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Social Media Analytics and Intelligence

Social Media Analytics and Intelligence is an emerging area. The importance of online social media for brand communication and connecting with your customers increases year-by-year. Every business has to pay more attention to their brand presence on the different social media networks because those represent a great opportunity for business.

Social Media Analytics and Intelligence

Social media is already a significant component of the information eco-system, and as their platforms and applications become more widely used and have an unprecedented impact on users, consumers, voters, businesses, governments, and nonprofit organizations, interest in social media from both an application and research perspective has been soaring. For-profit companies are using social media as a business execution platform and a rich source of information for product design and innovation, managing customer and stakeholder relations, and marketing. For them, social media is a crucial part of the platform for future business intelligence. Social media is the perfect tool and source of information for politicians, political parties, and governments to learn what the general public thinks about policies and political viewpoints as well as to mobilize support for individuals running for public office. Public-health professionals may utilize social media to provide feedback on public-health policies and response strategies as well as crucial, early indicators of disease outbreaks. Social media offers vast potential for researchers in homeland security and intelligence analysis to investigate terrorist group activity, including their public relations and recruiting strategies as well as the underlying social and cultural circumstances. Even think tanks and social science and business researchers are conceptually using social media as an unbiased sensor network and a laboratory for natural experimentation, providing helpful indicators and aiding in the testing of hypotheses about social production and interactions as well as their implications for the economy, politics, and society.

In order to deal with information- and cognitive-overload issues, find particular answers to inquiries, and learn more about significant chances for social and economic interaction, social media has for many people evolved into a one-of-a-kind information source. Additionally, it has developed into a platform where they can network and participate in a variety of lively discussions by contributing their knowledge and viewpoints. It is safe to say that social media has already had a notable impact across a range of applications. Social media is predicted to continue enabling new, innovative applications and transforming many existing ones given the continuing interest and the always expanding information and meta-information generated by it.

Social Media Analytics and Intelligence Research

Given the enormous interest from the application’s standpoint and the related special technical and social science difficulties and opportunities, research on social media has significantly increased over the past few years. The broad nature of this study agenda has caught the interest of academic groups across all significant fields. Social media research has mostly concentrated on social media analytics and, more recently, social media intelligence from an information technology perspective.

As a result of specific needs from a target application, social media analytics is concerned with creating and assessing informatics tools and frameworks to gather, monitor, analyze, summarize, and visualize social media data. Research on social media analytics has numerous uses.

  • facilitating conversations and interaction between online communities and
  • extracting useful patterns and intelligence to serve entities that include, but are not limited to, active contributors in ongoing dialogues.

Social media analytics research has a number of particular technical difficulties. First, social media provides a large collection of data or metadata that haven’t been systematically addressed in data- and text-mining literature. User-expressed subjective opinions, thoughts, evaluations, and perspectives; ratings; user profiles; and both explicit and implicit social networks are examples. Tags (annotations or labels utilizing free-form key phrases) are another. Second, social media programs stand out as a prime example of human-centered computing due to its particular focus on user social interactions. Therefore, concerns like context-dependent user profile, needs elicitation, and many types of HCI considerations need to be revisited. Third, social media abounds with problems like semantic inconsistency, conflicting evidence, lack of structure, inaccuracies, and difficulty integrating various types of signals, despite the fact that it promises a novel way to combat the noise and information-overload problems with Web-based information processing. Fourth, the volume of social media data is growing quickly since these streams are dynamic. Semantic computing, in particular, has substantial difficulties due to the dynamic nature of this data and their sheer bulk.

Social media intelligence seeks to extract actionable information from social media in context-rich application settings, develop corresponding decision-making or decision-aiding frameworks, and provide architectural designs and solution frameworks for both existing and new applications that can profit from the “wisdom of crowds” through the Web. It does this by utilizing technology, solution frameworks, and toolkits from social media analytics. Social media intelligence research is still in its infancy compared to social media analytics, despite growing interest from businesses and other groups that could gain from such studies. From a research standpoint, there have been debates on various conceptual aspects of the technical issues associated with social media intelligence and reference disciplines that may produce valuable tools to assist in overcoming these challenges. Systematic study and tangible, well-evaluated findings are still lacking, though.

