How to Use Social Media Marketing Data to Improve Engagement and Grow Your Business

Businesses can utilize social media marketing data to increase engagement with current and potential customers as well as to justify the return-on-investment (ROI) of social media advertising campaigns. Before collecting data, businesses should first set out their objectives and identify which information will help achieve them. This will reveal which metrics need to be tracked as well as any signs that their strategy may not be working effectively.


Social Media Marketing (SMM) can be an extremely effective way to reach new customers and expand your business. SMM helps you understand your audience better, drive more traffic to your website, increase conversions or sales more easily – but it’s crucial that your goals for SMM are clear before embarking on its implementation. Social Media Marketing (SMM) gives businesses an invaluable opportunity to connect with people in ways never possible before – for instance, using it allows companies to directly contact customers with questions or feedback regarding their products or services. Social media allows consumers to connect with brands in an informal setting, which can foster trust and loyalty while making them appear more approachable than an anonymous corporation. Finaly, social media can also be used to promote products or services by publishing organic content or paying to have advertisements appear in users’ feeds; paid advertising allows a post or advertisement appear that can be highly targeted depending on its target audience. SMM can provide customer support by directly engaging customers or connecting them to the appropriate department within an organization. Customers today often prefer social media over calling or visiting physical stores when communicating with brands; additionally, many social media platforms provide instant messaging features so users can contact brands quickly without waiting on hold or making phone calls.


Reach is a social media metric that measures the total number of unique viewers that see your content on various platforms. Tracking it provides insight into how far your posts and campaigns have spread across the web and how many potential customers have learned about your brand. Furthermore, Reach can also serve as a useful way of benchmarking against competing brands in your industry. Social media platforms each offer different metrics for measuring reach. Facebook divides reach into Viral, Organic, and Paid Reach categories while Twitter doesn’t show this at all – instead offering Impressions instead. While Reach and Impressions may appear similar at first glance, they differ drastically; reach counts unique users who view content while impressions count the times someone views that same piece. Non-social reach is another essential metric when measuring the success of your social media campaigns. It estimates the potential number of people exposed to your content outside social media platforms such as blog posts, comments, reviews or news articles; for instance if your PR team managed to secure mention for your company in The New Yorker it is important to know what extent their exposure was. Use Awario as a social media analytics tool to easily discover your reach on social media. The tool allows you to set alerts for keywords of interest, monitor them in real-time and generate reports with results compared with those of competitors to make more strategic business decisions.


Content shared by businesses on social media can make an impactful statement about their brand, from new product information release and event video sharing, to customer service or offering customer care – the brand can be negatively or positively impacted depending on what users post about it and social media analytics provides marketers a means of monitoring this effect and making any necessary changes. User-generated content found on social media allows customers and Internet users to express their thoughts about products, services, experiences and companies more freely than through marketers alone. This type of dialogue provides invaluable market research data which can improve quality in products and marketing materials for companies as well as identify important issues within a certain consumer group. Monitoring and responding to customer comments can have an immediate effect on business sales. Customers often make purchases based on recommendations posted online – an extremely powerful influencer when making purchasing decisions! Businesses should strive to maintain an excellent online reputation. Knowledge of social media analytics can enable a business to expand its customer base, increase conversions and maximize returns on investment (ROI). The key is keeping on top of data and metrics so managers can assess performance accurately while monitoring budgets efficiently and supporting communities from lead to conversion. First step should be identifying which goals for social media marketing are most significant for your business, this will determine what data needs to be gathered and analyzed, what departments could benefit most from insights gained and the most efficient ways of disseminating those insights across an organization.


Social media has opened up an invaluable source of consumer data that marketers can exploit for marketing activities. But due to a lack of research into ethics of this practice, consumers’ attitudes regarding marketers’ use of personal information have yet to be fully comprehended. This study investigates various factors’ effects on perceptions and comfort levels with marketers’ use of public social media data by measuring factors like privacy protection, gratification and self-disclosure levels as predictors for marketing comfort levels in participants. Results indicate these three predictors as being key predictors of marketing comfort levels among participants. The findings reveal that participants reported greater comfort with using their public social media information for targeted advertising than for opinion mining or customer relations purposes, which isn’t surprising given that targeted ads are the most visible form of social media marketing. Furthermore, this study supports the hypothesis that individuals more comfortable with having their information used for marketing purposes display less attitudinal changes due to marketing communications. Attitude defense, also known as cognitive dissonance reduction, can reduce negative attitudinal reactions to marketing communications and is therefore a vital strategy in order to decrease cognitive dissonance. Finally, this research demonstrated that individuals who engage with social media for long durations, regularly update their profiles, and belong to both colored and black population groups displayed the most favorable attitudes toward marketing communications. Future studies should investigate whether such factors can be utilized by marketers as means to build more nuanced models that gauge consumer comfort with how their information may be utilized by marketers.


Just gaining social media traction isn’t enough – to really reap tangible results you need conversions from social media campaigns. A conversion is defined as any desired action from a target audience that results in sales, newsletter sign-ups or lead generation activities. Therefore it is imperative that you define and measure your conversion goal carefully in order to meet it successfully. Social media marketing tools like Google Analytics or Hootsuite provide excellent tools to measure these metrics, but the optimal method involves taking a more comprehensive approach when measuring success: tracking goals via traffic levels, goal conversion rates and other measures like brand awareness and engagement. Measure these metrics to gain insight into the value and effects of your social media campaigns on your business. For instance, if your conversion rate is high while traffic remains low, consider whether your content is truly targeted towards its intended audience – this may require amending your marketing strategy or revising what content is produced. To maximize conversion rate, it is essential that you prioritize user experience. Be sure that all channels are consistent and easy for visitors to navigate; create an accessible path from one channel to another; as well as providing users with means of contact such as a phone number or chat button. Kommo, an easy-to-use Messenger Based Sales CRM Software designed to boost ROI, offers all these features on an accessible platform. This includes managing visitors from Facebook, Instagram, WhatsApp Button and website forms in one central place and offering real-time insights on conversion rate in an intuitive dashboard.

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