Harnessing social media analytics to amplify your reach and engagement

In the latest instalment of her monthly column, social media expert Fliss Stubbs of Ovivio provides practical advice for local government cabinet members on navigating the world of social media analytics. Understanding how to locate and interpret key metrics is essential for refining your communications strategy and ensuring your messages about children's services, education, and family support reach the right audiences. The article guides readers through the process of "hunting for analytics" — identifying which metrics truly matter for public sector engagement rather than vanity numbers. By focusing on meaningful data, cabinet members and their communications teams can make informed decisions about content strategy, posting schedules, and platform selection to maximise engagement with families, young people, and community stakeholders. Whether you are looking to increase awareness of SEND provision, boost attendance at youth services, or simply improve transparency around council decisions, utilising analytics effectively can transform your digital presence from sporadic updates into a strategic tool for democratic engagement and service promotion.