However, social media intelligence offers a rich, new area of research with significant practical value that may draw on disciplines from both AI and other sciences. Social media intelligence research is now facing a number of significant obstacles. First, research on social media intelligence needs to be highly integrated and cross-disciplinary. Despite the fact that this necessity has been emphasized repeatedly in this developing field, the level of integration in the current study is often minimal.There are few highly integrated research programs that take into account both informatics and domain sciences. In many cases, the informatics research methodology and research questions are taking a dominant role, whereas research focusing on methods and issues from other equally relevant disciplines, such as social psychology, media theory, political science, and social sciences, among others, has been dispersed.

Second, because a lot of social media intelligence research must be carried out in real-world situations with the intention of assisting decision-making, it necessitates well-articulated and precisely specified performance measures. Quantifying these measures is difficult in the wide range of applications where social media intelligence may be applicable. The measurement issue makes it particularly difficult to assess the return on investment (ROI) of social media intelligence and also causes modeling issues.

Third, from the standpoint of pure modeling and decision-making, social media intelligence represents a special class of issues that call for effective data-driven, dynamic decision making, uncertainty and subjective risk analysis, modeling and optimization over vast dynamic networks, and so forth. Researchers will probably need to create new computational and analytical frameworks and methodologies as social media intelligence research develops and finds real-time applications.

Social Media Intelligence Tools


With Keyhole, you can keep an eye on the keywords, hashtags, URLs, and usernames associated with your Twitter and Instagram accounts. You can browse heat maps that show you the amounts of activity in various regions of the world in addition to real-time and historical data.


Hootsuite is a well-known freemium social media monitoring tool that can monitor activity on a variety of social networking sites and applications, including LinkedIn, Twitter, Facebook, Google+, Foursquare, and WordPress. Posts can be scheduled across many platforms to manage social media accounts. You can assign duties to many people managing a social media account.

Twitter Counter

You can monitor your Twitter statistics with Twitter Counter. Millions of Twitter users and statistics can be tracked, and buttons and widgets that display the number of followers and the most recent Twitter visits can be added to websites, blogs, and social media accounts. You can add numerous accounts to track them all in one location, view retweets, mentions, and historical data, build custom reports and graphs, and download. PDF documents.


Digimind tracks sentiment, allowing you to determine whether a keyword is seen as being positive, neutral, or negative. Additionally, you may observe how consumers view your brand in comparison to rivals.


TweetReach is a fantastic monitoring tool if you want to see how many people your tweets reach. Social media debates may be measured for their influence, and by learning more about your most important followers, you can find the perfect contacts. You’ll most likely receive greater results if you target those people.

Sprout Social

Because it provides the analytics you need to boost social media engagement, Sprout Social is one of the most widely used social media monitoring tools. Additionally, you may collaborate with your team and submit posts from the Sprout Social Dashboard.


Klout is a little contentious; some individuals dislike it, while others are devoted users. Although Klout’s influence rating algorithm has a bad reputation for being unreliable, it can be used to optimize content for the most engagement. Klout is a respectable Twitter tool for determining influence through engagement overall. You can find out what drives people’s opinions about your brand and how they feel about it.


In order to know what the public is talking about your goods and services in real time, Buzzlogix is all about “capturing the buzz.” Additionally, you can use a single product to handle all of your social media channels and monitor what others are saying about your rivals. It’s a terrific tool for controlling your interaction with the community because you can respond immediately from the dashboard if you or a certain term is referenced. The statistics and reporting for social media are also beneficial. Joining the free version will allow you to get started.

Simply Measured

Simply Measured monitors a variety of metrics. Data on and analysis of earned, owned, and paid activities are all possible. Although this is a commercial platform, you may build free reports for Facebook, Instagram, Google+, and Twitter using the free version. You can get information on trends, customer service analytics, your Facebook content, Instagram interaction, and competition fan sites.

Zoho Social

Zoho Social is a helpful social media network organizer since it lets you schedule an unlimited number of posts across your social networks. From a single dashboard, you can track interactions and evaluate performance.

