for 80% of your growth. It’s the classic Pareto’s principle.
Check these insights often, and use them to determine:
- Who to tag and target with your posts
- What to post (images, text, questions, etc.)
- Where to spend your time (which channels)
- When to post to get the most engagement
But there’s one thing analytics can’t do – tell you why. Why did something perform well?
Only you can answer that question through the lens of a human eye. But you can use stats and data to determine it.
Will you start using analytics in your daily routine? Do you have any questions we didn’t answer? Let us know in the comments below!