Do you remember your best friend’s favorite hobby?
Do you know you’re your spouse’s all-time favorite book?
I’ll bet your answer is YES!
Do you know how many of your social fans use an Android device?
Imagine how helpful these factoids would be if you knew them about your social fans.
You could tailor your ads, posts and tweets to better speak their language, understand their travel aspirations and target your ads to potential new clients.
Understanding what resonates with your audiences is key to your on-going marketing success and increases the likelihood of those coveted likes, comments and shares.
Your social media strategy shouldn’t just be a shot in the dark! Build your presence by seeing what works with your audience. Social analytics are a key part of getting you where you want to be online.
Tools to Measure
Once you’ve decided what’s important to measure across each platform, it’s valuable to research what paid or free tools can best do the job for you. More in-depth analysis information here.
- A simple spreadsheet that you create to measure quantifiable metrics. At the very least, keeping track of trends and successes is key to your future social calendar planning.
- Facebook Page Insights is free for all business pages. Other minimally priced or free tools I’ve found useful include; CrowdBooster for Facebook and Twitter, plus Simply Measured.
- Pinterest tools include Pinterest Analytics, free for all business accounts, gives solid data on impressions and reach. Tailwind allows you to monitor, track and compare.
- Twitter can be measured and analyzed using Tweriod, CrowdBooster and Simply Measured.
- Twitonomy, TweetStats and Twitter Analytics are helpful for a deeper dive.
- Instagram Analytics is available for business accounts. Find basic stats for assessing your followers, when they’re on Instagram, and what your top posts are.
- Simply Measured and Socialbakers provide analysis to better understand your successes.
- Simply Measured has a more robust paid platform to dive deeper into your engagement across Facebook, Twitter, LinkedIn, Google+, Instagram and your website. Many in our industry rave about the detailed data provided.
- Sprout Social: Using the free analytics you can view helpful charts and diagrams visually depicting your fan base. Upgrading to the paid version bring you more in-depth analytics for a reasonable investment.
- Salesforce Radian 6: Identifies and analyzes conversations about your company, products and competitors with social media monitoring and engagement tools.
- Sysmos: Provides “comprehensive real-time monitoring dashboard to collect all relevant online conversations to gain insights with detailed metrics and intuitive graphics.”
- Keyhole: track and analyze Facebook, Twitter and Instagram. There’s a free sample tracking tool to test out the service.
- Union Metrics: Monitoring and analytics for Facebook, Instagram and Twitter.
These tools range in price based on your needs and amount of data provided. More details here. This is merely a sampling of the myriad of tools available.
Learning as much as possible about your audience, fans and followers is essential to your successful social strategy. Sizing them up provides you with the tools to meet their needs with relevant, insightful content. Here are some additional tips and tools.
Regular assessments are essential to learning what you’re doing right, what needs tweaking and how you can better serve your clients.
How will you use these metrics to your advantage?
Social Marketing Strategies for Travel and Tourism