4 Social Analytics Tips to Improve Your Social Media Marketing

social media how toWould you like to find out when your social media followers are most active?

Do you want to know which social network drives the most leads to your website?

There are many social media statistics you can track, but it’s important to track the data specific to your business’s use of social media.

Track the right metrics for your community and you’ll better understand how and when to share information, as well as what type of content drives the most traffic to your website.

In this article, you’ll learn how to track and measure four important social media metrics to help you improve your social media marketing.

#1: Determine the Best Times to Post Updates on Twitter and Facebook

Twitter

Because Twitter moves at such a rapid pace, tweets get buried quickly. Knowing when your followers are online plays a crucial part in your tweet’s visibility and success.

Luckily there are some great tools to analyze the activity of your followers.

Tweriod looks at the recent tweets of your followers and provides you with analytics and data that show when your followers are the most active.

Once you connect your Twitter account to Tweriod, it runs an analysis and summarizes the best hours of each day for you to reach your followers with your tweets. The report is delivered to you by email or a DM when the results are ready.

tweroid results

Tweriod results show the optimal times for you to tweet.

Besides recommending the best hours of each day to tweet, Tweriod also gives you an overall analysis you can review to get a sense of your community’s most active days.

tweriod analytics

Tweriod analytics show your followers' daily activity.

Tweriod also gives you the ability to synchronize this data with your Buffer account to automatically update your auto-scheduling hours.

Tweriod is free for accounts with up to 1000 followers and offers a monthly subscription if you have more followers or are interested in premium features.

Use the data from Tweriod to adjust the days and times you post on Twitter.

Facebook

With Story Bump, EdgeRank and the sheer volume of posts that roll through the general news feed, it’s getting difficult to make sure your fans see your page posts. To maximize the lifespan of your posts, you need to know when your fans are most likely to see them.

Facebook Insights offers a simple way to find out when your fans are most likely to be active on Facebook.

To find the best hours to share updates on your Facebook page, pull up the Insights dashboard, click on the Posts tab, and choose “When Your Fans Are Online.”

facebook fans online

The Posts tab in Insights shows when your fans are most often online.

Here, Facebook shows you easy-to-read graphs of your fans’ diversity, including the average number of fans who saw your post in any given hour.

insight graph

Insights has easily readable graphs.

That’s it. Now, you just have to post during your strong hours and highlight your most important posts during your peak exposure times.

#2: Find the Magic Number of Facebook Posts per Day

Many studies show the average brand should post about 1-2 times a day on Facebook. You need to know if that’s true for your page.

Find the magic number of posts to share on your page, and you’ll dramatically affect your engagement and community growth.

Facebook’s new Insights dashboard gives you information about your recent posts and the frequency of engagement. To view the information, click on “See All” from your page to reveal the Overview tab.

insights dashboard

Access your Insights dashboard.

Now, export the Overview data into a spreadsheet file directly from the dashboard by selecting “Data Type: Post-Level Data.”

facebook insights dashboard

A view of the Facebook Insights dashboard Overview tab.

In the spreadsheet, group the posts by day and compare the average Lifetime Post Total Impressions and Lifetime Engaged Users columns.

For each day, look for the lower engagement numbers to discover which post count is decreasing the average metrics you measure.

That is your magic number of posts to share each day.

#3: Measure the Click-through Rate

If you’re active on social media, you’re likely to share a lot of content from your blog, website, YouTube channel or other media platforms.

When you share a link to your various platforms, your goal is to have people click on your link. The click-through rate (CTR) your links receive is most likely your primary metric for measuring success.

To measure your CTR, you need a URL shortener to track clicks.

Bitly is a free URL shortener with a set of tools to create shortened links, share your links and measure the CTR on your links.

You can shorten links from within the Bitly dashboard or use an extension for Firefox or Chrome to automatically shorten and share links straight from your browser.

After you’ve shortened a link with Bitly, click on it from the library at any time to get detailed information on its CTR, click sources, geographic distribution of clicks and more.

bitly dashboard

This Bitly dashboard shows a CTR of 44 and other data on platforms and demographics.

bitly link origination

This map shows where the clicks on a Bitly link originate.

On the Bitly stats dashboard, you get both aggregated and individual statistics about the links you share from Bitly. Aggregated stats show complete global activity on a link and individual stats show activity specific to your shares of the link.

There are other tools to measure your CTR, but Bitly’s analytics give you more detail than most, for free.

click through rates

Bitly shows you click-through rates on every link you shorten.

Spend some time analyzing the data behind your Bitly links to find trends in CTRs and shares that will help you deliver content suited to the needs and interests of your community.

#4: Compare Lead Sources and Conversion Rates

Most brands’ social media strategies use more than one social media platform to drive traffic to their websites and generate new leads.

Although each platform has its place in your strategy, you won’t receive an equal ROI from each one. You’ll want to find out which platform generates the best ROI so you can put more effort into your marketing on that platform.

UTM Link Building and Google Analytics can help you track the leads and conversions from each social network. UTMs are tags you add to a URL that make it easy to track and monitor in Google Analytics.

Use the Google URL builder to create a measurable URL that Google Analytics can segregate into campaigns.

google url builder

Google's URL Builder.

Google’s URL Builder page has some helpful hints on how to use each of the UTM parameters:

  • Campaign Source. This helps Google Analytics identify the source of your traffic as a search engine, newsletter or other referrer.
  • Campaign Medium. This specifies whether the link is used in an email, a CPC ad or another method of sharing.
  • Campaign Name. This associates your URL with a specific product promotion or strategic campaign such as a spring sale or other promotion.

Build unique URLs for any landing page on each of the social networks used in your strategy. You’ll be able to differentiate among leads that come from your Twitter bio, your tweets or Facebook.

If this seems too complicated, you’ll want to get the help of someone with the appropriate technical skills.

To see which social network provides the most leads or conversions for a specific campaign, go to your Google Analytics dashboard and check out your campaigns.

google analytics campaign

Google Analytics Campaigns overview.

Set up your goals, then look under Traffic Sources > Campaigns to see which source and medium drives more leads to your various landing pages and the conversion rate from each of them. Eventually, you’ll see which source (social network) brings you more leads or more signups or sales (conversions).

Anytime you share an inbound link on social media, measure it with custom UTM parameters to get full ROI information on leads and conversions.

Summary

You can track many metrics on social media, but the metrics you choose to measure should reflect your business goals.

I recommend tracking these social media metrics because they give you the information you need to better market your business and products.

What do you think? What metrics do you track to measure the success of your social media efforts? Are there tools you have found to be helpful? Join the conversation below and let me hear your thoughts!

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About the Author, Lior Degani

Lior Degani is the co-founder of Swayy a personalized content curation platform that helps you discover engaging content to share with your audience on social media. Other posts by »




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  • http://www.hisocial.com/ Hisocial

    Measuring click through rate is particularly useful as it provides real data on how people are behaving. The statistics they provide is the greatest value of short links. On the other hand, best times to post and the number of posts per day can’t be measured to give you the exact numbers, but some approximate values. Though, they still can help with organizing posting activity.

  • http://navneetsau.com/ NavNeet Sau

    Excellent social media analytics tools Lior. Thank you for sharing such kind of helpful tools like Tweriod, it will be really helpful for me to schedule my tweets accordingly.

  • http://www.SelfEmployedKing.com/ Mike Kawula

    Awesome tips and love the step by step for each.

    Doesn’t need to be the Wild Wild West w/ Data on our side. Have and Amazing Day!

  • liordegani

    Thanks! I agree, the important thing is to know your audience and create a sharing structure, and then act according to it. This is an ongoing process, so there is actually no need for exact numbers (as those changes).

  • liordegani

    You’re welcome! :)
    Yeah, Tweriod is a great tool – I tend to use it every once in a while in order to update my hours set.

  • liordegani

    Thanks Mike!

  • http://tayloemarketing.com/ Tayloe Marketing

    Great write up Lior, and appreciate the sharing of knowledge. Each business has it own unique target market, and using tools like these help us professionals manage their accounts more effectively. Have to say I have not used Tweriod yet, and will be implementing it today!

    Thanks again!

  • liordegani

    Thanks! :D
    I totally agree, there’s a difference between each and every business and its own target audience – that is why each business should measure its own metrics, and not count on the general and known metrics.

  • Maggie Frank-Hsu

    Hi, Lior, Thanks so much for this! It’s got great info. I have a question about #1, where you talk about the graph that FB provides that shows when users are online. My Insights interface looks a little different from your screen shot. You say, “Here, Facebook shows you easy-to-read graphs of your fans’ diversity, including the average number of fans who saw your post in any given hour.”
    But isn’t that graph showing you the no. of fans who saw ANY posts at each hour–not necessarily the number of fans who saw YOUR posts? If there is another graph that shows no. of fans who saw YOUR posts, I would love to know about that. Thanks!

  • http://kimrandall.me/ Kim Randall

    It sucks that sites like Reddit don’t allow bit.ly links. There are other tools to use that analyze the links without having to use a URL shortener. Everything else is spot on.

  • geekotech

    Beauty of a content! Really helpful, thank you.

