Social Media Benchmarking: Why You Need to Benchmark Your Social Media Activity
By Sandra BuschNov 9
Published July 7th 2022
With so many Twitter analytics tools, it’s hard to know which ones to trust with your Twitter account.
Some may wish to track the tweets about their brand or competition, some will want to engage with leads or customers, and others may wish to track the success of their campaigns, among many other options.
You can do plenty of this with Twitter Analytics, and if you’re looking for an advanced tool, we’ve added some to the list. Bear in mind that these tools aim at helping advanced businesses discover, analyze, and make sophisticated use of all their social data (not just Twitter).
Let’s look at some of the best Twitter analytics tools currently available.
Each tool provides a great starting point for conducting basic Twitter analysis.
Twitter Analytics is available to all users and can be a great first step to understanding your tweets' performance.
At first, you’re greeted with a summary, including data on your tweet count, impressions, profile visits, mentions, and followers. You can then scroll down and get a month-by-month summary.
There are other sections too. One is all about your tweets specifically so you can see the best-performing ones. There are options here to set a date range and export your data.
If you post videos, there’s also a section that offers metrics on viewing figures, completion rate, and engagement.
Hootsuite enables teams to collaboratively execute campaigns across multiple social channels from one secure, web-based dashboard. They offer a 30-day trial and a couple of options for plans to suit your needs, starting from $49 per month.
With a Hootsuite account, you can launch marketing campaigns, schedule posts in advance, identify and grow audiences on Twitter, create custom Twitter reports, track hashtags, mentions, Twitter lists, and much more.
The platform also has an analytics section where you can track the performance of your Twitter posts (among the content on other platforms). You can get an overview with data on engagement and followers, and you can also create custom reports to look at what’s important to you.
Brandwatch Consumer Research is a very powerful and versatile tool, especially regarding Twitter and your owned channels. Brandwatch is also a Twitter Official Partner.
With over 6,000 tweets being posted every second, you can use Brandwatch Consumer Research to collect all the conversations relevant to you. Segment and analyze this data using powerful keyword rules and machine learning to visualize the insights within your social data at a glance.
Break down the segmentation with analysis tools such as topic analysis, demographics, emoji analysis, and sentiment and emotional data. You can also set up queries to track your competitors’ accounts, enabling you to see the wider picture.
Buffer is mainly known as a tweet and social post scheduler. It’s great for that, but you can also use it to analyze your Twitter performance. It can be particularly useful for working out the times to tweet to get the best engagement.
There are a couple of areas to look at in Buffer. The first one is just looking at your posts, and where you can list them by the most clicks or the highest levels of engagement. This is an excellent way to see what Twitter posts work best for you.
There’s also an analytics area where you can see data on clicks, followers, impressions, and similar metrics. It’s not the most in depth, but it’s still incredibly handy. You can export data too.
Buffer has an advanced analytics option in its paid version as well.
Entering your Twitter handle in Klear will give you interesting analytics. For example, you get an influence score, info on top-performing posts, and some data on your followers.
You need to sign up for a demo to learn more about the functionalities available.
Twitonomy is a very robust tool that offers different methods of Twitter analysis for your account and your competitors.
You must sign in with your Twitter account and provide your competitors’ Twitter handles.
Twitonomy will then show you details on Twitter lists you’re both part of, your most popular Tweets, engagement statistics, and much more.
Tracking conversations on Twitter based on keywords, users, or lists is a breeze with Twitonomy. It will break down any Twitter account into graphs and digestible stats.
As a bonus, you can visualize where people have mentioned your tweets in the world, allowing you to better understand the geographical impact of your Twitter activity.
Then there’s Mentionmapp. With this web service, you can map your network and the network of others.
Mentionmapp builds a visual map of hashtags and username mentions based on the people you’ve been engaging within your most recent tweets.
It will also show you with whom those people have been having conversations on Twitter, meaning you can quickly discover new relevant people in your niche.
This tool is excellent for getting an understanding of someone’s Twitter account. Completely free, you just plug in their username and you’ll get a bunch of data.
There’s quite a range of features. Some are really basic, such as follower counts and the date the account was created. Other information is more in depth, with top topics, hashtags, and accounts @ mentioned.
There’s also some tweet analysis too. It gives you some insight into how the users you are monitoring use their accounts, such as how much they reply to people or retweet things. You can also see when the account is most active.
This can be a great tool for some basic research on influencers, or if you want to see the best way to interact with someone else on Twitter.
Followerwonk is a freemium tool. There’s lots of free functionality, but if you want extra features and larger reports, you’ll need to pay. It’s still a great tool without paying, though.
Handily, you can search bios for certain words. This can be a good way to find people for influencer marketing or audience to target yourself. You can then sort the list by followers, social authority, and other metrics.
You can also compare users to see who has the most followers, highest engagement rate, or the average number of tweets. On top of that, there’s the ability to see when your or another account’s followers are most active (although if you have more than 25k followers. this functionality won’t work).