1. VADS
  2. Newsroom
  3. The Importance of Social Media Analytics for Marketing Strategy

The Importance of Social Media Analytics for Marketing Strategy

08 February 2022

Image of The Importance of Social Media Analytics for Marketing Strategy

Social media offers a large number of consumers who are ready to communicate with brands. Social media is a place for consumers and brands or companies to connect with each other. Social media also gives the first and last impression for a brand so it must be able to form a good perception to consumers. Therefore, social media analytics is needed to find out the response and market needs related to each brand so that the message conveyed can be channeled properly and create a good impression for consumers.

Social Media Analytics is an analytical method to see customer responses and opinions on company products or services to improve organizational strategic business decisions by collecting and analyzing audience data shared on social networks. Online is always in a state of flux, so ongoing social media analytics is needed to account for fluctuations in rapidly evolving media. Effective social media analytics are those that are able to catch up and know what the market wants, know the competition and its consumers, as well as consistent monitoring in tracking the fluctuations of conversations from time to time.

Social media is very beneficial for companies to see trends in consumer behavior that are relevant to the company. The uses of social media analytics are:

1. Measure the ROI of marketers who use social media
Social media analytics can also support campaigns carried out by marketers by providing data to measure return on investment (ROI) based on traffic obtained from various social media channels.

2. Improve strategic decision making
Social media analytics can also be used by marketers to analyze the performance of each social media platform such as Facebook, Twitter, Linkedin, Instagram to determine the message to be conveyed and also what topics are suitable for the target audience. It can also provide demographic information about the audience that allows it to increase the efforts marketers can target in certain sectors and can effectively increase brand awareness.

3. Can compare our social media performance with competitors
Social media analytics can help companies to know the performance of competitors so that companies can implement appropriate strategies to win the hearts of consumers. Companies must compare themselves with their competitors as well as the average performance of the industry in their field. Having benchmarks will provide insight and allow the company to be able to see its performance with the industry average in its field as well as in its target market area.

4. Provide performance efficiency to the marketing team
By using social media analytics, the marketing team can simplify their workflow so as to increase the efficiency and speed of the team to get the right data and information according to the target market. In addition, social media analytics can provide good analytical information by reporting on various metrics needed to review marketing operations and view important data and find trends needed to create strategies by the marketing team.

In measuring social media, there are several metrics that must be considered in social media analytics, such as:

1. Performance Metrics
In this performance metrics that are tracked include cross-platform interactions as well as overtime to determine whether the posted content is actually engaging the audience, see if the number of followers increases over time to verify consistent improvements across platforms, see click rates through rate on posts.

2. Audience Analysis
This is very important in understanding and knowing the target audience because it is the most important element in making a social media strategy. Understanding your audience can help create a good customer experience by creating content that is in line with what customers want and are looking for. This can also affect the number of ads and costs that can be optimized if the target audience can be done correctly.

3. Competitor Analysis
To get good performance metrics, companies must also be able to analyze competitor performance. By using social media analytics, companies can compare their social media performance with that of competitors to measure effectiveness and determine what needs to be improved.

4. Paid Ad Analysis
If the company does not know the right target audience and the content creation is also not right, then the use of paid advertising will be very expensive. Social media analytics can provide analysis on which content will work best. This paid advertising analysis can also compare with competitors' expenses so that companies can ensure that the use of advertising budgets is in accordance with the opportunities and target audience.

5. Influencer Analysis
Today, many brands collaborate with influencers as part of a company's marketing campaign. By using social media analytics, companies will gain insight into the right metrics for selecting influencers so that marketing campaigns can achieve the desired goals. In considering influencers, companies can see from the total interactions compared to the influencer's followers, the number of posts that they make regularly, and also the collaborations the influencer has done.

6. Sentiment Analysis
Collecting and analyzing customer sentiment can help avoid guesswork in developing a marketing strategy and creating what content best resonates with your audience. This analysis can also show what types of content will get a positive response from customers. If there is a negative sentiment, the marketing team must immediately take action to address it and fix it before it gets worse.

Are you a social media marketer looking to focus more of your time, effort, and budget? You need a social media analysis tool. PT VADS Indonesia provides social media analytics to help you see customer responses or opinions and also measure the campaigns that your company is carrying out by pulling data from all channels both from print media and social media such as Instagram, Twitter, Facebook, and so on as needed your company with the aim of providing comprehensive reports on brand sentiment, competitor analysis, customer insight, and so on. You can contact for more information.

Step into the future of your business.

Contact us immediately to discover how VADS can help elevate your business.

I Am Interested