The surface-level engagement social analytics era is over. It's time to move to more advanced analytics to win today and thrive in the future. Here are the 7 insights every brand must know.

1. The 7 Social Insights That Will Help Your
Brand Win Today And Thrive In The Future

2. Next-Generation Social Analytics
About a decade ago, search marketing was transformed by
Google Analytics. For the first time, it gave companies
better insights to prove and improve the value of their
investment in search ads.
Now, businesses need the same for
social.

3. Next-Generation Social Analytics
The social analytics space beyond likes,
follows, RTs, and comments can be daunting…

4. Next-Generation Social Analytics
…But with these seven social insights, you’ll be
able to have a clear business perspective of where
your social efforts stand. You’ll be able to prove
that they are driving business as well as improve
and make a meaningful impact.

5. #1: Conversions Per Share
This is the single most must-have metric every business
that is seriously investing in social needs to be measuring.
Google Analytics brought conversion metrics to web
analytics. Conversion metrics need to be brought to social.
…And Conversions Per Share is it.
Because sharing (posts, tweets, pins, etc.) is the
foundational action of social media, it’s important that the
share is the denominator of social’s conversion metric.

6. #1: Conversions Per Share
It’s also important to note that, like traditional media,
social media has 3 elements: earned (what your fans
share), owned (what you share), and paid (social ads),
so really, every brand has 3 conversion metrics:
1. Earned Conversions Per Share
2. Owned Conversions Per Share
3. Owned Revenue Per Share

7. #2: Revenue Per Share
Similar to Conversions Per Share, Revenue Per Share is
integral now that social, especially Facebook, is a pay-to-play
channel. Every ecommerce brand that’s investing in
social (and they should be) needs to be tracking how social
impacts revenue.
For example, if your brand is running an influencer
campaigns, this metric tells you exactly how much each
influencer’s tweet is worth in dollar terms, allowing you to
easily calculate ROI.

8. #3: Most Social Content
Your Most Social Content is the content that has the most
number of conversions from social. If you’re not tracking
how your content is performing (again, preferably based on
conversions), you will be wasting a lot of time, effort, and
money on sharing sub-optimal content.
Google Analytic’s referral analysis captures this, but is
limited to last-click attribution.

9. #4: Most Social Influencers
Services like Klout are great at identifying large-scale
influencers…
…But if your brand is able to define social influence on
a conversion per share basis, you’ll be able to identify
influencers large and small—based on social
conversion efficiency—which is super powerful with
social’s sophisticated targeting ability.

10. #5: Most Social Converters
On the flip-side, these are the people that respond well to
social sharing.
People who respond well to their friends’ recommendations
on social have a higher likelihood of converting from social
ads, as well. Therefore, if you know who converts at a high
conversion per share rate organically, you can more
efficiently target your paid social ads.

11. #6: Fastest Channel to Convert
Because every brand has different customers and different
customer behaviors, brands need to figure out the efficiency of
their social channels. The Fastest Channel to Convert insight
helps brands do just that.
For example, if the average time to convert on Facebook is two
weeks, while Twitter and Pinterest are 2 hours, Facebook is a
top-of-the-funnel channel, while Twitter and Pinterest are a lot
lower.
This insight helps brands more effectively prioritize and distribute
their social advertising budget social in accordance with their
customer behavior.

12. #7: Social Average Order Value
For most retailers, average order value is a staple KPI. As
companies increase their investment in social, it’s critical
for marketers to be able to compare AOV across channels,
including social.
• Comparing digital banner AOV vs. Pinterest AOV vs. Facebook AOV
• Even more granularly, organic Facebook AOV vs. paid Facebook
AOV, etc.
With these specific social AOV insights, marketers can
more effectively allocate their social budget to the channels
that are most effective.

13. For a more in-depth look at these seven social
insights, check out our blog post here:
Blog Post

14. About Inside Social
Inside Social is a social marketing platform that helps companies measure and
increase their social ROI by focusing on the metrics that matter, not the vanity
metrics you’re used to on social.
We built a share tracking technology that connects social sharing to
downstream conversions, such as a download, subscription, or purchase. By
measuring, attributing, and optimizing social based on conversions, we help
companies do better social marketing.
We are based in Seattle, WA.
Connect with us on our social channels: