In marketing and communication most of the work and time is devoted to testing, monitoring and analysing. This is especially case when we are talking about digital channels of communication which, if they are not organic, demands small financial investment, yet bigger human resource investments for analysing how you communication strategy is performing. If the results are not brining you closer toward achievement of the goals set (consult Chapter 3), than something need to be changed – either your message or channel of communication or maybe both.
Each social media platform provides you with its own analytics. Links toward tutorials how to use those tools you can find below in the Chapter “Digital content creation tools”. Here we will focus on the most important one – Google Analytics. Through these analytics you can find more about level of and kind of interaction of people from social media on your web page or even to determine your social media ROI (Return of investment). There are 5 types of social analytics reports that will help you understand how impactful your social media marketing efforts are: