ACADEMIC PROJECT REPORT

In

“Social Media Analytics Report on Local Business”

Submitted in the partial fulfillment of the requirement for the

award of

MASTER OF BUSINESS ADMINISTRATION (BM)

GD GOENKA UNIVERSITY, GURUGRAM

ACADEMIC SESSION

(2023 – 2025)

Under the Guidance of: Submitted By

Mentor Guide:Mrs Sonia Gandhi Name of the student:Himangi shukla
Enrollment no- 230140301098
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 Date:

CERTIFICATE

This is to certify that Himangi Shukla Roll No: 230140301098is a student of GD Goenka University,
Gurugram and has done his Internship on the post of Social Media Analyst from 1april 2024 to
30june2024

The work embodied in the report is original and is of the standard expected of a Master of Business
Administration (MBA) student and has not been submitted in part or full, to this or any other Institution,
for the award of any Degree or Diploma. He has completed all requirements for Internship and the report
work is fit for evaluation.

Signature of Head of Institution:

Name of the Faculty Guide –

Designation: - Mrs.Sonia Gandhi

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 Declaration

I, Himangi shukla, hereby declare that the Internship work on the post of Social Media
analytics has completed & submitted in partial fulfillment of the award of the degree of
“MasterofBusiness Administration” by GD Goenka University, Gurugram and the work was
carriedout with the help and under guidance of Mrs.Sonia Gandhi and staff of The KIMS
Bakery.I further declare this Internship report has not formed the basis for the award of any
other Degree/Diploma of any other University/Institution.

Date-4/10/2024
Name-Himangi Shukla
Roll No: 230140301098
MBA (2023-25)

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 Contents Table

S. No. Item Page No.

1 Certificate

2 Declaration

3 Social Media Analytics for Local Businesses

4 Why do Social Media Analytics Matter for Small Businesses?

5 What Key Metrics to Be Measured In Social Media Analytics for

Small Businesses?

6 How to leverage social media analytics for business.

7 Social Media Analytics Report: The KIMS Bakery

8 Objectives for a Social Media Analytics Report for The KIMS

Bakery

9 Methodology for Creating Social Media Analytics Reports

10 Tools and techniques Used

11 Recommendation

12 Conclusion

13 References

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Social Media Analytics for
Local Businesses?
Social media analytics tools provide valuable insights
into your performance on various platforms. They
enable a better understanding of your audience,
tracking growth, measuring engagement, and keeping
an eye on competitors. Utilizing these tools allows
data-driven decisions for enhancing social media
strategy and ultimately driving business growth.
Social media analytics tools serve a dual purpose:
measuring your social media performance and
providing crucial audience insights. These insights play
a pivotal role in supporting your social media marketing
strategy, maximizing ROI, and fueling revenue
growth.Social media analytics and reporting tools allow
you to understand the engagement of current or
potential customers with your brand on social media.
They also track hashtags to help you see what’s
trending in your industry. Relevant hashtags are also a
great way to increase your organic exposure on social.
Competitor analysis features give you a glimpse into
what your rivals are up to on social media.

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Why do Social Media
Analytics Matter for Small
Businesses?
In the digital age, we recognize the significance
of social media analytics for small businesses. The
power of social media platforms is undeniable, and
their potential to promote small businesses is
immense.
social media analytics tools are more crucial for small
businesses than giant corporations. When running a
small business, you focus on building a solid brand
image, improving your reach and visibility, and
maintaining a positive reputation while operating on a
tight budget. As a small firm with limited resources,
you must recognize the importance of implementing
effective strategies to demonstrate ROI. It’s no secret
that over 60% of marketers are under pressure to prove
the value of their efforts, and you are no exception.
Social media analytics allow you to work smarter, not
harder. The challenge of marketing a small business lies
in your limited resources. Unlike multinational

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corporations, you may not have a large team or a big
budget. You also have to manage every aspect of the
business within your limited time. Social media
analytics help you overcome these limitations.
You can use little time or a large team with the right
tools. These tools automate most of the work, making
your job more manageable. Robust analytics help you
optimize your social media and online performance.
Every strategy or campaign you plan is data-driven. You
get automated insights and recommendations from
multiple online sources on a single dashboard. Some
tools even deliver customized reports built around your
company’s performance daily, weekly, or monthly.
Social media continues to be a highly influential source
of information for the majority of people around the
globe. Not only do people post reviews on products
and services in their social feeds, but they also share
consumption moments, even without realizing it.
Tracking this data is essential for brands who want to
meet the demands of their target audience and better
appeal to prospects.

