While marketers often are left scratching their heads as to how they can track ROI when it comes to social, do not underestimate the power of the insights that can be extracted from raw data. It is not difficult to pull the analytics provided by the reporting tools, but the true value of ROI metrics is realized when social media gurus turn these metrics into insights that take into account audience behavior, and are used to optimize their social media channels. So go beyond the numbers and prove the root value of social media by reporting on more than your channels’ vanity metrics. Here are some truths when it comes to social media analytics, and reasons why brands should look beyond the numbers:
You probably will not be able to claim a sales win via social
Take a deep breath… it is okay. The truth is, customers often do not attribute their conversions or purchases to a specific social media post. They may see your posts two or even three times, but they will tell the sales representative that it was their conversation that really made up their minds. Instead of twisting the numbers to claim sales wins, see social channels as valuable and necessary touchpoints instead of conversion channels.
Social media is a great way to maintain affinity for your brand
Your company’s social pages should keep customers interested and satisfied as they travel through the sales cycle. Take advantage of the opportunity to use social reporting as a way to gauge sentiment about your company. If you see multiple unlikes after a certain social post, do not just record it in your report and move on. Dive deeper into the analytics by examining the language that was used in the post, the link that was provided and the topic that was covered. Any of these aspects may have contributed to some followers becoming disinterested.
Pro Tip: Use the 80/20 cocktail party rule as you develop content calendars. At a party, you don’t want to spend all of your time listening to one person talk all night. The same goes for social! Provide value to your audience by sharing interesting industry news and trends so they keep coming back to your channel for more.
Use social media to listen to your customers
Again, do not just monitor the vanity metrics, such as shares, likes, loves, wows, etc. Really spend some time reading the comments to see what your followers actually are saying about your brand. What words are they using? What is their tone? Try incorporating their language into your posts and see if it receives better engagement. The conversations your customers have on your channel can prove invaluable if you implement their ideas, concerns, complaints and language.
Always remember: never to take the “social” out of social media
Digital communication is a two-way street. If your audience has a hard time relating to and engaging with your brand, the analytics will reflect the disconnect. Meet your audience where they are, and do not forget to listen to what they are saying about your brand and the industry. Some of the best insights that will inform future social strategies can be uncovered by talking less and listening more.