Social Media Analytics Tools

1. Keyhole

Keyhole is the first item on our list of the top social media analytics tools. The platform provides a stunning, thorough, and simple dashboard that tracks all of your social media activity.

Keyhole’s user-friendly technology genuinely helps you understand the thoughts of future clients and engagements. To help you decide what and where is most effective, you will now have access to comprehensive reporting that has been streamlined.

This platform offers a huge number of functions. The quantity of impressions, reach, posts, and engagements that particular accounts or hashtags are receiving will be visible to you.

Keyhole can help you there as well if you need to figure out which key influencers have the most followers and the highest interaction rates. In conclusion, you

2. Sprout Social

Sprout Social’s expertise in tracking and reporting on cross-channel social media analytics is what really elevated it on this list. With the help of this platform, you can compare all of the outcomes from various networks at once or get in-depth into the reports and analytics of a single network.

You can track anything from Facebook impressions to Twitter link clicks with the help of Sprout Social’s numerous features and tools. Having said that, tracking data for sites like LinkedIn and Pinterest are also integrated because, as we all know, social media platforms are rapidly developing.

The platform provides both pre-built and bespoke reporting possibilities. This means that you will have a variety of options.

3. Hootsuite

Hootsuite is another of the top social media analytics tools available right now. This platform has a strong reputation in this industry and has long offered reliable social interaction services.

You can fully manage postings, collaborations, scheduling, and analytics with the aid of Hootsuite. Your social media management team will be able to automate posts with the tools it offers, schedule posts appropriately, access a ton of analytics and insights, and calculate key performance indicators from all the marketing content.

Hootsuite’s ability to swiftly and simply interface with all social media networks, such as Facebook and Instagram, is yet another noteworthy feature. This implies that viewing analytics doesn’t require switching between different platforms. rather, you can.

4. Zoho Social

We are all aware that Zoho has a ton of fantastic products, including one of the greatest CRM systems. With the inclusion of Zoho Social, they also bring a solid platform for managing and reaching on social media.

Through its user-friendly publication calendar function, the platform enables you to effortlessly plan out and produce posts. Additionally, you can quickly keep track of every campaign and make tailor-made reports that are simple to read and understand.

From the convenience of the Zoho Social dashboard, interact in real-time with your social media audience and actively engage your followers. Check out Zoho, particularly if you currently use their platform for other tasks.

5. Buffer Analyze

Buffer is a different name that you might be somewhat familiar with. Additionally, they feature strong yet incredibly easy-to-use social media analytics tools with their Buffer Analyze software. It has all the functions and resources you could possibly need for managing and monitoring your social media feeds.

You can easily schedule post timings and manage numerous social media accounts at once, just like with many other programs on this list. All of this enables you to focus on client involvement to the nth degree.

Buffer Analyze is undoubtedly a platform you should think about using because of the integrated social media analytics capabilities that enable you to increase reach, engagement, and sales.

6. Brand24

You might not be familiar with Brand24, which is unfortunate considering they offer one of the greatest social media monitoring tools available.

Our is a paid tool that offers a 2-week free trial (like all the others on this list). This implies that before making a final choice, you can dip your toes in the water and thoroughly investigate the platform.

The key aspects of social analytics monitoring include getting a ton of social analytics from various platforms, viewing engagement and influence metrics, finding trending hashtags, and viewing a variety of significant hashtag statistics.

Don’t forget to check out Brand24; it’s a platform you won’t want to miss. With their comfort

7. Cyfe

One of the greatest social media management analytics tools is Cyfe, a company dashboard tool. It can sync all of your data from all of your platforms and marketing tools in one location.

The topic of analytics extends beyond social media to include advertising, email, monitoring, sales, SEO, and website analytics.

The enormous variety of integrations that may be included in a single dashboard makes Cyfe stand out. You may sync and combine data and statistics from 19 different social media and other types of accounts using the platform.

No matter how many accounts you have open at once, this enables you to use data and make wise social media engagement decisions while relaxing in the comfort of a single panel.

8. CoSchedule

CoSchedule is likely the greatest social editorial calendar available, in addition to being a fantastic social media analytics platform. It excels in this area since it enables you to evaluate how well your social media posts are performing.

