Social Media Metrics Tools is a suite of six downloadable Excel-based spreadsheets that helps brands, agencies and marketers track the performance of their social media pages and posts. Social Media Metrics Tools is meant to replace the manual work of calculating metrics such as reach, impressions and engagement on a routine basis.
If you’re responsible for your brand’s social media analysis, you have a lot of explaining to do.
Because your business’ ability to build a following and convert customers means answering questions backed up by data.
For example, which social network deserves the bulk of your time and budget? What are your top-performing pieces of content? What’s the overall impact of your brand’s social presence on your business?
On top of answering these questions, according to Sprout’s 2019 Social Index, 63% of marketers are expected to discuss social ROI with their bosses to justify their spending for campaigns. Even still, measuring the ROI of social media is still a thorn in the side of so many marketers.
It doesn’t have to be, though. Whether you’re laser-focused on a single channel or need an all-purpose solution, the right social media tools can give you the analytical answers you need to grow your brand.
These 10 social media analytics tools can help you track your social presence
- Sprout Social
- HubSpot
- TapInfluence
- BuzzSumo
- Snaplytics
- Curalate
- Keyhole
- Google Analytics
- ShortStack
- SHIELDApp
1. Sprout Social
The need for cross-channel social media analytics makes Sprout Social an easy choice for No. 1 on our list.
Whether you want to dive deep into your performance on a single network, or quickly compare results across multiple networks at once, Sprout has you covered.
Track Facebook Page impressions, tally up Twitter link clicks, measure Instagram follower growth, evaluate LinkedIn engagement, asses content performance on Pinterest and much more, all from the same location.
Then quickly organize and share your data with easy-to-understand, presentation-ready reports. Or take it a step further with Premium Analytics and create your own custom report, tailored to your organization’s KPIs.
Sprout comes complete with both templated and customizable reporting options, meaning you have multiple ways to not only gather essential social metrics, but truly understand what they mean and present them to others including only the metrics you care about most and reducing the noise.
From tags to trends and everything in between, Sprout puts powerful analytics at your fingertips. You can even access data related to internal team performance and competitor activity to help you improve customer care or benchmark your brand against others in your industry.
The analytics other tools had just didn’t have the power. We needed the best analytics we could get. Layne Pfliiger
Social Media Manager
But that’s only scratching the surface.
Sprout’s Advanced Listening tool arms you with valuable data related to audience demographics, industry influencers, campaign performance, share of voice and consumer sentiment.
No matter your social media analysis and reporting needs, Sprout has been built from the ground up to give you a fast, user-friendly way to discover and display social insights.
2. HubSpot
With HubSpot’s analytics tools you can tie social media performance to business and revenue growth. Whether publishing directly through HubSpot, or publishing using other tools or while on the go, you’ll be able to report on the success of your social strategy across every channel. You can also compare the performance of multiple social channels to measure campaign performance.
HubSpot’s social analytics tools offer expansive graphs and visuals that break down the numbers by specific platform features, like audience, session lengths, and impressions.
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What’s important to highlight is that HubSpot’s social analytics tools is part of HubSpot’s Marking Hub, their all-in-one inbound marketing software. This means that using the platform you’ll have insight into the entire customer journey, not only social media-specific metrics. You’ll be able to see which marketing tactics are working best for your business, how are they impacting your bottom line, and learn about your social media campaigns ROI.
That makes HubSpot an excellent choice for businesses whose marketing teams want to keep all campaign functions in one place.
3. TapInfluence
The boom of influencer marketing has created a need for social media tools specifically tailored for influencer campaigns.
Enter TapInfluence, an analytics platform which removes many of the “what-ifs” related to influencer marketing. This includes metrics such as reach, engagement rate and the potential price tag behind any given influencer.
In short, TapInfluence highlights relevant influencer metrics in black and white so brands can better understand whether or not a potential relationship makes sense prior to outreach.
Influencer campaigns shouldn’t be a black hole of ROI. In addition to individual influencer metrics, the platform also measures the performance of overall campaigns against industry benchmarks.
4. BuzzSumo
Although not strictly a social tool, BuzzSumo is an awesome resource for analyzing the social engagement of any given piece of content.
If you want to see how many shares your latest blog post received on Facebook, Twitter or Pinterest, BuzzSumo can provide you with that data. You can also monitor the performance of content competing for relevant industry keywords, allowing you to see how your content marketing campaigns are stacking up against the competition.
