Long ago, cities didn’t have running water. A water carrier used a donkey to deliver water to people’s homes. The donkey worked very hard every day. Its back was bent from carrying heavy loads, and its body was full of wounds. The owner didn’t take good care of the donkey. He fed it poorly and often beat it to make it move faster. The donkey was patient, but it suffered a lot and often wished it would die to escape the pain. One day, the water carrier met a friend who worked in the king’s stables. Seeing the donkey’s terrible condition, the friend offered to take it in and care for it. The owner happily agreed. At the royal stables, the donkey saw strong, beautiful horses living in comfort. Comparing himself to them, he felt sad and complained to God: “Why do they live so well while I suffer so much?” Suddenly, a war broke out. Soldiers rushed in, took the horses, and rode them into battle. The next day, the horses returned badly injured—covered in wounds and arrows. Watching this, the...
Note: This post is for beginners, so you can skip this and read other posts if you are proficient in social media data analysis.
What is Analytics or Data Analysis?
Useful information is called data. It can be in multiple forms, such as descriptive or numerical. For example, the number of people who have visited your site or liked your post. In Pakistan, Analytics is underrated and not fully utilized compared to other digital marketing branches. The emphasis is on promotion and interaction. Digital marketers and page owners neglect the data and numbers and what story these facts and figures depict. The situation is not very different in other countries where SME businesses don't concentrate on data analysis. So let me educate you based on the matrices you should be looking at and how you can deduce inferences from them and improve your content strategy.
The number of visitors: This is the most basic metric you would encounter on FB, IG, Twitter, or other platforms. The inferences you can make from this metric are: how many people are coming to your page? Do they come on a particular day or time? Are they increasing or decreasing? From these questions, you can infer that you are doing a good job if people regularly come to your page. If the number is decreasing, then you should improve your content.
When do they visit your page?
It is also another useful metric that can tell you when visitors see your posts. Is there a trend that they visit your page, for example, on a particular day of the week or a particular time of day? For example, I used to work at a university. Our primary audience was university students. They would like posts in the afternoon when they had a lunch break or in the evening when they reach their homes, i.e., 7-9 PM. You can also see if your audience is available at a particular time and then schedule your posts at that time slot.
Who is your audience?
The demographic factors, such as gender, age, location, country, profession, roles, etc., tell you about your specific audience. For example, if you see those female users are the majority of visitors, you should post relevant content of interest to them. Female and male social media celebrities fail to recognize this insight. The female/male celebrities keep posting content relevant to the female/male audience and neglect others. This way, they lose a significant audience's attention.
What is the audience looking for?
Facebook provides insights on post engagement. Similarly, other platforms also tell what posts performed well. If you see that a particular post, such as a video, animation, image, text, or memes, is getting attention, you should be doing that more.
These are some of the most important insights you should be looking for. Once you get comfortable with them, you should search for more metrics and infer results from them.
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