Tap into the power of social media. Businesses and marketers the world over are doing it, but what impact is it really having on sales? How can you know if it was worth your time? This is where social media analytics comes in. Social Media Analytics: Effective Tools for Building, Interpreting and Using Metrics provides an in-depth exploration of how you can use social media data to inform business decisions, enhance marketing campaigns and increase profitability.
In today’s world, social media has become an important source of data for organizations to get a better understanding of their customers, partners and competitors. Instead of contemplating whether or not to pay attention to social media, firms need to learn how to use social media as a powerful tool for strategic advantage. Social Media Analytics is a practical guide offering readers a step-by-step process for developing an effective social media analytics strategy and solution.
Brands like Adidas, Nordstrom, and Edelman use Sprout Social for social media reporting and management.
This tool lets you create social media calendars, schedule posts, and listen to relevant social media conversations.
Sprout Social also provides an agency partnership program, where they partner with agencies — providing them with educational materials, reporting templates, social media marketing strategies. But most importantly, it gives agencies exposure to brands who already use Sprout Social.
Pro: Sprout’s publishing workflow supports multiple channels and has an intuitive link preview mode so you know exactly what you’re posting.
Cons: Sprout has an á la carte pricing that makes it expensive if you want extra data such as more analytics. Also, reviewers experienced hiccups when posting on Facebook and Instagram.
Price: $99 – $249 USD per month; agency plans vary.
Socialbakers lets you measure your social media performance, benchmark your results against industry players and report your entire social media activities.
Additionally, you can use this tool to publish, create personas, manage your communities, and generate analytics to help you create and optimize social content.
This social media analytics tool uses Artificial Intelligence (AI) to find your target audience on social, the content they’re most interested in and the influencers they love. All of these make social media marketing and management easier and more effective for your business.
Pros: Socialbakers makes automating your social media management easy by enabling you to know your popular content, the best times to post, discover new content, and even targeting and recruiting influencers.
Cons: Lower-tier plans offer just a few months of history, which can be limiting if you’re more interested in analytics.
Price: Starts at $200 USD per month.
Brand24 collects all the mentions about a keyword, product, or brand name on the web and provides you with a comprehensive analysis of it.
It shows you where your keyword has been mentioned, the ratio of positive to negative sentiments about it, top sources and users of the keyword, and related terms around it.
Pro: Brand24 has an attractive user interface that is very user-friendly and doesn’t require a lot of technical knowledge to use it.
Con: The costs tend to add up when data quotas are exceeded.
Price: $49 – $399 USD per month.
With HubSpot’s analytics tools you can tie social media performance to business and revenue growth. Whether publishing directly through HubSpot, or publishing using other tools or while on the go, you’ll be able to report on the success of your social strategy across every channel. You can also compare the performance of multiple social channels to measure campaign performance.
HubSpot’s social analytics tools offer expansive graphs and visuals that break down the numbers by specific platform features, like audience, session lengths, and impressions.
What’s important to highlight is that HubSpot’s social analytics tools is part of HubSpot’s Marking Hub, their all-in-one inbound marketing software. This means that using the platform you’ll have insight into the entire customer journey, not only social media-specific metrics. You’ll be able to see which marketing tactics are working best for your business, how are they impacting your bottom line, and learn about your social media campaigns ROI.
That makes HubSpot an excellent choice for businesses whose marketing teams want to keep all campaign functions in one place.
The boom of influencer marketing has created a need for social media tools specifically tailored for influencer campaigns.
Enter TapInfluence, an analytics platform which removes many of the “what-ifs” related to influencer marketing. This includes metrics such as reach, engagement rate and the potential price tag behind any given influencer.
In short, TapInfluence highlights relevant influencer metrics in black and white so brands can better understand whether or not a potential relationship makes sense prior to outreach.
Influencer campaigns shouldn’t be a black hole of ROI. In addition to individual influencer metrics, the platform also measures the performance of overall campaigns against industry benchmarks.
