If you’re responsible for your brand’s social media analytics, you have a lot to explain. Because the ability of your business to attract followers and convert them into customers involves answering questions based on data.
For example, which social network deserves most of your time and budget? What is your best-performing content? What is the overall impact of your brand’s presence on social media for your business?
In addition to answering these questions, according to Sprout’s 2019 Social Index, 63% of marketers are required to discuss social media ROI with their superiors in order to justify their spending on campaigns. Despite this, social media ROI remains a thorn on the side of many marketers.
Yet, that shouldn’t be the case. Whether you’re entirely focused on a single channel or need a multi-purpose solution, the right social media tools give you the analytical answers you need to grow your brand. What is influencer marketing? What are the benefits of influencer marketing for small businesses?
These 10 Social Media Analytics Tools Can Help You Track Your Presence
- Sprout Social
- Google Analytics
- SHIELD App
The need for cross-channel social media analytics makes Sprout Social an obvious choice for the top spot on our list.
Whether you want to deeply analyze the performance of a single network, or quickly compare the results of multiple networks at once, Sprout takes care of it all for you.
Track Facebook Page impressions, count Twitter link clicks, measure Instagram follower growth, measure LinkedIn engagement, measure Pinterest content performance, and more, all in one place.
Then quickly organize and share your data with easy-to-understand, ready-to-present reports. Or go even further with Premium Analytics and create your own custom report, tailored to your organization’s KPIs.
Sprout comes with modeled and customizable reporting options, which means you have multiple ways to not only gather essential social metrics but also understand what they mean and how to present them to others, including just the metrics that you care about the most and discarding everything else.
From tags to trends and everything in between, Sprout puts powerful analysis tools at your fingertips. You can even access data on internal team performance and competitor activity to help you improve customer support or benchmark your brand against others in your industry.
But that only scratches the surface.
Sprout’s Advanced Listening tool arms you with valuable insights into audience demographics, industry influencers, campaign performance, the share of voice, and consumer sentiment.
Whatever your social media analytics and reporting needs, Sprout was specifically designed to give you a fast, user-friendly way to discover and present social insights. What is Google Analytics, What Does It Do?
With HubSpot’s analytics tools, you can link social media performance to business growth and revenue growth. Whether you’re posting directly from HubSpot, using other tools, or on the go, you’ll be able to report the success of your social media strategy across all channels.
You can also compare the performance of several social networks to measure the performance of a campaign.
HubSpot’s social analytics tools offer expansive charts and visuals that break down numbers by specific platform functions, like audience, session duration, and impressions.
Importantly, HubSpot’s social media analytics tools are part of HubSpot’s Marketing Hub, it’s all-in-one inbound marketing software. This means that by using the platform, you will gain insight into the entire customer journey, not just specific social media metrics. You’ll be able to see which marketing tactics work best for your business, how they impact your results and see the ROI of your social media campaigns.
This makes HubSpot an excellent choice for companies whose marketing teams want to centralize all campaign functions. The Most Important Metrics To Track On Social Media
The rise of influencer marketing has created a need for social media tools specifically designed for influencer campaigns.
Use TapInfluence, an analytics platform that takes all the guesswork out of influencer marketing. This includes metrics such as reach, engagement rate, and the potential cost of any given influencer.
In short, TapInfluence clearly highlights relevant influencer metrics so brands can better understand if a potential relationship makes sense before going any further.
Influencer campaigns should not be the black hole of ROI. In addition to individual influencer metrics, the platform also assesses the performance of overall campaigns against industry benchmarks. TOP 15 Marketing Tips on Google
While not a social tool per se, BuzzSumo is an incredible resource for analyzing the social media engagement of any content.
If you want to know how many shares your latest blog post received on Facebook, Twitter, or Pinterest, BuzzSumo can provide you with that data. You can also track the performance of content competing for relevant industry keywords, letting you know how your marketing campaigns stack up against your competition.
Social networks remain one of the best channels for distributing content. By analyzing social media shares, you can see which types of posts have received the most engagement and use that data to inform your own content strategy. BuzzSumo can also help you understand top-performing content variables such as duration, post date, and title type.
