Social Media Tools for Business Intelligence

Social media covers everything from Facebook to LinkedIn. It allows individuals to post pictures, blog, interact with others, and more. Ever wonder which social media tools for business intelligence were the best? This post will go over that subject. Whether you are looking for a tool for monitoring your brand on social media or looking for a specific tool for something else, this post should provide you with what you are looking for.

What Is Social Media Business Intelligence?

What is the definition of social intelligence? Despite the connotations, it doesn’t mean the intelligence to behave properly in social situations — although if you’re anything like me, you could use a little more of that too.

Social intelligence (not to be confused with social BI, which involves the sharing of reports and other visualizations generated by business intelligence platforms) involves collecting data from people who view or interact with your business on social media. This data can consist of demographics, location, number of times visitors view the page before making a purchase, etc.

By collecting this data, users can glean insights, interpret trends and make predictions based on said data to make data-driven decisions about their business practices. This can be anything from marketing changes to cater to key demographics, brand alignment with certain causes, price changes, etc.

According to the most recent studies, we generate 2.5 quintillion bytes of data every day, and that number is expected to be closer to 463 exabytes by 2025 — that’s 463 with 20 zeros behind it. There are 3.48 billion unique social media users worldwide contributing to that data creation, and Youtube, Facebook, and Instagram all hold positions in the top 10 most-visited sites on the Internet. Social media data is rich and there for the taking, so any organization that isn’t using it is behind the times.

1. Buffer Analyze

Buffer Analyze: Buffer’s Facebook and Instagram Analytics and Reporting Tool

Buffer Analyze is our social media analytics tool for online brands that want to make better decisions about their social media strategy and measure their results without feeling overwhelmed.

3 cool features:

  • Instagram Stories analytics
  • Posting strategy recommendations
  • Create professional reports in as few as two clicks

Social media channels:

  • Facebook
  • Instagram
  • Twitter

What analytics you get for free:

  • All features for 14 days
    • Overview and charts for key metrics
    • Posts and Stories analytics
    • Audience insights
    • Answers
    • Easy-to-use report builder

Pricing options: $35 and $50 per month

2. Google Analytics

Key benefit: See how much traffic and leads flow to your website from your social media channels

Paid or free: Free tool

Skill level: all skill levels

Best for: all social media professionals should be familiar with Google Analytics, but especially those who work for a web-based business

You’ve probably heard of Google Analytics already. That’s because it’s one of the best free tools to use to learn about your website visitors. And if you’re a social marketer who likes to drive traffic to your website, then it’s an invaluable resource to have in your back pocket.

While it’s not a social media reporting tool per se, you can use it to set up reports that will help you:

  • See which social media platforms give you the most traffic
  • See what content drives the most leads and traffic on which social networks
  • Get to know your audience with demographic data
  • Calculate the ROI of your social media campaigns
Google Analytics dashboard showing sources of traffic for a blog post

With these data points, you’ll be able to get the most out of your social media campaigns and effectively strategize for the future. No social media strategy is complete without Google analytics.

3. Keyhole

Keyhole excels at four key things:

  • Getting you inside the minds of your customers.
  • Simplifying your reporting — so you can easily share results with your team.
  • Showing you what attracts your consumers’ attention.
  • Saving you a huge amount of time — as you don’t have to crawl different social platforms looking for and reporting your social analytics.

These are critical features to look out for when making social media analytics software comparisons. 

As Neil Patel says, “This tool (Keyhole) does a lot of things others can’t. And as a bonus, it’s extremely user-friendly.”

The tool shows you when your users are most active, so you get to see your audience’s best engagement days and times. 

Keyhole Dashboard - Social Media Engagement

Using Keyhole, you can find, identify, track, and reach out to your influencers:

Keyhole Dashboard - Influencers

You can also conduct a detailed and in-depth sentiment analysis of social media posts over time:

Keyhole dashboard - sentiment analysis

With Keyhole, you get to see the number of impressions, reach, posts, and engagements that certain accounts or hashtags are getting. You are also able to identify key influencers who get the highest engagement rates and the number of followers in specific industries and reach out to them right from the tool.

And if you ever want to know the demographics of your hashtag users or account interactors or followers, Keyhole shows you those as well — including the percentage of positive and negative sentiments of your followers.

Also, Keyhole customers can publish and schedule unlimited posts each month from all the accounts included in their plan. Managing anywhere from 3 accounts to unlimited accounts depending on your needs.