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What Key Metrics to Be
Measured In Social Media
Analytics for Small
Businesses?
When it comes to small businesses and their social
media analytics, understanding the most important
metrics is crucial. These metrics provide valuable
insights into performance, allowing businesses to
identify what works and what doesn’t. By focusing on
the right metrics, data-driven decisions can be made to
improve social media strategies and drive business
growth. Here are some key metrics that should be
measured.

1)Follower Growth and Engagement

Follower growth is a key social media analytics metric
for local businesses. It provides insights into the
expansion of your audience over time. A consistent rise
in followers indicates that your content resonates with
and attracts new people to follow you.
Follower growth is merely the beginning. Engagement
holds equal, if not greater, significance. It refers to the

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interactions your audience has with your content,
encompassing likes, comments, shares, and saves. High
rates of engagement indicate that your content not
only reaches but also compels your audience to
interact with it. By tracking engagement, you can
discern which types of content resonate most with
your audience and refine your strategy accordingly.

2)Reach and Impressions

In the realm of social media analytics for small
businesses, two metrics hold significant importance –
reach and impressions. Reach denotes the number of
unique individuals who have laid eyes on your content,
while impressions encompass the total instances in
which your content has been exhibited, irrespective of
whether it was actively clicked upon or not.
These metrics serve as critical indicators as they shed
light on the visibility of your content. If both your reach
and impressions stand at a high level, it indicates that
your content successfully reaches numerous
individuals. However, if you observe mediocre
engagement rates despite soaring levels of reach and
impressions, this could suggest that your content fails
to strike a chord with your intended audience. In such
scenarios, you must consider revisiting your overall
content strategy.

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3)Website Traffic and Conversions
For many small businesses, an important objective of
implementing social media marketing is to generate
website traffic. Hence, monitoring website traffic is a
pivotal metric. This incorporates assessing the number
of visitors who access your website through your social
media profiles and examining their actions while on the
site.Conversions represent another critical metric. A
conversion refers to any desired action a visitor takes
on your website, including making purchases,
subscribing to newsletters, or completing contact
forms. By keeping track of conversions, you can gain
insights into how effective your social media endeavors
are in motivating valuable actions on your website.|

4)Customer demographics and

interests
Understanding your target audience is crucial for
successful social media marketing. This is where
customer demographics and interests come into play.
Demographics include information such as age, gender,
location, and language. Interest refers to what your
target audience likes, such as certain topics, hobbies or
brands.

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How to leverage social media
analytics for business.
The utilization of social media marketing has become a
vital aspect of digital marketing for small-scale
enterprises. It grants you the opportunity to retrieve
crucial information that aids in the expansion of
business ventures. Now, let’s delve deeper into how to
make use of social media platforms for small
businesses.
Local establishments must understand their target
market to formulate an efficient marketing strategy.
Social media analysis tools can supply enlightening data
about your followers including their age, gender,
location, and interests.
This knowledge holds significant importance as it
allows us to ascertain who all are frequenting your
pages and what captures their fancy.
With this acquaintance at hand, you can fine-tune your
content according to your intended audience. For
instance, if you possess a burning interest in
sustainable living practices, you can disseminate tips on
incorporating sustainability in daily life or shine a light

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on your own eco-friendly procedures via online
platforms.
Furthermore, establishing collaborations with other
locally based businesses which strive for sustainable
solutions will generate positive attention toward
ecological preservation initiatives.

2)Optimizing Content Strategy

Social media for small businesses can also help you
improve content strategy and quality. By analyzing
engagement data, you can determine what types of
content resonate with your audience. This may include
various formats (such as images, videos, blog posts),
content or content.
For example, if you see viewers engaging with video
content, you may decide to devote more resources to
creating better videos. Or, if you see a high level of
collaboration among comments on a topic, you can
create more content around the topic.
By using data to inform your content, you can make
sure you are creating content your audience will want
to see, thus improving your content strategy.

