Your Social Account’s Health: What Your Analytics are Telling You?
Written by Dawn Nolan
What is your initial reaction when we use the word “analytics”? Excitement? Anxiety? If you’re not highly experienced in the world of social media management, analytics can seem like an intimidating subject. However, we’re here to tell you that, not only does it not have to be, but more importantly, reviewing your analytics on a regular basis can provide you with a wealth of information about your social account’s health.
We talked about the necessity of having a social media strategy in a previous post, and analytics is an essential piece of that puzzle. The data can show you whether your current strategy is effective or if it needs some revision.
Who is your audience?
How are your posts performing with said audience?
How does your account compare to other similar businesses?
These are just some of the essential questions that can be answered by reviewing your analytics. Now, we won’t do too much of a deep dive on this particular blog post, but we do want to provide you with some general analytics you should be looking into.
While there are many all-in-one social media tools available, let’s take Facebook/Meta as an example since it is still the king of the platforms (not to mention that if you use Meta Business Suite, you’ll also be able to access your Instagram analytics — it’s a two for one!). What most businesses focus on is followers/likes. And that IS important. It shows that you have an audience. However, it isn’t the only thing that matters.
One aspect that is just as, if not MORE important is “Reach.” You’ve heard people blame the algorithm, right? Reach is how many accounts actually SAW your post. You can increase your reach in a variety of ways but a lot of it has to do with how engaging your content is. The amount of people that follow/like your account doesn’t matter if they’re 1. Not seeing your posts and/or 2. Scrolling past it. So, it’s important to note how many reactions, comments, shares and link clicks your posts are getting.
Quick side note: reach is different from impressions, which can include multiple views by the same account (also good to know).
Now, there are plenty of other analytics you can see — from audience demographics to ad performance. We have only scratched the surface here, so we hope you’ll continue reading our blog posts as they are published weekly.
Have we piqued your curiosity about social media analytics? Are you wondering how to improve your business’ numbers? Well, good news! We at Mezzo have analytics and optimization as part of our offerings. So, not only will we evaluate your social account’s health, we’ll help improve it! Ready to have a conversation? Let’s connect.