What Is Social Media Analytics? And Why Is It Important?

Social media analytics

Social media is essential for businesses that want to remain competitive. According to research, as many as 98% of consumers plan to buy on social media in 2022.

Social media analytics provides enterprises with actionable insights, metrics, and key performance indicators (KPIs). They assist businesses in tracking how customers interact with their social media channels. This knowledge is essential for developing your marketing strategy and enabling social media marketing.

The purpose of this article is to discuss how a business or brand can use web analytics to inform marketing decisions and strategies.

What Is Social Media Analytics?

The process of gathering information from online content and social media platforms to inform business decisions is known as social media analytics. Enterprise social analytics requires in-depth analysis beyond surface-level metrics to understand social audiences down to the customer level fully.

The Importance of Social Media Analytics for Enterprises

Using analytics from social media, brands can gain insight into their target demographic’s interests and the factors that influence their purchasing decisions. With this information, marketing teams can design interactions that are more tailored to each individual.

NetBase, for instance, is a web analytics tool for enterprises of all sizes and advertising agencies, thanks to its location in the cloud. Dashboards and reports, as well as social media and brand health monitoring, are among the essential functions.

Social media conversations can be tracked, analyzed, and comprehended with the help of Netbase Quid’s social analytics solutions. This user-friendly program provides extensive social analytics, brand health monitoring, and competitor tracking.

How Companies Can Use Social Media Analytics to Make Marketing Decisions

Decisions about marketing strategies can be particularly challenging for businesses. Learn how your company can use social media to inform its marketing strategies.

1. Identify Faults

A company frequently needs to improve on social media because it draws hasty conclusions from limited data or needs to understand social media’s importance fully. As a result, fewer prospects will become buyers. Social media can assist these organizations in tracking and analyzing their progress toward their strategic objectives. It can track a customer’s movements and identify areas where leads dwindle.

2. Enhance Internal Collaboration

Information sharing amongst internal teams is evolving due to the rise of enterprise social networks and social intranets. Using these networks, you can learn which forms of engagement are most well-liked, how teams engage with one another, and how this contributes to better teamwork in the workplace. The further down the funnel you can see, the more informed your teamwork decisions will be.

3. Show Competitors’ Successes and Failures

It’s likely that your rivals are actively using social media and may even have an edge in some areas. They may be doing a better job engaging their audience, expanding their core fan base, or even converting their leads into sales.

You can modify your online marketing strategy or create more effective engagement messages with this information.

4. Show You the Best Social Networks.

Unfortunately, only some social media platforms will meet your needs. Social media platforms with massive user bases (e.g., Facebook and Instagram) are only sometimes the best for getting your message across to the most significant number of people.

Smaller networks such as Pinterest or Flickr could better implement your strategy.

5. It Makes It Easier for Customers to Solve Their Problems

Customers treated poorly by customer service often take to social media to air their grievances.

But ironically, that’s also the best place to fix the problem before it spirals out of control. In the event of a crisis, being prepared with best practices for handling the situation and managing resources requires an understanding of the potential of social media to boost your brand image through the resolution of customer queries.


In today’s market, social media can no longer be considered a viable means of customer interaction. Instead, invest the same amount of time and money that you would in more conventional forms of advertising. This article shows how companies use web analytics to make better business decisions and strategies that ensure your business remains competitive.

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About the Author: John Watson

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