Social is not an established part of every marketing strategy. Here’s how the latest trends in social media analytics help you get more done.
Social media marketing has become an integral part of how brands connect with their customers. For many brands, in both business to consumer (B2C) and business to business (B2B), social media marketing offers one of the most direct channels to interact with customers on a daily basis when they are not initiating brand interactions. From visual content on Pinterest and Instagram to quick updates on Facebook and Twitter, there are nearly endless social media channels for brands to tap into. In 2019, marketers are capturing the benefits of more sophisticated social media analytics and using them to drive more effective targeting and engagement. Here are three trends to watch around social media data in the year ahead.
Audience reporting becomes more sophisticated: One of the key areas marketers pay attention to is audience analytics. These insights help brands better understand who is following their account, how and when they are engaging, and what steps can be taken to improve social media marketing overall. 2019 has seen an improvement in the quality of audience analytics—both in the free data analysis tools that are offered by social platforms themselves and in third-party social media management and analysis platforms.
Employee analytics for social media emerge: In an age of questionable social media effects—such as inflated follower accounts and influencer marketing fraud—brands are being much more careful about who they associate with. Employees represent one important audience that brands are learning to tap into more effectively, as they have already been vetted and have a fluid command of a brand’s message and priorities. New analytics are arising to help employers identify key advocates within their employee social media user base, as well as to track engagement and effectiveness of employee social sharing. This will be one area of internal marketing management that gets significant attention in the year ahead.
Measuring conversational commerce: As high-powered chat bots come down in price and become tools that even the smallest brands can leverage, they are becoming a ubiquitous part of the social media experience. Yet brands that are dipping a toe into artificial intelligence (AI) for the first time are closely measuring results to make sure customers are happy and that ongoing technology costs are justified through time savings and other benefits.
The evolution from individual platform analytics to integrated social measurement: Historically, social media analytics dashboards have made it easier for brands to measure their performance online. For example, there are strong tools in place that can help you quickly assess the growth of your Twitter account or quantify engagement rates on Facebook. Yet as platform analytics have become more sophisticated, 2019 promises to see brands having access to more tools as they seek to quantify impact across the social media ecosystem.
As brands are under pressure to deliver outstanding results, data and analytics are helping marketers foster a deeper understanding of their audience, impact, and return on investment (ROI). And as analytics become more sophisticated, brands must continuously stay connected to the trends and adapt their social media measurement and reporting strategies to make the most of these emerging tools.