Monitoring social media is only useful if an agency can understand what social analytics mean for their business clients.
Many social media marketing agencies are confident that they’ve taken the right steps for successfully making each of their clients a social business: particularly when it comes to increasing customer engagement on Twitter. With well designed profiles, a marketing software in place, posts being made on a regular basis, and effective efforts to monitor social media or conduct social listening being employed, they feel that no stone has been left unturned. But when clients ask for data to show progress, many find that they have gathered a lot of unstructured data that can’t be turned into useful social media analysis and analytics.
Social Media Measurement
Monitoring social media is only useful if an agency can understand what social analytics mean for their business clients. To get their efforts fine tuned to a marketing science, agencies can try the following social media reporting functions:
- General social media analytics: Across every platform used for social media marketing certain benchmarks should be regularly monitored. These include engagement through likes, comments, shares or views; direct interaction with connections; account growth; and website or storefront traffic generated from social efforts.
- Specific Twitter analytics: Companies should track Twitter mentions, @replies, direct messages, favorite Tweets, list inclusions and new followers. Some monitoring tools will even turn these statistics into visual analytics like graphs. These image driven Twitter reports can help you to see trends that may have otherwise gone uncovered.
- Post Click Engagement: Click through rates can be tacked by using a url shortener, Google UTM codes, or other third party social media monitoring tools.
- Brand monitoring: Use a social search engine, like SocialMention, to accumulate social intelligence regarding who is talking about the companies brand, what platforms the most chatter is coming from, and if what is being said is negative or positive.
Brands and agencies can gain valuable knowledge from social data by regularly conducting a social analysis that encompasses media monitoring like that mentioned above. Or, if seeking high quality Twitter tools to help specifically with gathering analytics for Twitter marketing, agencies and brands should strongly consider SocialCompass
“Social Compass a twitter marketing tool for small businesses called Social Centiv helps big brands and agencies scour through the noise on Twitter, using a social media search tool that harvests a pool of information about potential customers based on geo-location, profile data, and past Tweets,” says Tiffany Cherry of Oxygen Marketing, a Dallas based digital marketing company who uses Social Compass for client restaurant marketing on Twitter.