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What is the value of social media analytics?

Better analytics can turn social media into an even more effective and efficient engagement tool.

Social media can feel like a disconnected mess that you can’t control. But data on shares, performance and traffic by social media posts — both posts by you and your audience — can help you invest resources in the right platforms and stay away from those with little ROI. It can also help you see where you have higher audience engagement, an important step to pulling people onto your website and directly engaging them with your editorial products.