How can you tell if your content is successful? Social Media Analytics will help you decide if your content is reaching the appropriate audience and sending the right message. According to Techopedia, Social Media Analytics can be defined as, “the approach of collecting data from social media sites and blogs and evaluating that data to make business decisions. This process goes beyond the usual monitoring or a basic analysis of retweets or ‘likes’ to develop an in-depth idea of the social consumer” (Leidig, 2020). It is important to monitor your activity on social media so that you can figure out what content works for you and your audience. As you dig deeper, you can find that there are many different levels to SMA.

There are a lot of factors that go into social media analytics. Some cover more basic factors such as the type of content (image, video, text) where others touch deep, more complicated factors such as tracking website traffic through hyperlinks. Below are some of the most important things to look at when analyzing your own social media content.

Actions

Looking at how people are interacting with your content is very important. You can look at who is liking, sharing, and commenting on your photos, videos or blog posts. Pay attention to what people are saying about your work. Is it negative or positive? Is the attention you’re receiving a good thing or a bad thing? These interactions can let you know.

Text

It is vital to pay attention to what others are saying. What keywords are they using? What is their sentiment? This can tell you what topics and conversations are being brought up. This can be important to see what people are saying about you or your competitors.

Multimedia

Learning how to incorporate images, videos, music and other types of interactive media into your content is hard but very rewarding. How can you benefit from using multimedia elements in your content?

Hyperlinks

Linking internally or externally in your content helps create a traffic flow. It is important to look at how users are navigating in and out of your content. Are they being sent to your site from an outside source? Are they jumping to different pages on your site using your internal links? By tracking your traffic from hyperlinks, you can find out.

Now, there are four approaches to SMA. Two of them being reactive, meaning that you analyze information to describe past and current actions. Descriptive Analytics tells you what happened. It can be presented in social media reports and helps visualize all the data presented. This is the most common method currently used. Diagnostic Analytics goes more into the why. It is helpful to show the success or failure of a marketing campaign.

The second two approaches are proactive, meaning they can help describe what may happen depending on what occurred in the past. Predictive Analytics can successfully predict future trends based on data mining and text mining. Prescriptive Analytics gives you the best options for your situation. It takes data from your users to give you the ability to see what may be best to capture their attention.

Overall, Social Media Analytics is an important tool to consider and should be a part of your plan for success.

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