Social media remains one of the top distribution channels for content. By analyzing social shares, you can see which types of posts receive the most engagement and use that data to inform your own content strategy. BuzzSumo can also help you understand variables in top-performing content such as length, publish date and headline type.
5. Snaplytics
The popularity of ephemeral 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, allowing brands to see where story engagement peaks and likewise at what point viewers drop off.
The need to optimize story-based content is something that modern brands should overlook at their own peril.
Although Snapchat might have fallen out of favor for some brands, 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 who want to craft more compelling Stories or eventually run story-based ads.
6. Curalate
More and more brands are trying their hands at direct social selling.
Platforms such as Curalate serve as a hybrid storefront and analytics tool for companies looking to maximize their sales from Instagram
Chances are you’ve seen a branded or unbranded “Like2Buy” link in the wild. Major brands like Bose take advantage of Curalate for social sales – take a peek at their Instagram bio.
Upon clicking through, we’re led to 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 customers.
Additionally, Curalate tracks product tags and mentions, making it a cinch to spot and analyze the performance of user-generated content campaigns.
7. Keyhole
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 followers.
8. Google Analytics
While it’s not solely a social media analytics tool, Google Analytics is one of the best ways to track social media campaigns and even help you measure social ROI.
You likely already have an account set up on your website to monitor and analyze your traffic right now. But did you know you can access and create reports specifically for social media tracking, too?
For instance, you can see how much traffic comes to your website from each social network, or use UTM parameters to track specific social media campaigns.
9. ShortStack
Typically, running a social media contest requires a surprising amount of legwork.
From the process of picking a winner to analyzing engagement from a giveaway campaign, ShortStack can pick up the slack.
For brands running frequent contests or giveaways, a dedicated contest analytics tool ensures that you aren’t just giving away freebies for no reason. ShortStack looks at everything from entry data to long-term campaign performance to do just that.
By analyzing your contest’s performance with a social analytics tool like ShortStack, you’ll be able to see engagement metrics and identify which types of contests work best with your audience.
10. SHIELD App
As the source of 80% of B2B social leads, B2B brands are paying more and more attention to LinkedIn. Meanwhile, the increasing need for employee advocacy means that brands should be tracking the LinkedIn presence of individual salespeople in addition to their company page.
Up-and-coming social media analytics tools like SHIELD are helping bridge that gap. For example, SHIELD examines the performance of individual employee profiles and their posts. Content analytics including average likes, comments and hashtags can help employees optimize their posts prior to sharing to maximize their reach.
Additionally, SHIELD’s team report allows businesses to showcase side-by-side the engagement and growth of individual employee profiles over time.
What about native social media data analysis tools?
Hey, fair question.
Sure, there are valuable insights you can glean from Facebook or Instagram’s Audience Insights, for example.
The reality, though? Sticking solely to native tools limits what you can learn about your social presence.
Not only can third-party social media analytics tools provide you with more data, but multi-purpose tools like Sprout mean that you don’t have to bounce between platforms. In addition to saving time, this means you can see by the numbers how your campaigns are stacking up across platforms with no second-guessing involved.
What a brand needs in terms of analytics will obviously vary from business to business. That said, we adopt a “the more, the merrier” mentality when it comes to gathering data.
Social media analytics software provides functionality for gathering and reporting on data related to social media accounts. Social media analytics products are used by social media, marketing, and communications teams that use social analytics tools to identify successful practices, target demographics, and analyze real-time consumer practices. Data scientists and researchers may also utilize social media analytics tools to gather information about regions, practices, and tendencies. Social media analytics tools allow businesses to gain a greater understanding of customer desires and responsiveness. The products aim to grow businesses by measuring the effectiveness of social media campaigns. With increased awareness of customer sentiment and business practices, teams can strategize to create more effective campaigns while improving customer satisfaction and brand awareness. Social analytics products often provide information that benefits social media monitoring software. Monitoring functionality can also be found within social media management software as a feature or social media suites as either a feature or standalone product.