Keyhole offers various trackers that help you monitor your events, campaigns, influencer activity, brand mentions, and industry-specific social conversations. It lets you track hashtags, keywords, and accounts, for which it provides a wealth of information such as reach, top posts, share of voice, and more for your brand or competitors’.
3 cool features:
- Predict your campaign’s performance with machine learning and make changes accordingly.
- Analyze people’s sentiments when they engage with your posts.
- Manage influencers’ accounts and permissions, and track their performance from one place.
Social media channels:
What analytics you get for free:
- All features for seven days
- Audience insights
- Sentiment analysis
- Compare brands
- Trends identification
Paid options: $49, $99, $199 per month, and custom pricing
Rival IQ lets you track a number of different companies and compare their performance across not only social media platforms but also SEO. It also analyzes Facebook and Instagram ads, and features historical data up to 24 months. This way, you can pinpoint the overall digital strategies that are working for your competitors and learn from their tactics.
3 cool features:
- Compare your profiles to others in your industry in terms of social metrics, hashtags, and content quality.
- Integrate Google Analytics to get a complete understanding of your customers’ journey.
- Improve your Facebook and Instagram ad performance with automated insights.
Social networks analyzed:
What analytics you get for free:
- All features for 14 days
- Facebook ads reports and alerting
- Facebook and Instagram insights reporting
- Facebook boosted post analytics
- LinkedIn and Google analytics
Paid options: $199, $349, and $499 per month
Used by brands like Asos, Microsoft, and Ogilvy, Mention is widely known, and as its name implies, as a tool for tracking the mentions of specific terms online.
This social media analytics tool picks up mentions of the names of your competitors or their products, your brand or product name, relevant hashtags, and many more.
Mention also provides a feature that helps to see the different languages through which consumers talk about you or your competitors, including relevant timeframes and locations.
Plus, you also get to identify top-performing topics in your niche and repurpose it for your business.
Pro: Most platforms only engage with customers, but Mention engages with both customers and employees. This gives you more data to work with.
Con: Mention only shows data collected after setting it up. It doesn’t collect sentiment from past activity, and there is no historical data available.
Price: $29 – $450+ USD per month.
Although not strictly a social tool, BuzzSumo is an awesome resource for analyzing the social engagement of any given piece of content.
If you want to see how many shares your latest blog post received on Facebook, Twitter or Pinterest, BuzzSumo can provide you with that data. You can also monitor the performance of content competing for relevant industry keywords, allowing you to see how your content marketing campaigns are stacking up against the competition.
Social media remains one of the top distribution channels for content. By analyzing social shares, you can see which types of posts receive the most engagement and use that data to inform your own content strategy. BuzzSumo can also help you understand variables in top-performing content such as length, publish date and headline type.
Key benefits: Monitor conversations from more than 150 million sources to analyze engagement, potential reach, comments, sentiment, and emotions
Free or paid: Paid tool
Skill level: intermediate to advanced
Best for: social media managers, PR and communications teams, brand monitors, product marketers, researchers
Talkwalker offers analytics related to social conversations beyond your owned social properties, including:
- Brand sentiment
- Important influencers
- Author lists
You can filter by region, demographics, device, type of content, and more.
Talkwalker is especially useful to spot activity peaks in conversations about your brand. This can help you determine the best times for your brand to post on social media.
Followerwonk specializes in Twitter analytics.
It helps you search Twitter followers with the highest follower numbers, compare Twitter accounts, analyze any Twitter user’s profile, and track changes in follower numbers — whether for your brand or a competitor’s.
Pro: The Search Bio function allows you to search for influencers and potential clients within your industry and rank them by the number of tweets, followers, followed users, account age, and social authority.
Con: The free plan only allows you to analyze accounts with less than 25,000 followers and you can only perform 50 searches, 20 analyses, and 20 comparisons per day and receive 100 results only per search.
Price: Free — $79 per month.
Social media is an essential asset for any company, whether it’s new or an established brand. By understanding the content your followers share and how they form opinions, you can improve the quality of conversation and thus build your reputation in the industry.