This article will discuss the best social media analytics tools for brands to use. If you are in charge of your brand’s social media, you have a lot to explain. Why? Because your job is to build a following and convert fans. This means you have to answer questions backed up by data. For example, which social network needs the bulk of your time and budget? What are your top-performing pieces of content? What is the overall impact of your brand’s social presence on your brand? Measuring the ROI of social media is still a pain for many marketers. However, it does not have to be. The right social media tools can give you the answers you need to grow your brand.
These 9 social media analytics tools can help you optimise your social presence
1. Best Social Media Analytics Tools: Awario
Brands need to be aware of what their fans are talking about online in a timely manner. Tools such as Awario can be helpful here. Awario tracks brand mentions and industry discussions across the web. From social mentions to shout-outs throughout the blogging world and review sites. Awario lives up to its name by giving real-time insights behind those mentions. Where Awario shines is its skill to help brands decide which mentions deserve a speedy response. For example, the platform analyses the reach of any given mention and which channels are scoring you the most mentions. Beyond direct mention, Awario also conducts social listening by looking at the relevant keywords and terms related to your industry.
2. Best Social Media Analytics Tools: TapInfluence
The boom of influencer marketing has created a need for social media tools for these types of campaigns. The answer is TapInfluence. It is an analytics platform which removes many of the ‘what-ifs’ related to this kind of marketing. This includes metrics such as reach engagement rate and the likely price tag behind any given influencer. In short, this tool highlights relevant influencer metrics in black and white. This allows brands to better understand whether or not a potential relationship makes sense prior to reaching out. These kinds of campaigns should not be a black hole of ROI. In addition to individual influencer metrics, the platform also measures the performance of overall campaigns against industry benchmarks.
3. Best Social Media Analytics Tools: BuzzSumo
This is not strictly a social media tool. However, BuzzSumo is a great resource for analysing the social engagement of any given piece of content. For example, say you want to see how many shares your latest blog post got on Facebook or Twitter. Then, BuzzSumo can give you that data. You can also monitor the performance of content that is competing for relevant industry keywords. This allows you to see how your content marketing campaigns are stacking up against your rivals. Social media remains one of the top channels for content. By looking at social shares, you can see which types of posts are engaged with the most by your fans. You can then use that data to inform your own content strategy. BuzzSumo can also help you understand values in top-performing content such as length, publish date and headline type.
4. Best Social Media Analytics Tools: Snaplytics
The popularity of rich media content on social media speaks for itself. Snaplytics focuses solely on analytics for Snapchat and Instagram Stories. The platform looks at metrics such as open and completion rate. This allows brands to see when their stories are most engaged with and at what point fans drop off. The need to optimise story-based content is something that modern brands should overlook at their own peril. Snapchat may have fallen out of favor for some brands. However, bear in mind that the network still boasts hundreds of million active users among millennials and Gen Z. Meanwhile, Stories represent one of the most-engaged methods of Instagram promotion. Going beyond native analytics is a smart move for brands. Particularly ones who want to craft more compelling Stories or begin running story-based ads.
More and more brands are trying their hands at direct social selling. Curalate serves as a hybrid storefront and analytics tool for brands looking to maximize their sales on Instagram.
Chances are you have seen a branded or unbranded ‘Like2Buy’ link in the wild. Major brands like Bose take advantage of Curalate for social sales. They have a social storefront where users can shop directly.
Curalate’s platform empowers businesses to understand which products score the most clicks and sales. This can directly inform your future campaigns and product strategy as you learn which sort of posts click with your fans.
Additionally, Curalate tracks product tags and mentions. This makes it a cinch to spot and analyse the performance of user-generated content campaigns.
For the sake of expanding your content’s reach, hashtag analytics are a must-have. Tools such as Keyhole provide a real-time performance analysis of the industry and campaign-specific hashtags on Twitter and Instagram. Doing so allows brands to promote during peak times and likewise understand which tags are most popular among their fans.
7. Google Analytics
It is not solely a social media analytics tool. However, Google Analytics is one of the best ways to track your campaigns. It can even help you to measure your social ROI. You likely already have an account set up on your website to monitor and analyse your traffic right now. But did you know you can access and create reports specifically for social media tracking also?
For instance, you can see how much traffic comes to your website from each social network. Or you can use UTM parameters to track specific social media campaigns.
Running a social media contest typically requires a surprising amount of legwork. From the process of picking a winner to analysing engagement from a giveaway campaign, ShortStack can pick up the slack. For brands who often run contests or giveaways, a contest analytics tool is vital. This ensures that you are not just giving away freebies for no reason. ShortStack looks at everything from entry data to long-term campaign performance to do just that.
By using ShortStack, you will be able to see engagement metrics. In addition, you can see which types of contests work best with your fans.
Social media is a vital piece of any given PR campaign. For brands looking to make the most of social mentions related to earned media, Meltwater is primarily PR-focused. Meltwater’s analytics include top share sources, sentiment analysis and trending content themes related to your brand.
The takeaway from all of these tools is that you need to own your data. Doing so is the difference between running data-driven campaigns that result in a positive ROI versus just winging it. There is a amount of info available to brands today via social media analytics tools. No matter what tools are in your field, make a point to dig deeper into your data. This will allow you to get the most out of your future campaigns.