10 Essential Market Research Methods
By Joshua BoydOct 24
Published September 26th 2019
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.
We’ve separated the list out into tools that are built in to the platforms themselves, and the external ones created by people outside the platform.
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.
If you want something more, check out our list of Facebook analytics tools.
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.
If that’s not enough, check out our list of Pinterest analytics tools.
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.
Want more versatility? Check out our list of Twitter analytics tools.
Instagram Insights is only available for business accounts, or big influencers who get a lot of engagement. Plus you can only access it through the app.
It’s handy addition to the platform, although it’s not hugely in-depth. You can get a load of different metrics here including looking at your overall reach and profile visits, while you can get the following on each individual post:
If you want to get more in-depth and have more ability to compare overtime, check out our list 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 rate 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.
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.
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.
Might as well start with ourselves in this section. Brandwatch Consumer Research is a powerful analytics tool specialising in social listening and digital consumer intelligence. We take data from social platforms, and the web in general, meaning you can combine data from different sources.
Everything is set up with hugely versatile boolean queries, while you can use rules to tag and categorise mentions as they come in. You can also easily generate data visualizations from basic charts to emoji and topic clouds.
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.
A web-based dashboard that shows real-time insights and provides detailed statistics about your content and audience. Brand24 isn’t as expansive as the bigger tools, but it’s still got some decent features to shout about.
You set your tracking by entering specific keywords, such as your brand name or a topic you’re interested in. Then Brand24 will scour the web and social media to track these mentions and do some analysis.
Expect to see some sentiment and influencer scores, while you can also break down by source and order by popularity. The time graphs allow you to drill down into specific dates too.
You can get a 14 day free trial, with plans ranging from $49 – $999 a month after that.
BuzzSumo is an excellent tool for social media analysis, particularly for Facebook. You can enter the URL for your Facebook page and get a load of engagement metrics, such as your best performing content or the best times to post, which will help you improve strategy.
You can also analyse your whole site for social share performance too, meaning you can find out how many times your content has been shared. On top of that, there’s the ability to track specific keywords and see how often they’re mentioned.
It won’t tick all the boxes, but as a freemium tool, it’s an excellent tool to have.
Vizia is a data visualization and reporting tool that can be great for social media analytics. It can bring in data from a massive amount of sources including Facebook, Twitter, and Instagram, plus Brandwatch Consumer Research, Google Analytics, and other major platforms.
While it’s excellent for keeping an eye on your social media performance, it’s also set up to communicate this data to other people in your organisation. Vizia screens are used in offices around the world to show an entire company live data, while reports can be sent out too.
On top of that, it looks amazing as well.
SumAll is a cross-platform social media analytics tool that produces attractive charts to help you understand the correlation between your social channels.
You can integrate it with Facebook, Twitter, Instagram, and a range of other platforms. There isn’t a set dashboard feature, or much else, but it is good for getting data straight to your inbox for a quick review.
Daily email updates allow you to keep an eye on top level metrics, and the platform allows you to dive in deeper. The platform is also free.
Cyfe allows you to create a reporting dashboard that can cover a whole range of different metrics, including social media. You can plug in Twitter, Instagram, and Facebook data, and build widgets with it to show specific data points.
It can also bring in stuff around ads, SEO, emails, website data, and monitoring. There’s a free option, but it only allows 5 widgets and just 30 days of data.
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.
This list of tools should give all social media managers everything they need to track and improve their performance. Social media analytics is an essential part of any social strategy. Keep learning and keep improving.
Spearheaded by ex-Moz whiteboard enthusiast, Rand Fishkin, SparkToro offers a couple of different tools for social media analytics. All of which are free.
There’s the Fake Followers Audit, so you can see what percentage of a Twitter account’s followers are fake, bots or spam.
Then there’s the SparkScore, which aims to show the ‘true’ influence of a Twitter account (similar to our Audiences tool). Along with the SparkScore, it’ll also give oyu some account stats, such as average retweets by tweet and an engagement rate.
It’s not massively in-depth, but both tools are handy to get a quick, but decent, overview of an account’s health.