Social Media

What Analytics Say About Your Social Media

Remember the saying, “Rome wasn’t built in a day?” Well, think of social media as Rome. Building it requires planning, patience and persistence. Many of you are rising professionals in different parts of the art industry, having already created a social media strategy. Whether you’re a singer or a journalist, “telling it like it is,” there is only one way to know if your content speaks to your audience. In the first part of this social media series, I am going to share with you how.


Know How to Communicate

Having been a singer and aspiring entertainer in my past, I can’t tell you how much I wished to have had a team of marketing professionals behind me. As a “starving artist” my idea was not achievable, so I turned to social media marketing. Though it was free, my attempt to self manage quickly led me no where and here is why:

  • I didn’t know my audience
  • I didn’t know how to attract an audience
  • My content wasn’t engaging
  • I wasn’t optimizing any key words

Now some of you might be thinking “well if she knew how to sing, she would have attracted her audience naturally.” However, I am here to tell you that having a large presence in any career involves the selling behind it. In relation to social media, the selling I am talking about is communication.


Know What to Communicate 

Social media is social right? It is a form of marketing that requires less shouting and more communicating. You can learn what to communicate by keeping track of your analytics. If you are on a budget, like I was and still am, Google Analytics is a great place to start. If you have a little more to spend, then Simply Measured is the crème de la crème. Here is a comparison chart of the features and costs of both platforms:

Individual & Multiple Profile Analysis Limited
Cross-Channel Analysis Limited
Competitive Analysis Limited
Social Brand, Keyword & Hashtag Monitoring Keywords & Hashtag Finder
Segmented Analysis N/A
Social Traffic & Web Analysis Web Only
Social Network Button Tracker
Comprehensive Social Media Analysis N/A
Traffic Sources
Real Time Reports
Audience Overview
Visitor Bounce Rate
Cost $0- 150k Annually $500 - 2k Monthly



Know When to Change Your Communication

 So, how will all of these features help with your social media presence? Think of it this way, if you are constantly Facebooking, Tweeting and Instagramming, and no one is commenting or liking your posts, then Simply Measured will tell you why in numbers.

When it comes to blogging, I currently use Google Analytics. Google tells me the length of time that visitors stay on my page. If my visitor “bounce rate” is high, then I know to reevaluate my content. I start by looking at other analytics- such as demographics and user interests- and improve any new content based on those numbers.

No matter your social media goals, analytics will help to take the guess work out of your communication. Curated content is made through careful observation, planning and creating. Join me next week to learn about what methods work best for social media professionals in the art industry.

4 thoughts on “What Analytics Say About Your Social Media”

  1. This is a very interesting look at Google Analytics and how you are interacting with your customer and the channels which you need to use to further your interaction with them. Today consumers are bombarded with a veritable information overload and as such content has to be of the highest quality to keep the consumer engaged and coming back. The same information overload applies to music as well which is the space you were/are operating. Today consumers interact with music through dozens of channels and through many devices so a strong strategy is key. By employing a service such as Google Analytics and Simply Measured allow you to take a critical look at what is working and what is not. Based on your interactions on both sides (with and without Analytics) how would you rate the change in your interactions. Are you finding increased traffic at performances and on your web presence?

  2. I completely agree with you that Social Media is a process. Unfortunately it is not something that can happen overnight, it needs to be cultivated and worked on to really show any results. Analytics is a great resource for this! As someone who uses Google Analytics personally and professionally, I definitely see the pros and cons. Using any analytics you can get your hands on will be beneficial in the long run. Thank you for sharing simply measured. It is a service I have never heard of and will definitely be looking into for future use. In addition to Google Analytics, I have used SocialFlow and Chartbeat. Depending on what a brand/companies needs for information they can also be a great resource.

  3. Yes, with access to social media, one should also know how and why they are using that social media outlet. I have found that some companies, basically smaller companies, don’t really need a Twitter account, as they don’t have enough staff to man the Twitter account. Which we all know, that if you don’t respond, it’s as if you don’t care!

  4. that given your view of truth, the only thing that could keep things together would be an absolute hihrercay because the system itself can produce no objective truth.

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