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4)Improving Campaign Performance
One of the most significant advantages of
utilizing social analytics for small firms is its ability to
boost competitive performance. Through analytics
tools, you gain real-time insights into the performance
of your campaigns, encompassing crucial metrics such
as reach, impressions, engagement, and conversions.
By closely monitoring these metrics, you can swiftly
identify and address any issues that arise. For instance,
if you observe that a campaign isn’t reaching as many
people as desired, you can adjust your budget or shift
your focus to a different target audience. Similarly, if a
particular campaign generates substantial website
traffic but lacks conversions, you can optimize your
landing pages to improve the results.
To improve a local business's campaign performance,
follow these key steps:
1. Analyze your audience: Identify who your
customers are and what they need to tailor your
message.

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 2. Choose the right platforms: Focus on where your
target audience is most active (e.g., Facebook,
Instagram, or Google).
3. Create engaging content: Use attractive visuals,
stories, or videos to capture attention. Collaborate
with local influencers for credibility.
4. Track performance: Use tools to measure the
effectiveness of your ads and optimize your budget
accordingly.
5. Engage consistently: Post regularly, interact with
your audience, and run promotions to maintain
customer interest.

5)Tracking Competitors
Social media analytics enables you to keep a watchful
eye on your competitors. Most analytics tools grant you
the ability to track your competitors’ activities on social
media, giving you invaluable insights into their
strategies and successes.
For instance, if you notice a competitor’s ad receiving
significant engagement, you can carefully analyze their
content to discern what is resonating with their
audience. Similarly, observing a competitor’s thriving
business can offer you valuable lessons in strategy

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implementation, allowing you to adapt and apply
similar approaches to your own ventures.

Social Media Analytics

Report: The KIMS Bakery

Executive Summary
This report analyze the social media performance of
The KIMS Bakery from April to June 2024.Key
performance indicators (KPIs) include follower growth,
engagement rate, and website traffic from social
media. The report highlights successful campaigns and
identifies areas for improvement, providing actionable
recommendations to optimize social media strategy.
Over the past period, e.g., 3 months Kim's Bakery has
experienced steady growth across its social media
channels, particularly on Instagram and Facebook,
which are the primary platforms for audience
engagement. This report analyzes key metrics,
evaluates campaign effectiveness, and suggests

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actionable strategies to improve engagement and
reach.
Key Highlights
• Audience Growth: Kim’s Bakery saw a 40%increase
in followers on Instagram and 35% increase on
Facebook, driven by consistent posting and an
active campaign around seasonal promotions.
• Engagement: Engagement rates on Instagram were
particularly strong, with an average of [insert %]
engagement per post. Posts featuring behind-the-
scenes baking videos and new product launches
generated the highest interaction, receiving up to
1000 likes and 40comments on average.
• Best Performing Content: Posts highlighting
freshly baked products, especially cakes and
pastries, performed the best. Video content
showcasing live frosting or decorating saw a
50%higher engagement rate compared to static
posts.
• Ad Performance: Paid ad campaigns on Facebook
and Instagram targeting local customers resulted in
a 30% click-through rate (CTR), driving 20% of
website visits and 30% of online orders during the
campaign period. The "Buy One, Get One Free"

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 promotion was the most successful in terms of
conversions.

Objectives for a Social Media

Analytics Report for The KIMS
Bakery
The primary objective of a social media analytics report
for The KIMS Bakery is to measure the effectiveness of
its social media marketing efforts and provide
actionable insights to improve performance.
Specific Objectives:
1. Evaluate audience engagement
2. Measure content performance
3. Assess platform effectiveness
4. Track campaign ROI
5. Identify growth opportunities
6. Benchmark against competitors

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Methodology for Creating
Social Media Analytics
Reports

To create a comprehensive social media analytics

report for the corner bakery

1. Data Collection
• Identify Data Sources: Determine which social
media platforms are relevant to the business (e.g.,
Facebook, Instagram, Twitter).
• Gather Data: Use the built-in analytics tools of
each platform to extract relevant data such as
impressions, reach, engagement, demographics,
and website traffic.

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 • Export Data: Export the data in a compatible
format (e.g., CSV, Excel) for analysis.

