Social media is big business, and that’s because the reach of each social network is massive. If you’re a marketer or a business owner looking for analytics tools to help measure the growth and success of your social media marketing campaigns, there are several different solutions available. The truth is that you don’t often need to fork out for a specific social media measurement tool along with the service itself – may provide the opportunity for you to create free accounts which enable you to generate insight from their networks.
There are several fantastic alternate options out there, provided by companies such as Google Analytics, who offer an array of detailed stats through an easily digestible interface that allow you to track all sorts of metrics related to your advertising campaigns, mentions and we’ve compiled a listing of social media analytics tools which you can use to measure your campaigns. This software will help you track the success of your campaign and effectively increase your marketing efforts.
1. Sprout Official
The need for cross-channel social media analytics makes Sprout Social an easy choice for No. 1 on our list.
Whether you want to dive deep into your performance on a single network, or quickly compare results across multiple networks at once, Sprout has you covered.
Track Facebook Page impressions, tally up Twitter link clicks, measure Instagram follower growth, evaluate LinkedIn engagement, assess content performance on Pinterest, and much more, all from the same location.
Then quickly organize and share your data with easy-to-understand, presentation-ready reports. Or take it a step further with Premium Analytics and create your custom report, tailored to your organization’s KPIs.
Sprout comes complete with both templated and customizable reporting options, meaning you have multiple ways to not only gather essential social metrics but truly understand what they mean and present them to others including only the metrics you care about most and reducing the noise.
From tags to trends and everything in between, Sprout puts powerful analytics at your fingertips. You can even access data related to internal team performance and competitor activity to help you improve customer care or benchmark your brand against others in your industry. The analytics other tools had just didn’t have the power.
Sprout’s Advanced Listening tool arms you with valuable data related to audience demographics, industry influencers, campaign performance, the share of voice, and consumer sentiment.
No matter your social media analysis and reporting needs, Sprout has been built from the ground up to give you a fast, user-friendly way to discover and display social insights.
2. Google Analytics
One, seemingly unrelated social media analytics tool is Google Analytics.
Even though Google Analytics has been mainly designed to analyze the web performance of your website, it also offers plenty of insights about social media channels, for example:
- Sources of social media traffic to your website: Discover what social media platforms bring the traffic
- Goals completions for your social media posts: Assign goals and analyze their completion
- Conversions from social media posts: Assign revenue to conversions in social media
- Assisted social media conversions: See if any of your social media platform contributed to a conversion
- Google Analytics is free.
- Good chances are your site already has it implemented.
- Provides valuable insights about your audience.
- One of the most popular analytics platform – lot’s of tutorials available online.
- Takes time and skills to properly set it up to track your social media strategy.
- It’s not designed for managing social media, requires some advanced knowledge about the tool.
Mailchimp is a full-service marketing platform that offers analytics for social media ads. It’s easy to use for small marketing teams and requires little time to pour over the accompanying analytics.
With Mailchimp, you’ll have an audience dashboard, which is a page dedicated to understanding audience behavior. Additionally, the software offers tools to look into smart targeting and mobile integrations. These tools can diversify a social strategy and deliver higher engagement numbers by helping you create content that specific audiences will respond to.
The popularity of ephemeral content on social media speaks for itself.
Snaplytics focuses solely on analytics for Snapchat and Instagram Stories. The platform looks at metrics such as open and completion rate, allowing brands to see where story engagement peaks and likewise at what point viewers drop off.
The need to optimize story-based content is something that modern brands should overlook at their peril.
Although Snapchat might have fallen out of favor for some brands, bear in mind that the network still boasts hundreds of million active users among millennials and Gen Z.
Meanwhile, Stories represent one of the most-engaged methods of Instagram promotion. Going beyond native analytics is a smart move for brands who want to craft more compelling Stories or eventually run story-based ads.
Typically, running a social media contest requires a surprising amount of legwork.
From the process of picking a winner to analyze engagement from a giveaway campaign, ShortStack can pick up the slack.
For brands running frequent contests or giveaways, a dedicated contest analytics tool ensures that you aren’t just giving away freebies for no reason. ShortStack looks at everything from entry data to long-term campaign performance to do just that.
By analyzing your contest’s performance with a social analytics tool like ShortStack, you’ll be able to see engagement metrics and identify which types of contests work best with your audience.
Another, this time paid, social media analytics tool I personally really, really, like is BuzzSumo.
What is BuzzSummo? It’s a content analytics tool – among many features such as brand monitoring, social listening, or competitor research, it also provides social media analytics:
- Content discovery: Find most shared content in social media networks. It’s a powerful feature for content writers!
