Not every communication pro gets excited about analytics, but that doesn’t mean they’re not important.
NUVI, a real-time social media analytics platform, had this to say about social media managers who create successful online branding efforts:
Not only do they understand their brand, customers and fans alike, they also completely understand how to translate that into engaging social media. They understand that unless the content grabs the audience’s immediate attention, they are just one click away from being ignored.
These are five things to look for when collecting—and deciphering—social media analytics:
1. Let your audience guide you to new places. Studying a social media platform’s analytics not only can let you know whether you’re on the right path with ongoing branding and engagement efforts, but also can determine the direction of your future efforts.
For example, if you discover an active crowd that skews toward women through your organization’s Facebook Insights, you might ask yourself whether your brand is a good fit for Pinterest.