2. Data Cleaning and Preparation

• Data Validation: Ensure data accuracy and
consistency.
• Data Transformation: Convert data into a suitable
format for analysis (e.g., numerical values, dates).
• Data Integration: Combine data from different
sources if necessary.

3. Data Analysis
• Descriptive Statistics: Calculate metrics like mean,
median, mode, standard deviation, and
percentages.
• Trend Analysis: Identify patterns and trends over
time.
• Comparative Analysis: Compare performance
across different platforms or time periods.

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 • Correlation Analysis: Explore relationships
between variables (e.g., engagement and post
length).

4. Visualization
• Choose Appropriate Charts: Select chart types that
effectively represent the data (e.g., line charts for
trends, bar charts for comparisons, pie charts for
proportions).
• Design Visualizations: Create visually appealing
and informative charts using tools like Excel,
Google Sheets, or specialized data visualization
software.
• Add Context: Provide clear labels, titles, and
legends to explain the data.

5. Interpretation and Insights

• Analyze Findings: Draw conclusions based on the
data and visualizations.

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 • Identify Patterns: Look for trends, correlations, or
anomalies.
• Generate Insights: Translate findings into
actionable recommendations for the business.

Tools and Technologies Used

• Social media management tools: Hootsuite,
Sprout Social, Buffer
• Data analysis tools
Excel, Google Sheets, Python (with libraries like
Pandas, NumPy), Tableau, Power BI
• Data visualization tools:
Excel, Google Sheets, Tableau, Power BI

1)Audience Analysis
The KIMS Bakery's primary target audience consists of
women aged 25-45 with a keen interest in food, coffee,
and local businesses. The audience exhibits a strong

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preference for visually appealing content, with
Instagram being the platform of choice.
• Demographics:
o Age: 25-44 (60%), 45-54 (25%), 18-24 (10%),
55+ (5%)
o Gender: Female (65%), Male (35%)
o Location: Primarily concentrated in delhi and
surrounding areas, with a growing online
audience.

• Interests:
o Food and cooking, baking, healthy eating,
local businesses, family, and friends.
o Engagement Behavior:
▪ Most active on weekdays between 6 PM
and 9 PM.

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 ▪ High engagement with posts related to
new product launches, behind-the-scenes
content, and contests.

2)Content Performance
Content analysis reveals that Instagram reels featuring
quick and easy breakfast recipes generated the highest
engagement. Paid advertising on Instagram targeting
coffee lovers resulted in a 15% increase in coffee sales.
Key findings
• Top-performing content: Instagram reels, visually
appealing food imagery, behind-the-scenes
content.
• Optimal posting times: Wednesdays and Fridays at
9 AM.
• Hashtag effectiveness: #thecornerbakery,
#localbakery, and #foodie
• Paid advertising ROI: Instagram ads targeting
coffee lovers yielded a positive return on
investment.

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3)Platform Performance
Instagram emerged as the dominant platform for The
KIMS Bakery, outperforming Facebook in terms of
engagement and reach.

Facebook:
• Followers: 10,000 (increased from 8,000 in 2023)
• Engagement Rate: 4.5% (increased from 3.8% in
2023)
• Top Posts:
o "Introducing our new line of gluten-free
pastries!" (2,500 likes, 150 comments, 200
shares)
o "Behind the scenes of our bakery!" (1,800
likes, 100 comments, 150 shares)

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Instagram:
• Followers: 8,000 (increased from 6,000 in 2023)
• Engagement Rate: 5.2% (increased from 4.5% in
2023)
• Top Posts:
o "Our mouthwatering croissants are fresh out
of the oven!" (1,200 likes, 80 comments, 100
shares)
o "Join us for our monthly baking class!" (1,000
likes, 60 comments, 80 shares)

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4)Competitor Analysis
Competitor 1: The Bread Basket
• Location: Sonipat, Haryana
• Product Offerings: Wide variety of breads,
pastries, cakes, and sandwiches
• Social Media Presence: Strong presence on
Facebook and Instagram, with regular updates and
engagement
• Strengths: Known for their sourdough bread and
freshly baked croissants.
• Weaknesses: Limited online ordering options.

