You should know by now that your company needs an active social media presence if it is to succeed at optimising its marketing campaigns. Social media can help build brand reputation, engage a wider audience and ultimately improve ROI. But when it comes to tracking social media analytics, do you have any idea what you’re looking for? You can track quantitative social media analytics such as visitors to your page and their sources, the size of your following, and your social signals (likes, comments, shares, etc.). Then on a more qualitative note you can look at what exactly the comments are saying, and the general sentiment of them. It can be difficult to draw any solid conclusions from all this data, though. Someone may like your page and share your posts but never turn into a purchaser. Another person may see your post and not click on it but later make a purchase directly from your website.