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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

If there was ever a vertical where influencer marketing was a natural fit, it would be the fashion industry. Platforms like Instagram, YouTube, and TikTok lend themselves perfectly to sharing outfit inspiration, doing thrift hauls, and of course linking to and tagging your favorite clothing items and stores.

Fashion influencers come in all shapes and sizes (including audience size!).

In our list below, we’ve separated out into broad categories such as “body positivity” and “sustainable” (with the caveat that many of the below fashion influencers could easily go in more than one category).

Top 10 Fashion Influencers With the Biggest Followings

What Are the Primary Channels for Fashion Influencers?

Which Fashion Influencer is the Right Fit for Your Brand?

Are you looking for more local fashion influencers? Check out the top South African fashion influencers and the top fashion influencers in Singapore

Let’s kick it off by looking at the fashion influencers who have some of the largest followings on social media: between 1 and 5 million.

As you browse this list, take into account the “True Reach” number compared to their follower number. This is an evaluation of how many engaged fans the influencer actually reaches out of their following. It’s a great reminder to look beyond the base follower count when vetting influencers.

<table class="table-primary alternate-color">
    <thead>
        <tr>
            <th style="text-align: center;">#</th>
            <th>Name</th>
            <th>Instagram Handle</th>
            <th style="text-align: center;">Followers</th>
            <th style="text-align: center;">True Reach</th>
            <th style="text-align: center;">Avg. Engagement</th>
            <th style="text-align: center;">Comments</th>
            <th style="text-align: center;">Likes</th>
            <th style="text-align: center;">Shares</th>
            <th style="text-align: center;">Avg. # of posts / month</th>
        </tr>
</thead>
<tbody>
        <tr>
            <td style="text-align: center;">1</td>
            <td><a href="https://www.instagram.com/matildadjerf/#" target="_blank">Matilda Djerf</a></td>
            <td>@matildadjerf</td>
            <td style="text-align: center; background-color: rgb(196, 244, 244);"><strong>4.3M</strong></td>
            <td style="text-align: center;">1.9M</td>
            <td style="text-align: center;">268.4K</td>
            <td style="text-align: center;">210.9K</td>
            <td style="text-align: center;">267.7K</td>
            <td style="text-align: center;">265.3K</td>
            <td style="text-align: center;">28</td>
        </tr>
        <tr>
            <td style="text-align: center;">2</td>
            <td><a href="https://www.instagram.com/fashioninflux/#" target="_blank">Lydia Rose</a></td>
            <td>@fashioninflux</td>
            <td style="text-align: center; background-color: rgb(196, 244, 244);"><strong>3.3M</strong></td>
            <td style="text-align: center;">654.1K</td>
            <td style="text-align: center;">39.9K</td>
            <td style="text-align: center;">61.9K</td>
            <td style="text-align: center;">39.5K</td>
            <td style="text-align: center;">186.6K</td>
            <td style="text-align: center;">29</td>
        </tr>
        <tr>
            <td style="text-align: center;">3</td>
            <td><a href="https://www.instagram.com/carodaur/#" target="_blank">Caroline Daur</a></td>
            <td>@carodaur</td>
            <td style="text-align: center; background-color: rgb(196, 244, 244);"><strong>5.1M</strong></td>
            <td style="text-align: center;">545.7K</td>
            <td style="text-align: center;">28.2K</td>
            <td style="text-align: center;">75.6K</td>
            <td style="text-align: center;">13.9K</td>
            <td style="text-align: center;">214.8K</td>
            <td style="text-align: center;">91</td>
        </tr>
        <tr>
            <td style="text-align: center;">4</td>
            <td><a href="https://www.instagram.com/thatbohogirl/#" target="_blank">Kritika Khurana</a></td>
            <td>@thatbohogirl</td>
            <td style="text-align: center; background-color: rgb(196, 244, 244);"><strong>1.9M</strong></td>
            <td style="text-align: center;">499K</td>
            <td style="text-align: center;">69.7K</td>
            <td style="text-align: center;">119K</td>
            <td style="text-align: center;">85.4K</td>
            <td style="text-align: center;">/</td>
            <td style="text-align: center;">68</td>
        </tr>
        <tr>
            <td style="text-align: center;">5</td>
            <td><a href="https://www.instagram.com/chrisellelim/#" target="_blank">Chriselle Lim</a></td>
            <td>@chrisellelim</td>
            <td style="text-align: center; background-color: rgb(196, 244, 244);"><strong>5.2M</strong></td>
            <td style="text-align: center;">344.4K</td>
            <td style="text-align: center;">37.8K </td>
            <td style="text-align: center;">60.5K</td>
            <td style="text-align: center;">258.5K</td>
            <td style="text-align: center;">60.5K</td>
            <td style="text-align: center;">62</td>
        </tr>
        <tr>
            <td style="text-align: center;">6</td>
            <td><a href="https://www.instagram.com/weworewhat/#" target="_blank">Danielle Bernstein</a></td>
            <td>@weworewhat</td>
            <td style="text-align: center; background-color: rgb(196, 244, 244);"><strong>3.4M</strong></td>
            <td style="text-align: center;">278.4K</td>
            <td style="text-align: center;">9.2K</td>
            <td style="text-align: center;">167</td>
            <td style="text-align: center;">8.3K</td>
            <td style="text-align: center;">/</td>
            <td style="text-align: center;">44</td>

