Analytics
In the realm of social media, 'analytics' refers to the collection, measurement, and interpretation of the data that users generate and interact with on social media platforms. It is an attempt by individuals and organizations to gain insights into the effectiveness and performance of their social media efforts. They use these insights to optimize their strategy.
Engagement metrics such as likes or shares
Audience growth or decline
Impressions (the number of times content is displayed)
Reach (the number of unique users who see the content)
Click-through rates
Audience demographics (age, gender, location, interests, and so forth)
For a social media manager, in a good way, analytics can be a petty scorecard. A way to keep tabs on how a page or post is performing. Analytics, in the way that it is useful to a social media manager, is a pretty good outline of what makes data-driven decisions across the board. Some kinds of social media analytics can tell you what kind of content is working best. Other kinds can tell you what platforms are best for the kind of content you are creating.
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