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Business and Social Media Analytics


What is Social Media Analytics?

Social media analytics are a way to collect information and to monitor any changes when it comes to social media platforms like; Facebook, Twitter, Instagram and many more. You are able to see how many people are visiting your platform by day, week or month. You are also able to see what posts are getting the most attention from people and this helps you are keep track of what posts are more popular with your audience, helping you decide what content you should be having on your platform.

How do you bring together a local business and social media?

Social media is a platform for a business to advertise what they offer the public. Platforms for tourist businesses can be Facebook, Instagram or trip advisor as it will reach a lot of people and they do need to have more than one as not everyone uses Instagram, you will also reach more people.
Tourist operators can use social media analytics to their advantage as it tells them what their customer wants. Social media analytics can help businesses improve their reputations and resulting business performance.
A platform like Facebook can help with the success of tourism operators. Facebook is used all over the world reaching all different types of people with different cultures, languages and demographics. Facebook is great for insights into your business page but also, Facebook is ideal for keeping a watchful eye on your competitors.
Analytics is all about self-analysis, a reflection on what you are doing and what you need to be doing more of. Facebook analytics can show you page data which can show you audience data, post data which can show you the attention the post has received and video data can show you the number of views.
Facebook likes are one of the biggest indicators if your page and posts are popular with the public or not. The more likes you have on your business page the more people like your content and want to see everything you post.
Travel bloggers do not tend to use Facebook to post their blogs but by posting a link to their latest blog post onto Facebook they will be reaching a lot more people and they will be able to track the success of the blog more easily.  

Instagram is similar to Facebook but only had photographs and videos to view, people follow your account, like your posts and comment on them.
“Tracking the right Instagram analytics is essential for growing your audience and becoming more influential on the platform”
There are 2 areas of Instagram that you should track: Individual post metrics and account metrics. Individual metrics covers the impressions (how many people saw your post), Instagram reach percentage (impressions divided by how many follows you have) and engagements (how many times a post is liked, commented on, shared or saved).
When it comes to posting on Instagram you have to choose relevant hashtags to post within the status of the post as this is how people will see your post. For example, if you post a photograph of the Eiffel tower in Paris, you would put hashtags that are to go with the photograph and what people would search on a daily basis. The more hashtags you do, the more people will see your post and the more likes and follows you will receive.


References

Fan, W., & Gordon, M. D. (2014). The power of social media analytics. Communications of the ACM, 57(6), 74-81. doi:10.1145/2602574

Gill, A. J., Nowson, S., & Oberlander, J. (2009). What are they blogging about? personality, topic and motivation in blogs. Proceedings of the Third International ICWSM Conference, 18-24.

Hootsuite. (2016). The 7 best instagram analytics tools (and metrics you need to track). Retrieved from https://blog.hootsuits.com/instagram-analytics-tools-business/

Joss, E. (2018). A beginner's guide to facebook insights. Retrieved from https://neilpatel.com/blog/guide-to-facebook-insights/facebook-analysis/

Leskovec, J. (2011). Social media analytics. Proceedings of the 20th international conference companion on World wide web - WWW '11. doi:10.1145/1963192.1963309

Osman, M. (2018, February 14). 6 Steps to Conduct Deep Facebook Analysis. Retrieved from https://sproutsocial.com/insights/facebook-analysis/

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