{"id":72458,"date":"2016-08-02T00:00:00","date_gmt":"2016-08-02T04:00:00","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/data-analytics-for-social-media-roi\/"},"modified":"2025-02-20T07:51:31","modified_gmt":"2025-02-20T12:51:31","slug":"data-analytics-for-social-media-roi","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/social-media\/data-analytics-for-social-media-roi\/","title":{"rendered":"How to Use Data Analytics For A Remarkable Social Media ROI"},"content":{"rendered":"<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Someone once told me that the greatest thing about digital marketing is that we can see the results in an instant. What a great way to focus on social media ROI. But the worst thing about digital marketing is also\u00a0that we generate so much data. Especially, when we can\u2019t make sense of it. Take one network, a million fans and multiply this by the tens of campaigns you\u2019re running and conversations you\u2019re having.\u00a0<\/span><span style=\"font-weight: 400;\">Without analytics, we\u2019ll be left with rooms full of data with no insights. <\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Social media comes with fantastic opportunities and allows a brand to find a new voice. But it has a positive net effect on your brand ROI only when you use data to improve, test and reach your business goals. In this post, I will share some tips and ideas on how to use analytics to create a social media strategy that works!<\/span><\/p>\n<h3 style=\"text-align: left;\">How to Use Data Analytics For A Remarkable Social Media ROI<\/h3>\n<h4 style=\"text-align: left;\"><b><\/b><b>\u00a0 1. \u00a0<\/b><b>Know your top engagers and influencers <\/b><\/h4>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Native analytics on all social platforms will allow you to see the total engagement of your content. But you really have to dig in to see which of your community members are really reacting to your content. There are various tools you can use that find\u00a0this information. I\u2019ve often used Twitonomy (for Twitter), Simply Measured (for instagram) and integrated tools like Zoho Social (for a cross-channel view).\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">As your brand moves from basic engagement to finding true brand loyalists, your work is cut out. Track your loyalists and reward them through engagement or even special incentives. In addition:<\/span><\/p>\n<ul style=\"text-align: left;\">\n<li style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Use tools like BuzzSumo to identify the top influencers in your industry. Look at MOZ analytics to know which sites are performing well in your industry. <\/span><\/li>\n<li style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Use Similar Web to check out how your competitors are performing and how they get their traffic (if that helps your business goals). <\/span><\/li>\n<li style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Set up Google alerts and perform some keyword research on SEMRush and see what sort of content comes up as influential.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\"><em><strong>Short answer<\/strong><\/em>: use tools that can help you and ensure you do your content marketing research. Listen in, and try and be a part of the conversation instead of being a distractor. Connecting with top influencers or brand advocates is a sure shot way to improve your social media ROI.<\/span><\/p>\n<h4 style=\"text-align: left;\"><strong><i>CASE STUDY:\u00a0USING INFLUENCERS FOR A STRONGER SOCIAL ROI<\/i><\/strong><\/h4>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">A good example of using word-of-mouth to push their online sales has been children&#8217;s shoes company, Freshly Picked. In 2014 when they appeared on the ABC\u2019s Shark Tank, the company\u2019s social media fans on Instagram were growing by thousands each week. Ten percent of their social media followers on the platform were actually buying (as per the company\u2019s CEO.) This combined with the Shark Tank exposure, and endorsements from\u00a0<\/span><a href=\"https:\/\/www.entrepreneur.com\/article\/244282\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">celebrities<\/span><\/a><span style=\"font-weight: 400;\"> and influencers like Kourtney Kardashian, Jessica Alba, Olivia Wilde and others have helped sky rocket the company\u2019s social following. Currently the company has partnered with another food blogger\/ entrepreneur and mom influencer Ayesha Curry. They have\u00a0launched a new set of baby shoes with this partnership. This not only enables them to stay creative, but also piggy back on the influencer power for stronger branding and social media ROI. The company boasts of over 640K followers on Instagram alone and millions in revenue!<\/span><\/p>\n<h4 style=\"text-align: left;\"><b><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-14481\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/How-to-Use-Data-Analytics-For-A-Remarkable-Social-Media-ROI-Image-1-1024x442-1.jpg\"  alt=\"How To Use Data Analytics For A Remarkable Social Media ROI Image 1 1024x442 1\" width=\"917\" height=\"396\" \/>\u00a0 \u00a0\u00a0<\/b><\/h4>\n<h4 style=\"text-align: left;\"><b><i><span style=\"font-weight: 400;\">(screenshot via<\/span><\/i> <span style=\"font-weight: 400;\">company site<\/span><i><span style=\"font-weight: 400;\">)<\/span><\/i><\/b><\/h4>\n<h4 style=\"text-align: left;\"><b>2.\u00a0<\/b><b>Track platforms that are\u00a0generating leads and revenue for you<\/b><\/h4>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">When I host workshops, or speak with clients or even just describe my own business, the first question I get is: how do <\/span><i><span style=\"font-weight: 400;\">you<\/span><\/i><span style=\"font-weight: 400;\"> find clients? My answers used to be quite generalized, till I realized the seriousness with which people wanted to know this. Many clients that I work with have issues listing out the exact digital channels that bring them the bulk of their business.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Measuring and tracking analytics is often the bane of everyone\u2019s marketing existence. We like creating things\u00a0more than going through large spreadsheets of numbers. The bigger issue is that most tools tend to be fragmented. You may\u00a0have to go to six different tools to check your performance on six different platforms. If you\u2019re a business running hundreds of campaigns per month, you can do the math. It takes a couple of FTEs to come up with reports and then a team to make sense of the numbers. Many of us would rather avoid this.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Data analytics is set to change the world as we know it. The<\/span><a href=\"https:\/\/www.forbes.com\/sites\/valleyvoices\/2016\/01\/20\/five-ways-data-analytics-will-shape-business-sports-and-politics-in-2016\/#412fde285a1d\" target=\"_blank\" rel=\"noopener noreferrer\" class=\"broken_link\">\u00a0<span style=\"font-weight: 400;\">US Bureau of Labor<\/span><\/a>\u00a0says,\u00a0<span style=\"font-weight: 400;\">businesses employ 4 to 6 million people as data analysts. This is growing at 27% annually. We\u2019re also seeing the growth of really strong tools which allow marketers\u00a0an automated way to track relevant numbers. \u00a0Once you have the right insights, your probability of success is going up north!<\/span><\/p>\n<h4 style=\"text-align: left;\"><em>CASE STUDY: USING TOOLS THAT TRACK SOCIAL MEDIA CHANNEL REVENUE<\/em><\/h4>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Small business<\/span><a href=\"https:\/\/www.zoho.com\/social\/blog\/track-revenue-from-your-social-media-marketing.html\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">CRM provider Zoho recently launched<\/span><\/a><span style=\"font-weight: 400;\"> its social tool. It is similar to Buffer and HootSuite but provides an important differentiation. The tool allows you to assign CRM information to your social community members. <\/span><span style=\"font-weight: 400;\">You can set automated social actions as rules to generate &#8220;new potential leads.&#8221; You can also help your sales teams by listening in and following the social behavior of your potential leads. This can help sales close the deals more easily. At the end of the month, you can easily check out which digital channel is converting the best for you. This allows you to stay lean and prioritize your social platforms. This is also perhaps the only tool that allows you to actually map revenue to social networks. You no longer have to justify the ROI of social, you can see it in action and constantly improve it!<\/span><\/p>\n<h4 style=\"text-align: left;\"><b><img decoding=\"async\" class=\"aligncenter wp-image-14480\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/How-to-Use-Data-Analytics-For-A-Remarkable-Social-Media-ROI-Image-2-1024x580-1.jpg\"  alt=\"How To Use Data Analytics For A Remarkable Social Media ROI Image 2 1024x580 1\" width=\"858\" height=\"486\" \/><\/b><b><br \/>\n<\/b><\/h4>\n<h4 style=\"text-align: left;\"><i><span style=\"font-weight: 400;\"> (image via<\/span><\/i><a href=\"https:\/\/www.zoho.com\/social\/blog\/track-revenue-from-your-social-media-marketing.html\"> <i><span style=\"font-weight: 400;\">Zoho blog<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">)<\/span><\/i><\/h4>\n<h4 style=\"text-align: left;\"><b>\u00a0 \u00a03.\u00a0<\/b><b>Make data based decisions to improve your social content<\/b><\/h4>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">On of the biggest fails of digital media marketing is: the herd mentality. Many companies are on a bazillion social networks and platforms just because their competition is. Or because a certain platform got a PR feature. What you truly need to follow is: your customer. You need to dig deep into the demographics of each platform you\u2019re trying to build a presence on. It\u2019s critical to identify where your customer base hangs out before you spread yourself too thin. Do not ruin your budgets!<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Do not base these decisions on a gut feeling or someone else\u2019s recommendations. Use data and tools to figure this out and if you\u2019re not sure, test and compare. Ensure that you maintain a list of all your channels, platforms and figure out where your customers are. Find out what your customers are looking for. Your decisions should be based on facts and analysis. There are no real rules except following what your customer insights are telling you!<\/span><\/p>\n<h4 style=\"text-align: left;\"><strong><i>CASE STUDY: USING SOCIAL BEHAVIORAL DATA TO CREATE SALES<\/i><\/strong><\/h4>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">One of my favorite examples of using online and social behavior to generate more engagement and sales through retargeting is Kate Spade. With\u00a0millions of social fans, the company\u00a0has invested in creating amazing new content (<\/span><a href=\"https:\/\/www.nytimes.com\/2015\/12\/02\/fashion\/luxury-brands-and-the-social-campaign.html?_r=0\" target=\"_blank\" rel=\"noopener noreferrer\" class=\"broken_link\"><span style=\"font-weight: 400;\">including video stories<\/span><\/a><span style=\"font-weight: 400;\"> starring celebrities like Anna Kendrick). \u00a0The company has been known to share non promotional content to build brand recall and loyalty. This has allowed the brand\u00a0to figure out what the customers are looking for and what brings direct traffic to the sites. This is converted to actual sales using\u00a0automated retargeting tools and a smart email marketing strategy. Engagement rates of system generated emails (based on audience actions\/ behavior) are much higher than marketing emails that may be seen as intrusive.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"alignnone wp-image-14478\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/How-to-Use-Data-Analytics-For-A-Remarkable-Social-Media-ROI-Image-3-1024x460-1.jpg\"  alt=\"How To Use Data Analytics For A Remarkable Social Media ROI Image 3 1024x460 1\" width=\"933\" height=\"419\" \/><\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">(image via<\/span><\/i><a href=\"https:\/\/www.katespade.com\/miss-adventure\/\" class=\"broken_link\"> <i><span style=\"font-weight: 400;\">Kate Spade website<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">)<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">What are some of your favorite examples of digital analytics being used to lift up social media ROI for a brand? Do share your ideas and challenges with me in the comments, or on Twitter!<\/span><\/p>\n<p style=\"text-align: left;\"><a href=\"https:\/\/www.flickr.com\/photos\/jasonahowie\/8583949219\/\" class=\"broken_link\">Photo Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Someone once told me that the greatest thing about digital marketing is that we can see the results in an instant. What a great way to focus on social media ROI. But the worst thing about digital marketing is also\u00a0that we generate so much data. Especially, when we can\u2019t make sense of it. Take one [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":72463,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[13],"tags":[],"class_list":["post-72458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Use Data Analytics For A Remarkable Social Media ROI<\/title>\n<meta name=\"description\" content=\"New media comes with great opportunities and a room full of data. As a brand, this is what you need to optimize your social media ROI and succeed!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketinginsidergroup.com\/social-media\/data-analytics-for-social-media-roi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Use Data Analytics For A Remarkable Social Media ROI\" \/>\n<meta property=\"og:description\" content=\"New media comes with great opportunities and a room full of data. 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