How to Use Social Media Analytics

If you’re looking for a way to take your social media marketing to the next level, you’ve likely encountered the term “social media analytics.” As someone who manages or owns a business, having an understanding of the analytics behind your social media posts can be an invaluable tool in helping you make better decisions.

You may have heard that tracking metrics like impressions, reach, and engagement are important, but there’s more to it than that. For example, taking a deeper dive into the data can reveal insights that can help you refine your strategy and better understand customer behaviour.

In this article, we’ll cover everything you need to know about using social media analytics. We’ll discuss what data points to track, the types of analytical tools available, and how best to use the data once you have it. So let’s get started!

Overview of Social Media Analytics

Understanding and leveraging Social Media Analytics can help you boost your brand’s presence, increase website visits, and better engage with your audience. But first, it’s important to understand what metrics you need to measure and collect.

The most basic metrics include impressions, reach and engagement. Impressions tell you how many people saw your content; reach speaks to the total number of unique people who saw your post; and engagement provides information on how many users interacted with your post through likes, comments, or shares. These are the bread-and-butter metrics that most businesses should track.

However, there is much more data you can collect beyond these basics. For instance, understanding trends in customer behaviour—like what resonates with your followers on a certain day of the week—can provide valuable insights for future content creation and promotional activities. Additionally, tracking conversions from social media efforts allows businesses to accurately measure their ROI for campaigns or posts.

Once the data is collected, businesses must analyse it using analytical tools like dashboards and reports to effectively gain meaningful insights from the data. With these insights in hand they can make better decisions quickly and efficiently as they move forward with their strategies.

Understanding Key Metrics


When it comes to social media marketing analytics, the key metrics you should focus on are impressions, reach, engagement, and conversions. These metrics provide valuable insight into how successful your campaigns are performing and can help you determine what strategies are working best.

For example, impressions tell you how many times your post appeared in someone’s timeline. Reach indicates how many unique people saw your post. Engagement is a measure of the reactions/comments/shares your post had, and conversions tell you how many people took an action (e.g., signing up for a newsletter).

By understanding these metrics, you can better assess the impact of your campaigns and make informed decisions about which tactics should be used in the future. Furthermore, by looking beyond basic metrics and exploring the data in more depth you can gain further insights that will help drive better performance results.

Exploring Your Analytics

For businesses to take full advantage of social media analytics, they need to explore the data in more depth. This means interpreting the data within the context of business objectives and goals.

By exploring the data, businesses can get insights that can help them make more informed decisions. For example, if a business finds that their followers are most active on a certain day or time, they can schedule their posts accordingly. Furthermore, by understanding what type of content resonates best with followers, businesses can create targeted campaigns to maximise engagement and conversions.

It’s also important for businesses to track the performance of their campaigns over time. By doing this, businesses will be able to identify which campaigns have been most effective at driving certain outcomes such as sales or lead generation. Utilising these insights will help them create even more successful campaigns in the future.

To analyse their social media marketing data effectively, businesses should use analytical tools such as dashboards and reports to simplify the process and make sense of the data they collect. These tools provide visualisations so business owners can quickly understand their performance and spot trends in order to make better decisions going forward.  AI tools are the future of social media analytics and as a Brisbane digital marketing agency, we know how important it is to stay on top of the next innovation.

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Leveraging Dashboards and Reports

Analysing your social media data can feel like a daunting task. However, using analytical tools like dashboards and reports can make all the difference in understanding and leveraging your data. With a dashboard, you’ll be able to view your key metrics at a glance, allowing you to quickly identify what’s working and what isn’t. Reports, on the other hand, offer more detailed analysis of your data as well as insights that can help to inform decision-making.

Ultimately, by utilising dashboards and reports to review your social media analytics data, you’ll be able to gain invaluable insights into the performance of your campaigns and quickly make informed decisions with regards to future activities.

Implementing Results With Business Decisions

Once you have all the data, what do you do with it? That’s where decisions come in. It’s not enough to collect the data; you need to act on it. With social media analytics, businesses can understand what content works, which campaigns are successful, and which platforms are best for their business. This helps them make more informed decisions about their strategy and focus on what works best for their business.

You’ll want to evaluate changes periodically and adjust your strategy accordingly. This will help ensure that your social media marketing efforts are effective, efficient, and up-to-date with market trends.


With the rise of social media analytics, businesses now have the power to make informed decisions based on their data. By understanding which metrics are important and analysing the data in more depth, businesses can get a better understanding of their target audiences and figure out the best way to reach them. Additionally, the use of tools such as dashboards and reports can help businesses make the most of their data and get actionable insights. With the right knowledge and tools, any business can take advantage of social media analytics to maximise their performance and reach their marketing goals.

At Ronin, we’re a Brisbane marketing agency who works with our clients’ social media analytics to develop ​strategic and converting social campaigns.  Contact us today to see how we can help your business.

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