“Social Media Analytics and Influencer Marketing Metrics”
SUBMITTED BY
Balavardhan Manthena balavardhama@gmail.com
Sasi Kumar Uchhuri shashik2121k@gmail.com
Rashmitha Medipelli sreyasreya978@gmail.com
Master of Business Administration
ABSTRACT
Influencer marketing metrics and social media analytics give us insight into how well a campaign or brand is doing on various platforms, such as Twitter, YouTube, and Instagram. These tools monitor crucial metrics that demonstrate how much people interact with material, including likes, shares, comments, views, and follower growth. When using influencer marketing, brands look at indicators like conversion rates, audience demographics, and engagement rates to see whether an influencer is indeed assisting them in reaching the proper audience. If click-through rates and sales conversions indicate whether individuals took action, such as visiting a website or making a purchase, reach and impressions indicate how many people viewed the material. Additionally helpful is sentiment analysis, which enables marketers to determine whether consumers' responses are neutral, negative, or positive. Businesses use this information to enhance their strategy, select the best influencers, and make smarter marketing decisions. Businesses can evaluate what works, what doesn't, and how to modify their material for better outcomes by monitoring these analytics. In addition, metrics aid in calculating return on investment, which helps marketers determine whether their influencer spending is truly worthwhile. Understanding these indicators is crucial for marketing students since they demonstrate how digital marketing functions in practice and how companies establish their online presence. In today's digital environment, being able to make datadriven decisions and enhance marketing tactics is made easier with an understanding of social media analytics.
KEY WORDS: ENGAGEMENT RATE, REACH, IMPRESSIONS, CLICK-THROUGH RATE, CONVERSION RATE, FOLLOWER GROWTH, SENTIMENT ANALYSIS, BRAND MENTIONS, AUDIENCE DEMOGRAPHICS, EARNED MEDIA VALUE
