Lena M Maratea

Social Media Analytics – HootSuite

In a time where social media dominates communication and is rapidly expanding, it is important for businesses to effectively analyze just about every aspect of it. By monitoring each social media channel, a brand or company can learn which ones are performing successfully for their business. Various platforms are available to help manage and transform data from each channel into relevant information. Hootsuite is a commonly used social network management platform with more than 10 million users. The platform allows for its users to access multiple networks of their business on one dashboard. By utilizing the analytical tools Hootsuite provides, a company can retrieve metrics such as their growth on a platform, and measure customer sentiment. They can also view data such as demographics, sources, clicks, likes, retweets, etc.

Businesses can leverage these user friendly metrics to help make important decisions. For example through Hootsuite users can view where and when followers are engaging or viewing each channel. They can also obtain demographics such as age, gender and income level. With this data, marketers can utilize a cluster analysis to determine a group of similar followers. They can then produce content to be posted applicable to the times each segment tends to view. This can encourage those potential followers to engage in and share posts that are relevant to them.

Many brands are using social media analytics to predict and produce a profit. Chico’s, a retailer of women’s clothing utilizes these tools to obtain a better understanding of how their customers feel about the brand. They also take note on where they are speaking up such as on their Facebook, Twitter, YouTube, forums and blogs. They can then take this information to make better business decisions based upon customer opinions. They can modify their business to implement better customer service or advertising strategies.

(n.d.). Retrieved from Hootsuite: https://hootsuite.com/products/platform/social-media-analytics

An Expert Explains the Importance of Analytics in Social Media Marketing. (n.d.). Retrieved from http://mashable.com/2011/03/09/hootsuite-analytics/

Pappas, L. (n.d.). Chico’s Extends Its Customer Insights. Retrieved from http://www.sas.com/resources/asset/Chicos-RetailTouchPoints.pdf

Today I wrote my first blog post for the temple fab blog. You can view my post here.