If you’ve spent even a little time researching social media marketing, you’ll probably have heard about the importance of having a robust analytics tool as part of your tech stack. However, if you’re just getting to grips with analytics tech, it can be hard to know exactly which metrics are useful to you, and how you should apply them to solve common marketing challenges.
If you’re eager to get the most from your social analytics tools, here’s five theoretical social media analytics examples to help inspire your marketing strategy.
1. Improving Lead Generation
The Scenario
A B2B SaaS company providing bespoke project management solutions has been investing a lot of time and resources in their social media marketing. However, they’ve found the leads they’re generating aren’t as high-quality as they’d hoped, and conversion rates have been lackluster.
The Method
The company begins leveraging social media analytics to better qualify their leads and make work easier for their sales team.
They start by selecting key performance indicators aligned with their goals, such as likes, comments, shares, and click-through rates, then seeing how these metrics vary depending on the type of post.
From there, the company sets up categories to sort their content into, including customer success stories, case studies, industry news, promotions, and how-to videos. This reveals that while case studies get a lot of engagement from existing followers, customer success stories and how-to videos are the most successful in generating high click-throughs from users who were previously unknown to the business.
The Result
Equipped with these insights, the business starts to invest more of their social media resources into customer success stories and how-to videos, alongside building campaigns targeting specific audience segments that emphasize this kind of content.
Over the next quarter, the business observes an increase in click-through rates for their content and a general improvement in the quality of leads, with the sales team experiencing stronger conversions and shorter sales cycles.
2. Optimizing Competitive Benchmarking
The Scenario
A B2B logistics firm wants to gain a competitive edge and set themselves apart from other companies in their space. They feel their social media marketing isn’t reaching its potential, and that they need a methodical strategy for comparing it to the competition and bringing it in-line with industry standards.
The Method
The company adopts a market-leading social analytics tool to track a small list of competitors’ engagement metrics, such as their follower growth rate, engagement rate, posting frequency, and preferred content types.
They then compare their own metrics against those of their competitors over the past year. The analysis shows that their competitors, on average, have a more consistent posting rhythm, and enjoy a higher rate of engagement through the use of interactive content like polls and quizzes. This highlights gaps in the company’s own social media posting schedule and content focus.
The Result
Based on these insights, the company increases the frequency of their posts to meet or surpass their close competitors, and diversify their content types by experimenting with a mix of thought leadership, behind-the-scenes content, and particularly interactive content.
Over the following months, the brand sees an increase in their engagement rate and a significant growth in followers across all platforms.
3. Refining Social Media Targeting
The Scenario
A small digital marketing agency is experiencing below-target conversion rates from their social media campaigns. Although their content is seen by a wide audience, the campaigns are failing to meet their targets in terms of leads and conversions.
The Method
The agency starts leveraging a social media analytics tool to get a more granular view of their audience. Using this platform, they begin to study the demographics, interests, and behaviors of the people who interact with their organic content and paid ads across different platforms.
This analysis reveals that the majority of their engagement comes from a single audience profile: mid-level marketing managers in B2B SaaS companies, who tend to respond positively to content citing case studies with plenty of statistics.
The Result
The agency diverts more of their social media resources into creating content around case studies with plenty of facts and figures, while also refining their ad targeting to focus on mid-level marketers at B2B tech companies. This is coupled with using more ad creative that emphasizes figures from client success stories, such as an increase in ROI.
These changes lead to significant rises in engagement rates across ads and organic, as well as website conversions.
4. Identifying Engagement Trends
The Scenario
An ecommerce platform focused on helping retailers search for their ideal wholesaler has noticed stagnation in their social media engagement and business growth. They’re aware of the need to keep up with fast-moving market trends to generate new business, but don’t have a reliable system in place for leveraging trends before they pass them by.
The Method
The company starts using a social media analytics tool with AI-powered trend analysis to help them process large and complex data sets. The tool is able to analyze trends in comment threads, hashtags, and keywords across several different platforms, focused on competitor accounts specified by the marketing team.
The tool is able to highlight emerging trends in the ecommerce social media space, including a demand for personalized product recommendations, and interest in ways that retailers can make their supply chains more sustainable.
The Result
Using the insights from their AI tool, the company pivots their social media strategy to align with these trends. They begin developing a new section on their platform dedicated to wholesalers selling sustainable products, and publish thought leadership content on how ecommerce retailers can embrace personalized product recommendations on their websites. This sees a rise in user engagement from their social media campaigns, and an increase in user registrations on their platform.
5. Boosting Brand Awareness
The Scenario
A company providing a SaaS HR tool knows they have a superior product compared to many of their close competitors, yet struggles with brand recognition on their social media platforms. They want to increase brand awareness in their highly competitive market.
The Method
The company uses a social listening tool to analyze their brand share of voice compared to a specified list of competitors, analyzing HR industry keywords, discussions, and hashtags across all the platforms where they’re active.
This analysis shows that their competitors are using a variety of methods to amplify their brand messaging, such as influencer partnerships, employee advocacy programs, and content collaborations with larger brands in the SaaS space. The company takes cues from this strategy by diverting more resources to their influencer marketing campaigns, and starts an employee advocacy program so that their content is relayed to a much wider network.
The Result
Through their influencer and employee advocacy campaigns, the company sees a significant improvement in their brand visibility. This manifests in a significant growth in followers, and an increase in their brand share of voice which quickly overtakes some key competitors due to the quality of their product.
These achievements, in turn, lead to an increase in demo bookings and inbound marketing interactions.
Learning From Social Media Analytics Examples
Social media analytics has tons of potential for any brand, but only if you have a clear idea of how to apply these kinds of tools. We hope these social media analytics examples have helped inspire your approach to social media marketing, and work towards your own big wins.
To discover an intuitive, AI-powered analytics platform that helps you make sense of your social media, sign up to Highperformr for free today!
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