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social media how toAre you marketing on Twitter, Facebook or Pinterest?

Do you know which type of posts your followers prefer?

Social media analytics let you see who your followers are and what they like.

In this article you’ll discover how to use your audience insights from Twitter, Facebook and Pinterest to improve your social media marketing.

use facebook twitter and pinterest insights to improve social media marketing

Discover how to grow your Facebook fans without a budget.

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#1: Track Follower Preferences on Twitter

Twitter provides a free analytics dashboard with key statistics about your account. You can measure your success in a variety of ways, ranging from the number of new followers to your most popular tweets.

You can access the Twitter analytics dashboard here. After you log into your account, you’ll see a 28-day summary of your profile.

28 day activity summary

See a summary of your Twitter activity for the last 28 days.

The summary shows the number of times you’ve tweeted, tweet impressions, followers and profile visits. Next to each number is an up or down arrow, representing the change over the previous period.

The right side of the screen shows a summary of your analytics for the current month.

monthly activity summary

You can view a summary of activity for the month.

If you scroll down, you can see summaries from previous months so you can compare and track your progress.

What do you do with this information? Start tracking it from month to month. Create a table and list the number of followers you have at the end of the month. Then measure the monthly and overall percentage increases or decreases from the first column or month you started.

If you want to see more detailed analytics for your profile, click on View All Tweet Activity. The page that appears shows a helpful and informative graph that lets you see the number of impressions that your tweets have earned over the last 28 days.

monthly twitter impressions

See the number of impressions for the last 28 days.

On the right side of the page is an overview of your engagement rate, link clicks, retweets, favorites and replies.

twitter account activity metrics

View detailed information about your account activity.

The 28-day range is the default setting, but you can change it to a more specific or broader range of dates. Make your selection from the drop-down menu on the right side of the page.

twitter report date selection

Select a date range for your summaries.

Below the main graph on this page is a breakdown of all of your tweets within the selected date range. From here, you can see the number of impressions and engagements and the engagement rate for each tweet.

top tweet details

View detailed information for each tweet.

Click on View Tweet Activity to see more information for a specific tweet. The report details how many people engaged with the tweet and the number of impressions. It also shows how many people clicked on your profile, favorited the tweet or retweeted it.

specific tweet analytics

Click View Tweet Activity to see analytics for a specific tweet.

Why is this information beneficial? Because it lets you see what content is working (what your audience likes) and what isn’t. This helps you refine your content strategy to post about topics that your followers care about.

#2: Discover Fan Insights on Facebook

Facebook offers its own version of analytics called Facebook Insights (available after your page has received 30 likes). Use this information to make improvements to your content and determine the best times to post.

To access these metrics, click Insights at the top of the page. From here, you can click these tabs to view a variety of analytics.

facebook insights post tab

Click a tab to view specific types of metrics.

Overview

The Overview section provides the most important analytics. It lists page likes, post reach (the number of people who have seen impressions of a post) and engagement (the percentage of people who saw a post and liked, clicked, commented on or shared it).

facebook overiew tab

See metrics on page likes, post reach and engagement.

Scroll down the page to see your five most recent posts. For each post, view metrics on reach, engagement (broken down into post clicks, likes, comments and shares) and if applicable, how much money you spent promoting the post.

5 most recent facebook posts

See metrics for your five most recent posts.

Likes

In the Likes section, you’ll see a graph showcasing your page’s growth in terms of audience. You can change the date range to see the total page likes for a certain range of dates or a particular date.

facebook total page likes

See the total number of page likes over time.

For the time period you selected, you can also see net likes, which is the number of new likes minus unlikes and paid likes.

facebook net likes

View net likes for your page.

Facebook also lets you know you where your page likes came from: on your page, an ad or sponsored story, a page suggestion or a mobile device.

facebook likes sources

See a breakdown of page likes based on where they happened.

Reach

In the Reach section, you can see information on whether your Facebook posts are getting attention organically (people are finding your page on their own) or via paid ads.

facebook post reach

Take a look at the organic and paid reach for individual posts.

This section also will also show a breakdown of likes, comments and shares of your Facebook posts. This data is important because it highlights how people are interacting with your page.

facebook engagement data

See how many likes, comments and shares you’re getting.

You can also view a graph of negative actions on your profile. This includes any unlikes your page has received, any posts people have chosen to hide and the number of times someone has reported your page or posts as spam. Why is this important? Because it can help you discover whether people like the majority of your posts.

facebook hide spam unlike data

Take a look at the negative activity on your page.

