Do you know if you are using the correct social media analysis to assess, improve, and monitor your performance? Are your social media analysis tools keeping track of everything they should be tracking? Keeping track of your social media analysis can determine the failure or success of your presence on social media.

Below we point out some of the things your social media analysis tool needs to monitor.

AUDIENCE SIZE
Does size really matter? When it comes to an audience size, of course, the size matters, especially if you want to build a sizable audience. You need to consistently develop your audience. Your audience will grow little by little unless you are using paid advertisements and tools to grow. It's important to invest in a tactic that will grow your audience. It is also essential to keep track of your audience's growth weekly and compare it with your competitors and, if possible, track the unfollows.

AUDIENCE PROFILE
As your audience grows, it's critical that you make sure that you invest your time in creating the perfect audience profile. For example, Twitter will allow you to get a report to see the type of people (marketers, entrepreneurs, etc) are following your profile. Facebook allows you to make an advert that can be used to target your Facebook fans, and later you can alter the targeting options to determine your audience's profile. For example, you can add an interest to see the number of your fans with the same interest. With a little bit of smart thinking, the same analysis can be performed across other platforms. You can use a more traditional route and run audience surveys.

ENGAGEMENT AND REACH
You can monitor how far your social media reach to determine the number of people that pay attention to the content you post but don't react to it. A lack of reaction doesn't mean that your audience is not interested in your content, or they won't buy your products. It is also important to monitor your engagement to determine how your audience will engage with the content you post. If there is no one engaging with your content, you either have the wrong audience, or you're posting the wrong content.

Your audience typically has the following people:

Engagers - These people are active in your communities, and you may start to recognize some of their names.

Lurkers - These are people that look at your content, but they don't react to it. They make up most of your audience.

Influencers - These people have a broad audience following them, and they have the ability to influence their audience.

TRAFFIC
Typically you would want to direct traffic to your website from the content you share on your social media and measure that impact that traffic has. It could either be more sale of your product, or it creates more awareness towards your brand. Traffic is sometimes not enough for some companies. For example, a Media website is paid for advertisements, and the more traffic they have, the more money they make. For the rest, it's important to use the traffic we can generate to create sales and leads.

CONTENT ANALYSIS

EXAMPLE OF A SOCIAL MEDIA ANALYSIS TOOL

NETBASE QUID
Netbase Quid uses the leading market and consumer intelligence platforms to deliver businesses and brands faster, actionable and more accurate solutions and with unrestricted access multiple indexed resources like consumer reviews, social media posts, news articles, product reviews, forums and patent applications - which can be visualized, analyzed and aggregated in order to understand the market and consumer insights.