Audience Interests in Social Media Analytics can be difficult to understand. The analytics process will give us many ways to understand the audience's interests, by monitoring what kind of content they like, what type of interaction they generate, and the comments and questions asked by the audience to the companies that we are researching. To get a direct metric that tells us “this audience likes that kind or product, or that brand,” is exceptionally hard for different reasons. I will share some of these reasons later in this post.
It is always interesting to hear what other marketers are doing with their current strategies. By exchanging ideas and hearing from others we learn a lot, and we discover the unexpected. Following this interest, I reached out to marketers worldwide via Linkedin, and asked them to share with us which are their favorite social media metrics at the moment, and why they use them.
Social Media is not just another advertising channel as many people like to think. And it is not a set of platforms trying to copy each other while offering the same old features. The social media landscape is far from being owned by Facebook or Twitter, and what keeps many marketers from understanding this is possibly the excess of unuseful information throughout the Internet, or the lack of time to invest in objective thinking, analytics and a bit of strategy. In this case in Pinterest Analytics.