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Today, it is increasingly important for any business or brand to have an online presence in order to reach growing audiences in a technology-driven age. Facebook, Twitter and Instagram are just a few of the social media platforms businesses are utilizing in order to keep up with each other as they work towards gaining and keeping the attention of a seemingly ADD-stricken public.

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28 day summary of @UNTActivities Twitter account

With that said, simply having social media accounts for a business isn’t enough when it comes to engaging your publics. To be affective online, you must keep your publics up to date with factual information, often, publish content that is relevant to your audiences and advertise for yourself in a way that keeps people coming back for more, after the initial “follow” or “like.” The way we measure how well we are doing online is through analytics.

Analytics (a-nə-li-tiks): noun; the method of logical analysis

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Chart of Tweet impressions @UNTActivities earned over a 28 day period

Most social media sites include a free version of analytics that you can access and track on a regular basis in order to aid your brand in coming up with content that better suites your current and potential audiences.

Not only do analytics show you how well your publics are responding to the content you post, but they give you inside information on your target audiences. Analytics gives you information on your followers like age, gender, interests, income information, location, ethnicity, and online habits. Access to this information allows us as brand ambassadors to come up with content that is specific to the audiences we are reaching, allowing for a far more affective marketing and representation outcome.

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Difference in engagement for UNT Student Activities’ Facebook posts

Perhaps the best part of analytics is that it is specific and ever-changing. Looking at the history of technology, we all know that consumers are constantly looking for the “next big thing,” so it is no wonder that the same content that may have grabbed the attention of audiences last year, is far different from what people are looking for right now. Analytics not only tells us “Yes, you’re doing a good job,” or “No, you need to rethink everything you’re doing here.” It tells us exactly what audiences saw, what they interacted with and the extent at which your publics are engaging with your online content.

Analytics has made online presence and impact measurable in a way that allows us to pinpoint what audiences want and how we can contour our social media output to the needs of our publics affordably and efficiently.


(Analytics and pictures taken from UNT’s Student Activities Center’s Twitter and Facebook pages.)

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