        </tr>
        <tr>
            <td style="text-align: center;">7</td>
            <td><a href="https://www.instagram.com/lydiajanetomlinson/#" target="_blank">Lydia Tomilnson</a></td>
            <td>@lydiajanetomlinson</td>
            <td style="text-align: center; background-color: rgb(196, 244, 244);"><strong>1.5M</strong></td>
            <td style="text-align: center;">274.8K</td>
            <td style="text-align: center;">22.6K</td>
            <td style="text-align: center;">129.9K</td>
            <td style="text-align: center;">30.5K</td>
            <td style="text-align: center;">27.9K</td>
            <td style="text-align: center;">33</td>
        </tr>
        <tr>
            <td style="text-align: center;">8</td>
            <td><a href="https://www.instagram.com/aashnashroff/#" target="_blank">Aashna Shroff</a></td>
            <td>@aashnashroff</td>
            <td style="text-align: center; background-color: rgb(196, 244, 244);"><strong>1.1M</strong></td>
            <td style="text-align: center;">176.1K</td>
            <td style="text-align: center;">16K</td>
            <td style="text-align: center;">73</td>
            <td style="text-align: center;">15.9K</td>
            <td style="text-align: center;">/</td>
            <td style="text-align: center;">28</td>
        </tr>
        <tr>
            <td style="text-align: center;">9</td>
            <td><a href="https://www.instagram.com/k.els.e.y/#" target="_blank">Kelsey Simone</a></td>
            <td>@k.els.e.y</td>
            <td style="text-align: center; background-color: rgb(196, 244, 244);"><strong>1.1M</strong></td>
            <td style="text-align: center;">159.8K</td>
            <td style="text-align: center;">13K</td>
            <td style="text-align: center;">121.1K</td>
            <td style="text-align: center;">17</td>
            <td style="text-align: center;">20K</td>
            <td style="text-align: center;">29</td>
        </tr>
        <tr>
            <td style="text-align: center;">10</td>
            <td><a href="https://www.instagram.com/wendyslookbook/#" target="_blank">Wendy Nguyen</a></td>
            <td>@wendyslookbook</td>
            <td style="text-align: center; background-color: rgb(196, 244, 244);"><strong>2.2M</strong></td>
            <td style="text-align: center;">122.1K</td>
            <td style="text-align: center;">9.2K</td>
            <td style="text-align: center;">118</td>
            <td style="text-align: center;">8.2K</td>
            <td style="text-align: center;">/</td>
            <td style="text-align: center;">20</td>
        </tr>
    </tbody>
</table>

40 Top Global Fashion Influencers to Inspire You

Influencer marketing has become a hot topic. As a whole, the industry is worth an estimated $21.1 billion as of 2023 (Statista). Data suggests that 17% of companies have allocated over half of their budgets to influencers. And 89% of marketers say influencers are at least as effective as other channels. It’s a potentially lucrative tactic for marketers, but how do you know your influencer marketing campaigns are successful?

This fast-growing acquisition channel can add strength and scope to the rest of your marketing strategy. But as with any type of marketing, there are no guarantees. The only way to know whether your efforts pay off is to track your progress.

Strong ROI is possibly one of the influencer marketing industry’s greatest advantages, yet many find this the hardest KPI to quantify. This might be because of the unique ways brands spend money on influencers or the “newness” of the industry. 

Marketers are still learning how to calculate spending. However, you need to know just how valuable your influencers are to your brand and strategy, and the right KPIs and metrics will tell you everything you need to know.

More and more industry professionals rely on an important metric known as earned media value (EMV) to estimate an influencer campaign’s ROI. But there are other metrics that matter in an influencer program, too.

Not sure where to start? We’ve got you covered. Learning how to measure the success of an influencer campaign takes a slightly different approach compared to other types of marketing. It’s more fluid and less rooted in numbers.

