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Use Social Media and Digital Marketing Analytics to Increase Your ROI

By Brianna Shreve
Social Media Marketing Consultant
BST Athletics

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

Brianna ShreveAfter working with small businesses to improve their social media marketing efforts, one thing is certain – many business owners are so busy with the day-to-day duties their business demands that they’ve failed to realize the importance of monitoring marketing efforts. Without tracking the analytics of your ads, however, there are no metrics to examine if they are effective. Learning a new skill can be time consuming, but there are options available that gathers the data for you, thus making it easier interpret the statistics to make more informed resource allocation choices for the future. The following five tools aid in this process:

1. Facebook Insights

This may seem like an obvious choice since it is built into the core of Facebook, however there are features within the tool that allows you to not only track the performance of your posts, but your competitors’ posts as well. The Pages to Watch feature will allow you create a list of your competitors’ pages to compare performance. You can use this tool to look inside your competitor’s post to see the success rate, and refine your approach accordingly. Moreover, on your specific posts, you can see how many people your post has reached, the location, gender, and age demographic, which is useful in determining if your post is relevant to those it is reaching.

2. Twitter Analytics

Twitter Analytics is a great tool to use when determining whether your tweets are effective and relevant. Twitter may still be thought of as a social media sight, however it is important to know that it is a source for news! It gives you the ability to analyze which tweets are a hot topic, and the demographic of the audience that it engages by net worth, interest, gender occupation, etc. This will give you the ability to segment your audience to provide more relative news and updates.


MORE: Learn how to utilize analytics from experts all across the region at the Digital Marketing Boot Camp, Feb. 15.


3. Google Analytics

Google Analytics is a tool that every business with an online presence should use. It has many tools and functions, and if you are advertising on Google Adwords, it can help provide insight to improve your conversion rates and remarket to site visitors. With this tool, track the demographic, bounce rate, session time etc. to provide more relevant content. This tool can be a little more complex, but help articles provided can help you navigate usage.

4. Instagram Insights

Similar to Facebook Insights, Instagram Insights provides a limited view into your customer base. One feature that should be noted, however, is high traffic times. View what time of the day the majority of your audience is using the application to gain the most impressions. Given that the new story feed format is no longer in chronological order, it is not a guarantee that your post will remain on top for long organically. This feature can help identify what time you should post to reach as many people in your targeted demographic as possible.

5. FanPage Karma

FanPage Karma is a tool for analytics and monitoring that works with Facebook, Twitter and YouTube. It can help you identify the best times to post, the strongest and weakest posts, as well as how frequently you should post. Moreover, it also gives you the opportunity to learn about your fans, and other pages with a similar fan base. It is not completely free like the others listed above, but it does allow for excel reporting and other in depth features that can help allocate your resources more effectively.

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For more on marketing strategies:

5 Keys to Building a Solid Digital Marketing Strategy