How’s your social media marketing doing?
That’s right, businesses should have a presence in social networks. But it’s not enough to launch a Facebook community or ad campaign: you should also track their results.
That’s when social media analytics steps in.
In this guide, I’m explaining why social media analytics matter, as well as showing tools that can help you in efficiency tracking.
Let’s get started.
Why Bother With Tracking Social Media Analytics
But first things first. What’s social media analytics exactly?
Social media analytics is all about gathering data from your social network accounts (Facebook, Twitter, Instagram, and so on), and then analyzing these data to draw actionable conclusions.
It’s the social media analysis that helps to develop the most successful social media campaign. A campaign that captivates the right clients, at the right time, and on the right media channel.
Here are the typical goals of social media analyzing:
- increase revenue
- get feedback about your products or services
- increase website engagement, and so on
Social media analytics helps get real feedback on the actions and the content you post. This allows you to outshine your competitors and keep your customers coming back.
But social media analysis takes time and effort. That’s why I suggest taking a look at the major benefits it brings:
- Helps to understand your audienceю. By analyzing your audience, you figure out when is the best day or time to post: when users are online and at their highest level of alertness. In turn, that helps to drive engagement, traffic and sales.
- Shows your best media channels. Not all social networks will work for your company. Instagram has over 800M users, Facebook has over 2 billion, but that doesn’t mean these channels are the best for your business. You may try something different too: like Pinterest or YouTube. And to figure out which social networks give the best results, you should get analytics to measure traffic, engagement, and sales.
- Encourages to make better content. You track social networks and figure out what content drives the best results. On Twitter or Facebook, it’s the choice between images, videos, and text posts, on Instagram – what types of images the audience likes more.
- It helps to conduct social competitive analysis. Understanding your competitors is very important: they also create content and run social media strategies. They also have data and analyze it. You can also analyze it, for example, when you’re only planning your business, to see what works and what doesn’t. That’s how you avoid mistakes they’re making and focus on techniques that work in your field.
7 Best Social Media Analytics and Management Tools
Now, let’s see what tools work best when it comes to social media analytics. Note: this isn’t a top of any kind, all these tools are great and popular among marketers.
Probably the best social analytics tool that does a lot of things other tools cannot.
Keyhole measures the impact of brans and trends of social networks like Instagram, Facebook, and Twitter. It shows when your audience is the most active (which helps you figure out the best posting time) and helps to track your influencers and find new ones. As well as keep an eye on your brand’s mentions on Twitter and Instagram.
As a bonus, Keyhole UI is extremely user-friendly.
Keyhole’s cool features:
Hashtag and keyword tracking on Twitter and Instagram
Monitoring the activity of your Instagram and Twitter accounts (and your competitors’ accounts)
Influencers tracking and filtering out engagement generated by them
Pricing: $29 – $999+ monthly
Unmetric automates the process of measuring the social media efforts of your competitors.
It collects data from the major social media platforms – Facebook, Instagram, Twitter, and YouTube. And you can measure the share of voice for your brand compared to competitors to figure out which performs better.
With the help of machine learning, Unmetric discovers your industry leaders and shows how they perform compared to your brand. The tool also provides benchmarks for various metrics to help you understand where you stand in your industry.
Allows to benchmark your social media performance with competitors from the same industry
In-depth visual intelligence and analytics to show which images engage best for your brand
Discovering the most engaging hashtags used by your brand with Unmetric’s hashtag tracker
Pricing: $300-$1,000 monthly (tracking is free)
Agorapulse tracks engagement analytics around social networks. This tool traces users who often share your company’s content and notifies you about mentions of your profile or pages.
What’s more, Agorapulse watches over the management stats of your community (like response rate in your Facebook community). These data can help you put your efforts in the right direction.
- Scheduling time-sensitive content
- Uploading tons of posts at once
- Combining all conversations in one inbox for all profiles so you can reply, review, assign, or label them
- Managing ad comments on Facebook and Instagram
Brandwatch tracks billions of conversations online, including blogs, news, forums, videos, reviews on Twitter and Facebook, and so on.
It’s a powerful social media reporting tool that gives in-depth insights into your audience, including such details as their gender and even hobbies.
Brandwatch also monitors your brand’s reputation in real-time, based on positive or negative posts or comments people leave about your brand.
- Measuring campaigns, brands and products for metrics like conversation volume
- Accessing custom reports and dashboards to measure social activity and engagement opportunities
- Identifying who is talking about your brand along with their influence over social communities
Pricing: Need to contact Brandwatch and discuss a unique plan
More likely, you already have an account set up on your website to monitor and analyze your traffic.
But with Google Analytics, you can also access and create reports specifically for social media tracking. GA analyzes lots of social networks like Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, and many more.
This tool is one of the best when it comes to tracking social media campaigns and measuring your social ROI.
- Shows social networks where people are interacting with your content
- Shows the value of social media as a channel
- Shows what users who come from social networks look through on your site
Pricing: free (more advanced Google Analytics 360 version costs $150,000 annually)
Working with influencers? Good for you: The Influencer Marketing Hub report shows that companies are making $5.20 for every $1 spent on influencer marketing.
TapInfluence tool shows important influencer metrics so brands can better understand whether or not a potential relationship makes sense.
- measuring the performance of overall campaigns against industry benchmarks
- building custom lists of top influencers (pre-made curated lists are also available)
- searching through visual content of influencers with a specific keyword
Pricing: $1,999+/ month but going down
Rival IQ is another tool that helps you track your social media performance.
It shows how your competitors do on social media: up to getting notified when a competitor boosts one of their post on social media.
- detects competitors’ boosted posts
- notifies of each competitor’s move due to always-on social post and profile monitoring
- measures anything from campaigns to influencer mentions with custom tags
Pricing: $199 – $499 USD per month.
As you see, there are lots of social analyzing tools for any taste and purpose. You just need to choose the ones that suit your business best and have the right price for you.
Finally, here’s a tip: don’t stick to one analyzing software, use different tools for Facebook, Twitter or Intagram analytics.
Smaller analytics tools often come with unique and really cool features you won’t find somewhere else, so it may be worth trying a bunch of tools at once.
Vitaly Kuprenko is a writer for Cleveroad. It’s a web and mobile app development company with headquarters in Ukraine. He enjoys writing about technology and digital marketing.