What do you do if your social media management interns are unfamiliar with important metrics and analytics?

1 Why metrics and analytics matter

Metrics and analytics are essential tools for any social media manager. They help you understand your audience, your reach, your impact, and your return on investment. They also help you identify what works and what doesn't, and how to adjust your plan accordingly. Without metrics and analytics, you are basically guessing and hoping for the best. That's why you need to make sure your interns know how to use them properly and consistently.

3 How to measure metrics and analytics

To measure metrics and analytics, you need to use the tools and features that each social media platform provides, such as Facebook Insights, Twitter Analytics, Instagram Insights, LinkedIn Analytics, etc. These tools allow you to access and export data on your account performance, your content performance, and your audience demographics and behavior. You can also use third-party tools and software that integrate with different platforms and offer more advanced features and insights, such as Hootsuite, Sprout Social, Buffer, etc. These tools allow you to manage multiple accounts, schedule posts, monitor mentions, generate reports, etc.

4 How to analyze metrics and analytics

Analyzing metrics and analytics requires comparing them with your goals and benchmarks, and searching for patterns and trends. For instance, you can compare your metrics and analytics with your previous performance to understand how they have changed over time and what factors have influenced them. Additionally, you can compare your metrics with those of your competitors to identify their strengths and weaknesses. Moreover, you can measure your metrics against industry standards to determine the best practices and opportunities. Finally, you can assess how your metrics align with your objectives and targets, as well as identify the gaps and challenges.

5 How to use metrics and analytics

To use metrics and analytics in your decision-making and action-taking, you need to apply them. For instance, you can evaluate your strategy to see if you’re achieving your goals and KPIs. Additionally, you can optimize your content to find out what type of content generates the most engagement, conversions, and growth. Segmenting your audience helps identify their characteristics, preferences, and needs. Personalizing your communication allows you to tailor your message, tone, and style to different audience segments. You can also test your hypotheses with data and experiment with new ideas to see what trends, tools, and techniques work best.