To qualify for inclusion in the Social Media Analytics category, a product must be able to: Create business goals that can be measured with data indicators Provide tracking and sharing data Evaluate audience size, engagement, and demographics Provide sentiment analysis Aggregate social media statistics Compare data from individual campaigns, posts, or pages
Top 10 Social Media Analytics Software
- Sprout Social
- Zoho Social
- Hootsuite
- Semrush
- Agorapulse
- Falcon.io
- Sprinklr Modern Sales & Engagement
- Meltwater
- Twitter Analytics
- Later
Compare Social Media Analytics Software
G2 takes pride in showing unbiased reviews on user satisfaction in our ratings and reports. We do not allow paid placements in any of our ratings, rankings, or reports. Learn about our scoring methodologies.Sort By:AlphabeticalSatisfactionPopularityG2 ScoreResults: 219Sprout Social(1,522)4.3 out of 5Entry Level Price:$89.00Favorite
Sprout Social’s all-in-one social management solution empowers our customers to do more with their social media strategy. Better connect with audiences, streamline publishing workflows, collaborate in real time and turn social data into meaningful insights—at scale.Read Sprout Social Reviews Compare Zoho Social(2,236)4.6 out of 5Entry Level Price:Free Favorite
Zoho Social is a complete social media management platform for businesses & agencies. It helps you schedule posts, monitor mentions, create custom dashboards, and more. Zoho Social is from Zoho.com—a suite of 40+ products trusted by over 40 Million users. It includes a powerful set of features—such as, the Publishing Calendar, Bulk Scheduler, and Repeat Post—to empower you with all the social media publishing tools that your business needs. The monitoring capabili… Show More Read Zoho Social Reviews Compare Get a quoteHootsuite(3,358)4.1 out of 5Optimized for quick responseEntry Level Price:$49.00Favorite
With over 200,000 paid accounts and millions of users, Hootsuite powers social media for organizations around the world—from the smallest businesses to the largest enterprises. Build your brand, strengthen connections with customers, and drive business results business leaders care about by integrating social seamlessly across your whole organization. With Hootsuite, you can confidently schedule posts across multiple social networks (including Instagram, Twitter, Facebook, LinkedIn, Pinterest… Show More Read Hootsuite Reviews Compare Semrush(1,390)4.5 out of 5Entry Level Price:$0 Favorite
Semrush is a leading online visibility management software-as-a-service platform. With over 50 products, tools and add-ons across online visibility management, including tools for search, content, social media and market research, data for more than 140 countries, seamless integration with Google and task management platforms, Semrush is a critical solution for all companies who are serious about online presence. Semrush in numbers: – Over 200 million unique domains monitored for … Show More Read Semrush Reviews Compare Get a quoteAgorapulse(787)4.5 out of 5Optimized for quick responseEntry Level Price:$99 / monthFavorite
Stay organized, save time, and easily manage your social media with Agorapulse’s inbox, publishing, reporting, monitoring, and team collaboration tools. Agorapulse currently supports Facebook, Twitter, Instagram, LinkedIn, and YouTube. Here are six features that customers love most about Agorapulse: 1 – Unified social inbox lets you easily manage all your incoming social media messages, comments, and reviews in one place. 2 – Intuitive publishing allows you to plan, collaborate, and schedule … Show More Read Agorapulse Reviews Compare Falcon.io(713)4.1 out of 5Optimized for quick responseFavorite
A platform for social media monitoring, engaging, publishing, analytics and managing customer data. Falcon enables brands to explore the full potential of digital marketing and advertising by managing multiple customer touchpoints on one platform. It allows marketers to deliver more personalized brand experiences based on enriched customer profiles. The platform features a highly intuitive and collaborative UI and is complemented by comprehensive support and consultancy services.Read Falcon.io Reviews Compare Sprinklr Modern Sales & Engagement(713)4.0 out of 5Optimized for quick responseFavorite
Sprinklr Modern Sales & Engagement helps users listen to, triage, engage and analyze conversations across modern channels. The vendor states that users can increase revenue and reduce churn by engaging more customers while reducing cost per engagement and managing brand risk with enterprise-grade governance.Read Sprinklr Modern Sales & Engagement Reviews Compare Get a quoteMeltwater(1,016)3.8 out of 5Optimized for quick responseFavorite
Meltwater, a pioneer of media intelligence, gives businesses the information advantage they need to stay ahead. More than 30,000 companies use Meltwater’s media intelligence to stay on top of billions of online conversations and extract relevant insights to strategically manage their brands. With nearly 20 years of experience analyzing data, Meltwater is dedicated to personal, global service built on the local expertise of 60 offices across six continents. Our clients can monitor media covera… Show More Read Meltwater Reviews Compare Get a quoteTwitter Analytics(185)4.1 out of 5Favorite
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eclincher platform is built for companies who are looking for an intuitive yet powerful solution to manage their brand reach, reputation and growth online. Popular features include: suggested content & free media assets, live inbox to interact across all channels / message types, post editing, scheduler & visual calendar, post boost, monitoring with live feeds, smart queues & auto posting, analytics & reports, team collaboration & workflows, mobile app. And, a 24/7 support t… Show More Read eclincher Reviews Compare SocialPilot(244)4.5 out of 5Entry Level Price:$30 Per MonthFavorite
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Social Media Analytics Topics
- What is Social Media Analytics Software?
