What do you do if you're unsure about analyzing social media data in marketing campaigns?

In my line of work, I try to behave like a grade 6 student learning a subject matter. I keep it simple and stick with the basics. Social media marketing isn’t different. It’s prudent to stick with basics like CTR, impressions, reach and any other engagement rate measures available. This makes the data at your disposal more actionable.

It's important to understand the social media platforms you are using. To analyze data effectively, you must first determine which data will be relevant for the campaign. It's easy to fall into the trap of collecting data just because it seems necessary. Social media data can be relevant in some campaigns, but the goal should first be clearly identified for the specific marketing campaign.

If you are a social media manager, you need to be familiar with key terms, so before starting out, I would highly recommend familiarizing yourself with them :) Knowing them will also help you set the right KPIs, analyze your social post data correctly, and adapt your strategy. 🚀

Start by learning the basics of social media analytics. Utilize social media analytics tools such as Facebook Insights, Twitter Analytics, and Google Analytics to gather data about your campaigns. Clearly define your marketing goals and objectives. Identify the key performance indicators (KPIs) that are most relevant to your goals. These could include metrics such as reach, engagement, click-through rates, and conversion rates. Analyze the data to identify trends, patterns, and insights. Don't be afraid to experiment with different approaches to see what works best for your audience. Use the data from your campaigns to learn and improve over time.

There is so much free training on social media analytics out there 😎 Take the time to watch at least a couple long-form videos and/or a well-documented article that break down all the terms you need to know.

It is not just about posting; it's all about posting with goals. Before creating a content calendar, always have what you want to achieve with that post on top of your mind. Do you want to attract more followers, have higher sales, or grow your brand awareness? Make sure to set a goal for your channel and a goal for each post. Setting goals first will help you to analyze the data easier after 🚀

Even before learning the basics, it is important to have a clear and measurable objective. By having what you want to measure, you will be one step closer to figuring out what you need in order to measure it. You don't need to know the exact name of the formula when you start as long as you know what that number is telling you and what you will do with that data that you have.

Social media KPIs (key performance indicators) vary from one business to another. All businesses may want to measure likes, comments, shares, and growth of followers base. But you may also want to track conversions like adds to basket, purchases, or appointment reservations.

If you have several profiles to manage or you are present on several social media platforms, definitely use a tool to see it all in one place. This will save you hours of every months and be appreciated by your team or clients. In a few clicks, you can all see what performed well, and spend the time you saved adapting your strategy with these learnings.

Jumping in and out of different social media tools in order to analyze all your social data takes a lot of time and is not very efficient. Social media management tools can help you analyze all your social data in one place and make it easier to create reports. There are even tools that will send you reports at the end of each month automatically to your email 🤓

Data without action is just... data. Don't get trapped in analysis paralysis. Use those insights to try something new, even if it's small. Better to experiment based on imperfect data than not make changes at all. Sometimes the most valuable analysis happens after you take that first step, as you see how the real world responds.

When you have a clear view of your social media analytics, you can make data-driven decisions, such as: - stop posting frequently on a platform that doesn't provide you any conversions, or close this profile altogether - reuse post formats that converted well with other products, services or campaigns - interview CMs in your team that made the most conversions so the rest of the team can inspire from their method ...

If unsure about analyzing social media data in marketing campaigns, start by familiarizing yourself with the basics of social media analytics.Identify key metrics that align with your campaign goals, such as engagement rates, reach, impressions, & conversion rates. Utilize the analytics tools provided by social media platforms, which offer insights into audience behavior & campaign performance. Consider investing in specialized analytics software for more in-depth analysis. Educate yourself through online courses, webinars, & industry publications. Experiment with analyzing data from past campaigns to gain practical experience.