How to Successfully Mine Your Social Media Data
by Alex York on June 22, 2016
social media has a strong return on investment (ROI) – how to
Social media data is the collected information from social networks that show how users share, view or engage with your content or profiles. These numbers, percentages and statistics provide better insights into your social media strategy.
social media analytics to make sense of the raw information.
media data as the ingredients to your meal and the analysis as your recipe. Without the recipe, you wouldn’t know what to make or how to cook it.
Some of the raw social media data can include:
- Hashtag usage
- URL clicks
- Keyword analysis
- New followers
Key performance indicators (KPIs) are the various business metrics used to measure and analyze certain aspects of your business. Social media KPIs are the metrics that likely factor into your social media ROI.
Facebook business page, you can analyze some KPIs within the social network. The most essential Facebook metrics include (see entire article).
- Engagement Rate: Total link clicks, Retweets, favorites and replies on your Tweet divided by total impressions.
- Followers: Total number of Twitter followers.
- Link Clicks: Total number of URL and hashtag links clicked.
- Mentions: How many times your @username was mentioned by others.
- Profile Visits: Total Twitter profile visits.
- Replies: How many times people replied to your Tweets.
- Retweets: Total Retweets received by others.
- Tweet Impressions: Total of times your Tweet has been viewed whether it was clicked or not.
- Tweets: How many Tweets you’ve posted.
Here are the top LinkedIn metrics:
- Clicks: Total clicks on a post, company name or logo.
- Engagement: Total interactions divided by number of impressions.
- Followers: Total number of new followers through a sponsored update.
- Impressions: Total times your update was visible to other users.
- Interactions: Total number of comments, likes, comments and shares.
- Average Session Duration: Average session times users spend on your site.
- Bounce Rate: Percentage of users leaving your site after one page view.
- New Users: Total number of new users coming to your site for the first time.
- Pages / Session: Average number of pages a user views each session.
- Pageviews: Number of pages loaded or reloaded in a browser.
- Sessions: Total times when users are active on your site.
need to decipher what’s most important.
If you wanted to track audience growth on Facebook, consider engagement rates, new followers, Post reach and organic Likes.
For example, if you launched a social media campaign, track data that highlights your ROI. According to Mashable, your ROI cycle for a social media campaign should be set up in three stages:
41% of companies and agencies no clue about their social media financial impact. It’s nearly impossible to figure out data overnight. Instead, it takes months of tracking to ensure your future business decisions are valuable.
Sprout’s suite of social media analytics tools give you presentation-ready reports on major social networks.
more on social media analytics:
more on social media stats in this IMS blog