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From the smallest independent store to the largest multi-national brand, every business knows they need to be on social media. Having the right tools to conduct social media analysis means you can benchmark your efforts and compare different strategies. You can see what is working and what isn’t to develop better campaigns.
With internet users having an average of 5.54 social media accounts, brands often have accounts on several networks. You can either have a dedicated social media analytics tool for each site or have a tool that covers all of the networks you are on.
Inbuilt Social Media Analytics Tools
Several social networks provide the ability to analyze your efforts from within the platform themselves. The functionality of these tools can be a little restrictive compared to a specialized analytics tool, but as they are free and available to all, they are a good place to start.
Facebook provides social media analysis through the Facebook Insights platform. This tool is available to any of the admins of your company page once you have over 30 fans.
It displays detailed metrics about your posts and the engagement they earn. Audience analysis can help you understand who is engaging with you, and includes demographic and location breakdown.
Engagement metrics can be seen for each of your posts, helping you to understand what type of content works best. It shows a breakdown of paid and organic, so you can understand the value of your paid ads.
There are also metrics on video views, actions taken on your page and the reach of your posts.
Pinterest also has a built-in analytics platform. It is available to anyone with a business account once you have registered your website with Pinterest. This allows Pinterest to track traffic between the social network and your site.
Pinterest Analytics allows you to track a range of metrics. It splits the analysis into your pin activity, your audience activity and which specific pins are driving traffic to your website.
The metrics covered include average daily impressions and viewers, audience location, gender, language, total number of repins, total number of clicks, and total likes.
Twitter has a built-in analytics platform, and it’s available to individuals as well as businesses.
Your number of tweets, tweet impressions, visits to your profile, mentions and followers are all tracked. There are monthly stats on your most popular tweets, mentions, and followers for that month.
You can click on any Tweet to see the impressions, likes, retweets, and engagements.
If your business has Twitter Cards active, Twitter Analytics will show metrics for the performance of all of your cards too.
Instagram Insights was recently announced but is only available in some regions. The roll out will continue and the platform should soon be available to all businesses.
Until it is available, there are plenty of other tools that can provide social analytics for Instagram. Check out this guide of free Instagram Analytics Tools.
YouTube provides an in-house analytics tool so anyone who has uploaded videos can understand their performance.
The tool displays performance metrics, engagement metrics, and demographics. It helps you understand how people found your videos, how much they watched, if they clicked through to your website, and who they were.
While not strictly a social media analytics tool, Google Alerts is nonetheless very useful. It allows you to monitor the web for new content, mentions of your brand, your competitors, or industry thought leaders. The alerts are extremely easy to set-up.
Creating an Alert means you will receive email notifications when Google finds new results on the topic across blogs, forums and news sites.
Google analytics is primarily a web analytics tool, but it provides a small but important role in social media analysis: a breakdown of which social sites are driving traffic to your website.
Click on Acquisition, then Social, to see which social sites are referring the most traffic to your site. You may find that a particular network isn’t worth the time and expense if it isn’t driving traffic, or that a well-performing network deserves more attention.
Cross-platform social media analytics tools
These tools allow you to conduct social media analysis for all of your accounts. Generally, this functionality means that these are paid tools. Many have some free features or a free trial period. Like anything in life, you get what you pay for, and the level of detail and flexibility can be much greater with a paid tool. This means the level of insight is greater, and can go beyond counting up mentions and likes.
A web-based dashboard that shows real-time insights and provides detailed statistics about your content and audience.
Offers a 14-day free trial, with a personal/small business package at 49/month
Search for a brand, keyword or a hashtag to find real-time monitoring and analytics.
Twazzup will show top influencers, all recent Tweets, top photos, keywords, and links. It might not be the most in-depth analytics, but it is free.
Simply Measured is a paid tool, but has various free individual reports for Instagram, Twitter, Facebook, Vine and Google+. A follow of the Simply measured Twitter account is enough to secure your report.
They provide insights such as Facebook content, competitor and fan page analysis, key Twitter analytics, Instagram engagement, content and trends analysis and many others.
Social mention is free and provides a real-time platform that allows search and analysis of social media. Mentions are organized into a single stream, and includes top keywords, hashtags, and sites. Influence is measured by Strength, Sentiment, Passion, and Reach.
It provides social media analysis from 100+ sites, including Twitter, Facebook, YouTube, and Google.
SumAll is a cross-platform social media analytics tool that produces attractive charts to help you understand the correlation between your social channels.
Daily email updates allow you to keep an eye on top level metrics, and the platform allows you to dive in deeper. Costs $99/month, with a 7-day free trial.
Sign up for free to create a dashboard that can track a wide range of networks. A wide choice of widgets allows you to monitor networks, accounts, and pages. The paid account adds more functionality for $19/month.
Quintly covers Facebook, Twitter, Google+, LinkedIn, Instagram and YouTube, and it has a free tool for Facebook analytics. Quintly is a dashboard tool. It comes with a standard dashboard that can be customized with widgets to suit your needs and track the metrics that matter to you.
The free plan allows analytics for 3 Facebook pages, giving you a breakdown of follower and engagement statistics. Paid plans start from €129/month, with a 14-day free trial.
Well, we weren’t going to leave out the best of the lot were we? Brandwatch crawls 85million sites and allows you to build flexible and accurate searches through advanced boolean queries. Our categories, rules, and tags allow you to slice and dice the data any way you want. Our email alerts and intelligent Signals mean you are notified of important trends and threats as soon as they happen.
From monitoring conversation around your brand online to undertaking competitive analysis. From unearthing important consumer insights to undertaking campaign intelligence. The flexibility of Brandwatch allows you to undertake deep social media analysis that can inform real business decisions.
Detailed social media analysis that leads to intelligent decisions.
Detailed social media analysis that leads to intelligent decisions.Find out more