A couple of months ago, I posted a list of the top social media analytics tools. Since then, a number of you commented, added new ones, and voted up existing social analytics tools, so I thought it was time for a recap.
Here’s the existing list of the best social media analytics tools:
Best Social Media Analytics Tools
Social media analytics made clear and simple. evalue analytics is a social engagement measurement platform that offers accurate information about the social presence of each brand on various networks (Facebook, Twitter, YouTube, and soon, LinkedIn). This tool enables users to obtain social media analytics about their social marketing strategy and benchmark against competitors.
sociota is a great tool for social media analytics, monitoring and reporting. With high engage-ablity and awesome UI it not only a great reporting tool but also fun to work with
Social Monitoring Trackur provides all of the social media monitoring tools you need and none of the useless eye-candy you don't. Quickly monitor your online reputation, measure social media trends and analyze social media mentions for your company, brands, or clients. Learn More Affordable Plans Don't pay thousands of dollars for your social media monitoring!
Let us show you a demo in action W ant to hear about how EmployeeScreenIQ was able to have some of their content go viral? Do you remember the story about employers asking for job applicants for their Facebook passwords?
Social media analytics is a powerful tool for uncovering customer sentiment dispersed across countless blogs, Facebook, Twitter, discussion forums and other online sources.
uberVU is the only real-time social media marketing platform that shows brands what they need to know, now. We help social marketers learn about spikes, trends and influencers, engage with fans from a single dashboard, measure and
Socialbakers is the most popular provider of social media analytic tools, statistics and metrics for Facebook, Twitter, Google Plus, YouTube and LinkedIn.
Try one of our free reports to analyze any brand page or web property across Twitter, Facebook, Google Analytics, Instagram, YouTube, or Google+. Get loads of beautiful data for free with a Tweet or Share.
Curalate is the world's leading marketing and analytics suite for the visual web, starting with Pinterest and Instagram. We help brands tell their story through imagery in order to drive consumer engagement, build brand awareness, and form stronger, more meaningful relationships with consumers. Our offices are located in New York City and Philadelphia.
Any marketing professional who wants to build an effective social media campaign based upon influencers in a specific industry should give [SocMetrics] a look. SocMetrics can help you harness the power of thought leaders, which in turn can help you build your brand and sell more.
Analytics & optimization of social media marketing for brands and agencies.
You should not just leave the success of your Social Media strategy to chance or base it on hearsay. socialBench helps you to analyze your Social Media profiles on Facebook, Google+, Twitter, Instagram, Google Analytics and YouTube on a daily basis.
Social media monitoring tools, social media engagement software and social marketing from the industry leader in social analytics
With SAS social media analytics and monitoring, gain insight from online conversations to capitalize on social media data.
Learn how Social Reports provides actionable social media measurement to grow your community, increase sharing and improve social ROI.
Sprout Social provides social media analytics with Google Analytics integration to track your engagement, measure the results of your social media campaigns & generate meaningful reports.
Crowdbooster measures and optimizes your social media marketing by providing powerful, easy-to-use analytics and recommendations on Twitter and Facebook.
Social media dashboards used by the world's biggest brands. Measure, analyze and engage your fans.
The most powerful social media monitoring and analytics tool, chosen by pioneering brands and agencies all over the world.
The Sysomos product suite gives you all the tools you need to measure, monitor, understand and engage with social media users. Covers all major social media sources With Sysomos, you get access to the most comprehensive database of social conversations, with real-time coverage and historical archive of more than 100 billion posts.
Manage multiple networks and profiles and measure your campaign results across multiple social networks, including Twitter, Facebook profiles and pages, Google+ pages, LinkedIn profiles/pages/groups, plus plugin apps for YouTube, Vimeo, Instagram, Pinterest, Flickr, Salesforce and multiple email services such as Constant Contact and MailChimp.
Looking to ease the burden in managing multiple social media platforms?
The internet era is growing tremendously and so is the production and usability of mobile phones. Smart phones have gained the cutting-edge importance in the digital arena. They have become an indispensable and inseparable aspect of our routine.
Live Webcast: Enterprise Social Media Success Join Business2Community and SAP on March 4th, 2013 for a special Webcast featuring Oliver Bussman, CIO of SAP. Oliver, recognized as the #1 Social CIO by Forbes, will discuss best practices for leveraging social media to drive awareness and engagement.
If you’re interested in other lists of the top social media analytics tools, here are a few options:
Of course, none of these work very well if you don’t set them up right.
