As the social media landscape continues to evolve it presents significant challenges for marketers in analyzing the level of customer engagement and impact of its customers. Today, marketers rely on both quantitative and qualitative metrics to understand how users are impacted by their content but analyzing a campaigns effectiveness which goes beyond reach, impressions and page views. Organizations must also understand the granular detail of their strategy’s influencers’ driving engagement and feedback from communities and audiences to fully maximize return on investment.
Understanding the complexities of social media analytics may be daunting for some so his serves as an introduction to the variety of key performance indicators to measure effectiveness and improve engagement and maximize ROI.
First, start with your clearly defined business objectives and determine what your goal is for your audience then apply then analyze the appropriate metrics to understand the level of engagement and activity associated with your goals to determine the success or lack thereof.
Today, marketers rely on both quantitative and qualitative metrics to understand how users are impacted by their content but analyzing a campaigns effectiveness goes beyond reach, impressions and page views.
As social media continues to expand and grow it appears that analytics companies are growing at exponential rates too. These data gurus are ready to facilitate the data mining process for organizations to stay competitive and relevant on social media platforms and to optimize social media campaigns. Lipschultz (2018) discusses Google Analytics and Facebook Insights as two options for data analysis but there are a plethora of data analytics companies to choose from to customize analytics and increase brand awareness and engagement.
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