What are social media analytics?

As you use your social media, platforms gather data, which eventually forms your social media analytics data. These observations and statistical data can be analyzed to provide good marketing insights for you. But, if you aren’t familiar with the tools and terms, it can be overwhelming and somewhat unhelpful. On the other hand, if you know how to interpret the results, this data can be a great tool! That’s where creating a social media report comes in. These reports organize the data in a way that gives it value to you or your client.

Like on this Instagram Insights page, some of the most basic metrics recorded are followers, reach and profile visits.


Learn about each metric

There are a few basic data types collected on all social media that can help you analyze your social media. Things like followers, page likes, average like count, site clicks or story views can be checked often. These metrics are also a great way to compare progress month to month. If you switched your digital marketing strategy one month, you might look to them to see if there’s been a change in followers or likes. 

Find your audience

Knowing your social media audience has never been easier. Many insights pages give you breakdowns of who views your page by gender, city and even continent.

One critical data piece is information about your audience. Breaking down who views your account by location, age, time spent on page and more can help you determine what kinds of content to post. For example, if you see a lot of user who live in the US Northeast, you may want to consider referencing events or history related to that location. Or, knowing that you have younger following (like ages 10-18) might mean you want to use content that does better with younger people, like Reels or TikTok.

Creating a report

As you get more comfortable with these metrics, you may find it helpful to create a report or dashboard. The first step will be to choose the most important metrics for your specific business. From there, you can start assembling and doing your own analysis

1. Tailor to your team

Social media can give you lots of insights, but they most likely aren’t all important for what you’re doing. As you decide who exactly is getting this report, make sure you’re choosing relevant information to share. 

2. State your goals

If you want more followers, make that your first priority. Creating goals can help keep you on track as overwhelming amounts of information comes in.This is also a good time to decide how often you want to create these reports, whether that’s yearly, quarterly, monthly, etc. You may even choose to put together an analytics report for one specific function, like to assess a new topic you’ve been focusing on. 

3. Choose the best metrics

There are tons of metrics out there, so consider your goals, audience and platform. A few popular metrics to look at are: 

  • Leads
  • Conversions
  • Reach/impressions
  • Engagement
  • Audience
  • Volume of posts
  • success of content
  • Social referral (how social media is driving traffic to your site)

    On Instagram Business’ insights page, you can see a breakdown of how each post is doing in terms of reach and likes/reactions, making it easy to compare different recent posts.

You may choose to analyze data yourself, especially if you’re a one-man band. For example, Instagram offers a whole insights section, though it is somewhat limited. You may also choose to use one of the many social media analytics tools out there to improve social media performance. Either way, a social media report can be a great way to gain insight on you or your client’s business, and market smarter knowing that information. 

If you want more help with understanding your social media analytics, contact us at Bad Rhino!