How to Improve Social Media Campaign Using Data Visualization

Currently, you can generate reliable data from anywhere, provided that you have the right strategy. Using a data visualization tool can help you leverage your data to its fullest.

Given that multiple data visualization tools exist, it’s difficult for a newbie to make the right decision. In this article, we will look at ways you can use data visualization to your benefit and dig into a few tools to consider.

The human brain tends to be more receptive when it comes to consuming visual content compared to anything else. If you can adapt this fact, you will be in a better position to transform your data into a graphic format. 

The rise of different social media channels has dramatically contributed to information overload. Business owners generate massive amounts of data from their daily operations across different social media platforms.

According to statistics, the average time spent daily on various social media platforms is 2 hours 27 minutes. Many people access different social platforms daily to conduct different activities, and each of their actions and activities creates mountains and mountains of data. 

Depending on how you approach it, that information overload can become a blessing or a curse. When you generate massive amounts of data from your social media operations, you need to consider big data visualization to help you generate insights. 

Also, you can improve your social media campaign using data visualization, which is a crucial aspect of any business operating on any social media platform. 

By using visuals, it’s easier to translate your social media data into an easily readable format that you can display to your team members and the entire market audience.

Here is exactly what you need to learn and master about social media data. 

What is Social Media Data? 

Many people firmly believe that social media is about shares, likes, and comments. This isn’t nearly enough; you need to dig into deeper signals to find out if your marketing is working.

Social media gives you room to understand more about your target audience and how they interact with your business brand daily. If you understand your social media data well, you stand a better chance of gaining more insights into your business campaigns and creating better campaigns.

In addition, social media analytics enables you to generate more insights by helping you understand the best social media platforms that generate a higher conversion rate and the most leads for your business.

Apart from the likes, shares, and comments, many things need to be measured using social media analytics. Below are some of the things you need to learn more about! 

  • Content Engagement 

Social Media analytics enables you to identify the social media platforms where you need to publish more content and the places where you need to have less engagement. It can also show you what types of content perform better.

  • Sales Outreach

Social media data helps when creating communication and outreach to use to approach your audience and personalize conversations. Once you have identified the best approach to use, enhancing your sales outreach activities becomes easier. 

  • Lead Generation

Analytics helps you to create a fantastic lead generation model, especially within your audience activities. Remember that good lead generation is vital for the success of your business efforts. 

  • Audience Segmentation

Your audience has different likes and dislikes, interests, and preferences, as well as lifestyles that you need to understand. To handle all your customer’s needs, you need to segment your audience depending on different parameters and demographics. 

Data Visualization for Social Media 

Each social media channel offers its own level of analytics. Let’s take a look at a few of the most popular to see how they work.

  • LinkedIn Analytics

LinkedIn analytics enables you to analyze all the engagement that takes place within your LinkedIn page. When visualizing your campaigns on LinkedIn, you need to monitor various aspects to get better insights that will help you predict the way forward. The visitors’ dashboard enables you to get an overview of the page visitors. It allows you to evaluate how the metrics increase or decrease over a certain period. 

Image: Visitors insights on LinkedIn

Also, you need to closely monitor the traffic section, which displays the traffic stats over a particular period. This gives you access to more metrics, such as the number of page views and unique visitors. You can also visualize more about the people who view your company page based on their demographics. Note that you can filter your search model depending on location, company size, industry, and seniority. 

  • Twitter Analytics

Twitter has a lot of potential, provided that you have the right trick to visualize the data you generate from the platform. There are various instances that you need to shed light on. You need to monitor your audience keenly to identify their interests and preferences. Also, this can help you learn more about some of the users who engaged with your tweets. 

Image: Twitter Analytics dashboard

Visualizing your demographics will also give you an overview of your target audience based on their respective location, gender, and net worth. Big data visualization enables you to evaluate the impressions in your Twitter account. This gives you room to trace the existing patterns and the call to action to ensure that you are operating on the right track. Also, you can get a clear picture of the best time of the day to get more reactions. 

  • Facebook Insights 

Facebook Insights enables you to visualize stats across your Facebook page. When running a social media campaign, you cannot neglect the power of Facebook since it’s one of the largest social platforms that give you a lot of exposure to potential customers.

Image: Facebook Insights – Source

However, to get the best out of your social media page, you need to visualize various aspects to collect insights that will help you ensure you are operating on the right track. 

Analyzing the post reach enables you to connect posts to different trends. Once you realize a dramatic increase in your page activity, you can use this data to identify the posts that generate a lot of engagement.

This mode of data visualization will enable you to create content for social media that connects with your target audience. You need to visualize your page to be able to track all your followers. This will enable you to identify where most of your traffic comes from. 

In addition, you need to consider the page views to determine the number of eyeballs. For your Facebook page and the specific point where they are coming from. Besides, the page views are mainly made of a couple of categories: external referrals and tab visits.

The external referrals are mainly the eyeballs referred to your page from other platforms. On the other hand, the tab visits are the number of eyeballs that land on your page. 

Visualizing the posts operates based on different metrics that enable you to identify if the content resonates with your audience. This will enable you to identify some of the best times you can publish on your Facebook page and get better results.

Also, consider the people tags on your page to help segment your market audience. This helps you when you want to pinpoint your fans based on different categories. 

  • Instagram Insights 

Instagram is one of the most popular social media platforms where you can access multiple insights to help propel your business in the right direction.

The only thing you need to master is how to visualize the data you generate from the platform and use it to identify the best way possible. Big data visualization such as a Sankey diagram enables you to evaluate your respective target market’s gender and age range. 

When you realize that your audience is full of older people, you need to consider posting things likely to intrigue the older generation.

In addition, you will be able to identify your market audience’s location, enabling you to schedule a content strategy that works well for your audience. Stories and analytics are other incredible features that help you learn how your audience interacts with the content you post. 

Image: Instagram Insights – Source

Consider the video engagement rate by analyzing the number of people who have viewed the videos you post and their reactions.

Remember that the essential aspect to consider is the audience retention time to identify how long you have been able to retain the attention of those who viewed the videos you published on your Instagram page.

This will give you a clear idea of what needs to be done to ensure that your business thrives regardless of the headwinds within the industry. 

Final Verdict

A recent report revealed that there are 4.62 active social media users worldwide. Using the third eye, you can easily upgrade your social media campaign by looking at the data you generate from your business operations.

The good news to smile about is that most social media platforms have analytics dashboards where you can collect enough data to help you identify the best way going forward.

All you need to do is ensure that data visualization remains the puzzle across all your social media campaigns. 

Ryan Erwin
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