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Can social media analytics help marketers come up with better strategies and connect better with their target audience? 

As it turns out, social media analytics alone can’t give marketers the necessary insight to improve how they market and sell to customers. That’s because much of what marketers see on social media analytics captures the behavior of enthusiasts: social media users who post 5x a week or more. These users make up a small minority of the social media audience (29%) and differ from the majority of customers, who are more likely to be lurkers (those who post once a week or less) or dabblers (those who post 2 to 4 times per week).

Knowing the interests of our customers is a basic tenet of great marketing. Unfortunately, analytics tools can’t help you capture that understanding because they don’t provide a holistic picture of your social media audience. Compared to lurkers, enthusiasts pay more attention to just about every topic or area of activity on Facebook. And in categories like health, science, crafts and cooking, that difference between enthusiasts and lurkers become even more dramatic.

Social Media Analytics - What topics people follow on Facebook

Social media analytics doesn’t reveal the media habits of your customers either.

The TV-viewing habits of enthusiasts differ from lurkers: lurkers are more likely to watch almost every type of TV program, but those differences close up in categories that appeal to appearance-conscious, DIY enthusiasts. So the differences in social media engagement between TV programs may not be about those shows—it may have more to do with whether they appeal to lurkers or sharers.

Social media analytics - What TV shows people prefer to watch

In the age of social media, aligning your digital and traditional marketing strategies helps maximize the effectiveness of your marketing efforts. That alignment comes from a complete understanding of your customers—something that social media analytics alone can’t give you.

Learn more about the shortcomings of social media analytics by downloading our free report. You can also tweet highlights from this blog post:

  • Tweet this!Social media analytics alone can’t give marketers the insight to improve how they market to customers. (CLICK TO TWEET)
  • Tweet this!Compared to lurkers, social media enthusiasts pay more attention to just about every topic on Facebook. (CLICK TO TWEET)
  • Tweet this!Social media analytics doesn’t reveal the media habits of your customers. (CLICK TO TWEET)

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