May 23, 2023 | Categorised in:

Social media has become essential for businesses to connect with their audiences and promote their brands. With billions of people using social media platforms, it’s no wonder businesses are investing more and more in their social media strategy. How do you know if your social media marketing efforts are paying off? That’s where social media marketing analytics comes in.

Social media analytics is analysing and interpreting data from social media platforms to gain insights into your audience, their behaviours, and your social media strategy performance. This article will explore the basics of social media analytics and how you can get started.

Why Social Media Marketing Analytics Matter

Social media analytics provides valuable insights into your social media performance, which can help you make data-driven decisions and improve your social media strategy. Here are some reasons why social media analytics matter:

1. Gauge your success: 

Social media analytics helps you track your performance and see if you’re meeting your goals. By tracking metrics such as engagement, reach, website traffic, and even Core Web Vitals, you can measure the success of your social media efforts.

2. Understand your audience: 

Social media marketing analytics provides insights into your audience’s demographics, interests, and behaviours. This information can help you tailor your content to their preferences and improve your targeting.

3. Identify trends: 

Social media marketing analytics helps you identify trends in your audience’s behaviour and interests. By staying on top of trends, you can create content that resonates with your audience and stay ahead of the competition.

4. Improve your strategy: 

Social media analytics helps you identify areas for improvement in your social media strategy. By analysing your data and making data-driven decisions, you can improve your content, posting schedule, targeting, and amend your budget to better achieve your goals.

Getting Started with Social Media Analytics

Now that you understand why social media analytics matters, let’s dive into how you can create your social media strategy. Here are some tips:

1. Set Your Goals

The first step in social media management is determining what you want to achieve with your marketing strategy. For example, are you trying to increase engagement, reach, or website traffic? Next, define your goals and the metrics you’ll measure them with.

For example, if your social media strategy is to increase engagement, your metrics might include likes, comments, shares, and mentions. On the other hand, if your goal is to drive website traffic, your metrics include clicks, conversions, and referral traffic.

2. Choose Your Social Media Marketing Platforms

The next step in your social media strategy is to focus on the social media marketing platforms that matter to your audience and your business goals. The most popular social media marketing platforms for businesses are Facebook, Twitter, Instagram, LinkedIn, and YouTube. Depending on your business and audience, you may focus on one or a few platforms.

Once you’ve chosen your platforms, create a business account for each. Business accounts provide access to social media management analytics tools and other features unavailable on personal accounts.

3. Choose Your Analytics Tool

Many social media marketing analytics tools are available, both free and paid. Some popular options include Hootsuite, Buffer, Sprout Social, Google Analytics, and Facebook Insights.

When choosing a social media marketing analytics tool, consider its features, ease of use, and pricing. Some social media management tools offer more advanced features, such as sentiment analysis and competitor analysis, while others are more basic.

4. Track Your Metrics

Depending on your social media strategy, you’ll want to track the relevant metrics on your chosen social media management platforms. Use your social media management analytics tool to track metrics and gather data over time. This will help you identify trends and patterns in your social media performance.

For example, if your social media strategy is to increase engagement, track metrics such as likes, comments, shares, and mentions. Or, if your social media marketing is to drive website traffic, track metrics such as clicks and conversions.

5. Analyse Your Data

Once you’ve gathered social media marketing metrics data, it’s time to analyse it. Use your social media marketing analytics app or tool to dig deeper into your data and gain insights into your social media marketing performance. Look for trends, patterns, and areas for improvement.

For example, if your engagement has been declining, check out the types of content that are receiving the most engagement and consider creating more content like that. Likewise, consider adjusting your targeting or posting schedule if your website traffic from social media could be higher.

6. Make Data-Driven Decisions

Use your social media marketing insights to inform your social media strategy. For example, adjust your content, posting schedule, and targeting to improve your performance. For instance, if your audience is most active on social media during certain times of day, adjust your posting schedule to maximise engagement.

Remember, social media management is an ongoing process. Getting meaningful insights from your data takes time and effort, but improving your social media marketing performance and achieving your social media strategy goals is worth it.

7. Monitor Your Progress

Regularly monitor your metrics to track your progress towards your social media marketing goals. Then, adjust your social media strategy as needed to stay on track. It’s essential to remain flexible and adapt to changes in your audience’s behavior and preferences.


Social media management is a powerful tool for businesses to improve their social media performance and achieve their goals. By setting social media marketing goals, choosing the right platform and more, companies can gain valuable insights into their audience and improve their social media strategy. With the right social media marketing tools and a commitment to ongoing analysis, businesses can leverage social media to connect with their audience and grow their brand.