Social Media Analytics: How to Measure What Matters for Your Business
Feb 26, 2025
Introduction
Imagine walking into a store with no idea how many customers came in or what they bought. That’s what running social media without analytics is like. Thankfully, social media analytics tools are available, to give you valuable insights into what’s working and what’s not.
What are Social Media Analytics Tools?
Think of these tools as your social media assistants. They track all sorts of data, from how many people see your posts (reach) to how many “likes” and comments (engagement). Some popular platforms like Instragam and TikTok even offer built-in analytics, while others require separate tools.
Things to Track for Social Media Analytics for Business
Some business owners make the mistake of tracking the wrong metrics for their business. This leads to confusion as different metrics are needed for different things. The key is not all metrics are created equal. Here are the key ones to focus on and the reasons why you should focus on them:
1. Engagement: This is the holy grail of social media. Likes, comments, and shares show people are interested in what you’re posting.
2. Impressions: How many eyeballs are seeing your content?
3. Clicks: Are people clicking through to your website or landing page? This shows your social media is driving traffic.
4. Brand Sentiment: What are people saying about your brand? This is needed if you’re a big brand that needs to monitor positive and negative mentions.
5. Hashtag Performance: Are the hashtags you’re using helping people find your content?
So in that sense, if you want to promote a product or a website, you have to be more focused on the click metrics and if you’re looking to build brand awareness, then you’d focus on engagement.
Using AI for Your Social Media Analytics
Artificial intelligence (AI) is taking social media analytics to the next level. It can help you:
Uncover hidden insights: AI can analyze vast amounts of data to find patterns you might miss. PostPaddy’s built-in analytics feature helps you analyze your social media metrics and then present them in a downloadable report.
Optimize your content: AI can suggest the best times to post and what type of content resonates with your audience. PostPaddy’s content scheduling feature includes suggestions for the best times to post using information from your social media.
These are the reasons why you should not hold back from using Postpaddy’s AI to understand your social media dealings.
Conclusion
Social media analytics isn’t about vanity metrics. It’s about understanding what content works and using that knowledge to achieve your business goals. By tracking the right data and leveraging AI, you can turn your social media presence into a powerful engine for growth.