Key Responsibilities and Skills of a Social Media Analyst

There’s no doubt that social media has become a cornerstone of most companies’ marketing strategy, driving more tangling results than ever before. However, without an expert eye to decipher the data - the social media team may struggle to understand why certain campaigns succeed while others fall flat, and what can be done to improve the situation.

The key is to not let any valuable data go to waste, and count on a social media analyst to make sense of the numbers and turn them into powerful insights. If you’re curious to see what defines the social media data analyst role, what these data experts do, how to become one, the skills needed and common tools of the trade – keep on reading!

Table of contents

What is a social media analyst?
What does a social media analyst do?
How to become a social media analyst?
Key skills every social media analyst needs
Tools any social media analyst should master
Useful courses for social media data analysts
Agency social media analyst vs in-house social media analyst

What is a social media analyst?

A social media analyst is a key member of the social media team who’s tasked with monitoring, analyzing and making sense of social media data in order to help companies strengthen their online presence and improve their marketing strategies.

Since the vast amount of data generated from social media marketing can be quite overwhelming for companies to manage and interpret on their own, they usually rely on social media analysts to dive deeper into platform-specific analytics, analyze user engagement, perform competitor research, monitor web analytics, find patterns and trends, and propose new strategies based on their findings.

Data analysts often join efforts with social media strategists in their mission to improve social media performance. The analytical mindset and expertise of data analysts, combined with the strategic vision of social strategists, allows them to set realistic social media goals, build data-driven strategies, improve audience targeting, and adjust campaigns on the go.

What does a social media analyst do?

As it’s often the case in the marketing world, the social media analyst job description may vary considerably from company to company.

In smaller teams, where everyone often wears multiple hats, you might find social media managers stepping into the role of data analysts. In these cases, they're not just creating content and engaging with followers – they're also tapping into analytics, tracking social media metrics, and refining their strategies based on the insights that data provides.

Despite all the differences and nuances in job descriptions, several core responsibilities fall under the social data analyst's role.

Here they are:

Monitors social media metrics and trends

One of the key tasks on any social media marketing analyst’s to-do list is keeping an eye on social media metrics and trends, and making sure these align with the larger business objectives. These metrics may include:

• Engagement rate: to measure how actively the audience responds to different types of social media content
• Follower growth: to measure brand popularity and audience retention.
• Reach vs impressions: to track brand visibility
• Click-through-rate: to understand how compelling the content is (especially when it comes to paid ads)

Data analysts are responsible for tracking the social media evolution of these metrics and should be the first to spot spikes or dips. They play a key role in suggesting changes based on their discoveries.

For example, if an analyst sees a jump in social media engagement linked to user-generated content, they might flag it to the social media team, suggesting they prioritize this type of content to keep the momentum going.

However, some metrics are trickier to decode, and it’s the data analyst’s job to dig deeper and find out what is happening. Take follower growth, for instance. It’s not just about seeing numbers go up or down; it’s about understanding why. A skilled analyst will be able to connect follower trends with other factors like recent campaigns, engagement patterns, or even changes in social media algorithms.

Identifies patterns in content

Think of a social media data analyst as a modern-day Sherlock Holmes, except instead of solving crimes, they're solving the mystery of what makes content perform well on social media.

They’re more than just data gatherers – they go beyond raw numbers to identify patterns in how content performs across various platforms. This often means diving deep into content formats, different themes (content pillars), and analyzing audience sentiment.

They might, for instance, discover that short videos such Instagram Reels constantly outperform static posts or that “behind-the-scenes” content really strikes a chord with followers on LinkedIn.

By going a step further and analyzing audience sentiment, analysts can also detect shifts in audience mood, like a surge in positive comments after a product launch, or address negative feedback before it escalates.

If they can prove a correlation between a particular format or content pillar and a change in content performance – then they can confidently offer recommendations for change in content direction, or even suggest a complete overhaul of the social media strategy.

At the end of the day, the social analyst's ability to identify these patterns is what makes it easy for the social media team to pivot quickly and stay ahead of the curve, in spite of algorithm changes and other external factors.

Analyzes the audience

One of the best ways for social media teams to level up their content is by really getting to know their audience. Understanding who your followers are is key to creating content that clicks with their preferences and behaviors, and this important task usually falls to the data analyst.

