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Table of contents
1.
Introduction 
2.
Social Media Analysis
3.
Social Media Monitoring Tools
3.1.
Viralheat
3.2.
Spreadfast
3.3.
Sysomos
3.4.
SproutSocial
3.5.
UberVU
4.
How to begin?
5.
Benefits of Social Media Analysis
5.1.
Measure the social media ROI
5.2.
Improving the social media strategy
5.3.
Understand their audience
5.4.
Helps prepare a benchmark dossier
5.5.
Give a clear view of where the industry is heading.
6.
Information provided by Social Media Analysis
7.
Frequently Asked Questions
7.1.
What was the name of the first social media channel ever created?
7.2.
How does viralheat work?
7.3.
Name a social media monitoring tool that supports forums and blogs.
8.
Conclusion
Last Updated: Mar 27, 2024
Easy

Social Media Analysis

Leveraging ChatGPT - GenAI as a Microsoft Data Expert
Speaker
Prerita Agarwal
Data Specialist @
23 Jul, 2024 @ 01:30 PM

Introduction 

It's been more than two decades since we have been using social media. The first social media channel ever created was known as the Six Degrees, which came in 1997. It gave users the ability to send messages as well as post bulletin board pieces. Though things are different now, one cannot imagine a day without Twitter, Instagram, or Facebook. Social media platforms are day by day becoming the backbone of marketing as it's very hard even to imagine any marketing campaign without sparking any kind of social media involvement. 

Each and everything has its pros and cons, and so does social media. On one hand, the development of social media platforms gave opportunities to creators for better-targeted, more creative, and interactive marketing campaigns. It allows the creators to address their marketing campaigns in a more precise manner and thereby reach potential customers at the right time and on the right platform. On the other hand, it has tons of data to offer - some of which is necessary and helps the creators make insightful decisions, while some are just useless vanity metrics.

Here social media analysis comes into play as it helps the creators find useful data from the sea of information. It helps the creators to understand the needs of their audience better and aids them right execution of an idea - both of which are extremely important for any marketing campaign to be successful.

Social media analysis

Social Media Analysis

In order to get the most out of any social media marketing campaign, the creators need to first analyze the data that they have gathered from their past activities. The social media analysis is based on the data already collected from previous posts, interactions, past social media campaigns, etc. Broadly there are two ways on which a creator can base their data on when it comes to social media analysis. One way is to take a more profound and closer look at their own social media channels and analyze the results. Another way is to analyze the social media presence of the competitors. It helps the creator to prepare a benchmarking dossier and gives a general idea about what works and what does not in the industry.

Thus, social media analysis helps a creator develop successful social media campaigns that have the potential to reach the right audience at the right time and that too on the right platform.

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Social Media Monitoring Tools

Since there is tons of information to be gathered and analyzed, it becomes almost impossible to collect data without the help of social media monitoring tools. Some of the social media monitoring tools are:

Analysis file image

Viralheat

This social media monitoring tool supports most of the major ongoing social media platforms such as Youtube, Facebook, etc. It compares the search terms across the web and then displays the information either in the form of a graph or pie chart. The payment plans for viralheat can range from anywhere between $49.99 to $499.00 per month.

Spreadfast

This social media monitoring tool supports most of the major ongoing social media platforms. It is a highly scalable platform that can organize the content of a larger group in an efficient manner. The payment plans for spreadfast can range anywhere from $1000 to $2500 per month.

Sysomos

It supports all of the social media platforms along with blogs and forums. It is a real-time monitoring tool. It collects online conversions about your business and then provides insightful reports on it. The Sysomos charges $550 per month, which includes unlimited data, 5 users, and account managers.

SproutSocial

This social media monitoring tool supports only Facebook, Twitter, Linkedin, and Youtube. It allows the creator to find opportunities to engage in social conversations, publish messages on social media and measure their performance of social efforts. The SproutSocial is priced at around $39 to $99 per month.

UberVU

This social media monitoring tool supports most of the major ongoing social media platforms. It provides the user with actionable insights of data. It keeps track of the audience in real time and lets the creator engage with them. Creators can use this social media monitoring tool to measure the social buzz about their business. The UberVU is priced around $500 to $1000 per month.

How to begin?

When starting to analyze a social media platform, the first step is to create a social media listening project. Then enter the keywords that you want to monitor over different social media channels. It is recommended to create a couple of projects with the below-mentioned keywords:

  • Name of the Company: in order to monitor all of the mentions about your company, irrespective of whether the user has added the @ sign or not.
  • Campaign Hashtags: in order to assess the performance of your social media marketing campaign within a defined period.
  • Terms related to the business: in order to be able to find every conversation around the topics that you are interested in.


Since the social media monitoring tools do not collect historical data, therefore, the analysis process begins the moment we create a project. Therefore, setting up a project before starting a social media campaign is important.

Benefits of Social Media Analysis

Information is a very powerful tool. The more actionable insights a creator can collect, the better campaign and general social media presence the creator will be able to develop.

Measure the social media ROI

Calculating the ROI of the social media campaign presence is very important. Estimating the reach, analyzing the number and type of interactions, and assessing the sentiment around the content tell the creator whether they are able to reach the right audience or not. The marketing tactics should be changed if in case the results of the analysis aren't satisfactory.

Improving the social media strategy

By analyzing the results of social media activities, the creators can understand which social media channels will be beneficial and will deliver the social media ROI. It also helps the creator to create better content that is more attractive and engaging to their audience. It tells the creator what type of content they should focus on. It helps the creators understand how their company is seen on social media and what steps they can take to refine that image.

Understand their audience

With the help of social media analysis, the creator gets to know who interacts with their content. A major part of building a content strategy is about understanding the audience. Preparing attractive content becomes a piece of cake if we know who we are talking to. Social media users have tons of their personal information uploaded online, which can be obtained legally and ethically by conducting a social media analysis.

Helps prepare a benchmark dossier

In order to know whether a campaign is successful or not, we need a scale or a point of reference. One way to measure the performance of a campaign is to analyze the competitor's social media presence. The creator can analyze the average social media metrics on which they want to base their campaign. The median will give the creator a general idea on how their campaign stands in the industry.

Give a clear view of where the industry is heading.

Social media analysis will not just give insights about the industry's current state but also pinpoints the direction in which the industry is headed. This is done by analyzing the general talk around the business niche, monitoring what the customers need and what improvements they would want to add to the product. Since customers shape the industry, therefore their suggestions can give a general idea about where the industry is headed. 

Information provided by Social Media Analysis

The social media analysis answers the below-mentioned questions:

  • Who is your targeted audience?
    It tells the creator that the audience who consumes their content is of what age, gender, education, etc.
  • Which social media channels do they prefer?
    Answering this question helps the creator decide on which social media should then invest more.
  • Which influencers should you keep an eye on?
    Since influencer marketing is one of the most powerful forms of marketing, therefore, we need to choose the right person to work with.
  • What is your reach?
    By answering this question, the creator will be able to determine the success of their posts.

Frequently Asked Questions

What was the name of the first social media channel ever created?

Six degrees is the name of the first social media channel ever created.

How does viralheat work?

Viralheat compares the search terms across the web and then displays the information either in the form of a graph or pie chart.

Name a social media monitoring tool that supports forums and blogs.

Sysomos is a social media monitoring tool that supports forums and blogs.

Conclusion

In this article, we have extensively discussed about Social Media Analysis.

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