So, how do we do influencer marketing measurement?

1. Measure according to the objectives of your influencer campaign

3. Measure the ROI of your Influencer Marketing Campaigns

4. Get the tools you need to measure your influencer campaigns

6. Learn for your next influencer marketing campaigns

8. Measuring Influencer Marketing Success with Meltwater

Setting campaign goals for your influencer marketing helps you decide what success looks like. Maybe it’s short-term sales, or a larger social media following, or something else. 

Once you set your goals, you can start connecting the dots between your current position and where you want to be. If you achieve your goals, consider your influencer campaign successful. 

And if you miss the mark, you might still call your campaign a success. Making progress toward those goals can show you something is working. Discover what you need to tweak or refine to do better on your next campaign.

There’s also the matter of proving your effectiveness to higher-ups. You’ll have a much better chance of getting more budget for your influencers if you can demonstrate how your efforts are working.

An influencer marketing report that details your influencer ROI is a great resource for this very purpose.  

Or, if you’re managing influencers on behalf of clients, you’ll become more valuable to them when you can support your work with data. Clients want to know their budgets are being well spent, and providing them with data that makes you look good can help you retain clients longer.

Once you know more about what works and what doesn’t in influencer marketing, you’re in a better position to win bigger and lose smaller over time. You can predict influencer campaign results before spending any money because you know how successful previous campaigns have been and what led to those wins.

An influencer marketing campaign can be thought of with many different goals in mind. For example:

These goals should be at the forefront of your campaign. At every step of planning & implementation, you should always keep this goal in your mind.

There are different categories of influencer marketing metrics you can choose from:

The reach of influencers: Number of unique people who have seen their posts

Impressions obtained: Number of views of a post (the same person can be exposed several times to the same publication)

Number of reactions: likes, favorites, reposts, etc.

Publication engagement rate: number of followers

Number of new subscribers earned over the campaign period

The share of your brand’s voice against your competitors (benchmark it!)

It’s fairly easy to track sales generated from influencer campaigns. There are two main ways to track whether a sale has come from an influencer.

If you send your influencers links to your site to share, consider incorporating UTMs.

UTM tags (also called UTM parameters) are simple codes that you can attach to a custom URL. They’re useful in tracking influencer marketing performance.

UTMs allow you to see how many people are clicking on your links, where they’re coming from, and what type of device they’re using. This information helps you see which marketing channels are working and which ones aren’t.

Then follow the conversions generated from Google Analytics.

Provide promo codes to influencers. Followers can then use this code at the checkout to receive a discount, you’ll then be able to track how many sales have been made through these codes.

Remember to give different links or promo codes to each influencer, so you can track the individual performance of each influencer. This will also be important if you have agreed to a commission for each sale generated with the influencers.

Similar to affiliate links, you can generate unique discount codes for your influencers to use in their content. These promo codes make it easy for marketers to track campaign performance at a glance. See which codes are driving the most conversions to see your influencers’ effectiveness.

Promo codes can also help you separate sales that come from influencers and sales that come from other marketing channels.

Another method of tracking sales that have been created off the back of your influencer marketing campaign is by looking at purchase trends to see if your campaign has generated sales peaks.

Why check this? It might be the case that a follower has seen an influencers post, but then organically searched for your brand or product, rather than use the UTM code.

Of course, not all influencer marketing campaigns aim to generate sales. How do we measure the ROI of these?

If you prefer to rely on your own experiences, you can compare the performance of your influencer campaign to your other social media advertising campaigns.

For example, by comparing the cost per engagement, per click or lead of your paid campaigns to the performance and cost of your influence campaigns, you can estimate the return on investment of these.

Reading Tip: Are you wondering how much influencer marketing costs? Learn more about influencer pricing.

Take into account the other benefits of influencer marketing

Influencer campaigns have other benefits that are important to consider when reviewing your campaigns.

This type of campaign allows you to win new content, the one created by influencers. You can re-use their posts on your site, social media campaigns, emails, etc. (provided you have agreed with the influencers beforehand). This is usually quality, authentic content, featuring personalities familiar to your audience.

Also, unlike social media campaigns, content creation is outsourced, and usually supported by influencers, saving you time and money.

Calculating Influencer Marketing ROI with EMV

Traditional marketing channels will use ROI as one of the benchmark KPIs for tracking campaign impact. Since influencer marketing spend is allocated differently than native ads or PPC, estimating ROI is also done differently.

For this reason, we use the Earned Media Value (EMV) metric to estimate the ROI of an influencer marketing campaign.

The earned media value metric measures the value of reach and engagement received by an influencer on a campaign. It estimates how much you would have to spend on ads to receive the same results with paid media buying.

