Over the years, as marketing has developed into a more digital platform and computing systems such as Microsoft Excel have replaced calculators and pen-paper records, social media has also garnered importance due to its wide range of users and ease of access. All this change is huge to process, and that’s why anyone into digital marketing these days must be familiar with operating Excel and all popular social media platforms in tandem. Knowing what to put into your Excel spreadsheet to analyze and understand social media activities, is certainly important. Here are some vital tips to help you get going.
Create columns and categories
To begin with, you’ll have to decide how many columns you want your sheet to have, depending on the categories and subcategories. Broadly, you will need at least 10 columns such as date, subcategory, Call to Action, number of clicks, number of likes, number of comments, re-blogs or reposts, what your target is like, meta tags to narrow down search, and total engagement.
For this, you will need a total count, and that requires a special, but easy formula. Basically, this is how to add a total row in Excel, which will help you get total count: If you are using Excel 2007 or 2010, create a table with the columns listed above. Then you need to right-click on a cell (easiest if you select the last row in any column) and choose the option Table. Then click on Total Row. This will turn the row below to a Total row, where you can select the desired function from the drop-down.
Use Pivot Table
No matter how many apps and tools you download, nothing can help you analyze social media data better than Pivot Table, as it will help you get a detailed insight and summary of your data, which will only get larger and larger in size as your business grows. For this, you simply need to select all the data and choose Pivot Table from the Insert tab.
Go for Data validation
When your data size is big, you might need some checks on whether the data you’re entering in each column is correct in basic format and type of content- for instance, if in a hurry, you enter the number of clicks in the meta tags column, it may get confusing later. To check this, choose Data Validation from the Data tab to feed specific value sets for Excel to identify.
Make use of What-if Analysis
This is another extremely useful tool within Excel for social media analysis. Three functions or sub tools are available for use, Scenario Manager (compares groups of values and scenarios), Goal Seek (helps find the correct output for the desired result) and Data Tables (helps view results of all possible inputs). This is very helpful when you want a comparative analysis based off what inputs you might provide, and what future stats may look like.
There are several other tools, applications and software available online which can do these jobs, but doing it using Excel gives a better and clearer idea on how your venture is proceeding. You will also gain first -hand knowledge and insight into what you might need to keep going ahead.