7 Layers of Social Media Analytics and What does it mean?

Vanshika Jakhar

She is an English content writer and works on providing vast information regarding digital marketing and other informative content for constructive career growth.

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In today's digitally connected world, social media has become a powerful tool for individuals and businesses alike. It has revolutionized communication, marketing, and even decision-making processes. As a result, organizations are increasingly relying on social media analytics to gain insights into consumer behaviour, market trends, and brand performance. Social media analytics is a multi-faceted field that encompasses various layers, each serving a specific purpose and providing distinct insights. In this article, we will delve into the seven layers of social media analytics and explore what they mean for businesses seeking to leverage the power of social media data.

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Table of Content
The 7 Layers of Social Media Analytics


The 7 Layers of Social Media Analytics

  • Layer 1: Descriptive Analytics

Descriptive analytics is the foundational layer of social media analytics.

Source: Safalta

It involves gathering and organizing raw social media data to understand what has happened in the past. Descriptive analytics provides essential metrics, such as the number of followers, likes, comments, shares, and impressions. These metrics offer a snapshot of social media performance, helping businesses evaluate their online presence and track engagement levels. By analyzing descriptive data, organizations can identify popular content, evaluate campaign reach, and benchmark against competitors.

  • Layer 2: Diagnostic Analytics

Diagnostic analytics goes beyond descriptive metrics to uncover the "why" behind social media performance. It involves analyzing data patterns, correlations, and trends to identify factors influencing audience engagement and brand perception. Diagnostic analytics enables businesses to identify the strengths and weaknesses of their social media strategies, pinpointing which content types, messaging, or platforms resonate most with their target audience. By understanding the underlying causes of social media performance, organizations can refine their strategies and optimize their content for better results.

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  • Layer 3: Prescriptive Analytics

Prescriptive analytics takes social media analysis a step further by providing actionable recommendations based on historical and real-time data. This layer utilizes machine learning algorithms and predictive modelling techniques to anticipate future outcomes and suggest optimal courses of action. Prescriptive analytics enables businesses to make data-driven decisions on content creation, audience targeting, and campaign optimization. By leveraging prescriptive insights, organizations can improve their social media strategies, maximize engagement, and enhance their overall online presence.

  • Layer 4: Social Listening

Social listening focuses on monitoring and analyzing conversations and mentions of a brand across social media platforms. It involves tracking keywords, hashtags, and brand mentions to gain a comprehensive understanding of how consumers perceive a brand or its products. Social listening provides valuable insights into customer sentiment, brand reputation, and emerging trends. By actively listening to social media conversations, organizations can identify potential issues, address customer concerns, and capitalize on opportunities to engage with their audience in real-time.

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  • Layer 5: Influencer Analytics

Influencer analytics examines the impact of influencer marketing campaigns on social media platforms. It involves identifying and evaluating influencers based on their reach, engagement rates, and relevance to a brand's target audience. Influencer analytics provides insights into the effectiveness of influencer collaborations, enabling businesses to measure the ROI of their partnerships and optimize their influencer marketing strategies. By leveraging influencer analytics, organizations can identify the right influencers for their brand, track campaign performance, and build authentic relationships with their target audience.

  • Layer 6: Competitive Analysis

The competitive analysis focuses on benchmarking a brand's social media performance against its competitors. It involves monitoring and analyzing competitors' social media activities, content strategies, engagement levels, and audience demographics. Competitive analysis helps businesses understand their position in the market, identify gaps in their strategies, and discover new opportunities. By analyzing competitors' strengths and weaknesses, organizations can refine their social media approach, differentiate themselves from competitors, and gain a competitive edge.

  • Layer 7: Predictive Analytics

Predictive analytics utilizes historical data, machine learning, and statistical algorithms to forecast future social media trends, behaviours, and outcomes. It enables organizations to anticipate shifts in consumer preferences, identify emerging trends, and make proactive decisions. Predictive analytics helps businesses stay ahead of the competition, optimize their content strategies, and allocate resources effectively. By leveraging predictive insights, organizations can make informed decisions, plan strategic campaigns, and adapt to dynamic social media landscapes.


Social media analytics encompasses a comprehensive framework of seven layers, each contributing unique insights and value to businesses. From descriptive analytics to predictive analytics, these layers help organizations understand their social media performance, optimize strategies, and leverage data-driven decision-making. By embracing the power of social media analytics, businesses can unlock valuable insights, build stronger relationships with their audience, and achieve sustainable growth in the ever-evolving digital landscape.

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What is social media analytics?

Social media analytics refers to the practice of gathering and analyzing data from various social media platforms to extract insights and make informed decisions. It involves monitoring metrics such as engagement, reach, sentiment, and audience demographics to understand user behaviour and optimize social media strategies.

Why is social media analytics important?

Social media analytics helps businesses and individuals understand their audience better, measure the effectiveness of their social media efforts, and identify trends and patterns. It provides valuable insights for improving content strategy, targeting the right audience, and achieving specific marketing goals.

What kind of data can be analyzed through social media analytics?

Social media analytics can analyze various types of data, including user interactions (likes, comments, shares), follower growth, reach and impressions, click-through rates, sentiment analysis (positive, negative, neutral), influencer impact, demographic information, and trends in content performance.

Which social media platforms can be analyzed using social media analytics?

Social media analytics can be applied to various platforms such as Facebook, Twitter, Instagram, LinkedIn, YouTube, Pinterest, and many others. Different platforms may offer different metrics and data points, but the overarching goal is to understand user behavior and engagement.

How is social media analytics used in marketing?

Social media analytics is widely used in marketing to evaluate the success of campaigns, measure brand awareness, track customer sentiment, identify influencers and brand advocates, analyze competitors, and optimize content strategies. It helps marketers make data-driven decisions and maximize their social media ROI.

What tools are available for social media analytics?

There are numerous tools available for social media analytics, both free and paid. Some popular options include Google Analytics, Hootsuite, Sprout Social, Buffer, Brandwatch, and Mention. These tools provide features such as data tracking, performance metrics, sentiment analysis, and audience insights.

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