Social Media Analytics: What to Track and Why It Matters

Today, social media is more than just a hub for maintaining connections with family and friends. With billions of users across the globe, it has rapidly evolved into one of the most prominent places for businesses — big and small, to market their products and services. Social media allows them to connect with their audience, increase brand awareness, and drive sales and growth. However, the growing reliance on social media goes beyond simply having an online presence. Businesses must monitor social media analytics to make informed, data-driven decisions that foster growth and success.

Studies indicate that many businesses are not fully leveraging their marketing data to optimize strategies. For instance, 87% of marketers say data is their company’s most underutilized asset. The reality is that social media analytics are essential to helping businesses understand what works, what doesn’t, and where to focus efforts for maximum return on investment (ROI). With the right tools and insights, small businesses can transform their social presence into a powerful driver of success.

What are Social Media Analytics?

Social media analytics track the performance of your social channels, content, and strategy, helping them align with key business goals. Measuring engagement, for example, can reveal how your content resonates with your audience. Without tracking this data, key insights like low engagement would go unnoticed. As a result, businesses miss the chance to refine social media strategies to better connect with their target audience. 

Top Analytics to Track and Why

There are numerous social media analytics to track. Although, some are more critical than others in driving business success. Below are the top five social media analytics small businesses should be tracking and why they are essential:

1. Engagement

Engagement metrics are among the most crucial social media analytics to monitor, according to Sprout Social. Engagements on social media consist of likes, comments, shares, clicks, and other forms of interaction that demonstrate the following:

• • Your audience’s level of interest in your content
  • Your audience’s involvement with your content

Why It Matters: 

High engagement rates can show that your content is resonating with your followers. It can also provide valuable insights into the preferences of your audience. For instance, if your audience engages more with short-form videos than static images, you can adjust your strategy to include more short-form video content. This can strengthen relationships and boost conversions by meeting the needs of those interested in your business’ products and services. All in all, creating engaging content increases a business's chances of reaching a wider audience. This is because social media algorithms favor posts with high engagement. 

2. Impressions

Impressions are another social media analytic that businesses should be regularly tracking. Impressions on social media track how many times your content has been displayed on an individual’s feed. This metric is key to determining how visible your content is beyond your immediate followers.

Why It Matters: 

Tracking impressions allows business owners to measure the visibility of their content on social media. Additionally, they show how effective specific posts are in obtaining the attention of consumers. While impressions do not guarantee conversions, they do play a role in spreading awareness and increasing reach. By increasing the visibility of your posts, you increase the chance of attracting potential new business. 

3. Reach

Reach is a metric that tracks the number of unique users who have seen your content Unlike impressions which measure total views, tracking reach pinpoints how many distinct people have been exposed to your social media posts. Reach can be measured through:

• • Geographic location of your audience 
  • The effectiveness of targeting specific audiences
  • Organic reach vs. paid reach 

Why It Matters:

Reach is an essential social media analytic to track as it indicates how many new and unique individuals are exposed to your business. Broader reach means a higher probability of attracting new customers who may not have heard of your business before. Reach is especially useful when measuring the success of campaigns designed to expand your consumer base. For example, special promotions or perks.

4. Social Sentiment

Social sentiment refers to the opinions or emotions people express about your business, products, or services on social media. Tracking brand mentions, comments, and reviews allows businesses to understand how the public views them. This insight not only helps strengthen relationships with consumers. It also enables businesses to identify potential issues or crises early, minimizing the risk of negative publicity.

Why It Matters:

Keeping an eye on what people are saying about your business on social media gives a clear picture of how you are perceived. With this insight, you can take action when necessary. For instance, responding to negative comments promptly, showcasing positive reviews, or tweaking messaging to better connect with audiences. Positive sentiment helps build customer loyalty. On the other hand, negative sentiment provides a chance to improve and strengthen audience relationships. 

5. Website Traffic 

Website traffic analytics from social media help show the effectiveness of converting content efforts into website visits. Understanding which platforms the traffic is coming from and how users behave once on your site is also important to consider. These insights can ensure your business is investing resources into the channels and content that deliver the best results. 

Why It Matters:

Identifying which social media platforms and content types drive the most website traffic helps businesses refine their strategies. For example, they can reduce efforts on platforms that aren’t driving results. On the other hand, they can create more content for platforms that outperform others. Tracking this data also enables businesses to tailor their messaging to better align with the preferences and behaviors of each social platform’s audience. Ultimately, monitoring website traffic analytics allows businesses to allocate social media resources more efficiently. This helps with improving overall strategy and maximizing conversion potential.

Where Digital Marketing Agencies Can Step In

As a business owner, it can easily become challenging or overwhelming to keep track of your social media channels. Monitoring social media analytics, understanding audience behavior, and optimizing social media strategies is time-consuming. This is especially true when you have other business responsibilities. However, tracking these insights is crucial for driving growth and staying relevant in a competitive marketplace. This is where digital marketing agencies like DaBrian Marketing Group come in!

Our team is dedicated to managing all aspects of your business’s social media presence. With our expertise, we help you track your social media impact, understand your network, and monitor results over time. This way, you can focus on growing your business. Whether it’s refining your strategy or amplifying your presence, our data-driven approach ensures measurable success.

Let’s take your social media efforts to the next level! Explore our full range of social media marketing services and contact us to learn how we can help YOUR business!