Does not reflect the revenue an influencer brings in

When calculating EMV, we distinguish between network, type of post, and type of engagement. Then we assign a benchmark value to each. 

Many marketing professionals agree that influencer marketing is more valuable than traditional paid media. The nature of the content is naturally more authentic and intimate compared to a paid advertisement. The goals are different, too — influencers aim for engagement rather than just reach.

How do we know it is more valuable, you ask? Well, that’s where EMV comes in. 

As we mentioned earlier, EMV calculates how much money you would have to spend on paid media to achieve the same results (reach and engagements).

 It is estimated that influencer marketing is 10.52X more cost-effective than paid media. Or, to put it another way, it would cost $10.52 of paid ad spend per $1 of influencer spend to achieve the same results. 

To calculate your influencer marketing EMV, you can use this formula:

[(Total impressions/1000) * CPM] + (1500 * Cost Per Like) + (500 * Cost Per Comment) = EMV

Let’s say you’re doing a social media influencer campaign that earns 2,000 engagements, let’s say 1500 likes and 500 comments. We’ll assume a $3.00 cost per impression (CPM). 

Influencer Marketing Measurement: KPIs, Metrics, ROI

Whether you’re pitching an up-and-coming brand, raising the profile of a little-known executive, or promoting your business in a new market, the process always looks the same in the beginning: countless pitches go out the door with very few media requests rolling in. 

Until momentum starts to build, it's hard to gain the kind of traction that will have journalists who ignored you initially replying back. Or new journalists and outlets reaching out to see if they can ask you a few questions. 

So the question becomes, what is the most strategic way to inspire the initial momentum? Read on for 3 key points you should remember when considering media requests.

How Do You Choose the Best Media Request?

2. Research the journalist & their track record

When you’re proactively pitching a story to the media, you’ve got a clear objective. It might be unveiling a new product, doing some PR damage control, or announcing a new hire. 

But when you’re assessing requests the other way around, the objective isn’t always as clear. 

What might seem like a straightforward interview request from a respected publication could turn into a reputation-damaging story without proper vetting.

So how do you figure out which ones to go for and which ones to pass on? 

Incoming PR requests are like big shiny objects—they look pretty but can be enormously distracting. 

The purpose of any solid PR strategy is to align all activity with a specific business goal. This prevents wasted time and effort going towards the shiny objects and keeps you on track.

Check out the Guide to Data-driven PR for more in-depth discussion on modern PR strategy.

When your inbox starts getting noisy with requests, here’s the first and most important question you want to hash out with your team: "What are our short and long-term business priorities? Does this request fit in to these?"

If you've had a recent announcement or media flurry, you're likely seeing an influx of incoming PR requests. If you are focused on further promoting the news, then attention should probably be paid to these requests, further vetted by the next two points.

2) Research the journalist & their track record

For any of us who have lived through managing a brand PR crisis, we know that the old adage “all publicity is good publicity” is completely false.

When you pitch announcements proactively, you’re more likely to accept opportunities with hard-hitting reporters. But as requests roll in, you have the ability to be more selective.

Thoroughly research each and every journalist that sends a request (even if they’re just asking for a comment or statement). 

Check their social media updates. Google their past coverage. Look at their LinkedIn profiles. Use a media database to track down their history of covering your industry and brand, their beat, their story and angle preferences, and any other noteworthy tidbits you can find about their work.

Is their coverage aligned to the type of reporters you trust? Let this answer guide your decision.

No one needs to be told that PR is an industry built on relationships.

The final thing to take under consideration is who the request is coming from. Have you been building a relationship with the journalist or media outlet? Is it a reporter you have a good rapport with? If the answer is ‘yes,’ it’s an easy yes. If it’s not a journalist or media outlet you care to forge a relationship with, politely decline.

As your pitching efforts take off, stay away from the knee-jerk reaction to accept each one that comes your way. In the long run, it’s far more strategic to say no to those that don’t align with your brand values or business priorities or those that don’t further important industry relationships.

Streamline and scale your PR efforts by leveraging a media database to help you research journalists and the media outlets they contribute to. Fill out the form to schedule a 15 minute demo! 

Media Requests: When to Say Yes and When to Say No

When you're using the world's biggest social media platform, how do you keep tabs on everything in your Facebook marketing? From gaining the right insights from your Facebook page and Facebook analytics to making continuously smarter decisions and adjusting to social media platform changes, this post takes a closer look into what you need to know about Facebook monitoring. 

Social media monitoring tools are on the rise, as social platforms themselves continue to see a growth in user-ship. It is becoming increasingly important for brands to stay up to date with the changes that platforms make.

