What Can Social Media Analytics Tell You About Your Audience?

Written by James Miranda, Content Creator

As mentioned in a previous blog post, before selecting any social media platform for your business, you must know your audience demographics. These are factors such as their age range, occupation, stage of life, or simply the time of day they tend to be using the platform. The question is How do you find that audience

There’s a bigger effort now more than ever by the major social platforms to further understand how to gauge who your audience is and what it tells you. Social media analytics is something newer than social media itself, but it’s something you and your business must be utilizing ASAP. 

The purpose of social media analytics is primarily to see what works and what doesn’t in terms of your page and company’s goals. If you set a follower goal, for example, being able to track how many followers gained and lost is an extremely useful tool. 

Maybe you want to sell a new item your company just released, so you make a post accompanied by a link to your website for users to purchase it. Analytics grant you the opportunity to see what time of day the majority of your audience is online, which helps you tailor exactly when to post your product.

There are a number of free and paid options for your business to utilize, such as Facebook Insights, Twitter Analytics, Vizia, or Quintly. All of these platforms can be used in similar ways in terms of the information they provide users, but differ in the specific categories that they track. 

If you are new tracking analytics, don’t worry! While the interfaces can be a bit intimidating, have no fear. Not every sector is important to read into or analyze. When using any software, be sure to experiment with the different search options, like age and interests. The more things added on means you can narrow down an audience allowing you to target more specifically.

Here are some of the more important factors of social media analytics and what they tell you about the audience:

  • Age is arguably the most important factor to track. Knowing the age of your followers helps you understand the tone of your page, prioritize which social media applications are best to use, and how to create content for that audience.
  • Look at the various forms of engagement on your page in terms of likes, comments, and shares. This is universally measured as well, and gives you information on what works and what doesn’t.
  • Location is another valuable factor you will want to track. Speaking to people who are not near you and may not visit your location more than once a month may not be useful. Ideally, market to the clientele that live anywhere from 10-20 miles of your business. 

Social media analytics can seem daunting if you are just beginning using them. You will find that they are extremely useful and can tell you a lot about your target audience in the long run.
To learn more about how our team can utilize social media analytics and statistics to expand your business, request a quote or call our main office in Tarrytown at (914) 909-5900. We look forward to working with you and your growing business!