Social media analysis: how to measure and improve your results?

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Digital Marketing , Posts About Media and Social Networks
Learn how to improve your online presence and engage your target audience effectively through a comprehensive social media analysis.

An online presence goes beyond having a website or blog; it includes active participation on various social networks. These platforms allow you to communicate directly with consumers, build close relationships and increase customer loyalty.

With millions of people accessing these networks daily, primarily via smartphones, businesses have a vast audience to connect with and engage.

Throughout this article, we will explore how to improve and where to analyze your online presence, ensuring that your company makes the most of the opportunities offered by social networks.

Importance of online presence on social networks
Investing in social media is crucial for businesses. These office 365 database help build authority, reach a wider audience, provide valuable insights, increase credibility, and set your brand apart from the competition.

A strong social media presence is essential to showcase your brand’s value. Even with the best product or service, if no one knows about it, it’s of little use. Creating well-designed profiles on Facebook, Instagram and LinkedIn is a vital first step.

Being active on social media increases your company’s visibility and facilitates interaction with customers. In addition, social media provides a platform for building closer relationships with consumers. Posting relevant content, responding to comments and messages, and participating in real-time conversations creates a more personal connection and increases customer loyalty.

Using social media analytics and metrics allows companies to better understand their audience’s behavior and preferences. This information is valuable for adjusting marketing strategies, launching new products, and improving the services they offer.

Maintaining a strong online presence on social media not only increases your company’s visibility, but also generates more leads and potential customers. In a competitive market, this digital presence can be the difference between being noticed and being forgotten. Therefore, investing time and resources in social media is essential for the success and continued growth of your business.

Definition of performance indicators (KPIs)
KPIs, or Key Performance Indicators, are essential metrics used by a company to evaluate and monitor its main internal processes. They are vital for strategic management, helping the company understand its performance and set realistic goals.

For example, if Customer Acquisition Cost (CAC) is high, managers should review Marketing and Sales processes. If customer retention is low, they need to focus on customer service steps.

Metrics are divided into two levels:

General metrics, which are strategic for the business as a whole, such as:

Churn rate (customer cancellation)
Monthly Recurring Revenue (MRR)
Cash flow
Specific metrics, which are focused on specific areas or operational details, such as:

Cost per Lead
Conversion Rates
In addition to these, there are several other categories of indicators that can be used according to the company's needs.

How do I define which KPIs are most important for my business?
Choosing the most relevant KPIs for your company depends on the industry in which it operates and its current situation. Each company has its own needs and objectives, so it is essential to adapt KPIs to these particularities.

Startups, for example, focus on metrics related to attracting new customers , such as:

Visitor to Lead Conversion Rate:
Imagine a website that receives 10,000 visitors in a month and generates 598 leads. The conversion rate would be calculated as follows: 598 ÷ 10,000 = 5.98%.

Number of active Trials or freemium versions:
It’s not enough for a user to test your product; they need to use it to see its benefits. Companies like Spotify and Trello have grown by offering freemium versions to attract users, who can then convert to paying customers.

To define these KPIs, it’s important to understand what an “active trial” means for your company and the level of engagement required for a user to perceive the value of your product.

Mature companies, on the other hand, can prioritize customer retention by monitoring:

Churn rate:
Controlling churn is crucial to ensuring business sustainability. For example, if a company with 10,000 customers loses 3% per month, that means 300 customers canceling.