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What Are Social Media Analytics Tools

Social media analytics tools help businesses to understand the potential of their social media marketing strategy. The question has always been what are social media analytics tools, and how do they benefit your business?

Social media analytics tools are designed to take marketing, social media and customer understanding to a new level by analyzing the vast amounts of data being created across thousands of digital touch points on a daily basis.By using social media analytics tools in conjunction with your other online marketing efforts, you will get an accurate picture of how well your website is performing, along with who is most interested in your products and services. In turn, this will help you reach a wider audience and increase profitability.

What Does Social Media Analytics Tools Mean?

Social media analytics tools are pieces of web application analysis software that are used to monitor, assess and consequently improve social media performance. They are simply a subset of web analytics tools that are designed to gather and make sense of web performance data produced by social media sites and platforms, and consists of the usual graphical dashboard and data visualization techniques that give the user a clear understanding on the performance of their social media presence.

 Google Analytics Screenshot from Google Analytics, one of the best social media analytics tools

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

Pros:

  • 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.

Cons:

  • 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.

 BuzzSumo

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

Another, this time paid, social media analytics tool I personally really, 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.

 Iconosquare (Instagram and Facebook)

With Iconosquare, you can measure the impressions and reach of your Facebook and Instagram posts and stories.

Social Media Analytics Tools - Iconosquare

You also get to see when your customers are mostly online, so you can put out content only when they are most likely to engage with it. Making it a competitive social media analytics tool option.

Iconosquare also lets you monitor comments and respond to them, after which you can tick them as read so everything remains organized.

Pro: Iconosquare features are beautifully designed and easy to use. You’ll love its advanced scheduling feature, customized Instagram feeds, and comment tracking ability.

Con: The software does not separate paid and organic posts analytics.

Price: $29/mo — custom pricing.

Audiense Connect (Twitter)

Audiense Connect is a great tool from Audiense that helps you uncover details about your audience, discover relevant macro and micro-influencers, and call the best social media marketing shots.


Brands like DHL, Carlsberg, Puma, and Fox Sports use Audiense to discover audience segments relevant to their businesses and make smarter social marketing decisions — especially on Twitter.

Pro: Audiense Connect has brilliant social listening features that help you to understand what audiences are doing on Twitter. Advanced reporting is also really useful for creating events, hashtags, and industry reports.

Con: Audiense Connect offers limited features for lower-tier users, and pricing errs on the higher side for access to more features.

Price: From $948 – $25,000 per year.

Tailwind (Pinterest and Instagram)

Tailwind lets you manage and analyze your Pinterest and Instagram efforts at scale.

You can discover content, schedule posts, monitor conversations, amplify reach, and analyze your social media performance on Pinterest and Instagram all with one tool.

Trusted by over 2000 brands and agencies, including Walmart, eBay, and Unilever, Tailwind uploads your images in bulk and automatically optimizes your posts to be published at your users’ most engaging times. Also, it uncovers information about your audience, which ultimately improves and measures results.

Pro: Tailwind’s analytics are quite impressive. You get to see how many follow, re-pins, likes, etc., your page has gotten. You also get to see stats for individual pins so you can see what’s getting the most love from your audience.

Con: Tailwind has many capabilities making the dashboard a bit overwhelming for some users. Also, it is extremely affordable

Price: $9.99 – $799.99per month.

 Sprout Social

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, asses 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 own 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.

Sprout instagram hashtag report

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.

 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, 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.

TweetReach (Twitter)

Do you want to know how far your tweets travel?

tweetreach

TweetReach helps you see the number of impressions reach and overall engagement your tweets get. It also shows you who your top influencers are, and allows you to monitor Twitter analytics in real-time — helping you take faster marketing decisions.

Pro: You can quickly build reports based on keywords or hashtags and export these reports as PDF or XLS files. 

Con: You cannot compare two Twitter campaigns against each other.

Price: $49 — $199 per month.

 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

Conclusion

Social media analytics tools help monitor, visualize and analyze conversations from social media platforms.

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