This social media analysis typically starts with a basic dive into demographics – age, gender, and location data – as well as behaviors such as online activity and engagement patterns. Even these surface-level insights can make a big difference.

If, for instance, the data shows the audience is predominantly young (think Millennials, Gen Z or even Gen Alpha), the analyst might suggest switching to a more casual, playful tone in content. They might propose experimenting with (or prioritizing) memes, fun challenges or short videos to grab their attention.

If the majority of followers come from a specific country or region, the analyst can recommend tweaking the content to reflect that culture. This could mean adjusting posting times to match their time zones, highlighting local holidays or events, or using references that resonate more with that audience.

Beyond demographics, a data analyst’s focus should also be on online activity data and engagement patterns. Using a tool like Socialinsider, for instance, they can track and identify best posting times based on user engagement. Armed with these social media insights, the analyst can collaborate with the social media team to adjust the posting schedule, making sure content goes live when it’s most likely to be seen.

Audience analysis is key for creating an accurate social media persona – an ideal customer profile that represents the behaviors, interests, and interactions of your audience on social platforms.

Conducts competitor analysis

A day in the life of a social media data analyst wouldn’t be complete without a healthy dose of competitor analysis. Studying the competition is one of the smartest strategies a brand can use to gain a competitive edge – and who better to take on this detective work than a skilled data analyst?

Competitive analysis is like peeking into your competitors' playbook, understanding what’s working for them and how that information helps to improve your social media strategy.

This involves taking a good look at their engagement rate, follower growth, and seeing how their audience is interacting with their content. With a professional competitor analysis tool, a data analyst can uncover their most liked, shared, and commented-on posts, identify their main content pillars, most frequently used hashtags and more.

By analyzing competitors, the social media intelligence analyst can also discover their blind spots. If they are missing out on certain topics or content pillars, the data analyst can signal to the team that they need to step in and fill that void, allowing the brand to position itself as a leader in that niche.

Competitive research isn’t about copying what others are doing – it’s about understanding the social media landscape and its opportunities, and staying one step ahead of other players in your niche or industry.

Measure the success of social media campaigns

Although analysts play their part in the social media campaign planning, their real work begins once the campaign is launched. Their main responsibility is to measure campaign performance and track metrics such as conversions and engagement.

Ideally, campaign results should be in line with the brand’s social media goals and the larger business objectives.

A big part of campaign measurement is calculating the social media ROI, that is, determining whether the results of the campaign (e.g. sales, leads or brand awareness etc) were worth the investment.

If, for instance, a paid Instagram ad generates a lot of website traffic but fails to drive conversions, the analyst might dig deeper to see if the targeting (visual, copy, video etc) is reaching the right audience, or there is a bigger issue with the landing page or the product itself.

Companies that do a lot of paid marketing often hire a paid media analyst to oversee the performance of their campaigns. This expert is tasked with making sure every dollar spent returns maximum value by tracking metrics such as impressions, click-through rates (CTR), cost-per-click (CPC), and return on ad spend (ROAS).

Beyond crunching numbers, the data analyst also collects insights that the social media team can use to refine their future social media campaigns. They might identify which elements of the campaign, such as certain content formats or social media platforms, are leading to great results.

On the flip side, if certain aspects aren’t hitting the mark, they’ll flag them and suggest tweaks in strategy.

Develops data-backed strategic recommendations

As you might have noticed already, a social media data analyst’s role is deeply collaborative. They work closely with other team members and even across departments to turn raw data into actionable insights, and create the most effective and well-rounded social media strategy possible.

This role puts analysts in a unique position to see the bigger picture and easily connect the dots.

By seeing what patterns form across different performance metrics, audience behavior, and campaign results, they understand and show others what’s working, what’s not, and what it will take to achieve the brand’s goals.

For instance, an analyst might spot a growing interest in sustainability among the brand’s followers, and suggest prioritizing more eco-friendly messages in upcoming campaigns. Or they might notice that a particular platform isn’t exactly driving results despite significant investment, and decide to suggest a switch to another platform with better potential.

Create social media reports

All the detective work performed by the data analyst typically culminates in a detailed social media report, which covers key metrics, trends, and insights gathered in a specific timeframe. Although they are the experts on data, by drafting reports analysts make data visible and accessible to everyone.

