Week 11 Reflection: Social Analytics


Nowadays, it is easy to use social media to do marketing since people use social media very often. Customers can follow everything they interest at, such as food, clothes, cars, accommodations, etc. For instance, Coles has its own Facebook page that share their new products, discounts and even cooking recipes to its followers. Hence, a company can gather necessary feedback from customers, both positive and negative comments to evaluate clients' interests and what part they need to improve.

In week 11, I learnt there are two important things need to do when people analyze social media, which are measuring interactions and listening. For a company, I think measuring interactions can let it to understand audience activities and interests better. Beside, it can compare with different audience activities among different platforms.

I have used Google Alerts to pay attention to Google and Amazon for one month already, and I got their updated information everyday via my email.

However, it is necessary to know how to use social analytics. Companies should be careful of their purpose to use social media is to attract more clients not distract people. Recently, many of my friends open their Wechat business account to sell Australian products to people in China. However, it is annoying since they often post advertisements everyday. Too many advertisements will cause content overload.

To be successful in SM marketing, it is necessary to know how to monitor by using metric providers, platforms and ways. As for metrics, there is an article called ' 7 Social Media Metrics that Really Matter—and How to Track Them '. It includes:
  1. Use Google Analytics to track click-through with bounce rate 
  2. Use Google Analytics to track share of traffic driven 
  3. Calculate all the mentions of your brand, as well as those of your competitors to track social share of voice 
  4. Use Hootsuite Analytics to track conversation rate 
  5. Take the number of times your content was shared during your reporting period and divide that number by your total number of followers to track amplification rate 
  6. Add up the total number of likes your posts received during your reporting period to track applause rate
  7. Generating measurable leads through social media can be achieved in several different ways:
  • Sharing gated content
  • Using Hootsuite Campaigns to run a contest with a form fill entry
  • Hosting social media events that require registration, like broadcasted Google Hangouts
  • Using social media advertising to target prospects with free demos or free trials
There is another article showed A List of the Top 25 Social Media Analytics Tools. Another article showed Top 15 Free Social Media Monitoring Tools in company Marketing area as well.
As a free popular analytics tool, I personally strongly recommend using Google analytics for businesses, especially for small firms. Google Analytics Solutions offer marketing analytics products for businesses of all sizes to better understand your customers. It obtains stronger results across all a company's sites, apps, and offline channels. There are so many updated social media campaigns, so showing the measure and impact of their efforts in social media becomes more and more important. It is a key component for a company to do social analytics in order to show its solid, tangible evidence of reach and engagement. Measuring these metrics against goals is a great way to show if a social media marketing campaign is working towards achieving a company's objectives.

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