Why You Should Use the Analytics Tools of Your Favorite Social Networks
Why You Should Use the Analytics Tools of Your Favorite Social Networks:
from New Research on Lead Generation through Web 2.0 Media | Marketing ...
Understanding the key elements that influence consumer behavior on specific channels can help brands to focus the direction of their content. Analytic tools are available for the majority of networks. They offer valuable insight into behavioral patterns and engagement levels, and also inform site owners of their content reach as it is shared by users across multiple networks.
Here are the most popular social networks and a detailed overview of the main analytics options available for site managers.
Facebook describes its Insights API as “methods by which Facebook Platform developers can access the underlying data that is presented on the Insights Dashboard.” Brands can also access comprehensive data via Facebook’s Query Language (FQL) and Graph API, which provides a detailed understanding of fan behavior and Page performance.
Twitter is slightly more complex when searching for brand mentions, and businesses cannot rely on identifying references and positive chatter through @mentions alone. With Twitter’s discover facility, businesses can assess their social presence via @replies, hashtags, and plain text mentions. That is vital for better understanding the overall impression a brand has within the network.
Similar to Facebook, Twitter also has a website for developers which shares the latest developments with its API, developer blog, and discussions boards. Page admins can use the developers website to find guides about everything from embedding tweets and timelines to integrating the follow button onto webpages.
Google+
Google+ Platform Insights allows businesses to optimize their Google+ integration by measuring user growth and the activity of posts. Platform Insights largely focusses on trends to help develop fan acquisition and their engagement levels, whilst also placing importance on accessing analytics for apps in Google+.Google+ for businesses particularly looks at helping businesses identify influential users, listen to fans, and identify key areas for social return on investment (ROI). It also has helpful information for brands new to Google+, such as how to be found on the network and tips on connecting within the network. This, in addition to Platform Insights, can provide great knowledge and direction for brands on Google+.
To access Pinterest Web Analytics, Pages must be verified in order to officially associate a website with a Pinterest account. Users can request to do this in their settings.
While official analytics tools provided by the network itself are often the most reliable and in-depth tools to use, it is also worth being aware of the third-party applications which can also offer a high-quality service and provide alternate ways to measure engagement.
The key thing to take away is that if your brand is active on social networks, analytics are vital for identifying and understanding your audience, predicting and responding to their behavior, and tailoring your content to maximize engagement levels. Social media agencies are often a brand’s first port of call when looking into managing analytics.
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