The Social Analyst: Unveiling the Fabric of Society

Safalta Expert Published by: Om Soni Updated Thu, 21 Dec 2023 11:00 AM IST


60% of the world's population uses social media. The average daily usage is 2 hours and 24 minutes (April 2023).
4.80 billion people around the world now use social media, and 150 million new users have come online within the last 12 months.

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Social media analytics is the process of collecting and analyzing audience data shared on social networks to improve an organization's strategic business decisions. These are the metrics that will help you assess your social media marketing strategy on every level. Besides helping you see how social media is contributing to your goals, they can also help you customer sentiment, spot trends, and avoid PR crises before they happen.

How to track social media analytics? 

It may seem like a tough task, but tracking your social media analytics isn’t that difficult. It just requires a little bit of planning and a lot of ideas. Social media analytics is the process of gathering and analyzing data from social media accounts to measure performance and support business decisions.

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It can help marketers understand what types of content resonate with their audience.
  • Identify Goals: Before diving in, define your goals. Do you want brand awareness, website traffic, or conversions? This guides what metrics matter most.
  • Choose Metrics: Track relevant metrics for each goal. For awareness, consider reach and impressions. For conversions, monitor click-through rates and website visits. Remember, vanity metrics like follower count don't always equal success.
  • Use Built-in Tools: Most platforms offer free analytics dashboards. Explore insights on Facebook Business Manager, Twitter Analytics, or Instagram Insights to get started.
  • Consider Social Listening Tools: Want deeper audience understanding? Tools like Hootsuite or Sprout Social can track brand mentions, analyze sentiment, and even identify influencers.
  • Monitor Competitor Performance: Learn from rivals! Utilize tools like Buzzsumo or Rival IQ to compare engagement, content types, and posting schedules.
  • Turn Data into Action: Don't just collect data, analyze it! Identify trends, understand what resonates with your audience, and adjust your strategy accordingly.
  • Regularly Evaluate: Tracking is an ongoing process. Schedule time to review your analytics, refine your approach, and optimize your social media game!


The Importance of "Social Media Analytics” 


Make an understanding of who your target audience is where they spend their time and which social platforms receive the most. determine what type of social content leads to the most conversions, engagements, etc. Discover what type of social media post has the most reach and best with your audience on different platforms. Make a more social media design for your business’s different goals related to things like your marketing, sales, and service. 


Challenges in Social Analytics

Despite its benefits, social analytics comes with challenges. Data privacy concerns, the sheer volume of data, and the constant evolution of social media platforms pose obstacles. Businesses must navigate these challenges to harness the full potential of social analytics. 

The world of social analysis is not without its challenges. Navigating the complexities of human behavior, dealing with uncertainties and biases in data, and ensuring the ethical use of research findings are just some of the hurdles. However, the rewards are equally significant.

  • Making a Difference: Social analysis has the power to inform policies that improve people's lives, address social inequalities, and create a more just and equitable society.
  • Intellectual Stimulation: The constant flux of social dynamics keeps the job intellectually stimulating, requiring continuous learning and adaptation.
  • Creative Problem-Solving: Applying data and insights to real-world problems challenges the mind and fosters innovative solutions.
  • Versatility and Career Opportunities: The skills developed through social analysis are transferable across diverse industries, offering a wide range of career options.

The Tools of the Social Media Analytics

Popular Social Analytics Tools: Various tools for different platforms of social analytics. Platforms like Hootsuite, Buffer, and Sprout Social offer solutions for posts, engagement, and analysis metrics. some tools like Brandwatch focus on analysis and market research. 

Starting with CRM Systems: Social analytics with Customer Relationship Management systems allows businesses to align their social media strategies with customers. This enhances customer profiling and provides a view of customer behavior and engagement. 

Social analysts are equipped with a sophisticated toolkit that includes:

  • Statistical software: SPSS, R, and Stata are essential for analyzing quantitative data, identifying correlations, and building predictive models.
  • Qualitative research methods: Interviews, focus groups, and ethnography provide insights into individual experiences, cultural contexts, and social meanings.
  • Social media analytics tools: Platforms like Sprout Social and Hootsuite help track online conversations, analyze sentiment, and understand social media trends.
  • Geographical Information Systems (GIS): Mapping software helps visualize spatial patterns, identify trends in population distribution, and understand the relationship between social factors and geographical location.
  • Advanced research databases: Access to academic journals, government reports, and industry data allows for in-depth research and evidence-based analysis.

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Social analytics is a powerful tool that allows businesses to make informed decisions on social media. And the wealth of data available, organizations can gain a lead, customer relationships, and take to the digital skills. As social analytics, continues staying informed about the latest trends and best practices will be crucial for those who don’t practice.

What is social media analytics?

Social media analytics is the ability to gather and find meaning in data gathered from social channels to support business decisions.

How is social media analytics used?

Social media analytics refers to the collection of data and metrics that help you measure your overall social media performance.

What are the benefits of social media analytics?

Customer Service, Campaign Tracking, Competitor Analysis, and many more.

Why is social analysis important?

The social analysis perspective allows planners and practitioners to shift from focusing only on particular investments.

What are the layers of social media analytics?

The seven Layers of Social Media Analytics are- Text, Actions, Networks, Hyperlinks, Apps, Search Engines, and Location Data.

What are the main advantages of social media?

Connectivity, Education, Information, Awareness, Noble Cause, Mental health, and sharing anything with others and more. 

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