Brands use social media marketing to engage their customers online. While 87 percent of surveyed social users say engagement with companies via popular networks increases their likelihood to convert, marketers struggle to find the sweet spot without social media analytics.

Digital marketers should already be familiar with analytics. Google provides users with its own content analytics platform that showcases various data points about web traffic and how visitors performs on websites. In some instances, analytics shows how social media referral traffic responds and behaves as it navigates across news content, blog updates and landing pages. However, marketers should want more information about their social media content, and there are numerous services available that can offer deeper insights than Google Analytics.

Social media analytics can highlight which Tweets, Facebook Posts, Google+ Updates or LinkedIn interactions performed the best over a certain time frame. More, software like Sprinklr can break down those posts into campaigns, so marketers can understand if their blogs outperform their news posts, and if topics about subject A convert more leads than updates about subject B. All-in-all, these insights can help social media marketing professionals develop smarter strategies around what content works and what doesn’t.

Sprinklr’s Vice President of Marketing Jeremy Epstein explained the value of social analytics in a recent interview:

“Social media analytics reveal people’s core motivations, not their transient wants … Social media analytics helps enterprise organizations create targeted web content, collaborate with cross-department colleagues to get feedback into the right hands, develop smarter campaigns, oversee thousands of conversations online and build an active community.”

When marketing departments implement stronger social strategies, they increase brand sentiment, influence thought leadership and compel followers to convert across various channels. A recent study showed that 4 out of 5 people are more likely to buy from brands frequently when they actively market through social channels. That metric could potentially increase with the advanced knowledge creative departments compile about their audience.

Here are a few resources that further explain the value of social media analytics and how it fits into broader digital campaigns: