Achieving success on social media is a rewarding feeling, especially when you’ve put time and effort into growing a channel. With each passing year, however, it becomes harder to get organic “wins” across social networks like Facebook and Twitter as the number of brands vying for attention increases. 

In order to even the playing field, a raft of data is now available, which helps you better understand social-media related metrics. This data can be used as insightful information that helps you build your brand across socials. 

But where do you find this data, and how do you utilize it to craft a successful social media strategy? In this article, we’re looking at the most important types of data brands should consider for their social media marketing efforts. 

Data for contests

The key purpose of data is to help brands learn more about their audience, and there’s nowhere better to start than with data gathered from social media contests. When a contest is done well, it can increase engagement and allow you to collect vital information about the entrants

page engagement
Watch out the number of engaged users after publishing different types of content in ZoomSphere Analytics App.

If, for example, your primary purpose for running a contest is to grow your follower base, you can learn the personality types of those who entered through the data they provide. You can then use that information for targeted ad campaigns aimed at the profile of people who entered the contest.

page fans by locale
Target all your content on the right people that are interested in you and your brand.

Data for polls

Polls have seen an increase in popularity over the last few years and act as a smart way for brands to learn more about audiences. They’re a great way to get data that helps create better content tailored specifically to their needs. 

Instagram polls

Using a poll can is social media data collection in its purest form. By asking your audience a question and giving them several options to choose from, you can determine their interests and what excites them about your brand and the wider industry. You should then use this information to refine the service offered to align with their interests. 

Instagram impressions
All data collected from Instagram (posts, stories, promotions) are visible in the Analytics App.

Data for Viral content

Viral content is the holy grail for any brand, as it can catapult your content into the mainstream. Some brands seem to go viral overnight, but there’s more to it than simply making a popular video or crafting a well-written tweet.

Interactions on viral post
Follow the peaks of super successful content – learn, optimize and go viral again.

Data plays a vital role in the before and after of viral content. Without data, marketers struggle to get an idea of what an audience really wants. And if you’re lucky enough to go viral, data plays a huge role in the next move. Thousands and thousands of clicks, impressions, and interactions can be used to keep up the momentum and build on your viral content centered around your more substantial audience.

Data for leads

Leads are the name of the game for most marketers and salespeople, which is why it’s essential that you use data to capture and convert leads. Customer personas play an integral role in lead generation, as they allow you to craft the perfect buyer. But these profiles can only be built with in-depth data.

page fans by gender
To set up a successful social media campaign, you need to know your Audience there.

Preparing a customer persona requires understanding your audience, preparing a campaign, reaching out to your audience, fulfilling their needs, capturing them as leads, qualifying their suitability, nurturing them, and closing. It’s much easier to run successful lead generation when you’re going off data rather than guessing what your audience might like.  

lead generation campaign
Once you start to collect all information from the leads campaign, make sure to process them effectively. In ZoomSphere Leads Manager, you find the leads, but you can also filter them, assign or categorize as needed.

Data for products and services

How are your customers using your product and services? You’ll only really know with the right data that informs you how they choose to interact with purchases made from your brand. Social media is a great way to reach out and ask people how they use your product or service



Label and tag comments, direct messages, or mentions to see precisely the buzz and feeling around your brand or products in Community Management and Benchmarking App

It allows you to gather data and improve future services. The result is better decision making, which helps with the implementation of new products and services that are even more successful than the previous iteration. Data for products and services should always be an ongoing practice, through social media, email campaigns, and by asking for regular feedback on your website. 

Data for customer service

Customer service on social media has become a fundamental aspect of brands. Companies with an excellent social customer service approach see a 92% retention rate. Ensuring your employees are on top of their game is important for providing five-star customer service

Community Management App in ZoomSphere allows you to track your teammates’ activity.

Social customer service data is essential for understanding your employees more than it is your customers (though it can help with that too). How fast do they respond? What is their engagement rate like with complaints? The data you get from their interactions will help create a better, more transparent customer service.  

Using the Analytics app with Zoomsphere

Getting the data for various actions on social media is one thing; it’s another to store it and understand the insights. That’s why it’s essential that you have a tool that helps you unpack the data you receive. 

The Zoomsphere Social Media Analytics tool allows you to measure more than 150 metrics for social media platforms. You can discover useful data insights for platforms like Facebook, Twitter, Instagram, and LinkedIn, including access to elements like impressions, reach, click-through rate (CTR).

All the information is then sent to a report builder, which allows you to make decisions that improve your social media outreach. 

Be data driven

Being data-driven is no longer a choice for markets; it’s a requirement that will help you build a successful social media strategy. More than three billion people are on social media, and data helps you market to the correct personas and drive your social media game forward.