Understanding the impacts of social media implementation helps inform if adjustments are needed to objectives and strategy. The Insights in My Business section on Google+ makes it easy to understand that success (or lack thereof).
As a Social Media Manager, I'm forever dipping in and out of various social media monitoring and analytics tools. I take this information and feed it back into my clients objectives and overall strategy.
I'm a big advocate of Google+ and I'm always encouraging clients to start using it immediately as now is the time to get your following and strategy right BEFORE your competitors get there. If Google+ still confuses you, my previous blog posts What is Google+ and why you should be using it and Get started with Google+ should help.
ItÈs been a pain that there were no official Analytics tools for Google+. If I wanted figures on engagement and applause rates, I would have to calculate these myself. I knew that Google+ Insights would be on their way, and sure enough here they are! They are part of the new My Business section, which also includes your brands Google+ page, Google Analytics and YouTube channel.
It's key to any brand to know how their social content is performing and the new tool will provide that key information to help optimize content. What I love about Google+ Insights is its simplicity. Google hasn't overloaded it with data; they have listened to what brands want and have acted accordingly. Brands want to know who their audience is, what they can do to boost engagement (therefore increasing brand awareness) and how visible their brand is. All other metrics such as social referrals and conversions can be seen in Google Analytics, which features within the My Business dashboard.
There are three dashboards within Google+ Insights:
This tab gives you four different metrics: photo, profile and post view as well as an all-time total. You'll get the overall figures as well as how these metrics have trended over time with a line graph.
Facebook Insights users will already be familiar with this format. You'll get a selection of your most recent posts and how many +1s, shares and comments they had as well as which type of post encourages the most engagement for your brand. You will also get a graph showing the trend over time for engagement which can be drilled down further into +1s, shares and comments.
Who is it that follows your page? Find out your audience growth rate, as well as country, gender and age statistics. You will need to have 200+ followers in order to access these statistics.
There's an app for that
Social media never sleeps, so Google+ created a My Business app to provide statistics on the go. You can download the Android app now, with the iOS app available in the App Store soon.
There has been a lot of talk recently around whether Google+ would still be here in the next year, after the departure of advocate Vic Gundotra. We think the introduction of Google+ Insights is Googles way of saying to brands We're here to stay, so keep calm and Google+ on.