A well-crafted performance report does more than present data – it tells a story, helping team members and upper management understand what’s working and what’s falling flat, and how close or far is the team from reaching the established social media goals.

A social media analyst always keeps one eye on the past and the other on the future, and their reports reflect that. They look at past performance to figure out what has worked and where there’s room for improvement. At the same time, they’re looking ahead, making predictions to help shape the marketing strategy and reach better results.

A standard report drafted by a data analyst in social media will likely include a summary of social media brand performance (brand audit), key results and their impact and visually engaging charts to present the data in a clear, actionable way.

📌 Download your social media performance report template in an Excel format

📌 Download your social media analysis report template in a PowerPoint format

Analyzing trends and forecasting social media goals

If anyone needed to know the latest trends in social media use, the latest platform algorithm changes, or the latest shits in audience behavior - they would need to ask the social media data analyst. This data expert is the one in charge of analyzing trends and understanding when it’s time to shift priorities in terms of social media goals.

Part of their job is keeping a close eye on social media platforms and figuring out how new features or updates might impact audience behavior or content performance.

For example, if a platform all of a sudden starts favoring video content over static posts, the analyst will be the first to spot that, and recommend more video content to keep engagement levels high. Or, if there’s a growing interest in topics like AI among the brand’s followers, they’ll suggest tweaking the brand’s content to join the conversation.

Experienced data analysts will be able to look at current trends and see where they’re headed in the future. By anticipating these changes, they help the team prepare for future shifts and stay ahead of the curve.

Collaborate closely with senior social media team members

In a social media team, the data analyst acts as the bridge between numbers and strategy. Their insights are highly valuable, which is why they are a part of nearly every decision-making process.

You’ll often find them collaborating closely with the team, especially senior team members and the Head of Social, making sure that every strategic move is deeply rooted in solid social media data analytics.

Manage teams in larger companies

Data analysts can also take on leadership roles where necessary. In larger companies, they may be asked to manage a team of junior analysts, mentoring them and helping them develop the necessary skills for taking on more complex projects.

For instance, they might assign junior analysts to create basic reports or monitor social media trends while gradually easing them into more challenging responsibilities, such as forecasting or campaign optimization.

How to become a social media analyst?

Becoming a social media data analyst is all about carefully combining the relevant education, key skills, and a genuine passion for making sense of numbers and data. A background in data science, marketing, or business analytics can give aspiring analysts a headstart, but hands-on experience is where the real learning happens.

When I was young, Myspace was an exciting way to connect with people I didn’t know but who shared my interests. Over time, I discovered my passion for self-expression and saw how social platforms and brands could connect with audiences to reach their full potential.

I took a course in advertising strategy, which led me to college, and while studying, I worked full-time at an agency, collaborating with major brands like Jeep, M&M's, and Mercedes-Benz. I developed their media presence cross-functionally, extending content across platforms and adapting it for social media.

Coincidentally, the instructor of my first advertising course was a strategist at the same agency. Through his mentorship, I learned the importance of social media analytics to create standout, groundbreaking metrics that drive success. This experience has since led me to work with brands like the NBA, collaborate with nonprofits, speak at Google, and even answer questions at TikTok HQ.

Reflects Mabel Velazquez, social media strategist on her path to becoming a social media analyst.

With that in mind, let’s see what it really takes to become a social media analyst.

Earn a relevant education

As mentioned before, some degree of education is recommended, as it will help analysts stand out in the hiring process and influence their social media analytics career evolution moving forward.

Here are some of the most relevant field of study for future analysts:

• Data science/statistics – great for developing an analytical mindset, learning how to analyze data and turn it into meaningful insights
• Marketing or communications – great for understanding consumer behavior patterns, and branding psychology
• Business – great for combining data analysis with a strategic mindset

Aspiring social media analysts can build their skills and boost their credibility for future employers by taking courses and earning certifications that show they have practical knowledge. Here are a few areas to focus on:

• Data visualization – Learning to use tools such as Tableau or Power BI to create insightful visuals for reports.
• Social media analytics – Mastering the art of tracking social media performance to get valuable insights.
• Google Analytics – Understanding website traffic and how it correlates with campaign performance and social media goals.SEO & content marketing – Exploring the connection between search engine optimization and organic results.

