Perhaps the better question is, what is the value of all those numbers?
The answer is that they can be very valuable, you just have to know what to do with them. And the good news is that you don’t have to be a numbers person to be able to use analytics. We’ll be talking more about specifically how to do these things in the next few weeks, but for now, here are just a few of the things analytics can tell you.
What your audience likes
This is pretty obvious – what your audience responds well to on social media is obviously something they like, which can help inform future social media strategies and even future business directions.
How to make posts that get responses
By looking at which posts did well and analyzing them, you can determine what your audience responds best to so you can make posts (and social ads) that get responses.
Where and who your audience is
A lot of analytics gives you demographic data like where your audience lives, their gender, their interests, and sometimes even things like their income and age range.
When to post
A little experimentation and a hard look at analytics can show you what days and times to post to reach as many people as possible.
This is probably the most important thing you can get from your analytics – the return on investment for your social media efforts. Even if you can’t directly correlate social media with sales, you can still use analytics to show things like how people think of your brand, your share of voice (how many people are talking about you compared to your competitors), and traffic to your website or sales page.