Channel Performance Analysis
Channel Performance Analysis, in the context of social media, refers to the detailed process of evaluating and measuring the success, effectiveness, and efficiency of a specific social media platform, account, or communication channel used by a brand, individual, or organization to engage with its audience, achieve goals, and deliver content.
It involves collecting and scrutinizing information from various indicators, including the growth of followers, rates of engagement (likes, comments, shares, saves), and other sorts of direct interaction that tell us something about the channel. These direct interactions are expressed in several key performance indicators, which we will talk about in detail in another lesson. For now, they are collected and analyzed to understand how a particular channel is performing in comparison to predefined objectives, benchmarks, or other platforms being used.
This analysis allows us to see trends, strengths, weaknesses, opportunities, and threats for each channel. And that really helps. It helps marketers. It helps social media managers. It helps organizations make data-driven decisions on where to allocate their time, effort, budget, and resources for the best possible outcomes.
Channel Performance Analysis is done on a regular basis. It doesn't stop. It can't stop if one wants to optimize what one is doing on a particular channel. Not only can it and does it inform the actual content that is created (and what is working or not working, to be more direct), but also who the content should be aimed at, When it should be posted (and what 'When' looks like in terms of dayparting, weekparting, and even monthparting).
From here, it can also inform the making of predictions (even if some are just educated guesses based on the numbers) concerning what type of return one can expect from the investment that is being made on that channel.
This is critical because not every goal or audience is served equally well by every social media platform. What works on Instagram might not work on LinkedIn, TikTok, or Twitter. So the ability to assess the performance of each channel is key to achieving both the immediate objectives of a social media marketing program and the ultimate objective of serving broader business goals.
Tools such as native platform analytics, third-party analytics suites, or customized dashboards help uncover actionable insights— International Journal of Communication, Volume 14, 2020— that improve the scalability, efficiency, adaptability, and long-term growth of a brand's social media presence.
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