Analytics and Social Media

Analytics provide us with tools to better reach our social media followers and the platforms they use.


The analytics of social media is a great way to measure your strategy success. Analytics by definition is the systematic computational analysis of data or statistics. In social media, it is the practice of gathering data from blogs and social media websites and analyzing the data to make business decisions.

The ways in which Facebook, Twitter, and Instagram differ in their approach to analytics is a rather narrow approach. Facebook measures pages likes, post reach, engagement (shares, reactions, comments) impressions and clicks. They gauge post type, video views, and Facebook referral traffic along with bounce rate.

Twitter measures the analytics with @replies + mentions + re-tweets + likes divided by total impressions.

Instagram uses similar analytics as the others by measuring the top posts, photos sent, videos sent, your followers, a total number of followers, followers gained, hashtags, for likes, comments, engagements per follower and media.

Social media managers use analytics to form an impression of your personal site or of your business site. They want to know if their strategy is working for improving the business for whom they work. If it is working, there should be more engagement or in businesses an increase in sales. If it is not working, then it is time for them to change the strategy.

A business will use analytics to measure their response from posts or tweets and if it is increasing their engagement and revenue. They check to see if the content they’re posting is engaging their target audience and if it calls them to action. If the analytics do not support their strategy then they may change the time of day they post or the content they’re posting.

The content your posting is relevant to the increased numbers for analytics. It will guide you to use the correct platforms of social media. The strategy of using analytics is valuable to anyone seeking to reach more people on social media platforms. A business will set up its expectations ahead of time, and should make them realistic, achievable, and focused. As a journalist, you may change your strategy through the use of analytics to find out when your audience is utilizing social media. Time of day is important and you must consider where your audience may reside. It may be viewed throughout the world in multiple time zones. Increased likes and what do they share or not share with others if valuable to increase your followers. If you don’t see an increase in followers, then change the content you post or the frequency you post.

The most important analytic to measure is the engagement from your followers and the results it provides for you or your company.

One of the most important companies that provide analytic tools is Google. They provide the whole picture of your performance on social media. It offers to you a visual of how people are getting to you and what platform they are using to do it. They measure traffic by social channels.

Analytics are the best method to measure if your goals and strategies are working. They are valid and valuable for the individual or for business. There is definitely an influence by bots, they can spread content like the wind spreads wildfires in California. Overall analytics are very useful tools to interpret your strategies.

A personal way to measure engagement would include an analytic for creating a call to action and then track how well it performs, instead of how far the content reaches. Another way to measure engagement is how much time does someone spend on your page. A valuable part of your strategy should include if your followers are reading all the content you post or is it just a bounce.


The like button for most is a way to show approval to those they follow. Sometimes it’s just polite to “like” the content, after all, they are your friends. You know they want it, need it, desire it and it’s socially acceptable. Most times I have read the content posted by those I follow and genuinely enjoy it. That is why I share and re-tweet their posts, especially if there is a call to action from me. The best way to measure someone’s social attitude is to just ask them. Some people like to hide behind the wall that is social media, but that may not tell their true attitudes. Some social media users may want to be seen as socially acceptable and there is nothing wrong in doing so. Find out more information by just asking a question of the intent of their posts. You can’t always talk face to face, but today you can reach anyone anywhere in the world through social media platforms.

Social Media Campaigns

SoZesty is a social media driven consulting agency. Helping businesses create more customers through social media platforms.

Our social media class had the privilege to listen to guest speakerZack Hesterberg, Zach Hesterberg. He is the CEO of SoZesty, a consulting agency that specializes in social media marketing. Hesterberg was also a former student at Quincy University.

Hesterberg spoke of his eight steps to developing a social media strategy. He used a metaphor of going to the gym is like social media. He spoke of the failing platform Twitter, identifying your audience, sharing across platforms and the biggest mistakes people make on social media. All were very interesting ideas on increasing your customers and brand through the usage of social media accounts in business.

His eight steps to developing a social media strategy started with step one, understanding your micro-goals. This involved the sales angle approach. It is your method of approach when looking to increase the number of followers, which in turn, increased the number of customers.

The second step was setting goals. He believed in setting high goals but be specific, and it should be something you can measure.

The third step was to characterize your target customer. This means to locate, understand and target your local customer. To increase your business you need to post relevant material that attracts and engages your target audience.

Fourth, you need to analyze your competition. Find out what they are doing to attract customers, but don’t focus on them for too very long or you’ll lose sight of your own vision for your company. See what works for them and infuse those ideas into your strategy.

The fifth step is to develop and establish your brand message. Understanding this is key, so moving forward you know what content is essential to post that will attract more customers.

In the sixth step start by choosing which platform is the best for your brand. Before doing so it is imperative that you research your target group. After you have established your target group, and what platform they frequently use, find out the intent of the platform itself.

Build your content posting strategy is the seventh step. You should schedule your posts and be consistent. A suggestion is to use websites that specialize in scheduling posts such as Remember to post original content and use visuals, a must have on posts are videos, pictures, and info-graphics. Through the use of analytics on each platform you will know if they are effective. If they’re not working, change the strategy.

His final step in developing a social media strategy, step eight, was to search out the best in paid advertising. Enlisting the best algorithms that are most relevant to your success. Ads are the best way to reach people, it virtually guarantees you’ll increase your viewers and create new customers.

Zach used the metaphor, “social media is going to the gym.” This means you have got to be there if this is going to work for you. Make the time to develop your strategy. Apply yourself, set your goals, remember, to actualize you must first visualize. If you want to build stronger muscles it doesn’t happen overnight, nor do your customers find you if you’re not engaging with them on a daily basis.

“Twitter is sinking,” Hesterberg said. Just like the Titanic, no one was listening to those who sounded the alarm, and by then it was too late. He believes this platform is not responding to the ever-changing needs of those individuals who are engaging on social media every day. Other platforms have listened and are providing those with the essentials they seek. They are reluctant to change and this is reflected in their stock values.

If you are looking to hit the bulls-eye with one shot, then don’t use a shotgun, too much buckshot flies everywhere. When you identify your target, that is, your audience, you should narrow down your message to make it more successful. Identify their wants and needs and leave the rest behind.

This same thought process is why you want to target those in your local vicinity. Accelerate your message towards those who are close enough to utilize your services. Don’t waste time sending messages across the country when the customers you seek are in your own backyard.

Hesterberg finds that most people who try to capitalize by using social media become too “salesy” and lose their followers. They often misuse the platforms that could bring them increased followers and customers. You don’t want to turn people off, there are too many options out there for the public. They will seek out another brand and in turn provide loyalty to your competition.

These methods have provided success for Hesterberg and the companies who utilize his services. Always stay on top of the trends, know who and where you target audience is and remember to engage them.