Agent efficiency, automation, and operational insights
Christy Kirby, Senior Product Marketing Manager
If you’re a social media marketer, odds are you’ve used Facebook Analytics, Facebook’s native reporting tool. The tool reports key metrics for paid posts and organic campaigns alike, offering marketers the ability to prove the value of their social media presence with their broader marketing and ecommerce reporting. Of course, you know all this.
You may have also choked over your morning coffee when you saw Facebook’s announcement that they plan to shut down Facebook Analytics. The Facebook Analytics end date is June 30, 2021. So, let’s talk about it. What does this mean for your marketing team, how is life going to change? Is everything going to be okay? (Yes, it is. But still read on.)
The end of Facebook Analytics does not signal the beginning of a new dark age on social media, where data is difficult to come by and marketers have to rely on gut feelings instead of hard numbers.
Quite the opposite, in fact. While we don’t know exactly why Facebook is choosing to shut down Analytics, it is true that many marketing teams are moving to faster, smarter, and above all more integrated tools for social media analytics. In short, Facebook Analytics was a great tool, but it doesn’t have the cross-channel functionality that the world’s top brands require from their social media software.
If you haven’t already made the switch, it might be time to move from a single-platform tool, like Facebook Analytics, to a social suite with robust analytics tools, like Khoros Marketing. These platforms combine insights from every social media channel — Facebook, Twitter, Instagram, LinkedIn, and more — to give you a more holistic and powerful view of your paid and organic social campaigns. And the switch to a social media management platform isn’t as difficult as you might expect.
Your first reaction to the Facebook Analytics shut down announcement may have been to panic. Totally understandable.
We get it: You’ve been using the tool for a long time, and it’s probably yielded some powerful results that have really helped your brand. But there’s no need to worry. You’ll soon be switching to an even more powerful platform, and we’re here to help. Here are a few facts to put your mind at ease.
Khoros will continue to provide all key metrics and analytics that you need to prove the value of your social media programs. The only difference is that you’ll see them right alongside data from other channels as well, allowing you to compare performance and make necessary adjustments even more quickly. Better yet, you’ll be able to create custom metrics to measure the KPIs that matter specifically to your brand.
Using a social media management platform like Khoros gives brands and the teams that support them a single source of truth for social performance data. With Khoros in-platform dashboards, you can easily reference metrics from all of your owned social channels and analyze performance across paid and organic content. By using and carefully curating initiatives, plans, and labels within the Khoros platform, you also unlock the ability for deeper analysis across creative types, audience targets, sentiment, products, and more.
Whenever you analyze social media data, you’re bound to find pieces of content you want to tweak — otherwise, why do it at all? With the Khoros platform, you’ll be able to make the necessary changes across each channel, all without leaving your analytics tool. No longer will you have to switch from tab to tab, trying to remember whether you changed something on one channel or not. With Khoros, it’s all on the same screen.
Already using Khoros for social media analytics? No worries. Facebook will continue to support the API infrastructure that Khoros has leveraged, so there will be no data loss for Khoros customers. All data, metric types, and reporting capabilities continue to be supported — and this underscores the value of choosing a partner with close network relationships. Speaking of which...
We don’t just make software that tracks analytics across social media platforms. We also partner with our customers to make sure they’re getting the most out of these powerful tools. If you’re not sure where to start, we won’t leave you to figure it out on your own. Our world-class Strategic Services team can help you squeeze the most powerful insights out of our best-in-class software.
Our enterprise-grade support for analytics has never wavered, and it certainly won’t change now. As Facebook releases new metrics, we’re committed to making the investment to include them in the Khoros platform so that your brand never misses a thing. Facebook and Instagram in particular will continue to be priority network investments. For example, see this recent product release about our inclusion of IGTV analytics!
By now, your initial panic over Facebook Analytics should be dissipating. That means it’s time to get going on replacing it — and there’s no reason to wait until June.
Whether you’ve been looking to make the switch away from Facebook Analytics for some time or this news caught you completely off-guard, we’re ready to help you get started on a more powerful, data-driven social media presence. Request a demo today to learn more.
If you’re a current Khoros customer who relies on Facebook Analytics and you need help getting started or improving your abilities using the analytics capabilities in Khoros, reach out to your account team to sign up for a free product coaching session.