- Why Use Social Media Analytics Software?
- Who Uses Social Media Analytics Software?
- Social Media Analytics Software Features
- Software and Services Related to Social Media Analytics Software
Learn More About Social Media Analytics Software
What is Social Media Analytics Software?
Social media has become a necessary marketing resource over the past decade, evolving well beyond a basic brand awareness tactic. Social networks such as Twitter, LinkedIn, and Facebook have developed into viable sources of leads, particularly with the help of social advertisements. In addition, these networks are great places to engage prospects or current clients to help bolster relationships. Employees can quickly and easily become brand advocates and influencers by posting and engaging on social media.
Just as social media usage has exploded in recent years, so has the need for a business to harness and understand its company data—and social media data is no different. It is crucial for social media managers and marketing teams to know how social media campaigns are performing across all social channels, how and why accounts are growing in followers and engagements, and even track how competitors are performing. As companies continue to spend more money on social advertisements, the need to know which campaigns are performing well (and which are not) becomes all the more critical.
Seeing this data and information is great, but with social media analytics software, users can digest all of this data and metrics in easy-to-understand visualizations. This is not only beneficial for social media managers or marketers that do not have data analysis knowledge, but also for their managers or chief marketing officers who may be trying to better judge the results of their hard work. Having this data readily accessible is a powerful tool for businesses and employees alike.
With social media analytics software, you can:
- Monitor and report on overall social media performance to track performance and justify social media as a viable marketing channel
- Understand social media following through audience demographics
- Identify the content that best resonates with audiences to use as a basis for future marketing strategies
- Discover influencers to tap into as potential brand advocates
- Track performance of paid social media campaigns to determine ROI
- Gain insights on competitors through competitive analysis functionality
Why Use Social Media Analytics Software?
There are a number of reasons to use social media analytics beyond the obvious need to track the performance of social media posts and campaigns; one example is the ability to form data-driven strategies around social media. By leveraging social media analytics, social media managers and companies can accurately decipher which posts or paid campaigns generate the most interactions and engagements. Understanding why certain initiatives are successful allows users to build strategies that they know will perform well.
Additionally, social media managers can analyze how certain pieces of contain attract engagement on posts. Pushing content marketing through social media has become a much more popular way to spread brand awareness and provide a useful, beneficial piece of content to a potential prospect, customer, or user. Knowing which headlines attract certain demographics or target markets helps inform content marketers of what they should be writing about. Again, repeating these successful tactics is made possible by leveraging social media analytics solutions.
Honing in on specific social media strategies ensures a business can grow brand awareness and influence other key performance indicators and metrics, such as traffic or lead generation. Social media analytics tools also track attribution, so social media managers can monitor the click path of users that come to the company website from social media posts and eventually determine if they were able to convert into a customer. This is a great way for social media managers and marketing teams to justify paid social ad spending.
Who Uses Social Media Analytics Software?
What was once a very niche user base has expanded greatly, as the need for analytics and the growth of social media marketing efforts for businesses has increased exponentially in recent years. The employees most commonly utilizing social media analytics are social media managers. Many businesses, particularly mid-market and enterprise companies, have dedicated social media managers on their marketing teams to run all social accounts. Social media analytics tools are an excellent way for social media managers to track their goals and metrics. These products also help inform the decisions and strategies of social media managers. Marketing managers, marketing directors, or chief marketing officers may choose to use social media analytics products to track how well their social media manager is growing their presence on different outlets. It is also an easy way to ensure they are hitting goals and driving leads and traffic.
