For this, there are many tools that we can use (some free and others paid) so it is important to know what we need to measure in order to choose the ones that best suit us and pay only for the information that is really valuable to us. At IM we provide our students with a series of free digital marketing tools so that they can complement their training by putting the concepts into practice immediately. Among them is SocialGest , which allows you to analyze a large number of metrics in Social Media.
As we mentioned, there are many areas that we can measure. Here is a list of some of the most valuable ones that you can analyze and that will allow you to gradually refine your marketing plan to achieve the best ROI.
Sentiment Analysis:
This is the hardest thing to measure (only Facebook has solved part of the problem by adding the possibility of showing emotions as a reaction to posts). Language can be very ambiguous and, although some tools offer the possibility of measuring general sentiment through natural language processing or computational linguistics, it is still a human task to count comments as positive or negative, since computers do not yet detect irony.
Internal engagement metrics :
This is the basic metric that everyone looks at. It consists of counting the likes, shares, retweets, repins, reblogs of our posts, etc. To make these metrics useful to us, we can compare the quantitative results with previous periods (with respect to previous months or the same month of the previous year) and also compare them with the results obtained by the competition in the same period. There are also many tools that allow benchmarking, although most of them are paid. One that allows it in its demo is SimilarWeb. These metrics will help us know if we are improving thanks to our content or if on the contrary we should redefine the strategy.
Community Analysis and Demographics :
Social media allows us to know in depth who our followers are and which of them spend the most time on our channels. The interesting thing is to see if these followers match, for example, the (slightly less exhaustive) data that Google Analytics provides us about our audience. If these match, it means that we are getting people who are relevant to the brand to follow us on our channels . If not, we will probably have to reorient our way of communicating to attract the right people to our channels.
Identify influencers:
Unique in our sector, these are the people who will help our potential clients make the final decision . They are our most valuable influencers and a safe investment when it comes to promoting our brand. It is very important to use social channels to identify them and find the best way to collaborate with them before the competition gets ahead of us.