For instance, Google Analytics really works best if you integrate it with Google Webmaster Tools and enable demographic and interest tracking (which requires an update to the tracking code on your website). Setting up the conversion funnel tracking is also necessary if you really want to understand conversion on your site — which social networks or other links send more visitors who convert, where visitors drop out of the conversion funnel, which types of visitors generate the most revenue, etc. For instance, I recently signed a new client who had been running Facebook ads. He was getting a lot of engagement from certain countries and demographic groups. After I added tracking to his website, however, we discovered an entirely different group was important because they converted in higher numbers and converted across several different offers. We’ve now totally changed the Facebook advertising strategy and visits to the website (and conversions) are doubling EVERY day!
Not every social analtyics tool performs well right out of the box. Sentiment analysis tools, like Trackur, need some training. As you spend time correcting the incorrect categorizations, the tools become better at determining sentiment about your brands.
Monitoring the RIGHT metrics
Not every data point on your social analytics reports is important — and not every one is equally important. Vanity metrics, Likes, Followers, etc, don’t mean much. Vanity metrics more likely represent your POTENTIAL rather than actual performance. Activating that potential is the key, so focus on metrics indicating you’re achieving your potential — shares, comments, clicks, sign ups, etc.
But, don’t forget metrics that contribute to your marketing funnel by focusing on only those elements comprising your funnel — things like sentiment, awareness, likability, authority, … all contribute to getting people into your funnel and successfully moving them through the funnel. In fact, if you build a good foundation — smooth process through the funnel — you can actually focus primarily on these other metrics.
Monitor patterns more than absolute numbers
One of the things I’ve discovered by working closely with clients and monitoring their metrics is that I don’t have a lot of faith in the absolute numbers I find through different social media analytics tools. For instance, running an Adwords campaign for a client, I discovered he was being charged for more clicks than were showing up on his website analytics report. I never got a satisfactory answer from Google on this one. Hence, I don’t have a lot of faith in the numbers I’ve given.
Now, that makes monitoring social analytics seem like an oxymoron — that you’re not really getting clean analytics. And, that might be true. But, do you REALLY need to know the absolute number for any metric? My guess is NO. What you need to monitor are RELATIVE metrics — for instance, when I post an image on Facebook do I get a better or worse response than not including an image? Or does headline A draw more visits than headline B? In each case, we’re relatively uninterested (from a strategic standpoint) in number we get, but the insight telling us one strategic option is better than another.
So, stop obsessing over whether you got 5320 visits (as shown in Google Analytics) or 5842 (as shown in Adwords). Instead monitor performance over time — the performance trend. Focus on metrics that don’t FIT the pattern by either being higher or lower than the trend line. Non-fitting elements deserve our attention, not the absolute number.
Incorrect numbers are an even bigger problem in sentiment analysis. So, don’t jump off a bridge just because your number isn’t as high as you might think it should be. Simply monitor sentiment for changes that might signal trouble.
The key to using social media analytics tools is making DECISIONS based on your findings. It just doesn’t make a lot of sense to have these metrics and not base decisions on your findings, but I see it happen WAY too often.
For instance, if you look at my most popular posts from a couple of weeks ago, you’ll find a few posts drive much of my traffic. Why?
Is it the time they were shared on social networks?
Is it the topic?
Is it the headline?
Is it the length of the post
Is it the image in the post?
Ask yourself which factors might account for the relative success of particular posts on your site. Now, TEST to see which factors had the most impact on the success. You can test success factors by seeing if several popular posts share a particular characteristic. If you’re still unclear, run some tests by producing multiple copies of the same post with subtle variations in these factors. Now, you have a clear idea of what works best with your target audience.
Now, rinse and repeat.
Just don’t be TOO literal. For instance, my most popular post deals with perceptual maps. Frankly, there just isn’t enough to say about perceptual mapping to create a bunch of posts on this topic. By testing, I discovered the appeal was because I was sharing basic marketing concepts and relating them to social media. Now, I have a recurring column called, Back to Marketing Basics that’s very popular — as you can see from some of my other popular posts.
Whether you need a complete analytics strategy, some help with brand marketing, or some consulting to optimize your existing social media marketing, we can fill your digital marketing funnel. We can help you do your own social media marketing better or do it for you with our community managers, strategists, and account executives. You can request a FREE introductory meeting or sign up for my email newsletter to learn more about social media marketing.