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Competitor 2: Sweet Treats Bakery
• Location: Sonipat, Haryana
• Product Offerings: Specializes in cakes and
cupcakes, with custom options available
• Social Media Presence: Active on Instagram,
focusing on visually appealing content
• Strengths: Excellent reputation for their custom
cakes and unique flavors.
• Weaknesses: Limited variety of other bakery
items.
Competitor 3: The Bakehouse
• Location: Kurukshetra, Haryana
• Product Offerings: Offers a wide range of bakery
items, including pastries, pies, and cookies
• Social Media Presence: Moderate presence on
Facebook and Instagram
• Strengths: Known for their affordable prices and
large selection of products.
• Weaknesses: Limited online presence and
engagement.
Key Competitor Analysis

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 • Product Offerings: Kim's Bakery offers a similar
range of products to its competitors, but could
differentiate itself by focusing on specialty items or
unique flavors.
• Pricing: Kim's Bakery should compare its prices to
competitors to ensure competitiveness.
• Social Media: Kim's Bakery has a strong social
media presence, but could improve engagement
by incorporating more visual content and running
contests.
• Customer Service: Kim's Bakery should strive to
provide excellent customer service to differentiate
itself from competitors.
.

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5)Engagement Analysis
Customer sentiment is predominantly positive, with
requests for gluten-free and vegan options. Occasional
product availability issues and long wait times were
identified as pain points.
Key findings:
• Customer sentiment: Positive overall, with
opportunities for improvement.
• Customer feedback: Desire for expanded product
offerings and improved service efficiency.
• Likes: Average of 1000 likes per post
• Comments: Average of 40 comments per post
• Shares: Average of 20 shares per post

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 • Clicks: Average of 400 clicks per post

Recommendations for Kim's Bakery

Based on the analysis of the social media data, the
following recommendations are made to further
enhance Kim's Bakery's online presence and drive
business growth:
Content Strategy
• Continue focusing on high-quality visual content:
Visual content, such as images and videos, tends to
perform better on social media. Kim's Bakery
should continue to produce visually appealing
content that showcases their products and bakery.
• Explore new platforms like TikTok or Pinterest:
These platforms offer unique opportunities for
reaching new audiences and engaging with

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 customers in different ways. Kim's Bakery could
experiment with short-form video content on
TikTok or visually-focused content on Pinterest.
• Experiment with longer-form video content:
Longer-form videos, such as tutorials or behind-
the-scenes footage, can provide valuable insights
into the bakery and its products. This can help
build trust and loyalty with customers.

Community Engagement
• Strengthen community engagement through Q&A
sessions and live streams: Engaging directly with
customers can help build a sense of community
and loyalty. Kim's Bakery could host regular Q&A
sessions or live streams to answer customer
questions, provide baking tips, or showcase new
products.
Paid Social
• Optimize paid social campaigns for better
targeting and ROI: Paid social advertising can be a
powerful tool for reaching new customers and
driving sales. Kim's Bakery should continually
optimize their paid campaigns to ensure they are

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 targeting the right audience and achieving a
positive return on investment.

In conclusion
Social media analytics has become an indispensable
tool for local businesses. By harnessing the power of
these insights, businesses can effectively connect with
their target audience, optimize marketing strategies,
and establish a robust online presence. Hopefully, you
may now have learnt the importance of social analytics
for small companies and how social media promote
small business. From monitoring key metrics to
understanding customer behavior, social media
analytics equips businesses with data-driven decision-

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making capabilities, fostering growth and customer
loyalty.
The social media analytics report serves as a
foundation for informed decision-making and strategic
planning. By leveraging the insights gained from this
analysis, The KIMS Bakery can optimize its social media
efforts and achieve its business objectives.

General Social Media

Analytics Refrences:
• Buffer: https://buffer.com/app
• Sprout Social: https://sproutsocial.com/
• Google Analytics:
• Facebook Insights:
• Instagram Insights:
Social Media Marketing Books:
• Social Media Marketing by Gary Vaynerchuk

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 • Digital Marketing by Ryan Holiday
• The Art of Social Media by Guy Kawasaki
Social Media Research Papers and Articles:
• Academic Search Complete:
https://www.ebsco.com/products/research-
databases/academic-search-complete
• Google Scholar: https://scholar.google.com/

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