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Por María Eugenia Guidara |



The first part of this tittle can be a bit confusing. How can you use web analytics? The situation would be the following: Your boss or client is a bit intense and asks you one thousand times how your Social Media marketing plan is going. It seems as though you have not given a satisfactory answer. Your answer has not been enough. They need numbers and analytical data.

In this post, we offer 8 possible answers to those tedious questions made by your boss. All the answers are based on a social media report. These types of analytical reports become a key in order to show your Social Media progress. As an introduction, we are going to go over some essential questions about web analytics on social media. And then: The 8 answers to show the great work to your boss!

What statistics are important?

What does Kevan Lee, marketing director of Buffer, say about the reports of Social Media web analytics?

Creating a social media report can be key to explaining your Social Media progress. You can choose important statistics and present them so they are understood easily. There are tons of obtainable personal perceptions as well as valuable information for your boss or client”

So, what is an analytics web report? Simply a collection of data and statistics. What type of data and statistics must be on this report and why? The answer to this question depends on the strategies and Social Media objectives that you have outlined. That is why reports may vary in endless ways from person to person and from brand to brand.

Keeping in tune with Kevan Lee, these are some of the most important metrics on social networks that you must include in the reports depending on the objectives you want to reach:

  • Followers. No more and no less, that is the number of people who wish to connect with your brand/company/business. In some cases, this number serves to increase the confidence in your work, which shows a certain type of “vanity”. This is also used as a “social proof” to show the popularity of the brand or to indicate the content reach.
  • Clicks. First of all, the number of clicks indicates that the content you are sharing has a personal interest to the user. In addition to establishing your social profile as a great resource to cure contents (the clicks allow you to adjust your content marketing strategy based on the results), the best benefit of clicks are to attract traffic toward your website´s URL and your main webpage.
  • Re-tweets. If some of your Twitter followers re-tweet your content its because they are potentially interested. This shows that you know what you are doing, and also gives you the possibility to obtain new followers.
  • Favorites. How many people have marked your publications as “favorites”? It´s difficult to know why people do this. The only sure thing is that along with the comments, this shows a good level of interaction with your brand.



So now you are ready: 5 social media analytic web answers so your boss adores you

1.- Typical question from your boss: How is the social media campaign going?

Stop before you answer! First think about what your boss or client is interested in knowing (what type of analytic web impacts him/her positively): The traffic on the website? The lead generation? The “engagement”? Create your answer showing this data first. Let´s suppose that your boss is interested in web traffic. Your presentation can be something like this:

“Our publications on social networks have totaled 250 new visits to our webpage in one week!”

In this case, you are explaining the social traffic reference. How can this be identified? Through clicks. This is the best way to measure the success of this social network in order to send traffic to your website. How many visits come from Facebook? How many visits come from Twitter? And so on. Comparing the organic traffic, the direct traffic and the reference traffic is an excellent way to put into perspective the impact of social media. And your boss? Thrilled!

Source: Bufferapp – Social reference of traffic.

Source: Bufferapp – Social reference of traffic.

2.- Ask your boss: Is the audience growing?

This is basically about the growth of the number of followers on Twitter, fans on Facebook, etc. Perfect. The question is the following: don´t limit yourself to showing current data to your boss, compare the numbers you have with those of previous periods! The idea is to indicate a trend: Is there a monthly increase in your audience or does it tend to level off? Meaning, Is there a constant rhythm of growth? A way to show this data makes any decrease in the growth of followers framed within a general line of growth.

A possible answer can be:

“We are gaining close to 800 followers a week! This is the approximate number obtained in the last 90 days. All of this thanks to the strategy of recruiting fans: we have implemented two contests, one event and an update of advertisements on Facebook and Twitter”. 

What we have added here is the strategy. It´s very important that you highlight your work. What have you done to get your audience numbers to grow? We said it before: launch new products, contests, events, Facebook Ads, Twitter Ads, etc.

Source: direct marketing

Source: direct marketing

3.- A question from your boss: How much engagement have we reached?

This is a very broad question. Try to find out more about what your boss needs to know. The compromise can mean different things to different people. In general, this refers to the total amount of interactions:

  • The number of clicks 

  • The shared publications

  • Likes

  • Comments

  • Favorites

This is an excellent opportunity to speak to your boss about the most effective content. Are your fans sharing the videos on Facebook? If this is the case the commitment is high because this implies a good level of interaction. You can also complete the information by showing data of the “engagement per publication” or the “engagement per follower”. In the first case you should respond mentioning the total commitment of a certain period of time (changing it depending on the amount of times this is published) and to speak about the level of commitment per publication, which shows you how people are committed with your content in more detail.

In the second case, this is about evaluating the commitment per follower thus obtaining an idea of how to adjust it in order to increase the level of exchange. Combining all this data, the answer to your boss could be the following:

“In 30 days, we have obtained a total of 350 interactions! Each time we publish, we obtain close to 11 interactions. And almost 3% of our followers interact with us each time we share content”.


4.- Question from your boss: Why aren´t we getting more sales from social networks?

Observe that the question is quite difficult since it doesn´t ask about the current state of sales through social media (something like: How are sales going on Social Media?). The question makes reference to an obvious problem: online sales. Let´s take a look at what Adweek statistics have to say:

“81% of consumers investigate online before they buy. 60% begin by using a search engine to find the product they wish to buy. 61% read product recommendations before they make a purchase. On average, consumers visit three stores before they buy”. 

In relation to what was previously said by, Marketing Land  they also support survey data: “90% of the consumers make decisions influenced by online recommendations”. You can appeal this data to contextualize the answer you are going to present your boss with and explain that in order to increment the level of sales it´s necessary to keep working on the growth of social presence and interaction. Give your boss specific data about the sales funnel and how you are moving the audience towards sales!

The answer to your boss or client should start with something like this:

“All these sales have been made by individuals who have begun their sales process on social media!”

These are reports about re-directing web analytics that offer data of traffic clicks and the arrival to your website, as well as what these individuals end up doing. The traffic on social networks converts how many potential clients? How many subscriptions were reached? And sales?   


5.- Question from your boss: How are we doing as far as customer service is concerned?

You should show the metrics based on web analytics in order to reach other changing factor percentages. It´s important to point out the amount of clients you get daily or weekly as well as the average in comparison with previous periods. If at any time objectives have been established such as a decrease in the response time or an increase in the number of inquiries, show your boss or client, how you are measuring these objectives and what are the results up to now.

We have reached the end of this article. With these answers you are sure to win your boss over! Now it´s your turn: How are you handling these types of questions from your boss or client? Are you meeting their expectations? What other recommendations would you make to someone who needs to know more about how to answer these questions using social media web analytics? We leave you with more interesting articles on Social Tools to dive in to similar topics: