Theory: Social Media and Tourism

2.4. How to access and understand analytics

• Establish Your Metrics: Before you start digging into social media analytics, it’s important to establish which metrics you want to track. This could include engagement, reach, impressions, website clicks and conversions.
• Set Up Trackers: Once you know what metrics you want to track, you need to set up trackers. This could be done through social media analytics tools such as Google Analytics, Hootsuite, Sprout Social or Buffer.
• Analyse Your Data: After the trackers are set up, you can begin to dive into your data. Look at how your posts and campaigns performed, identify any patterns or trends, and determine which posts were the most successful.
• Monitor Your Performance: Once you have analysed your data, it’s time to set up a monitoring system. This is important to ensure that you can track your progress over time and make adjustments if needed.
• Track Competitors: Finally, you should also consider tracking your competitors’ social media performance. This will give you an insight into how they’re performing and what strategies they’re using.