Read on to learn the best way of tracking, monitoring and analyzing your Facebook marketing efforts going forward. 

The Discontinuation of Facebook's Analytics Tool

Which Facebook Metrics Should You Track and Analyze?

3 Reasons to Monitor Facebook Page Analytics

Facebook monitoring is the process by which marketers can track for mentions of their brand, industry, and competitors on Facebook.

Monitoring on Facebook covers posts and pages.

Your team can uncover common keywords associated with certain topics, be alerted when a spike in negative or positive sentiment occurs, find new marketing opportunities, and more.

Facebook announced in 2021 that the free Facebook Analytics tool would no longer be available after June 30, 2021. 

According to CMS Wire, there was a declining interest in the panel data - data with a filtered view - that Facebook Analytics displays. With the growing concern surrounding data privacy regulations and well as the aggregate view of what content trends, there was been less interest in the panel data that Facebook Analytics provides. Moreover, Facebook Analytics was simply found to be less useful than other analytical tools that provide much more in-depth insights. So it's bye-bye Facebook Analytics and hello to new alternatives.

While Facebook Analytics is no longer available, the social media platform does have alternative tools that can be used for Facebook monitoring, and to track content engagement, budget spend on ads, and page traffic: 

If you haven't explored these tools before, take a look at this Facebook Management Guide to get a feel of how you can start utilizing them:

Facebook Business Suite is a social media management tool that allows you to manage your Facebook, Facebook Messenger and Instagram in a central place. From engaging with your audience to responding to messages and managing your advertising activity, Facebook Business Suite is ideal for managing your brand's Facebook and Instagram profiles to create content, promote ads, publish posts and provide customer service. 

Ads Manager is a tool that allows you to create ad campaigns, manage your Facebook ads and view or demonstrate the performance of your ads with reporting. This tool is free to use and makes it quite easy to adjust small ad details like the copy, ad placement, and tracking the conversion. 

Creator Studio is Facebook's social media content management tool that is designed to manage content shared on a Facebook page and analyze the performance of the content. While the tool is free to use and allows anyone who manages a Facebook page to use Creator Studio, your page role will determine the information you see.

Insights gives you data about your Facebook Business Page performance and audience activity.

Better understand how your audience is interacting with your Business page.

View and analyze metrics about the performance of your page.

See which posts have high engagement and when your audience is most active on Facebook.

What is important to remember with this version of Facebook monitoring is that ﻿it's always updated to reflect your Business page’s developments; soon enough, you will start to see certain patterns and trends form that can be incorporated into your Facebook marketing efforts and you have the ability to monitor your page in real-time as a result.

Follow these steps to access Facebook insights:

Select the "Insights" tab on the navigation panel on the left-hand side of your screen.

You'll see a Page Summary, a link to access your Ad Center, and insights into your 5 most recent Facebook posts. 

In essence, Facebook Insights is able to give you an overview of your content performance, tracking traffic and allowing you to learn more about who your Facebook audience is and how they engage with your content. 

One thing to note, though, is that due to privacy rules in certain regions, Facebook will no longer provide messaging and order-related data. This impacts performance reporting metrics, specifically on ads delivered to and from Europe and Japan.

Tip: With Facebook Monitoring Tools like Meltwater you can get access even more in-depth Facebook Analytics. Get a tour today!

Which Facebook Metrics Should You Track and Analyze? 

Social media metrics are a helpful way of determining just how successful a campaign turned out to be. However, Facebook has its own metrics that you should be paying attention to in order to better understand the performance of your campaign.

So what metrics should you be tracking for your Facebook Page? 

Post Reach: This will tell you how many users saw your post and who engaged with them. 

Page views: This will track who is viewing your Page and how many views your Page is receiving. 

Post types: This will tell you what type of content best resonates with your audience. 

Location: This is to see where your audience is coming from.

Demographics: this will give you a breakdown of age groups and percentage of women and men that make up your audience.

Monitoring the analytics of your Facebook page provides insights to help you improve your Facebook marketing strategy. Here are some key ways Facebook analytics can give you a deeper understanding of your Facebook content performance:

3. Know how to improve your Facebook Page

Facebook provides enough data for you to get a better idea of who engages with your content, where your followers are located and more demographical data such as their age and sex. As the biggest social media platform - with more than 2.50 Billion active users - you could cast your net quite wide when assessing who your target audience is for a specific marketing campaign. 

Not everyone on Facebook is interested in your brand and the content you have to share so having a clear idea of who your target audience is helps you craft a more effective content marketing strategy. 

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