5 Types of social media analysis
Digital marketing trends are changing how we purchase items. It used to be industry standard to publish advertisements in newspapers or print publications, as well as broadcast them over radio or television. But then came the birth of the internet. Social media analysis and e-mail analysis soon followed. And now we have a firestorm that is digital advertising—a method of advertising that allows brands to survey the internet like the Wild West and publish advertisements anywhere they can find their audience. But today we’ll scale it down and just focus on social media analysis.
For social media analysis, you need to break it down into bits. We can’t look at the big picture, but rather we have to look at it in sections. Let’s look first at our audience. Unless you utilize paid advertisements, your audience will grow at a steady rate. Paid advertisements give you the opportunity to target your audience by demographic, age and geographic region. It also targets your audience by their occupation or interest. This is super helpful because it informs you of who exactly is looking at your content.
You also want to analyze how much of your audience is engaging with your content. This is considered reach and engagement. While your content is reaching your audience, it either doesn’t relate to their needs or they are not your target audience. In each audience, there’s a handful of different people. Once you learn to recognize these types of people, it’s going to help you post better content and your social media analysis much better.
The first audience member is known as a lurker—a person that monitors content but does not interact in any way. This will be most of your audience unless you post something so outstanding that it causes the lurkers to take action. The next type of person is influencers. These individuals have extremely large audiences which they influence well with each post they share. And, the third type of person in your audience is an engager. This person likes and/or comments on your posts. Sooner or later you’re going to recognize these names.
You also have to analyze your social media content. This is going to be very different for each social network; however, the main types are text, video, and picture. Text content can be an update, information about giveaways or just sending your audience well wishes for the weekend or holiday. Video may be behind-the-scenes footage of your company or how a product is made. It may even be a tour of your company. Photos may be quotes, behind-the-scenes of the company, products and so forth. Try to have a good mixture of content. If you’re getting engagement on the content, make sure you engage with that person. They are your target audience and acknowledging their presence is going to give you points in the win column.
On another note, do what’s known as a sentiment analysis. This is where you analyze any mention of your product or company. These may be positive or negative reviews, but using analysis tools can help you view there is a problem with your product. Take the negative reviews to heart. This means that you have an unhappy customer and that your product or service needs improvement. After you have made the improvement, contact the customer and try to win them back. Social media analysis gives companies more leverage in improving customer service; take advantage of it.
Finally, analyze one-on-one conversations. This means that you have stepped out from behind your logo and connected with your audience. Once you do this, people realize that you are humanistic and approachable. If they are happy (or unhappy) with a product or service, they know they can come directly to you. As a company, you want to drive customer service. Customers drive your sales and, without the sales, you would not have a business. These are not the only tools you can use to analyze your social media but they’re a good start. Once you start analyzing your social media, you’ll soon catch up with your competitors and be on your A-game.