Measuring your social returns

Measuring your social returns

You’re posting on social media, but how do you know if it’s working?

Today it’s safe to say we all agree that technology has so improved marketing, we no longer should waste valuable time and resources wallowing in uncertainty, wondering if our message is reaching the right audience. Furniture stores can have a clear perspective of the performance of their marketing, practically eliminating the guesswork from years ago. Social media marketing is getting more statistical in terms of its effectiveness. You can tell precisely if your time on social media has been productive or wasted.

All this precision in social media marketing is possible through analytics. Armed with this data, you can measure the performance of your brand in the social media sphere. That’s important because there’s a strong link between the success of your social media marketing and how you manage your analytics.

Before you begin to analyze anything, you need to know social media is expansive and exhaustive. Measuring its effectiveness is not for the light-hearted. But as vast as the social media scene is, there are specific areas of your analytics you should pay closer attention to than others. By shining light on these areas, you’ll be better informed about where you need to reinforce your message and what needs correction. This is the how of social media analytics.

It’s not just size

Your social media analytics should have a sharp eye on your audience size. Certainly, the number of people in the room matters. This is your audience. But more than size, it’s the relevance and interests of everyone that matters most. It does no good marketing that new line from High Point to an audience that is not in the market for furnishing its space.

Your social media analytics should focus on how well you are building an interested audience for your store. Your analytics should inform you if you are growing the right audience or if your relevant audience size is contracting – and even why it’s contracting.

Your social media analytics should also tell you more about your audience profile. With the right audience and the right content, furniture retailers can convert their use of social media into sales. On Twitter, you can run a report in your analytics to explore the categories of people who make your audience. Could they be enthusiasts with great interest in home furnishings? 

Looking at your social media analytics on Facebook, you can extract which of your fans show more attraction toward your brand by running a targeted ad to stratify your audience, thereby identifying your priority audience. There are many tools that can help you profile your audience better, such as Followerwonk, ViralWoot and Quintly.

Engagement and reach

Your store’s social media should be a place of engagement, communication and transfer of emotions. As a furniture retailer, you already know the importance of connecting on an emotional level with your audience. Your social media analytics can pinpoint your levels of engagement. What impression is your content making? Is your audience snubbing your content or interacting with it?

There is a wide spectrum of audience on social media. This is both a blessing and a curse. Your message can easily reach those who might just be loitering on the block. In other words, they might just monitor what you are sharing on social media and not interact with your post.

You might also run into engagers and influencers. They can be impressive and helpful to your brand by sharing content – your content – they love. In fact, you might already see them in action, habitually liking your posts, retweeting them and sharing them with their followers. Your social media analytics should be able to help you identify which audience you have as well as the breadth of your social media influence or reach. Social media analytics tools can help you statistically keep up with your reach and your audience. Keyhole is a powerful social media analytics tool for this job.

Monitor your traffic

Every post to social media needs to have a purpose: You are expecting your audience to give you feedback through conversion and purchases. Your social media presence should drive traffic back to your website where your audience is more likely to buy from you.

Your social media analytics should tell you how well you are driving traffic from your social media channels to your website, or your brick-and-mortar store.

There are free social media analytics tools for this; one of the most popular and effective is Google Analytics. Using Google Analytics, you can extract significant data, like your visitor acquisition down to your social overview, to see the number of visitors you accrue from major social media networks like Facebook, Instagram, Twitter and Pinterest.

Analyze your performance

Your analytics should tell you what type of content your audience is interacting with most. Are they engaging more with text or pictures — maybe even video? You can measure this from social media analytics. Furniture is fashion, and fashion is visual. Furniture retailers can see from their social media analytics that they have stronger engagement with their audience when they use visual content compared to just words. Performance of your post can generally be seen in the form of the likes you generate, the shares, the comments, etc. Be sure to track sales after a social media campaign to see results.

Having mentioned some social media analytics tools, let us now talk about some important platform analytics.


You know a lot about Twitter as a home furnishing retailer – or at least you better. Did you know you can improve your Twitter performance with Twitter analytics? This is a powerful analytic tool for your Twitter marketing campaign. It allows you to emphatically and accurately analyze your tweets to make sure you are spending time the right way on Twitter. It can tell what works for your tweets and what doesn’t. Your Twitter analytics should guide you with the direction you need to engage and attract a more relevant audience.

In Twitter analytics, you’ll find a trove of data in your Account Home. This is like your Twitter report card. It will give you an idea of your general performance on Twitter, highlighting your best-performing tweets as well as connecting you with vital influencers in the home furnishing niche.

You also have your Tweet Activity Dashboard, which houses crucial metrics for your tweets. There you find your retweets, the likes and how often your tweets were viewed. This will help you learn what types of tweets are engaging your followers. You also have the Audience Insights Dashboard, which provides valuable information on your followers. This feature helps you monitor how well your follower acquisition is going, giving you a deeper peek into the demographics and insight of your followers.    


You might feel more comfortable using Facebook than Twitter. But you can have more success with Facebook as a furniture retailer when you use Facebook Insight. With your Facebook Insight, you’ll find key analytics to measure the performance of your store’s Facebook page. Here you can learn more about your fans and posts and audience interaction (in terms of shares and comments). You can use this valuable tool in building an effective Facebook marketing strategy. The Facebook likes tab in your Facebook Insight analytics can tell how your fans are engaging with your page. 

There is also the Insight Overview, which tells you the performance of your page for a stipulated interval, say, the last week or even the last month. Also included in your Facebook Insight analytics are features like the Facebook reach and view analytics.

There is no better or more urgent time to start using your social media analytics. You have achieved a great feat in agreeing to the importance of social media marketing for your retail furniture business. Yet greater conquests await you when you successfully integrate powerful social media analytics into your social media marketing.

RetailerNOW is changing.

Insights Magazine will be replacing RetailerNOW as the official publication of the Home Furnishings Association. With this change, you will be able to find the same great content on the HFA website. All current members/subscribers will automatically receive the new print editions. You can continue to view content on this website until January 2020.

About the Author

Amitesh Sinha
Amitesh Sinha has gained a reputation for inventory software solutions. He can be reached at