Finally, you can see the overall reach of your profile, including your posts, ads, mentions, posts to your page by others and check-ins. Total reach is different from post reach because it’s about your page as a whole. (Post reach is focused on individual posts to your page.)

Visits

The Visits section provides detailed analytics for page visits including the areas of your page that people visited most often (timeline, info or photos).

facebook page and tab visits

Discover how often people visit different areas of your page.

Scroll down to see a breakdown of the top sites that refer traffic to your Facebook page. This information tells you how people are finding you and getting to your Facebook page. For example, if you’re advertising on another website, this will tell you how effective that referral traffic is for your page.

facebook page and tab visits

Find out which sites are referring traffic to your page.

Posts

Want to find out when your audience is online? In the Posts section, you’ll see a graph showing what days of the week and times of the day your fans are online. The takeaway? If you post at times when your fans are online, you have a better chance of reaching them.

facebook fans online

Find out when your fans are online.

Click Post Types to see which types of posts people engage with most often (links and photos), and the average engagement from each post (including clicks, likes, comments and shares).

facebook post type data

Determine what types of posts get the most engagement on your page.

This information tells you what types of posts do best on your page. Maybe you have great photos that get a ton of likes, or interesting blog posts that get lots of shares. Focus on the type of content people like and are interacting with most often.

Scroll down to see a more detailed look at your posts. For each post, you can see its type (link or photo), targeting, reach, engagement and money spent on promotion. Find out which posts are most and least popular. What do you do with this information? Post more content similar to your popular posts and eliminate the types of posts people aren’t responding to.

facebook all posts published

Find out detailed information about each post.

People

The People section lets you review detailed information on your audience demographics: the percentage of women and men, ages, languages and even cities your fans live in.

facebook fan demographics

Discover demographics of your target audience.

Use this information to focus your content on what your fans care about. For example, if your audience is mostly twenty-somethings just out of college, you don’t want to talk a lot about retirement. Instead, share content that’s helpful to them, like tips for finding a first job.

#3: Identify Follower Tastes on Pinterest

Just like Facebook and Twitter, Pinterest makes it easy to track your data through their analytics. The analytics dashboard helps you identify which images and topics work and which don’t so you can better tailor your content to your audience.

To access your Pinterest analytics, go here and log into your account.

On your analytics page, you’ll see two graphs: Your Pinterest Profile and Your Audience.

pinterest profile and audience data

View analytics on your profile and audience.

In these graphs, you’ll see the average number of daily impressions (number of times one of your pins has appeared on a home or category feed or through a search), daily viewers (number of people looking at your profile), monthly viewers and monthly engagements.

Review this page to reveal your top pin impressions and the number of repins, clicks and likes in the last 30 days.

pinterest top pin impressions

View your top pin impressions for the last 30 days.

Go back to your Pinterest profile and click on More > to get a detailed look at how your profile is measuring up this month.

pinterest monthly impressions

Look at your monthly analytics.

Scroll down to see the boards with the top pin impressions or most popular boards. This tells you what content people like. For example, if your top board is interesting quotes, you know to keep adding quotes to the board and put more effort into it.

pinterest board top pin impressions

Find out which boards have the top pin impressions.

If you want, you can change the date range for the data you’re reviewing.

pinterest reporting date range

Select a date range.

To see all of your data since you started, click All-Time in the top right. You can view Most Repinned (your most shared pins), Best in Search (pins that rank higher in search) and Power Pins (pins with a high number of repins and clicks).

pinterest most shared pins

See a list of your most shared pins.

The Audience tab shows the demographics of your audience. You can see the average number of viewers over a monthly period (with a date range that you can choose).

pinterest audience data

View audience demographics on the Audience tab.

You can also find out where your audience is located (countries and specific metro areas), what languages they speak and their gender.

pinterest follower locations

Find out where your followers live.

Take a look at the Interests tab to see what your audience is interested in.

pinterest follower interests

Discover your audience’s interests.

Conclusion

Social media platforms like Twitter, Facebook and Pinterest offer analytics tools and dashboards that provide key metrics on your accounts. By following these instructions and collecting analytics, you’ll be able to find out more about your audience and discover what content resonates with them.

What do you think? Do you track the performance of your social accounts? How do these insights affect your marketing efforts? Please share your thoughts in the comments below.

use twitter facebook and pinterest insights to improve social media marketing

Tips for using Twitter, Facebook and Pinterest insights to improve your social media marketing.

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  • Dara Schulenberg

    Thanks for the insights on social analytics Katie. It is key to understand audience intelligence in combination with the above. If – for example – you have not succeeded in connecting with your ideal buyers/customers on social you could be tailoring content for the ‘wrong’ people by blindly following the above.

