Become Friends With Your Social Analytics
You hear the term analytics and you know they're important but you're still not really sure what they are or why you need them. "Something to do with tracking, right?!"
Social analytics is just a fancy term for gathering data from your social media platforms and using that data to make strategic decisions in your business.
Sometimes the terms used when you look at your analytics can be a bit confusing so I'm going to break them down for you here. The goal is that you and your analytics can be friends and you can stop pretending you don't know they exist *wink wink*
The question I get asked the most often is "what is the difference between reach and impressions?" You'll usually see these terms on Instagram in your analytics dashboard, on Facebook or in the Facebook Ads manager. Let me break it down in simple terms.
Reach is the total number of unique people who see your content.
Impressions are the number of times your content was displayed to people, regardless of if it was clicked or not.
Here's an example: If you share a post on Instagram and you have 100 followers, your reach in a perfect world should be 100. I say in a perfect world because not every single one of your followers will see your post in a day because they are on at different times. Your impressions would also be around 100 because your audience usually only sees your post once. Now, if you posted two times on Instagram that day, you reach would stay 100 but your impressions would double to 200 because your followers saw both posts.
This is a very basic and generic example. Hashtags and post shares will change this because your content gets pushed out to people who aren't following you. Your reach and impressions will be higher in this case and that's exactly why we use hashtags to get our content seen by people who don't even know we exist.
Now that we've gone over the most difficult analytics to understand, let's go over some of the more basic ones.
Follower growth: it's going to show you how many followers you've gained vs lost
Interactions: will tell you how many people have taken actions on your profile or posts
Demographics: will show you the age, gender, location and time of day your audience is mostly on
These are the big ones you need to know and I'll do a more advanced one in another blog post. Keep your eyes out!