In this blog we’ve been talking a lot about understanding your audience in order to better adapt the message you convey and be much more useful and interesting to them. But how can I get to know my audience better? Do we always have the same audience in all the media in which we publish content?
You know that on your website you can always install a tool like Google Analytics to better understand what your audience does and how it is. But this audience may not be the same as the one that follows you on social media. You can assume it is, but would that be true? There’s only one way to prove it….
Maybe you don’t know it, but most social networks provide free analytics to help you understand how good (or bad) you’re doing and also know your followers a little better. In this article I’m going to show you the free analytics you can find in your social networks so you can finally know who your followers are and then be able to improve.
If you want to know the analytics of your Twitter account you just have to access analytics.twitter.com while logged in with your Twitter profile. This will give you a quick summary of the most important information about your account in the last month:
- Most relevant tweet
- Most relevant mention
- Best follower you have
- Number of published tweets
- Number of Profile Views
- Number of mentions obtained
- Number of new followers achieved
Also, if you go to the Audience menu you’ll find the analytics you were looking for about your followers. Thanks to this we have seen that Nelio‘s social profile on Twitter has followers who are interested in technology, entrepreneurship, and marketing.
It’s interesting to see that our followers are mostly English-speaking (which we already expected since we always publish in English in this profile), and that many are in the United States.
As a curiosity, we also see that our Twitter audience is made up of many more men than women. In addition to it, our audience usually buy online and they have a preference for premium brands.
The truth is that knowing all this –without having to pay a single penny for it– is very useful for us. Don’t waste time and take a look at your data to see what you can learn from it to improve your business.
BTW, I have no idea how Twitter knows the value of your home or the income you have, but hey, since they give us the information we won’t complain ?
Facebook’s Page Analytics
Facebook also includes free analytics for page profiles. If you have a business or your organization has a Facebook page, I’m sure you’ll be interested in knowing more about your audience.
To view the analytics of your page, just go to manage the profile of the page on Facebook and there you’ll find a specific menu with the insights, as you can see in the following screenshot:
It’s very interesting to see the demographics of your fans, your followers, or the people reached by your publications. In our case, curiously, the same pattern is repeated as in Twitter, as we have many more men than women in our audience, and is mostly young people between the ages of 25 and 34.
A very interesting aspect is to be able to see when your fans are online on Facebook. This will help you to post messages at that time and achieve a greater impact of your promotion.
Our audience (as you can see in the picture above) connects more often in the afternoons (in our local time in Barcelona). Bear in mind that “our evening” is the morning in the USA, so that’s when we have to share our blog‘s content in English.
Finally, it’s interesting to see what else those who “like” our page like. To get this information we just have to ask it directly to Facebook, as you can see in the previous screenshot where in the search box we have put the following sentence: “Pages liked by people who like Nelio Software“. The result seems accurate, as it shows marketing tools or business and entrepreneurship topics.
LinkedIn Business Analytics
LinkedIn includes a section on analytics for company profiles. Just visit your company profile and go manage it. At the top you’ll find an analytics menu where, among other things, there are traffic metrics of your company’s profile, as you can see in the image below:
The most important and interesting thing here is the demographics section, where you’ll find metrics about your company’s followers. In particular, you will see what industry they are in, what kind of work they do, what country and region they come from, or the size (in terms of number of employees) of the companies where they work:
In our case, Nelio‘s followers are people from the information and communications technology and marketing sectors, whose function is to develop their businesses. Most of them are from Spain, in particular from Barcelona (nothing unusual since we are also from Barcelona) and the companies in which they work are not very large.
Instagram analytics only appear on your mobile phone application as long as your profile is a business profile. We have converted our profile to a company profile recently, and that’s why we still don’t have much to see here, as you can see from the following screenshots:
However, if your Instagram profile is large, you’ ll be able to know the demographics of your followers, just as you could do with your Twitter, Facebook, or LinkedIn profiles.
Finally, I don’t want to end this article without mentioning Pinterest, the social network where you can share images on boards. In this case you also need to set up your profile as a business profile in order to access your analytics. Once you do this, the analytics option appears in the upper left corner, as you can see in the following screenshot:
There you can see some slightly poor analytics, compared to the other networks we have seen before, but enough to get more information from your audience. In our case, Nelio‘s profile in Pinterest has a curious aspect in terms of the audience that follows us: there are more women than men! Knowing this, we could surely address the content of the messages we publish on this network to this audience.
I encourage you to log into your profiles and take a look at the analytics these social networks provide for free. If the data you see doesn’t match your reality, you should tweak your content marketing strategy so that you can reach the audience you’re really interested in.
Oh and, by the way, remember that in order for these analytics to be full of data, you must have your social profiles full of messages that are continually shared for your audience. How do you do it? Just two words: Nelio Content.