- Content analysis: Find social media data about particular topic of interest: content type, top shared domains, top social media platforms, etc.
- Influencer marketing: Find top influencers in a niche or industry based on social media reach or engagement.
- Offers free trial
- Presents up-to-date popular content. Allows to find trending topics to share on social media.
- Easy to use.
- Bit pricey if you want the full version.
- Not a social media management tool. You will need additional tools if you need that feature.
Databox is an expansive analytics platform that lets you set and track social media campaign goals. It’s a good choice for businesses that have many contacts, social accounts, campaign goals, and target audiences.
Customize metrics that matter most to your campaign or social channels for your reports. Any integration you have, such as HubSpot, will be visible from your dashboard as well.
Brand24 is a social media analytics tool starting at $49 a month and offers a free, 2-week trial (no card required).
The tool does web and social media monitoring and analytics across multiple channels. You can monitor keywords related to your company, for example, company name, website address, company hashtag, marketing campaign name, or hashtag, and discover how they perform in social media channels in terms of social media reach, engagement, the volume of mentions, influential sources mentioning them, etc.
- Social media analytics: Analyze the performance of your keywords on Facebook, Twitter, Instagram and YouTube, including volume of mentions, social media reach, sentiment analysis of your keywords.
- Metrics of engagement: Track the engagement the social media posts, marketing campaigns and content generate
- Metrics of influence: They’re great for influencer marketing as you can discover the influence of social media authors talking about your company or any topic
- Trending hashtags: Find trending hashtags on Instagram for any keyword
- Hashtag analytics: See how many times a hashtag was used on Twitter, Instagram and Facebook
- Allows tracking brand mentions across all social media platforms.
- It’s possible to generate social media analytics report.
- Ability to check positive and negative sentiments with your tracked keywords.
- Doesn’t provide social media management platform.
9. SHIELD App
As the source of 80% of B2B social leads, B2B brands are paying more and more attention to LinkedIn. Meanwhile, the increasing need for employee advocacy means that brands should be tracking the LinkedIn presence of individual salespeople in addition to their company page.
Up-and-coming social media analytics tools like SHIELD are helping bridge that gap. For example, SHIELD examines the performance of individual employee profiles and their posts. Content analytics including average likes, comments, and hashtags can help employees optimize their posts before sharing to maximize their reach.
Additionally, SHIELD’s team report allows businesses to showcase side-by-side the engagement and growth of individual employee profiles over time.
Grow users gain full visibility into engagement on all of the social accounts. The tool integrates with HubSpot, Salesforce, Google Ads, Facebook, Marketo, and Microsoft Office so you can view all data in one place.
Grow breaks down complex data into graphs and visuals, and your social reports are easily sharable which is helpful if multiple people are working on the same project. Grow’s reports are built with metrics chosen by the user — meaning, you can customize reports in a way that works for your needs.
One of the best social media analytics tools is Cyfe – a business dashboard tool.
It syncs up data from many, many, many marketing tools in one place.
The number of available integrations and dashboards is astonishing and makes Cyfe a powerful tool – it covers not only social media analytics tools but also advertising, email, monitoring, sales, SEO, and web analytics tools!!!!
However, let’s focus on the social media part.
In Cyfe, you can build your social media dashboard including the following apps and data:
- Facebook Ads: Cost, impressions, clicks, actions
- Facebook Pages: Likes, clicks, active users, page views
- Flickr: Top photos, slideshows
- Google+: Plus ones, circled by
- Google+ Search: Posts
- Instagram: Photos, followers, following
- LinkedIn Ads: Cost, impressions, clicks, conversions
- LinkedIn Company: Followers, impressions, engagement
- Pinterest: Boards, pins, likes, followers, following
- Publisher: Schedule social media posts
- Reviews: Yelp, TripAdvisor, Facebook, Google, YP
- SlideShare: Views, favorites, comments, downloads
- Twitter: Tweets, followers, listed, mentions, influencers
- Twitter Ads: Cost, impression, engagement, follows
- Twitter Search: Tweets, mentions, hashtags
- Vimeo: My feed, top videos
You can try it out for free.
- Create reports with in-depth social analytics.
- Easy set up.
- Pre-built widgets for services like Google or Saleforce
The one-two punch of social media marketing and analytics is a powerful one, and this post has hopefully shown you how important it can be to find the right combination for your needs. While it may be wise to build your custom analytics reports in some cases, there are many situations in which these tools will provide an excellent starting point for any social media marketer.