As Ann Handley has put it: “LinkedIn is where you can meet up to get work done”. In fact, 50% of B2B sales decision-making happens thanks to LinkedIn. If you want to get some work done over LinkedIn, you have to start setting up successful LinkedIn strategies. How do you get there? You have to check what works precisely for you. That’s when Analytics enter the game. Most people fail to get to the basics of LinkedIn Analytics, even though they are all right there in front of you. This quick post walks you through the essentials without getting too technical. Dive in!
LinkedIn Analytics Part I: Visibility
Think numbers: every month, 106 million unique users visit LinkedIn. These are your potential connections, followers, business partners.
The count of your LinkedIn profile and company connections
This is your basic LinkedIn contact, probably someone you know personally or connected with previously on some other level. These are people who already want to engage with you at a higher level, rather than passively check your company updates. Value and appreciate their existence!
You should try to expand the number of LinkedIn connections. Leveraging human network will lead to a sort of ripple effect. Deepak Shukla shares his insights/tips on how you can develop your LinkedIn account. Give it a read once you master the basics! Read more
People tend to either oversimplify or overcomplicate Twitter Analytics. If you are an experienced marketer, advanced calculations and in-depth statistics will mean the world to you. However, you need to get started with something to reach a certain level of expertise. So we will cover the basics for you and help you master Twitter Analytics in 3 easy steps! Once you know what Twitter analytics basics are, you’ll be able to excel in the rest of technical stuff.
Twitter Analytics provides various points of view on your data: you can see who your audience is; check your tweets’ performance; see what works best for you or your business. But where do you get started? How do you know which data you need? We have an article that defines each Twitter metrics in terms of questions you need to be answered. You should know that you are tracking the right metrics. Coming to the right conclusions, based on data, won’t be a difficult job, then. That’s your next step! But let’s see what we have for now.
Twitter Analytics Step I: Data behind your Tweets
User actions are what you want to be looking at when you start thinking Twitter strategy. When it comes to user actions, four things are key here: Likes, Replies, Retweets, and Favorites.
The number of times people “Liked” your content (tweets)
Likes usually mean that your content resonates with your audience. It’s what people call a “virtual high five”. So “likes” indicate that either your tweet has a compelling design, a catchy text or you have dear friends among your followers.
Are you overwhelmed with all the analytics, technical terms and ways Facebook tracks your performance? If you are, then you are not alone. To help you out we have prepared a very quick intro into Facebook Analytics. In 5 minutes you will learn almost everything you will ever need to know to become an expert (well, somebody who knows about Facebook analytics more than 99% of its users).
Facebook itself brings you Insights, an extraordinary tool that enables you to analyse your Facebook performance, and provides you with various metrics and data. But let’s be honest, if professional marketers are well capable of dealing with large amounts of information, us, ordinary human beings, we get easily confused and lost in all that technical mumbo-jumbo.
Before you get to the point, when formulas, calculations and measurements start making sense, you have to get the basics right. In fact, all the next steps you’ll take in tracking and monitoring your performance will heavily depend on simple notions.
Moreover, there’s no need to be up to the neck in technical terms. Let’s see how we can easily get rid of over-complications and get right to the point!
Facebook Analytics part I: Reach
We assume that you’ve joined Facebook for a reason. If it is visibility that you care about, then Impressions and Reach are the terms you should be aware of.
The number of times your page’s content (post) is displayed
Note: Impressions give you an overview of how many times your post has, at least, popped up on someone’s screen, but they don’t translate into a number of people, who saw it. People may see your post multiple times.
For instance, if Mr X saw your update on his feed, and later spotted the same post, shared by a friend, this will count as two impressions.
Impressions later can be divided into Organic, Paid or Viral Impressions. To see the difference, read our in-depth post on Facebook metrics.
To get information on the number of people, who have seen your content, you have to check your Reach.
You probably were wondering, what is that Octoboard Social Score that people are sharing around and talking about? You can check your Social Score at the top of Octoboard’s Social Dashboard. Let’s see what it means, how we are measuring your Social Score and, what’s more important, what do the numbers tell you about your Social Media activity?
I suggest that we start with the fun part!
We have divided our Social Score into 11 levels: you start with, well, a Start, then become a Baby Octopus, and can go up to becoming the Master Octopus. When you do, please let us know – these creatures are extremely rare!
How do you move up the levels?
- The first step is to connect your various Social Media accounts – Facebook, Twitter, Youtube, LinkedIn, Instagram, Google+, Pinterest, and VK. Obviously, the more you connect, the higher the score
- The second step is to understand how we calculate the Social Score. Just keep reading!
- The third step is to increase your engagement and performance across your Social Media platforms. We update the data on a daily basis, so you can see the changes in real-time
Octoboard & Social Score
Octoboard is a data visualisation product, a dashboard. It shows Business and Social Media metrics for companies, marketing agencies and individuals. Social Score was added to make it a bit more fun and also give an overall Social performance figure – a score for you to improve.
In our Free Social Edition we have enabled metrics that make sense to have in a dashboard. Engagement would be the most important one.
There are two big reasons to have Twitter Engagement metric on a live dashboard
To be successful in social media means having large audience of followers who are interested in your content. Engagement metrics tells you if people are interested. If they interact (engage) with your content it is a good thing. If you have Engagement metric in a dashboard you can see if the level of interest drops as it happens. You will have more time to fix a drop in interest if you identify it early and an online dashboard is perfect for that.
There is another reason to have Engagement in a real-time dashboard.
Today we are adding support for Facebook to our Free Social Media Dashboard. There is a lot of metrics and KPIs in Facebook analytics. It can be difficult to understand or organise them to get value. KPIs on their own are just numbers in a graph and we should try and turn them into insights (useful information that tells you something valuable).
Metrics on their own are just numbers in graphs. We should turn metrics into insights. But let’s organise our data first.
We have put a lot of effort into making sure information is understood easily. Instead of teaching you how to create widgets or graphs, or writing complicated manuals, we invested into user-friendly interface. Adding new data to your dashboard takes just 2 steps:
- Connect to Facebook
- Select and add widgets (our pre-created graphs and charts)
Organised data in a dashboard is not the end goal.
You should add two more steps to make your dashboard really useful. Here they are:
- Ask practical questions (more on this below)
- Start getting insights
We have organised and grouped widgets together. In our Free Social Edition we have limited their number to avoid confusion, yet we selected metrics that are practical – easy to use and helpful to follow every day.
To help you get from graphs and numbers to insights (useful information that tells you something valuable), we have put together a short guide or questions you should ask Facebook daily.
Read our short guide about how to use Facebook metrics
Below are some of the questions and metrics groups that we have put together:
- Audience – set of metrics that tell you what kind of people visit your Facebook page
- Popularity – is my Facebook account gaining popularity over time?
- Reach – “how far” does your Facebook content go? How many people see it and how often?
- Engagement – do my visitors engage with my Facebook content (comment on it, like it, and so on)?
- Paid vs Organic – how much of your traffic comes from Facebook Ads?
- Viral content – how viral is my content. Do people share and spread it further?
Check out our Facebook metrics guide and keep these practical questions in mind when you are looking at data. A graph, chart or map that does not help you in a practical way or does not answer an important question is probably not worth displaying in a dashboard.
Create your first dashboard now. No credit card required.