Suite pricing begins at $79 per month- free trial available

4. BuzzSumo

Screenshot from Buzzsumo, one of the best social media analytics tools

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.

Pros:

  • Offers free trial
  • Presents up-to-date popular content. Allows to find trending topics to share on social media.
  • Easy to use.

Cons:

  • Bit pricey if you want the full version.
  • Not a social media management tool. You will need additional tools if you need that feature.

5. Sprout Social

Sprout Social

Sprout Social is a comprehensive social media management and monitoring tool that provides a host of enterprise-level options. Its cross-channel social listening features you perform a contextual and qualitative analysis of topics, hashtags, and keywords. You can tell how your content is performing on various social networks from its visual and intuitive reports.

3 cool features:

  • Analyze paid campaign performance across networks
  • Get group report of your social media profiles
  • Analyze your team’s performance (task performance, response rates, etc.)

Social media channels:

  • Facebook
  • Twitter
  • Instagram
  • Pinterest
  • LinkedIn

What analytics you get for free:

  • All features for 30 days
    • Report builder
    • Reports for each social media channel
    • Reports for internal team performance

Paid options: $99, $149, and $249 per month

6. UTM parameters

Key benefit: See how much web traffic and conversions your social media channels and campaigns generate (to be used with a web analytics platform like Google Analytics).

Paid or free: Free tool

Skill level: intermediate

Best for all social media managers

UTM parameters are not a standalone social media analytics tool, but they are essential in helping you set up Google Analytics (or another web analytics platform) to best measure social performance.

Put simply, UTM parameters are short pieces of code appended to the links you share on social media. They very precisely tell you how many people interact with your content and end up on your website.

In the screenshot above, the UTM parameter is everything that comes after the question mark.

UTM parameters aren’t essential if you’re only concerned about reporting on social media performance in terms of engagement, followers, etc. But if you want to take it to the next level, UTM parameters + Google Analytics will give you more precise data on which social media content and channels drive traffic and conversions.

Pro tip: You don’t need to know how to write code to include them on your social media posts. If you use a social media management platform like Hootsuite, you can automatically generate UTM parameters in seconds.

7. Agorapulse

AgoraPulse is one of the greatest social media analytics tools that helps you identify your best content and see what users need. And we all know that social media sucks time like a plague… But AgoraPulse is good medicine for it.

This tool is a huge timesaver for social media marketers. It helps you execute virtually all your social media tasks in one place.

agorapulse - sentiment analysis tools

Pro: You’ll be impressed by Agorapulse’s Twitter reporting functionality. The tool generates specific reports for your Tweets, mentions, retweets, and favorites as well as other engagement stats. This makes social listening pretty easy for you. 

You can also post or schedule content across all your profiles at once. Plus, the tool’s chrome plugin helps you do all this at once — saving you time.

Con: Agorapulse’s listening is only available for Facebook, Twitter, and Instagram. So, if you’re interested in tracking LinkedIn and Pinterest you’ll have to use another tool.

Pricing ranges from $99 – $199 per month.

8. Brand24

Mention tab in Brand24 showing mentions of predefined keyword or hashtag

Correct, that’s us – one of the best social media monitoring tools. Says who? Says Buffer!

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

Pros:

  • 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.

Cons:

  • Doesn’t provide social media management platform.

9. Zoho Social

Zoho Social

Zoho is a unique and powerful software suite that has CRM, collaboration, and other SaaS options that take care of your entire operational workflow. Zoho Social is the part that enables you to understand your social media audience and how they engage with you. You can listen to multiple channels from a single dashboard and respond in real-time. You can also dig deeper into each post to measure their reach and engagement.

3 cool features:

  • Create intuitive reports from a huge list of pre-defined segments based on demographics of your fans, influencers, or people reached.
  • Get a breakdown of the content formats that your connections are engaging with and compare it to those that you publish.
  • Compare fans vs. other people reached for every post.

Social media channels:

  • Facebook
  • Twitter
  • LinkedIn
  • Instagram

What analytics you get for free:

  • All features for 15 days
    • Stats for individual posts
    • Analytics for content type, best time to post, etc.

Pricing options: $10, $25, $200, and $300 per month (annual pricing)

Conclusion

Social media tools are essential to the task of social business intelligence. They facilitate the process of understanding what your customers or potential customers want to know, which products they are inclined towards and when they are heavily engaged with your social media endeavors. Insights facilitated by these tools will help you cater to your customers or potential customers.

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