An article published by Forbes on Feb 2016 stated that social media spending is expected to contribute to 20.9 per cent of marketing budgets in the next 5 years. This figure is a testament to the fact that social media does contribute to a firm’s performance – in one or the other.

According to a CMO survey, about 40.6 per cent of marketers have reported to having a “good” qualitative sense about the content going up on social media – but not on a quantitative basis. However, this too is changing due to social media data mining.

Marketers don’t want to just think of a random campaign or social post. They want to under their audience’s psyche and give them exactly what they want. And what is better than “data” to get insights on engagement level and social shares.

Social media data is the information collected from social platforms that show how and in what amount do users share, view or engage with your content or profiles. This information comprises the following (but is not restricted to) user-generated content published on:

  • Blogs, including long-form publishing platforms (Wikis, Medium) and social opinion sites (Zomato)
  • Multimedia streaming services (YouTube, Flickr, Slideshare)
  • Social media networks such as Facebook and Twitter
  • Social search which involves keyword analysis and hashtag tracking

Since there are so many metrics to track and so much data to analyze, best is to just focus only on certain aspects of the business. It is up to the marketers to select core KPIs for the social media platforms that effectively measure audience reach and customer engagement levels.


This popular social platforms gives marketers an expansive opportunity to measure and analyze a number of metrics of the business page; some of which are:

  • Engagement: The number of post clicks, likes, comments and shares within the last seven days can be collected. This makes it easy to do a week-by-week analysis.
  • Impressions: This is the number of times a Facebook Page is displayed, including those who click and don’t click on any of the posts or the page itself!
  • Organic likes: The amount of people who like the posts and the page, irrespective of conducting ad campaigns


  • Page like
  • Post reach: This metric shows the total reach of the post and is associated with the number of the people who have viewed it.
  • Reactions: How many people give either of these reactions “Like”, Love”, “Haha”, “Wow”, “Sad” and “Angry” to a particular post.


Unlike Facebook, the micro-blogging website is more linear not only in terms of its user interface but also the metrics that marketers need to study in order to build powerful buyer personas. Even though this platform is NOT fit for all kinds of businesses, every brand wants to get on it and leave no stone unturned to engage with customers – active and potential.

The dashboard provides a 28-day summary report of the posts uploaded on Twitter:

  • Engagement rate: Total link clicks, retweets, favourites and replies a post gets
  • Followers


  • Link clicks: Total URL and hashtag links clicked by Tweeple – who may or may not be followers of that brand
  • Mentions: How many times a brand (@username) was mentioned by other Twitter users


The use of this professional networking website depends on the type and size of business. The metrics here are similar to Facebook and Twitter are more or less the same and include but are not restricted to total post clicks, audience interaction, total number of followers and total times an update was viewed.


Additional information about the audience can be collected by manually skimming through their profiles and the kinds of groups they interact in, posts they like or share and the connections they have. Marketers can find information about the followers’ job title level, the industry they work in and company size, etc. under the “Followers” section under the analytics tab of the company’s LinkedIn page.

Adalyz: A unified dashboard for multiple platforms

Social data mining can be quite a tedious task if the right tool is not used by marketers. Since this process involves numbers and a part of future marketing strategies depend on the findings, one can’t afford to muck around with the tool used.

Adalyz, for instance, can take away all the painpoints of mining the data for the marketers. Thanks to its unified dashboard, it is possible to get all the information for multiple accounts on one platform. It adds campaigns from select social media channels to smart folders to compare, organize, simplify reporting, generate common insights and find hidden trends.

Adalyz quickly identifies campaigns marketers want to focus on using powerful filter criteria. It pulls in your historical data, so that they can compare campaigns from last month, quarter or year with the current one’s and make data driven decisions.

Currently, it is possible to add Google, Facebook and Instagram advertising accounts on Adalyz. Twitter and LinkedIn integrations are on their way. Want to know more on using Adalyz? Click here!