I don’t believe formal education is a must, but when you have a strong passion and want to understand the science behind your results to turn data into actionable insights for future campaigns, you’ll find yourself studying—maybe even independently. – Mabel Velazquez, Media Strategist

Build the right skillset

Having the proper set of skills for a career in data analysis is key. These usually include:

Analytical skills:

• Having a deep understanding of the nuances of social media platforms and their individual algorithms, and how they play into the development of the brand’s social media strategy.
• The ability to interpret metrics and spot patterns in engagement and audience behavior, identify opportunities and draw meaningful insights.

If you're passionate about connecting with audiences and uncovering the "why" behind trends, markets, and behaviors, and if you enjoy helping companies capture that magic, then you're on the right path. - Mabel Velazquez, Media Strategist

Technical skills

• Leveraging data visualization tools like Tableau and Power BI to create custom charts and social media dashboards, and make data accessible to everyone on the team.
• Knowing the basics of SQL (for handling databases) and Python (for data cleaning and analysis) for being able to process and manipulate data without external support.

Communication and reporting skills

• Presenting data clearly, making sure no insights are wasted because of poor communication.
• Simplifying complex metrics or topics to make them easily digestible for non-technical team members.
• Telling compelling stories with data, instead of simply showing numbers.

As a part of my function as a social media specialist at media companies and with my scientific background I had to learn how to do the social media insights analysis, which opened the doors for me to gain the skill of data analysis.  – Osama Hadba, Content Strategist

Master social media platforms and analytics tools

Someone who plans to work as a social media analyst has to have solid, hands-on experience with the various social media platforms, and a deep understanding of how they work. Whether it’s Instagram, TikTok, LinkedIn, or YouTube, every platform has its own quirks, audiences, and rules that shape how content performs.

Since the analyst is the team’s expert on everything data related, they are expected to crack the secret code of social media algorithms (or at least come close), and have a deep understanding of the main social media best practices.

Aside from the native apps, social analysts should also get familiar with and even master third-party tools such as Socialinsider or Brand24 to help them gain complex social listening insights.

Monitor social media trends & changes

Another key aspect of being a social media analyst is staying on top of trends and algorithm changes –  even before stepping into the role officially.

Aspiring analysts should keep an eye on new themes, platform updates, and algorithm overhauls that have the power to reshape content strategies. This not only teaches them about the intricacies of social media algorithms, but it also helps them get used to the ever-changing nature of social media.

Understanding how platforms prioritize content is a big part of this training exercise. For example, they might notice that Instagram is favoring Reels over static posts or that LinkedIn is adopting TikTok-style short videos. By tracking these shifts, analysts can predict the type of content that is more likely to succeed.

Gain practical experience

Any practical experience, from personal projects to internships opportunities and freelancing gigs, can count towards becoming a skilled data analyst. Tracking one’s own social media accounts, for instance, diving into metrics such as engagement, reach and audience demographics can train an aspiring analyst to connect the dots and identify patterns.

Internships can provide real-world experience, allowing analysts to build connections and see how businesses operate at scale. Freelancing gigs can teach them to adapt to different industries and challenges, thus becoming more versatile.

Build a portfolio

Data analytics in social media can be an extremely competitive space, so standing out amongst a sea of candidates can be tough. To gain credibility and offer proof of work, analysts can create a portfolio showcasing their skills and experience.

The type of portfolio can include case studies of campaigns, reports, custom dashboards, even from personal projects or internships – describing the analyst’s approach to different real-world situations and their creativity in interpreting data.

Networking

Finally, aspiring analysts should seize any opportunities to attend social media marketing conferences, workshops and webinars where they can meet fellow social media professionals and build lasting connections.

However, networking is more than meeting new people – it’s about gaining fresh perspectives from others in the industry, getting advice, sharing experiences, and even unlocking doors to new job opportunities.

Key skills every social media analyst needs

In order to stand out from the crowd and be in demand, analysts must learn to wear many hats and build a diverse skillset. Here are some of the main skills that define the social media marketing role of data analyst.

Analytical mindset

One of the key skills any successful analyst must possess is an analytical mindset, which allows them to look at data through the eyes of a detective, discovering patterns and making sense of numbers.

They should be able to dig in the details – analyzing performance metrics such as engagement, impressions and click-through-rates – but also see the big picture and understand the ripple effect of industry trends and algorithm updates.

This mindset is usually rooted in natural curiosity, supported by the right education and plenty of hands-on experience.

Most importantly, a data expert with a sharp analytical eye knows how to cut through the noise, focusing on the insights that truly matter and guiding their team to do the same.

Strong research skills

Great analysts are never satisfied with surface-level information, they will also want to dig deeper and get to the bottom of every metric, trend and user behavior.

Whether that means studying competitors and understanding what works for them and what opportunities they’re missing, or figuring out what makes the brand’s audience tick –  a strong dedication to research is needed to unlock the best insights.

Marketing know-how

While analysts are not directly responsible for creating social media strategies, writing content, or engaging with the audience, they should have a good grasp of marketing concepts such as audience segmentation and brand positioning. This implies being familiar with all the different marketing channels (offline and online) that can be used to reach audiences.

Social media analysts know their way with marketing key performance indicators (KPIs) and how these tie into bigger business goals. Being comfortable with tools like Google Analytics is also a must, as it helps them track user engagement, behavior, and traffic sources.

It’s also key for analysts to understand sales funnels and the role they play in acquiring customers.

Basics aside, analysts should also explore other related areas such as social media SEO. A social media SEO analyst has a deep understanding of how SEO principles apply on each individual platform, and how both individual posts and full-scale campaigns can be optimized with relevant keywords and hashtags in order to gain more visibility.

Project management

If there’s one thing that defines the social media analyst role, it’s multi-taking. These data experts are usually juggling multiple tasks, from tracking social media performance to creating reports, diving into audience insights and collaborating with team members, or other departments.

Having good project management skills helps them stay on top of their responsibilities, keep their priorities straight and be good team players.

Organizational skills

With so much data to collect, filter and interpret – analysts are faced with one of the biggest social media marketing challenges. Strong organizational skills are thus essential for any analyst that wants to achieve peak efficiency. That means maintaining clean datasets and using every tool at their disposal to create accurate dashboards and reports, so that they can confidently pull the right numbers when they’re needed.

Part of being a well-organized analyst is having a strong attention to detail, making sure there are no errors in data that can lead to missteps in strategy.

Excellent communication skills

In order to do their job right, data analysts need to be skilled communicators – whether that means interacting with their team members, managers or stakeholders. This means being very clear and concise when presenting insights, and handling the difficult task of translating raw data into concepts non-data savvy people can understand.

More than that, analysts should also be natural storytellers who can build a compelling narrative around data. Their job is to inspire action by showing why certain metrics matter more than others depending on the strategy, why some ideas might simply not work on social media, and what is the actual impact of social media on business.

Sometimes, all the strategy in the world doesn’t work—until you communicate genuinely. When you know how to harness that authenticity and amplify it, something truly impactful happens. –  Mabel Velazquez, Media Strategist

Tools any social media analyst should master

A social data analyst’s toolbox matters just as much as their skills. With the right tools at their fingertips, ls they can properly collect and analyze data, and turn it into valuable insights.

Here are some of the key tools any social media marketing analyst expert should master.

Social media platforms

Obviously the first set of tools analysts should master are the native social media channels themselves.

This means knowing how each platform’s algorithm works and what type of content it prioritizes, but also being able to navigate native analytics with ease in order to do proper social media measurement without needing any third-party apps.

Social media analytics tools

The second best type of apps that belong in a data analyst’s arsenal are social media analytics tools, which allow them to track brand performance across multiple channels and do in-depth competitor analysis and benchmarking, but also dive deeper into each individual metric and notice the smallest dips or spikes that might be worth a shift in strategy.

Compared to similar social media analytics software like Sprinklr and Dash Hudson, Socialinsider offers a much richer set of features, included but not limited to in-depth competitive data, content tagging, AI content pillars analysis, reports scheduling, Looker integration and much, much more!

Social media listening tools

Social listening tools are essential for monitoring the pulse of online conversations. These tools help the analyst go beyond the raw numbers and understand customer reactions, spot potential issues or discover success stories as they happen.

Using these tools, they can track mentions and analyze any spikes or dips to understand what content or event sparked higher interest or engagement.

Google Analytics

Google Analytics is a must-have tool for connecting the dots between social media performance and website traffic.

By tracking traffic sources, user behavior and measuring sign-ups and purchases, an analyst can understand which social media campaigns actually generate website traffic, increase conversions and lead to sales.

Tableau / Power BI

Data visualization tools like Tableau and Power BI help turn numbers into stories, by allowing analysts to create visually-pleasing, interactive reports and dashboards that clearly trace performance trends and make it easy for any one else on the team to follow along – even the non- tech-savvy folks.

Basic programming (like SQL or Python)

Mastering even the basics of programming languages such as SQL and Python helps analysts automate some of their most time-consuming tasks (such as weekly reports).

SQL comes in handy for pulling historical data from databases (such as audience growth) and comparing it with current performance. On the other hand, Python serves to automate data cleanup, perform sentiment analysis and even create custom data visualizations.

Useful courses for social media data analysts

For any analyst that wants to build a strong foundation of knowledge, or sharpen their skills, there's no shortage of online courses taught by industry experts.  

Here are some of the most relevant courses for social media data analysts.

Meta Social Media Marketing Professional Certificate

Platform: Coursera

This beginner-friendly course covers the basics of social media marketing, such as how to build a strong online presence and analyze campaign results. It’s a solid starting point for those new to the world of social media data analysis.

Introduction to Social Media Analytics

Platform: Coursera

This beginner program introduces key metrics and shows how to turn raw data into actionable marketing insights.

Social Media Analytics Specialization

Platform: Coursera

This program teaches advanced social media analysis techniques like sentiment analysis and text mining, giving analysts the tools to better understand and predict audience behavior.

Digital Marketing Analytics

Platform: MIT Executive Education

This advanced course combines strategic marketing insights with the latest analytics techniques, making it a perfect choice for data analysts who are ready to be more involved in high-level decision-making.

Social Media Data Analytics

Platform: Coursera

This program teaches analysts how to study and understand audience behavior, as well as how to present their insights using data visualization tools and techniques.

Agency social media analyst vs in-house social media analyst

There are some key differences in the way in which agency analysts and in-house analysts approach their role.

On the one hand, agency analysts have access to a richer set of resources, which helps them create highly detailed social media audits for clients, showcasing results, presenting insights and offering relevant recommendations. They apply different tactics and strategies across various brands, which makes their work varied and exciting.

In-house social media analysts, on the other hand, typically have fewer resources at their disposal. They focus their efforts on making sure that social media performance results align with the larger business goals. Their reports serve to refine marketing strategies, prove ROI and optimize budget and resource spending.

These analysts are all about tracking progress over time and making adjustments to keep things on track.

Final thoughts

The day-to-day life of a social media analyst can feel like a rollercoaster ride. One moment they’re diving into data, the next they’re spotting emerging patterns and predicting the next big trend.

It's like being a rogue detective, piecing together clues and connecting the dots with that classic red thread across a map.

But the path to becoming an analyst is just as exciting and important as the job itself. It’s not just about the skills they build or the tools they choose to rely on, it's also about the teams they work with and the role they get to play in the shaping of social media strategies.

FAQs about social media analysts

What is the difference between a social media analyst and a social media strategist?

A social media analyst’s main focus is data. They are tasked with collecting, tracking and analyzing key social media metrics, identifying patterns and trends, and essentially turning historical data into valuable insights for the social media team and other interested parties.

The social strategist, on the other hand, is more forward-looking. They use the data analyst’s insights to craft brand strategies that align with the business goals. They define the social media goals, decide on content pillars, prioritize top platforms and essentially shape the overall direction of social media efforts.

What’s the difference between a social media manager and a social media analyst?

The social media managers handle the day-to-day operations of social media marketing, including posting, community management and sometimes, even content creations. In contrast, the analyst’s role is more behind the scenes. They focus on measuring performance, creating reports and supporting the team with valuable insights based on data.

What is the role of an analyst in social media?

The role of an analyst in social media is that of a data detective. Their expertise consists of interpreting data, studying audience behavior and trends in content performance and translating their findings into actionable insights that help drive the social media strategy forward.