Social media is becoming increasingly important as a way for businesses to connect with buyers, prospects, and the market. As social media grows, it will become critical for businesses to brand themselves and build relationships as part of the sales and marketing process. Social media marketing can be a great way for brands to start conversations with their users, but it can also be a time suck. It’s very important for businesses to understand what it is that they want to track and how social media fits into their overall business strategy.
Facebook Insights is an excellent free analytics tool built right into Facebook that allows you to track trends among your fans and see how they are interacting with your page. Insights is split into two main sections: users and interactions.
Users give you lots of basic demographic information about your fans, as well as show top referrers to your page.
Interactions can be a real goldmine, offering deep analytics into the updates you’ve made to your page and how users have interacted with it.
You can see which content has been most popular and which tanked, which helps understand what fans like to see on your page. Site owners with Like buttons on their sites can use Insights to see how many people saw the button, clicked on it, and how they got to the page.
Social Mention is a real-time search engine for social media. It’s a great tool for tracking buzz about your firm, product, or launch through Twitter, Facebook, forums, blogs, and other social media sites. A widget shows statistics over time like number of retweets, unique authors, as well as twists like the relative passion of the sentiment about your brand. Social media stats are broken down by content type, so you can see where the most attention is coming from. You can also sign up for emails to alert you whenever a keyword comes up in social content.
Not only is bit.ly the world’s most popular url shortening tool, it is also an excellent way to use analytics to track link clicks and user behavior. This kind of information would usually not be available if the link were to a social site or to one on which you didn’t have access to the analytics software. However, creating a bit.ly account gives you access to its full-fledged analytics suite, showing top referrers, historical data, and more. You can use their shortening service without having an account, but then you’d be missing out on all that analytical goodness.
Social media tracking is important. This list is only to get you thinking about how your business uses social media and how you can begin to track all those tweets and blog mentions. It’s important to analyze the data once you’ve gotten it. If social media isn’t directly helping your bottom line, it may be time to re-think your strategy. Above all, use your analytics to better engage and interact with your audience.
Ashyia Hill is a social media advocate at the small business credit cards comparison website, CreditDonkey. Do you have any social media analytics tools that have helped you grow your business? Let us know in the comments!