30-second summary:
- Marketing decisions should be backed by data about consumers, their behavior, and conversions.
- Marketing and namely social media analytics provide numerous categories to analyze, so it is easy to get lost.
- In the article, Aleh Barysevich defines major points for a social media marketer to analyze strategy success or failure.
- Important data points for analysis: profiles, target audience, competitors, and web traffic from social media.
- Social listening data provide even more data about the target audience.
Knowledge is power — this saying is even more relevant in our age of information. Anyone who works in marketing holds this belief to some extent. In the ideal world, every marketing decision you take is supported by knowledge, that is, the data you have about consumers, their behavior, and so on.
Of course, as marketers, we don’t always have access to this knowledge. Some of us are luckier than others, and I’d say that social media marketers are the luckiest: they probably get the most data on their customers, their own performance, and marketing possibilities. However, there’s a downside. Social media analytics is such a vast area that it’s incredibly easy to get lost.
Social networks provide you with a thousand different categories to choose from when it comes to analyzing your successes and failures. But your own social media stats are only a part of the story: your competitors and most importantly your clients are also on social media and it would be foolish to ignore all the information they can give you.
Thus, we end up in a situation when you have to prepare a monthly (quarterly/yearly/campaign) report but you are not quite sure what data you should highlight. That’s why this article exists!
We will go through the most important data points for