Most educational institutions now have profiles on the main social networks. However, many don't know how to do social media analysis properly and end up getting unsatisfactory results from their actions.
This is because analyzing the results is an essential part of any online strategy, as it allows you to understand what is working and what is not. In this way, changes and adaptations can be made so that resources are optimized and goals are achieved.
Want to know how to do a good analysis? Then stay with us! We'll show you the importance of monitoring metrics correctly and give you practical tips on how you can improve the measurement of results in a digital media marketing campaign.
Caption: Analyzing performance on social media is essential for improving strategies and strengthening your educational institution's digital presence.
The highly competitive nature of the private higher education market makes it essential to carry out intelligent, well-planned actions in order to succeed and stand out. That's why your social media marketing strategies must not be based on guesswork, but must take indicators into account.
Without social media analysis, it's impossible to improve your organization's performance and achieve good results. After all, it's the metrics that show what's working and where there might be some kind of flaw, so that your efforts and investments can then be optimized.
It's worth remembering that this is precisely the main advantage of digital marketing: the possibility of monitoring, practically in real time, the performance of your actions and the reactions of your audience, giving you an insight into your brand's reputation and the effectiveness of your communications.
Unlike offline marketing, you don't have to wait until the end of an action to check the results. In fact, this monitoring should be done right from the start, as it helps the educational institution to learn what it needs to continue improving its strategy.
Finally, failing to constantly carry out a social media analysis at your educational institution can be very damaging to your strategies. After all, without knowing whether your efforts are yielding the expected return, there will certainly be a huge waste of financial resources.
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Now that you know how important it is to analyze social media effectively, here are some practical tips to improve the monitoring of the results of your online actions.
All of today's main social networks have a basic data analysis tool available so that you can observe the results of your page or profile. Let's talk about the main ones and show you the most important metrics for your social media analysis.
Its analysis tool now adopts the concept of views as the main performance metric, replacing traditional likes and reach. The change seeks to standardize the data between the Meta group's platforms, such as Instagram.
The main metrics you should look at on this platform are:
Views: counts the number of times your posts have appeared on users' screens, regardless of any interaction. This gives a more realistic view of the impact of the content.
Posts: lets you know the days and times when your posts reach the most people, as well as indicating engagement.
Audience: helps you understand the profile of the people reached and engaged, with relevant demographic data.
Negative metrics: you can also monitor indicators such as unfollows, hidden posts and complaints, which help you adjust your strategy.
The analysis tool for business accounts, Instagram Insights, has also undergone changes. The platform has now consolidated the reach and impressions metrics into the views metric, making it easier to monitor the overall performance of publications.
The main metrics available are:
Views: shows how many times your posts have been displayed on users' screens, including when they appear repeatedly. This applies to posts in the feed, stories and Reels.
Engagement: indicates likes, comments, saves and shares.
Audience: provides demographic information on followers.
Stories: specific metrics include interactions, replies, forward or backward taps, and exits.
TikTok has become one of the most influential platforms for reaching and engaging young audiences, especially Generation Z. With a commercial account, your educational institution can access TikTok Analytics, a tool that offers valuable insights into the performance of your videos and audience behavior.
The main metrics you should look at on this platform are:
Video views: indicates how many times your videos have been watched.
Average watch time: shows how long, on average, users watch your videos, helping you to assess audience retention.
Completion rate: reveals the percentage of users who watched the video to the end, essential for understanding the engagement of the content.
Engagement: counts likes, comments, shares and saves, essential for measuring audience interest.
Followers: in addition to the total, it displays demographic data and the times when your followers are most active.
Traffic: lets you know how many people have accessed the link in the bio from the videos, which is useful for attracting people and redirecting them to landing pages.
You can access these metrics directly from the "Creator Tools" > "Analytics" menu, available in commercial accounts.
YouTube is one of the most powerful platforms for producing educational content, with a strong impact on SEO, branding and conversions. With a YouTube Studio account, your institution has access to detailed performance reports that help refine video strategies.
The main metrics you should monitor are:
Views: shows how many times the video has been watched. It's a basic metric, but important for understanding initial reach.
Average watch time: indicates how long, on average, users watch your videos, which is fundamental for assessing retention and relevance.
Click-through rate (CTR): represents the percentage of people who clicked on the video after seeing it as a suggestion or search result.
