Social Media Analytics
Social Media Analytics is the term used to measure your traffic and interactions online. In today's environment, there are lots of free platforms that allow you to track your performance.
Google Analytics is the most popular and robust example of web analytics. Free to use, Google Analytics tracks all of your traffic, traffic sources (many of which might be social media referrals), pageviews, and a host of other critical information that is important to your website's success.
Most platforms provide analytics for free, showing data in graphs and over specific time periods with progress bars. Other social media analytics include Facebook's built-in Insights for brand pages, Twitter's built-in analytics tools, or Pinterest's analytics for business accounts. Hashtracking is aother free social media analytics tool that is a great way to track the performance of a hashtag that you created for an event or brand.
Social media is all about organic interaction. Like every social situation, it is unique to the audience. You can learn to gauge what posts elicit the most likes, comments, or shares per week, what kind of content works best, and what personas are most effective to speak from—all by trying different approaches.
Analyzing the relationship between audience interaction and return on investment is often very difficult. Making the connection is possible, but the information is better used to understand your audience (which will in turn boost your bottom lines). The data will also give you insight into how much you should be investing. Some types of social media require a lot more activity and attention, other very little.