Social Media analytics are becoming paramount to online businesses to track what content is working and what is not. Being able to hone in on the types of content to create to reach your target audience should be the primary goal of your content brainstorming and creation. You should be utilising analytics to:
• Spot trends relating to your brand and offerings
• Understand what is being said about your brand
• Gauge customer sentiment towards your products and services
• Figuring out the who, what and when in regards to interaction with your content, by users
• Track your competitors and what is and is not working for them
• Map how third-party partners and channels affect your performance
These insights can help you to make tactical adjustment and help drive future strategic decisions. They can help you improve product development, customer experience, branding, operational efficiency and aid competitive analysis. The power of analytics should not be underestimated.
*One thing to remember is that when making improvements, you should approach it scientifically and only change one thing at a time and then give the data time to build, in order to see accurate results.