Traffic sources: lets you know where viewers are coming from (search, external links, social networks, etc.), which helps you understand which channels are generating the most visits.
Engagement: counts likes, comments, shares and new subscribers generated by each video.
Discovery keywords: shows which terms users have typed in to find your videos, offering valuable insights for SEO.
These metrics can be accessed via YouTube Studio, in the "Analytics" tab. The platform also allows you to view data by video and by period, making it easier to monitor on an ongoing basis.
The X platform (formerly Twitter) has improved its analysis tool with more complete metrics. In addition to traditional data, it is now possible to access strategic indicators to better understand audience behavior.
The main metrics are
Tweets: shows the volume of publications and the performance of each one.
Profile views: indicates how many times your profile was accessed in the period analyzed.
Followers: in addition to the total count, it displays data on the interests and characteristics of the audience.
Mentions: shows how many times your account has been mentioned.
Engagement rate: new metric that indicates the ratio between interactions and views of each tweet.
LinkedIn's analysis area has been expanded and now includes specific metrics for videos, which offers new opportunities for institutions that invest in audiovisual content.
The main metrics to track are:
Visitors: shows the total number of unique visitors and page views, with demographic data.
Followers: shows the profile of the public that follows your page.
Updates: shows engagement metrics such as likes, comments and shares.
Clicks: indicates the number of clicks received by your content, name or logo.
Videos: now includes data such as average viewing time and completion rate.
KPIs(Key Performance Indicators) are the key performance indicators that your Educational Institution must observe in order to verify the effectiveness of its actions. In other words, they are the metrics (numbers or percentages) that are essential for achieving the goals defined in your planning.
It's important to choose the KPIs for your social media strategy in order to monitor them and check that your results are in line with your objectives. However, defining them doesn't mean that you won't observe any other metrics. It's important to look at all the numbers to identify possible flaws and correct them.
Unlike KPIs, vanity metrics are those that don't help you make decisions and, on their own, mean nothing. That doesn't mean you should ignore them. However, tracking them in isolation can be a huge waste of time.
Likes, as we saw earlier, are an example of this type of metric, as are shares and clicks. A post with lots of likes doesn't mean that your social media strategy is achieving its objectives, does it? Conversion rates, on the other hand, effectively help you understand whether your efforts are generating results.
Looking at this large amount of data may at first seem like an impossible task. But the good news is that there are several tools that can optimize your social media analysis, making it easier to monitor indicators.
The most famous is undoubtedly Google Analytics 4 (GA4). This latest version has brought in features based on artificial intelligence, such as predictive metrics that show, for example, the likelihood of conversion and the risk of abandonment (churn).
It also allows you to observe the behavior of users who come to your site via social networks and analyze the conversion rate more precisely.
There are also various platforms that allow you to manage social networks, monitor their metrics and even schedule posts, such as Buffer and Hootsuite, for example. Having these tools will certainly optimize your social media analysis.
Caption: Monitoring social media metrics helps institutions understand public behavior and adjust their strategies.
Efficient social media analysis is essential to the success of any digital marketing strategy, as it lets you know how your brand is performing and what adjustments need to be made to boost your results.
Here are some important points to remember:
Summary: Good social media analysis is essential for measuring your institution's performance and adjusting strategies based on real data. By monitoring metrics by network, defining relevant KPIs and avoiding vanity metrics, your team gains precision and focus on results. Tools such as Google Analytics 4 and Hootsuite make this process more agile and effective.
Want to know how these solutions can help improve your institution's results? Get in touch!
Because only with data can you know what is working, what needs to be adjusted and what actions are generating results. Without analysis, any decision is based on guesswork, and this can waste resources and opportunities for growth.
The most relevant are those linked to your strategic objectives: views, engagement, click-through rate (CTR), conversions and average display time. Vanity metrics, such as isolated likes, should be analyzed with caution.
Yes. Facebook, Instagram, TikTok, YouTube, X (Twitter) and LinkedIn offer specific tools with data such as views, reach, engagement, video completion rate and demographic profile of followers.
KPIs are key performance indicators. They help your team measure whether efforts on the networks are directly contributing to goals such as increased enrollment, brand awareness or student retention.
Google Analytics 4 (GA4), Hootsuite and Buffer are some of the main tools that optimize monitoring and help cross-reference data from networks with behaviour on the website. They make analysis more precise, integrated and agile.