The popularity of ephemeral content on social media speaks for itself.
Snaplytics only focuses on analytics for Snapchat and Instagram stories. The platform looks at metrics like open and wins rates, allowing brands to identify peaks in engagement and similarly target when viewers drop out.
The need to optimize story-based content is something modern brands shouldn’t ignore.
While Snapchat may have fallen out of favor with some brands, remember that the network still boasts hundreds of millions of active users among Generations Y and Z.
At the same time, stories represent the most engaged promotion methods on Instagram. Going beyond native analytics is a smart move for brands looking to build more engaging stories or possibly run story-based ads.
More and more brands are trying their hand at direct selling on social networks.
Platforms like Curalate serve as a hybrid storefront and analytics tool for businesses looking to maximize their Instagram sales
You’ve probably seen a branded or unbranded “Like2Buy” link on social media. Big brands like Bose use Curalate to drive social media sales. Take a look at her Instagram bio yourself.
When clicked, we are directed to a social store from which users can make purchases directly.
Curalate’s platform allows businesses to understand which products get the most clicks and sales. Finding out what types of posts drive customer clicks on your posts can directly inform your future campaigns and product strategies.
Additionally, Curalate tracks product tags and mentions, making it easy to identify and analyze the performance of campaigns based on user-generated content. 5 email marketing metrics for you to analyze
To expand the reach of your content, hashtag analytics is a must.
Tools like Keyhole provide real-time performance analysis of industry and campaign-specific hashtags on Twitter and Instagram. This allows brands to promote during peak hours and likewise understand which hashtags are most popular among their followers.
8. Google Analytics
While not the only social media analytics tool, Google Analytics is one of the best ways to track social media campaigns and even help you measure social media ROI.
You probably already have an account on your website to monitor and analyze your traffic currently. But did you know that you can access and create reports specifically for social media monitoring?
For example, you can see how much traffic is coming to your website from each social network, or use UTM parameters to track specific social media campaigns.
Generally, running a social media contest is surprisingly hard work.
From the process of choosing a winner to analyzing the engagement generated by sweepstakes, ShortStack can help.
For brands that frequently run contests or sweepstakes, a dedicated contest analytics tool ensures you’re not just handing out free products for no reason. ShortStack monitors everything from input data to long-term campaign performance for this very purpose.
By analyzing your contest’s performance with a social media analytics tool like ShortStack, you’ll be able to learn about engagement metrics and identify what types of contests work best for your audience.
10. The SHIELD App
As the source of 80% of B2B leads on social media, B2B brands are increasingly paying attention to LinkedIn. At the same time, given the growing need for employee advocacy, brands should track the presence of individual sales reps on LinkedIn in addition to their company page.
Emerging social media analytics tools like SHIELD are helping to bridge this gap. For example, SHIELD reviews 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 reach.
Additionally, SHIELD’s Team Report allows companies to show each employee’s engagement and profile growth side-by-side over time.
What about native social media data analysis tools?
Of course, there is valuable information you can get from audience analytics on Facebook or Instagram, for example.
But what is it in reality? Sticking only to native tools limits what you can know about your social presence.
Not only do third-party social media analytics tools give you more data, but multi-function tools like Sprout save you from having to juggle between platforms. It not only saves you time, but it also allows you to compare your campaign numbers between platforms and take the guesswork out of it.
What a brand needs in terms of analytics will obviously vary from company to company. That said, we believe that the more the better when it comes to data collection.
And that’s how our list ends!
How can you use social media analytics tools to grow your business?
What is the message conveyed by all these tools? Marketers need to own their own data. By doing this, they can make the difference between launching data-driven campaigns that drive positive ROI and just improvising.
The amount of information and functionality available to brands today through social media management tools is dizzying, and the number of options available for analytics is just one example. Whatever tools you have in your arsenal (and we hope Sprout is one of them), strive to dig deeper into your data to get the most out of your future campaigns.
However, we would like to know your opinion. What’s your biggest challenge in choosing among social media analytics tools? Are there any features you are still missing? Do Data points that you have trouble keeping track of? Tell us in the comments below!