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A basic guide to social analytics

Business Life

How to use social media analytics to improve your content and better understand your audience

You know they’re out there – the people who share your passions and would be interested in what you have to say. The big question is how to reach them. If only there were a way to see – and measure – the way an audience receives and interacts with your content.

Guess what? There is. And this latest retailing series article is going to help you understand how to use it to sharpen the way you communicate online. Ready?

Read the other articles in the series to uncover the importance of utilising digital tools to complement physical relationships and get tips on how to best approach social selling, from people who know what they’re talking about.

If you would like to know more about social selling, you can now receive training on Amway Academy . Remember to first be logged in to Amway Online to access the three levels of our social selling course – check them out!

Pure analytics, no math required

Although they sound vaguely clinical, analytics are actually quite easy to grasp and can be instrumental in better understanding your audience. In simple terms, analytics help you to look at data, like the number of people who viewed your post, and determine the why behind it.

What’s the difference?

Probably the trickiest part of understanding analytics is coming to terms with the jargon – and figuring out which numbers are worth your attention.

A good place to start is with your “followers” – the number of people regularly exposed to your content. But looking closely at individual posts is also crucial. Here, “impressions” will tell you the number of times your post has popped up in other users’ feeds, while “reach” will indicate the number of unique people who see your content.

To understand your “engagement”, add up the total interactions of a post (likes + comments + shares), divide it by the total audience (reach of a given post) and multiply this by 100. So, for example, if a post received 100 likes, comments and shares and reached 500 users in total, your engagement would be (100/500) x 100, which equals 20% (a great number). If five people took a desired action (such as buying a product), your “conversion” rate would be 1%.

Although it is important to understand what these numbers mean and how they are calculated, don’t worry, you don’t have to do the math yourself – there are plenty of tools to help you.

The right toolset

Using dedicated tools makes monitoring much more accurate and effective. Hootsuite is one of the best free social media listening tools, as it covers multiple social networks – Instagram, Facebook, Twitter, LinkedIn and more – and provides comprehensive social media management. It offers weekly reports and can monitor specific search terms, including mentions, products or keywords, in real time. As an added perk, Hootsuite allows you to schedule posts, monitor trending topics, track results by timeframe and tailor your analytics toolbox.

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Presenting social media reports to downlines is one way to help them understand what can be improved and what is working well.

Three top tips to get started

Ready to put it into practice? Here are our top social media analytics tips:

  1. Change your profile to business – each social media platform offers free analytics tools for business profiles, so switch your profile to Business and explore the available options. Instragram Insights , for example, can show you how at certain times your stories get more impressions than your posts, so you can adapt posting habits. The Facebook business profile can show you how many of your followers like a particular restaurant, which might prompt you to create a recipe post showcasing a similar cuisine.

  2. Keep track regularly and consistently – depending on how often you post, you should keep track of your social media metrics either daily or weekly. Randomly checking your analytics won’t lead to improvement. Monitor your most important platforms and track the success of each post so that you can better tailor your content.

  3. Target your audience – initially defining your target audience involves thinking about their age, gender, interests and location. Once you have this, analytics can help you to determine optimum timing for posts, audience interests or even platform preferences. Adding a location to your posts (geotargeting) is also beneficial, as it makes it easier for locals to find your content, helping you to retain the community feel that Amway aims to build.

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