For small businesses that might not have the resources to hire a social media manager, social media management might be allocated to a general marketer who wears many hats. Therefore, social media analytics software can be an easy, fast, and straightforward way of tracking social media campaigns for marketers who do not have the time to deep dive into performance. Because social media analytics tools have digestible visualizations, it is very simple for marketers to track metrics.
Additionally, brand influencers and industry thought leaders may use social media analytics tools to track their interactions and engagements. Influencers are always trying to grow their followings; social media analytics solutions enable this through performance tracking and utilizing social media best practices. Brand advocates may also put out sponsored content for companies; justifying and defending their tactics to those companies is much easier with the help of social media analytics software.
A customer service manager is another role that might take advantage of social media analytics. More and more customers are connecting with companies on social media when they are having issues with products or services. Oftentimes, it can be faster to tweet or direct message a company and explain the problems you are experiencing than it is to phone a call center and wait for a representative to assist you. Customer service teams can track complaints that come in through social media and ensure that issues are taken care of promptly.
Social Media Analytics Software Features
Analytics tools are meant to make the understanding and analysis of data easier; social media analytics software has the same purpose, but with features that are specific to measuring social media data. These features include:
Competitor analysis — Many social media analytics products allow users to track the performance of not only their own social media campaigns, but of their competitors’ social media accounts as well. This is beneficial for social media managers who want to increase followers or interactions in relation to competitors, or use rivals as a benchmark for overall performance. It may be advantageous to tap into a competitors’ audience to grow followers and engagement.
Follower analysis — The ability to glean insights into how your followers interact with your posts is important, but social media analytics software also provides insights into followers’ demographics and location. This can be valuable for understanding how certain demographics interact with specific pieces of content or posts. By having a better knowledge of followers, social media managers can target and personalize content for higher levels of engagement.
Content engagement analysis — Similar to follower analysis, knowing who engages with certain pieces of content is valuable because it helps inform content marketing teams. Social media analytics solutions can offer insights into which headlines attract the most followers, likes, or engagements. Personalization is a major aspect of social media strategies, so pinpointing how content performs allows for a more targeted approach to audience engagement. This is also important for paid social ads to determine what is worth spending money on to grow followers and audience.
Influencer identification — Some social media analytics offerings may provide the ability to identify which followers have the largest networks. Once these followers are identified, marketers, social media managers, or even C-level employees can target these influencers as potential brand advocates to promote company content or posts. Tapping into followers’ networks is an efficient way to increase one’s own following and audience.
Attribution — Marketers are constantly utilizing attribution solutions to ensure they are properly tracking lead generation. Social media analytics tools provide attribution capabilities to make sure social media managers or other marketers are tracking which customers were converted from social channels. Understanding the click path of users that eventually converted into customers enables repeat strategies or campaigns to hopefully replicate the end result.
Reporting — Reporting is always a challenge, but analytics tools help improve the reporting process by providing a dedicated reporting tool instead of using spreadsheets. Social media data is easily organized and exported from social media analytics software so that it can be presented in a clean and easily understandable fashion. This is particularly useful when showing key metrics from social media data to higher-level employees.
Software and Services Related to Social Media Analytics Software
There are a few different software solutions that are directly associated with social media analytics software, as they are often part of larger social media marketing suite. These suites will include additional social media functions, such as social media management and social media monitoring, in addition to social media analytics. Each of these functions is valuable to social media managers and marketers.
Social media management tools mainly provide the ability to administer a variety of social media accounts on a single platform, schedule posts and campaigns in advance, and suggest content or posts, to ultimately improve a company’s social media presence. Social media monitoring products help social media managers and marketers track trends across all social platforms. By staying on top of all the trending topics, a business can leverage virality to boost followers and audience. For social media teams that are attempting to quickly and efficiently ramp up a business’ social media presence, social media suites are most likely the best option due to their range of functionality.
CONCLUSUON
Social Media Metrics Tool is a complete set of applications to analyze your Twitter and Facebook accounts, including more than 65 unique features. Beside this unique application includes many other important tools: Increase followers, Retrieve the most important users, Compare Twitter accounts, Get stats and compare..
We have reviewed the top social media metrics tools, so you don’t have to! Take a look at our in-depth reviews and comparisons, which will ensure that you make the right choice.