By krbaker@hubspot.com (Kristen Baker)

These days, businesses across every industry are investing in social media marketing. But no matter how great your social media content is or how many people follow your accounts, you won’t be able to grow your audience, reach, and presence if you don’t understand the data behind it all.

In-depth knowledge about the status and success of your social media marketing will offer actionable insight into things like which strategies should remain in place and what you should change or experiment with in order to grow. Social media analytics tools are able to help you with just that.

In this post, we cover the following:

• What is social media analytics?
• Why use social media analytics?
• How to track social media analytics
• Best social media analytics tools

Social Media Analytics

In this blog post, we’ll review the importance of social media analytics and some great options to help you measure your social media marketing success.

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What is social media analytics?

Social media analytics is the process of gathering, analyzing, and applying data, information, and reports related to the content shared on your social profiles and the social profiles themselves.

Why use social media analytics?

With social media analytics, you can:

• Understand the metrics that matter most to your team and business such as engagement, reposts, shares, clicks, impressions, and sessions.
• Identify effective ways to boost brand awareness and reach.
• Resonate with your audience.
• Boost traffic to your other content and website.
• Increase conversions.
• Improve customer loyalty.

How to Track Social Media Analytics

Here are the steps involved in tracking social media analytics

1. Identify which social media platforms you’ll be measuring impact on (e.g. LinkedIn, Facebook, Instagram).
2. Determine which metrics you’re doing to track (e.g. clicks, impressions, likes, shares).
3. Choose a time period to analyze (e.g. last quarter, last month, last week, duration of your campaign).
4. Determine which tools you’ll use to track and measure success (we’ll cover your options in the next section).
5. Review and analyze your data (depending on your tool of choice, there may be internal features to help you understand and analyze your data — such as this one with HubSpot).
6. Apply your findings and conclusions to improve growth in the future.

1. HubSpot Social Media Software

Get started with HubSpot Social Media Analytics

HubSpot provides a deep look into the way social media impacts your bottom line and gives you the ability to report on social media ROI. View and compare performance across different platforms, campaigns, and publishing times — all from a single tool.

Monitor your brand on social to understand how your target audience perceives your business and content. Additionally, …read more

Source:: HubSpot Blog

Author: Aaron