  • Sherry Morisch

    Insights and analytics are great tools I use them on Twitter and Facebook continually. They do offer some information that can’t be obtained through surveys. I also found that Hootsuite and Google Analytics are much more in depth platforms. Twitter has to have the most comprehensive tool though, in my opinion 😉

  • Hi Katie, thanks for this concise yet complete post on social analytics. Just what the doctor ordered for one like me. Just in the process of looking for the Minimum Effective Dose (as Tim Ferris calls it) of social media tracking, your post is a dream come true. I haven’t read it all, yet – yes, been skimming – but will come back to it again in the days and weeks ahead. Great reference material, great value – thanks twice a thousand times :-]

  • Katie Leimkuehler

    Hi Dara,

    Thanks so much for your thoughtful comment. I definitely agree understanding your audience and where they spend time online is crucial to being able to connect with them, offer content and provide value. It’s what makes successful social media brands stand out.

  • Katie Leimkuehler

    Hi Sherry,

    Thanks so much for your comment. Hootsuite and Google Analytics are also great for insights and collecting data. I definitely use them too. I agree Twitter, does an outstanding job with analytics and make them very digestible so you understand their impact. Another favorite of mine is eClincher that provides some concrete data as well. Worth checking out. Thanks!

  • Katie Leimkuehler

    Hi Beat,

    I’m glad you found it helpful! I appreciate your comment and kind words. I think understanding the power of analytics on social media can be a true game-changer. It has made a big difference for me and the client’s social media accounts I manage because it sheds light on what you’re doing well, where you can improve and new industry trends. If you can any further questions, let me know. Always happy to help!

  • Shaylee

    Analytics are so helpful and sometimes yield some surprising results!

  • Katie Leimkuehler

    I couldn’t agree more Shaylee! You never know what amazing insight you could come across 🙂

  • cgrant

    You probably should mention that you need a Business Account to get at these stats, at least for Pinterest.

  • Stephanie

    Thanks for the detailed information on social analytics. I wonder though, what do you recommend for Instagram?

  • Brooke G.

    Facebook insights are so powerful. Admittedly, I haven’t paid as close of attention to mine as I should be. I’m most interested in analyzing the best times of day to post for my specific audience and have some tools to take with me now. Thanks for the refresher course!

  • Thanks for a very helpful article, Katie. Love the point you made on Facebook insights. Most businesses often ignore the value of social media insights. The metrics and data you’ll get from it will help you better understand your audience so you can avoid too much guessing and eventually, give them something that they want to see from your brand.

  • Katie Leimkuehler

    That’s a great point! Thanks for the reminder.

  • Katie Leimkuehler

    Glad you found it helpful Brooke! Facebook Insights is truly great, they offer so much information that allows you to customize and target your audience on a very specific level. It always helps me strategize how to post better, what to post and when 🙂

  • Katie Leimkuehler

    There are also great tools for Instagram analytics including Iconosquare, SimplyMeasure, InstaFollow and Crowdfire — all worth checking out!

  • Katie Leimkuehler

    Thanks for the kind words Mike. Glad you found it helpful. I agree there is a ton of value in Facebook Insights that guides you on what you’re doing wrong and what you’re doing right. It’s always great to have a plan in place and learn from your current posting strategy where you could improve.

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  • Aadarsh Kothari

    Really nice post on Social Media Marketing. I’ve seen lots or article on social media but this is really helpful.

  • Katie Leimkuehler

    Thanks Aadarash! I’m glad you found the post has some insights to offer you. Glad it was helpful!

  • Great tips! This write up covers the social media accounts that we are heavily invested upon. Insights from these platforms help us know how we get discovered and what content are being consumed by our followers. Using a third party analytics platform also helped immensely in shaping our content and timing distribution.

  • Katie Leimkuehler

    Thanks for your comment Hitesh. I’m happy you found the article insightful. Being able to measure content, timing and interactions makes all the difference in being able to develop a solid social media strategy and action plan.

  • Great article! I agree with you, Katie. Social media is really about making a connection with people/customers. It’s really about listening and problem solving when necessary. Companies need to carefully choose their social media coordinators; while technical knowledge is necessary, it’s the relationship building, engagement and collaboration that fosters success.

  • Katie Leimkuehler

    Thanks for the comment! I’m glad you found the post valuable. Social media definitely does come down to your customers and audience and knowing how to help them, provide value and create those genuine relationships. You’ve nailed it.

  • Yeah, you’re right!