plug and play marketing  by Dan Steele Take Aim With Social Media Analytics


We can all agree that archery instructors would never encourage shooters to fire an arrow blindfolded. The arrow would most likely miss the target. Only when one aims carefully does the likelihood of hitting the bullseye increase. Marketing is no different.


Peter Drucker said, “You cannot manage


what you do not measure.” Too often marketers release a social media post or ad campaign without implementing the “aim” of analytics, and therefore, never hit the target. We must use analytics to measure results and


optimize our reach. When employed correctly, analytics can improve ad performance, analyze our audience and verify ROI. Each social platform has a dashboard to view


Analytics can help you identify your


audience so you can shape your message accordingly.


analytics; however, some marketers choose to use Google Analytics (GA4) to see how much traffic is being filtered from social media to their website. Using a tool like Sprout Social or Hoot- suite allows you to see your social analytics from multiple platforms in one place. Whichever tool you choose, reviewing analytics can help you spot trends and tweak ads accordingly, bolstering your marketing efforts.


To optimize ad performance, try these steps: 1. Run two different ads simultaneously.


2. Use analytics to measure which ad received the most interaction.


3. Turn the nonperforming ad off and continue using the effective ad.


4. Ensure future ads contain similar elements.


This is possibly the simplest example of analyt- ics improving ad performance; but without the data, our ad performance is guesswork.


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www.ccca.org September/October 2024


Photo courtesy of Word of Life Fellowship


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