An interesting piece of this study (to me at least) revealed that more SMBs are interested in understanding social media analytics than are interested in learning to use Facebook, Google+ and Twitter. SMBs want to document results and increase ROI.
How can MSPs apply this finding to SMM campaigns?
Many MSPs understand the basics of social media marketing: listen, monitor and engage. They may not, however, put analytics on the forefront. Social media marketing, overall, is a broad term; divide each campaign up into portions instead of looking at the whole pie.
For instance, using the number of followers for your Facebook page as a tool to gauge ROI may be appealing, but it does not show how your page reached that number. Each time you create a campaign, record its results. Was the campaign effective? Should the campaign be used again, or should the campaign be tweaked for the future?
What should MSPs look for with analytics?
It all depends on how you want to gauge your success. For example, if you want to measure your Facebook page's success by followers then take a look at your change in followers for each campaign. Take note of what time that campaign was executed, how long it stayed active and why you may or may not have increased your followers.
You will see how certain posts gain more traction than others. With time, you'll be able to predict which posts will receive more engagement, without even looking at the numbers. It's about learning who your followers are and why they are following you.
The top three social media platforms of interest to small business were LinkedIn, Facebook and Google+, with Twitter trailing the other three. MySpace, not surprisingly, lagged behind the others. Respondents were part of a social media marketing group on LinkedIn. When asked what they would like to see more of in the group respondents said networking and business contracts. General discussion topics were close behind, and free eBooks, white papers, and other resources ranked third.
More than 30 percent of respondents were small or medium business owners. Social media managers ranked second at 22.9 percent, while independent consultants were the third largest group.