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Social Media Analytics: The full guide

Social Media Analytics: The full guide

Home Blog Digital Marketing Social Media Analytics: The full guide

Social media analytics is an essential component for any brand or business looking to measure how its audience interacts with its content.

Through a thoughtful analysis of interactions, engagements, and content performance, companies and social media professionals can gain insights that help enhance their social media efforts.

In an age where data is king, understanding the impact of social media campaigns is more than just counting likes and retweets.

With the right social media analytics tools, businesses can track their social media performance, uncover patterns, and make informed marketing decisions that can increase audience satisfaction and business growth.


In this article, you will discover various facets of social media analytics, from the types of metrics that everyone should track to the tools that make data gathering a breeze.

Let’s dive in!

Understanding Social Media Analytics

Before diving deep into what social media analytics entail, it’s essential to recognize that this process is at the heart of fine-tuning social media strategies. It’s about unlocking the treasure trove of data available, discerning performance, and securing actionable insights.

Definition and Importance

Social media analytics involves collecting, measuring, and analyzing data from social networks. It’s a critical tool that allows businesses to understand the effectiveness of their social media activities.

Why is this important, you may ask?

Well, imagine navigating a ship in the vast ocean with no compass.

Social media analytics is that compass, directing companies on how to best engage with their audience, optimize their content, and gauge the overall impact of their social media presence.

Some cornerstones of social media analytics include tracking user engagement, determining the reach of campaigns, and gathering demographic information to tailor marketing approaches.

For example, by evaluating the performance of your social media accounts, you can determine which types of content resonate with your audience and leverage that to drive your social marketing efforts.

Social media analytics Mention

Key Metrics and Performance Indicators

When sifting through social media data, it’s like being a detective at a crime scene. What clues (metrics) will you collect, and how will they solve the case (improve performance)? Here’s a rundown of some vital KPIs:

  • Engagement: This includes likes, comments, shares, and overall interaction with content.
  • Reach and Impressions: Essentially, how far is your content spreading, and how often is it seen?
  • Followers Growth: The rate at which your community is expanding.
  • Click-Through Rate (CTR): The percentage of users who click on a call-to-action link.
  • Conversion Rate: How many users are taking the desired action?

Let’s say you’re following the social media performance of new social media campaigns.

You might discover a steady climb in engagement but a plateau in follower growth. This could indicate the content is strong, but additional tactics may be needed to attract new audience members.

Armed with this information, businesses can pivot and iterate their strategies. They can craft personalized experiences, or tweak their campaigns for maximum effectiveness. In essence, social media analytics isn’t just about accumulating data—it’s about translating that data into stories that drive actionable insights.

Social media KPI to track


Tools and Platforms for Analytics

Analytics tools are essential to gauge the impact and reach of their campaigns. A diverse suite of tools is at your disposal, each ready to provide insights that drive smarter decisions.

Popular Social Media Analytics Tools

Are you curious about the who’s who in the social media analytics playground?

Here’s a list of popular social media analytics tools :


Mention custom reports allows you to identify and measure the impact of your marketing efforts on various social media platforms: Facebook, Instagram, Twitter, LinkedIn and more.

You can evaluate the success of your different campaigns and adjust your strategy in real time to maximize your social media impact.

In addition to social media analytics, their social media management feature helps users save time by easily scheduling multiple posts in advance.

Starting price : from 41$/month. 14-days free trial

Try Mention for free!


On the other hand, Hootsuite can streamline analytics across various platforms like Twitter, Facebook, and Instagram.

Users can monitor their social media landscape from a single dashboard, making the tool a one-stop shop for insights.

Starting price : from 99$/month. 30-days free trial

Sprout Social

Another useful social media analytics tool is Sprout Social. This tool doesn’t just offer numbers but also furnishes context that helps in understanding audience behavior and tweaking strategies accordingly.

Starting price : from 199$/month. Free trial


What’s buzzing in the content realm? BuzzSumo steps in with answers, offering data on content performance and influencer impact, ensuring users never miss a beat. For those seeking success secrets in top-performing content, BuzzSumo brings variables like publish date and headline types into the limelight.

Starting price : from 199$/month. 30-days free trial

Google Analytics

For a more website-centric perspective, they shouldn’t overlook Google Analytics. Though not exclusively a social media tool, it’s a powerhouse for tracking campaigns and measuring social ROI, making it an indispensable piece in the analytics puzzle.

Last but never least, those native analytics provided by social media platforms can be gold mines. They have direct access to user action data, which means real-time insights as fresh as morning dew.

Media monitoring campaign

Integrating Analytics with Social Media Platforms

How does one gracefully intertwine analytics with social platforms? The key is to choose tools that play nice with one’s social media of choice. For instance, Hootsuite and Mention have direct integrations, allowing users to manage and analyze their online presence directly from their dashboard.

Moreover, Google Analytics can be configured to track social traffic, assisting in uncovering the labyrinthine paths users take from tweet to purchase. It helps answer the most difficult question to answer accurately: “Where do all these web visitors come from?

Integrations are more than a convenience; they’re strategic bridges.

By connecting analytics tools with social platforms, you can unlock a holistic view of your digital footprint, making every retweet, story view, and like count towards a greater understanding of your audience.

Crafting a Social Media Strategy

Developing a successful social media strategy is akin to a master chef preparing a signature dish—it requires a mix of quality ingredients, a deep understanding of the audience’s palate, and precise execution.

A strategy should marry analytics with actual business objectives and audience knowledge, providing a clear blueprint for impactful marketing.

Aligning Social Media Analytics with Business Goals

Every business decision should be data-driven, including strategizing for social media. Here’s how they can fuse social media analytics tool with their overarching goals:

  1. Set Clear Objectives: Determine what they want to achieve. Is it brand awareness, lead generation, or social media engagement?
  2. Identify Key Performance Indicators (KPIs): Select social media metrics that best represent progress towards these goals. These might include engagement rates, conversion rates, or click-through rates.
  3. Regular Reviewing: Remember, a strategy is not set in stone. Continuously analyze social media performance data to tweak and optimize their approach.
Types of business goals


Understanding Your Audience

They can’t engage an audience they don’t understand. Here’s the lowdown on getting up close and personal with their audience:

  • Demographic Data: Gather information on age, location, and interests. Platforms like Mention provide tools to dive into these insights.
  • Engagement Analyses: Find out which posts are hits and which are misses. What content drives interaction?
  • Social Listening: Tools that monitor brand mentions and industry keywords can offer valuable insights into what their audience cares about.

Engagement and Content Analysis

Social media analytics empower marketers to understand what resonates with their audience. By scrutinizing engagement metrics and content performance across different channels, they can optimize strategies for better reach and impact. Let’s dive in!

Assessing Engagement Metrics

Engagement is the bread and butter of social media success. When assessing engagement metrics, they consider the volume of likes, shares, and mentions a post receives.

This engagement often reflects how well an audience is connecting with content. For instance, many shares could hint that content is hitting the right note, sparking conversations and spreading brand awareness.

Keep an eye on these figures; they’re a quick health check on your social media pulse!

Content Performance on Different Channels

Each social media platform is a unique beast, and content that roars on one might whisper on another. Analyzing content performance on different channels means looking at how similar content fares across the spectrum.

One might find that infographics gain more traction on LinkedIn, while quick, behind-the-scenes videos might become hits on Instagram.

By comparing the reach and engagement analytics from various platforms, it’s much simpler to tailor a content strategy that sings to the strengths of each channel.

Measuring Campaign Success

In the bustling world of social media, deciphering the effectiveness of marketing strategies is essential. Two critical aspects stand out: understanding the ROI of marketing campaigns and accurately tracking conversions.

ROI of Marketing Campaigns

The return on investment (ROI) is the compass that guides marketers in determining the success of their social media campaigns.

For instance, if a campaign cost $1,000 and generated $3,000 in sales, you just generated a ROI of 3.

Reviewing metrics like sales generated or leads obtained will help brands make data-driven decisions and pinpoint this success.

Conversion Tracking

Conversions are the crowning achievements that marketers chase after.

It’s not just about the ‘likes’ or ‘shares’, but how these social engagements translate into actionable responses—sales, sign-ups, downloads.

To track conversions, one might use specialized tools or analytics software. These tools can draw a direct line between social media activities and outcomes. They provide a granular view of campaign performance.

Conversion tracking can reveal which parts of a campaign are working and what needs tweaking. This turns social media marketing efforts into into a fine-tuned machine driving toward specific goals.

Conversion tracking guide

Analyzing Audience and Demographics

When diving into the who’s who of your social media reach, the main objectives are to uncover who your followers are, how they interact with your content, and what slices of demographics they fall into.

This will not only arm marketers with critical insights but also bolster strategies for targeted marketing.

Audience Growth and Segmentation

Understanding your audience growth involves monitoring the increase or decrease in your followers over time.

But let’s get real—numbers aren’t everything! What truly matters is who’s behind those numbers.

Breaking down the audience into segments can reveal patterns. For example, you can learn if college students are tuning in more during exam seasons or if professionals are engaging mostly on weekdays.

A clever way to start is to utilize the analytics tools available on social media platforms. These tools break down the audience data into palatable bits.

Demographic Insights for Targeted Marketing

Now, pouring over demographics might sound as exciting as watching paint dry, but hear me out—it’s a treasure trove of marketing gold!

Knowledge about the age, gender, location, and interests of the audience is vital. It allows businesses to craft messages that resonate.

Are your followers into sustainability? Do they prefer brands with a conscience? Then, it may be time to highlight your eco-friendly initiatives.

Key demographic insights can turn mere followers into loyal brand advocates and paying customers. A social media analytics tool like Semrush’s audience analysis can bridge the gap between guesswork and precision in analytics.

Social media demographics


Competitor and Market Analysis

Knowing your competition and staying abreast of emerging market trends are pivotal in the bustling digital landscape.

A tailored social media analysis reveals your standing and uncovers strategic angles you could leverage.

Social Listening for Competitive Insight

What’s everyone chatting about your rivals? Social listening tools are the ears on the ground, picking up on public brand sentiment and conversations pertaining to competitors.

They offer a treasure trove of data that can be analyzed to understand competitors’ strengths, weaknesses, and consumer reactions.

For instance, if you notice a recurring theme of customer dissatisfaction with a competitor’s customer service, that’s an area where you can distinguish your brand.

If the competitor analysis conducted by Mention provided the intel, wouldn’t you want to capitalize on that by focusing on exceptional customer service for your own brand?

Market Trends and Opportunities

Are we catching the waves of change or lagging behind? Identifying market trends through media analytics involves spotting patterns that indicate shifts in consumer sentiment analysis, behavior, or technological advancements.

By monitoring emerging trends, businesses can detect new niches or innovative product opportunities before the curve.

For instance, suppose your favorite social analytics tool highlighted an emerging preference for video content among your target demographic. In that scenario, redirecting your social marketing efforts to create more video content can give you an advantage.

Optimizing Social Media Presence

Optimizing social media presence is essential for building a strong online brand.

It requires a combination of strategic posting schedules, active engagement with followers, social media audits, and thorough performance social media analysis. Let’s explore how they can elevate their game on social media platforms.

Best Practices for Posting and Engagement

Knowing the best time to post is vital. They should leverage social media analytics to identify when their target audience is most active.

For example, a B2B company might find weekdays during business hours effective, while a B2C brand could see more engagement during evenings and weekends. Remember, each social media platform may have different peak times.

It’s not just about when they post, but also how often and what content they share.

Engagements—likes, shares, comments, and messages—are currency in the social media world.

They should aim for quality content that resonates with their audience, prompts a reaction, and encourages conversation.

Engaging with their audience by responding to comments and participating in relevant conversations can increase their brand’s presence and trust.

Media monitoring campaign

Actionable Steps for Improvement

To improve their social media strategy, they must monitor performance metrics of social media accounts closely. This includes tracking their social campaigns’ reach, engagement, conversion rates, and overall return on investment (ROI).

They should create a robust social media monitoring system. They can do this using an automated social media reporting tool like Mention. Mention generates reports and makes sharing insights a breeze.

Adopting social media analysis and monitoring tools can help them listen to their audience, remain responsive, and pivot their strategy as needed.

For instance, if they notice a spike in engagement when posting video content, they should consider incorporating more multimedia elements into their plan. Analyzing these metrics allows them to refine their strategy for better results consistently.

Remember, iteration and responsiveness are key to a successful social media presence.

Want to group the tracking of your social media accounts into one platform? Try Mention for free!

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Lucas Carval

Lucas is a Digital Marketing Specialist at Mention since October 2023. His areas of expertise include digital marketing, SEO and outreach. He grew a streetwear Instagram page network from 0 to 120k in a year, and now helps Mention improve their number of qualified leads. He's working on getting a Master’s degree in Digital Strategy by 2025.

Digital Growth Specialist @Mention