Now that you have social media accounts on Twitter, Facebook, YouTube, etc., how do you manage them all? There are a variety of tools to help you.
Facebook provides insights on page likes, post reach, and engagement. For example, using their tool, you can find out which posts received the most reach, clicks, likes, comments, or shares. You can also export the data for further analysis.
- YouTube Insights (go to “Insights” in your admin panel when you login)
If you use Google Analytics on your website, you can view social media analytics right on your analytics dashboard. This information gives you information on which social media networks are sending you traffic and shows you how visitors flows from social networks through your website. You can also build custom reports with the tool. Note: State agencies and departments are encouraged to use the Google Analytics service on their websites. Visit our page on Google Analytics for information.
- Social Reports (you must be logged into your account)
Using Twitter’s analytics service, you can view daily mentions, follows, and unfollows. The services also provides detailed information on which tweets got favorites, retweets, or replies. You can also download a .CSV file for further analysis.
- Twitter Analytics (you must be logged into your account)
YouTube provides detailed analytics on views, demographics, playback locations, traffic sources, devices, audience retention, subscribers, likes and dislikes, favorites, comments, sharing, etc. You can also download a .ZIP file for further analysis.
- YouTube Analytics (you must be logged into your account)
Social Media Dashboards
Social media dashboards allow users to monitor and manage multiple social media accounts at the same time. Typically, these tools offer the ability to:
- Publish content across multiple social media sites
- Read and respond to comments or messages
- Allow multiple people to use the tool
- Schedule postings on social media sites
- Shorten links
- View analytics and track mentions
To get started you will need to choose a platform. There are many different options available, including some that offer more advanced options. Many of them offer free versions so you can try them out first. A few of the more popular ones are*:
- Analytics Webinars (on-demand) – HowTo.gov
- Social Media Metrics for Federal Agencies – HowTo.gov
- Social Media Usage (PDF) – Derek Chan, California DMV – lessons learned, using social media
For information, please contact us. *This is provided for informational purposes only; the State of California does not specifically endorse the use of any particular site or tool over another.