  • liordegani

    Thank you Maggie.
    You are right, you get to see the number of any posts your fans saw on a given hour, where you can see the number of fans saw your posts (actually impressions) on the main posts stats, on the admin panel.
    The important thing I pointed out is to understand when those fans are active, and the hours they are seeing any posts, and then to understand what are the best times for you to post, to get more impressions (similiar to Tweriod on Twitter).

  • liordegani

    You’re welcome! Thank you :D

  • http://www.windycityparrot.com WindyCityParrot

    where would I find a link shortener for mobile that works on Facebook – none of my mobile fans can access my links – bit.ly google clicky – none seem to work – thank you

  • http://sproutsocial.com/features/social-media-engagement Sarah @ Sprout Social

    Analytics can’t be overlooked! Great post, Lior. I agree it can be overwhelming in determining what to track. I’m a big fan of looking at CTR, lead sources and conversion rates. No matter how much engagement or the number of new followers/likes, at the end of the day, it’s about sales. However, the community must be built initially with those metrics.

  • http://www.places4students.com/ Places4Students

    What are your thoughts on HootSuite’s auto-schedule for Facebook / Twitter posts? I’ve been experimenting with the best posting times, but I haven’t really seen any noticeable differences using the auto-schedule feature.

  • liordegani

    Thanks Sarah!
    I absolutely agree, am a big fan of CTR (and numbers!) as well :D

  • liordegani

    I actually think there’s a big difference in the platforms. On Twitter it is important to post while your followers are online and active, while on Facebook you have to “beat” EdgeRank.
    That’s why I use tweriod+Buffer to auto schedule on Twitter, while using other methods (such as Insights) to post better on facebook and get a bigger reach.

  • http://www.EntrepreneurOnFire.com/ John Lee Dumas

    These are very useful tips Lior! Determining the best time to post is a great one, and with all the analytics tools available – through Facebook insights especially – this is easy to test and really hone in on. Thank you for this!

  • http://threeladdersmarketing.com/ Three Ladders Marketing

    Tweriod is amazing, there is no way you could do that detailed and granular of an analysis of your Twitter followers, in a lifetime. I’d recommend this for any brand who wants information around when to post and generate the highest probability of engagement.

  • liordegani

    Thank you! Glad you found it useful :)

  • liordegani

    Definitely, simple and powerful.

  • liordegani

    Thanks for this comment Kim!
    You’re def right, Reddit seems to to worry about spamming, so in that case we should use link analysing tools without shortening.

  • Naveen

    Thanks Lior for this insightful reading . The approach to interact and engage user on twitter is different from the one usually used for Facebook users . My question here is – are thee more key analytics one should use to analyse the user behaviour and devise different action or different platform ? With best wishes Naveen

  • liordegani

    Thanks.
    If you direct your fans inbound, into your website, you can use regular links with UTM parameters, and measure Visits as Clicks.

  • liordegani

    Thanks Naveen!

    Dave McClure’s Metrics (for Pirates – AARRR) is awesome:
    Acquisition, Activation, Retention, Revenue, Referral.
    Each has its own need for Impressions and CTR measurement.
    For Referral, for example, it’s important to understand WHEN you should drive people to refer their friends to your business, and on what situation.

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  • ethan jose

    Nice Post!

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  • http://www.ripplenet.co.uk/ Tim Read

    Yes that’s right. .. is there any way to see if someone opens your post to read it through, rather than glancing at the intro?

  • http://fanchimp.com/ Nicoletta @Fanchimp

    This post is awesome! Now I have a lot of work to do ;)

  • liordegani

    IMO it’s better to track the page with Google Analytics and check out time on page.

  • liordegani

    Thanks Ethan!

  • liordegani

    Thanks Nicoletta, glad you found it useful!

  • http://fanchimp.com/ Nicoletta @Fanchimp

    I’m already working on them!

  • Ross

    Hi Lior, thanks for the article. I might be being thick, but in #2, once i’ve downloaded the excel file, I can’t seem to find the average Lifetime Post Total Impressions and Lifetime Engaged Users columns you mention. I’ve checked each of the tabs too. Can you go through that bit for me please?

  • liordegani

    Sure Ross.
    Make sure you export the data to “Post Level Data” (there are several types of exports).
    On the “Key Metrics” tab, you’ll find the two metrics (you’ll need to scroll a bit to find those).
    Feel free to ping me to lior@swayy.co if you can’t find it.

  • http://www.places4students.com/ Places4Students

    Thanks for the reply! I’m going to look into Tweriod + Buffer.

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  • http://steadystrength.com/ Adam Pegg

    Such a crucial part of social media. Great article.

  • liordegani

    Thanks Adam!

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