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Video Transcript | Intro
Measuring performance and quantifying what people are saying about your organization is a major challenge for social media managers. Gathering data from a number of different sources can be time-consuming, and makes comparing results difficult. Hootsuite Analytics provides easy-to-use tools for measuring the success of your social media efforts.
Accessing Hootsuite Analytics
To access Hootsuite Analytics, click on the Analytics tab in your dashboard. Here, you’ll see three tool options: Overview, Post Performance, and Reports.
The Overview shows common, aggregated metrics like Total Posts, Follower Growth, and Engagement. Overview essentially functions as a highlight reel for your social media activity.
Simply choose the networks and accounts you’d like to review, then select the time frame you’d like to analyze. Overview automatically analyzes BOTH the time period you select, AND the corresponding time period before that. For example, if you select the previous 7 days, Overview will automatically pull data from the previous 14 days, to put your results in historical perspective.
The follower stats help you understand what you’re doing right when it comes to growing your social profiles. For example, if you ran a new type of campaign, or began sharing content in a new format, follower stats show if there was a corresponding boost to your follower count.
For deeper insight into a loss or gain in followers, Engagement stats may help. Engagement tracks how well your audience responds to your content by interaction type.
You can then pinpoint whether a spike in new followers was related to engaging content you posted. By looking at posts that received high or low engagement, you can fine tune your content strategy – publishing more of what works, and less of what doesn’t.
Unlike the Overview, which offers one set of aggregated analytics, Reports allows you to run an unlimited number of customizable and shareable reports, dialed precisely to the diverse reporting needs of your organization. Hootsuite Analytics also offers Post Performance which gives a scrolling and filterable list of your posted content and its reception. We’ll take a look at both of these features in the following videos.
Check out our features page to learn more about what you can accomplish with Hootsuite.