CoSchedule will provide suggestions for enhancements and recommendations to you across all channels using this data.

Not only that, but the calendar also provides information on the ideal time, day, and kind of content to post.

You should give CoSchedule a close look if you need social media analytics for everything from social engagement to social sharing, as well as everything in between.

9. Brandwatch

Brandwatch completes our ranking of the top social media analytics tools. Comparatively speaking to the other tools on this list, the platform operates a little differently. It gathers mentions from blogs, news websites, discussion forums, social media sites, and other publicly accessible sources from all over the internet.

After combining all of these mentions with other analytical tools that are already there, it generates comprehensive reports in either an easy-to-read HTML or PDF format.

Additionally, the site strives to offer information on a variety of topics, including influences, places, image analysis, and demographics.

If you wish to add mentions in your reporting, take a look at Brandwatch.

10. Buffer

Buffer is a great tool that will help you in two main ways. You can write a few of posts at a time and choose which social profiles to send them to, and then Buffer will spread them throughout the day or week so that you don’t have to be at a computer all the time in order to have a social media presence. It also shortens your links and tracks engagement so you can see how many people clicked on them.

Why You Should Use Social Media Management Tools?

Actually, there are several justifications for employing social media management solutions.

You can use the ability to track the success of all social media posts across all channels in addition to the obvious tracking and indicator performances for marketing.

This power allows social media marketing teams and managers to more precisely identify the posts and/or paid campaigns that are creating the most discussion and engagement.

Teams can work on developing plans they are confident will succeed in the future with the help of this expertise and insight.

What Features Should You Look For?

One size probably doesn’t fit all when it comes to social media scheduling tools and software. Many of your final decisions will be influenced by both your personal preferences and the actual needs of your business.

Despite this, no matter whatever platform you ultimately choose, there are still several things you should make sure you have access to. Here are some key characteristics to consider.

Competitor Analysis

Let’s face it: you want to be able to monitor both your own social media analytics and those of rival efforts. It is crucial that the social media analytics platform you choose has this feature included for this reason.

You will learn what is and isn’t working for your competitors as a result.

Follower Analysis

Yes, it’s crucial to be able to observe how your followers respond to your content. However, you want to ensure that you can go a step further and learn more about the geography and demographics of your followers.

What works in one location and population might not in another. Improved engagement type knowledge is essential in this case.

Content Engagement Analysis

Similar to follower analysis, this is. It’s crucial to understand who is truly engaging with a post in addition to how much engagement it receives.

This enables even more precise targeting of customised articles and strategies, enabling your company to really connect with some segments.


When followers are more precisely defined, you can reach out to them more directly to promote business material or posts with people like influencers and potential brand champions.

Remember that it will also be important to determine which followers have the most extensive networks.


Custom reports and the ability to provide clear and concise reporting standards have always been a challenge in this arena.

Social media analytics tools will help improve the reporting process by giving you access to a dedicated reporting tool instead of just the typical spreadsheets and other notes. All of this is particularly useful when it comes to key metrics across the board.

Social Media Analytics Tools Free

1. Followerwonk

Explore and expand your social graph with the aid of Followerwonk. To find out who your followers are, where they are, and when they tweet, go at your Twitter analytics. You may use the app to compare your social graph to others’, identify and connect with influencers, and create useful visualizations.

2. Buffer

Buffer is a great tool that will help you in two main ways. You can write a few of posts at a time and choose which social profiles to send them to, and then Buffer will spread them throughout the day or week so that you don’t have to be at a computer all the time in order to have a social media presence. It also shortens your links and tracks engagement so you can see how many people clicked on them.

3. SumAll

SumAll helps guide your decision making by connecting all your key online marketing and e-commerce data in one interactive chart. Features include real-time data monitoring, goal tracking, viewing new vs. returning customers, and trendlines that project future performance.

4. Quintly

Quintly is a social media benchmarking and analytics solution that tracks and compares the performance of your social media marketing activities. Whether you are using Facebook, Twitter, YouTube, Google+, or all of them, their tool visualizes and checks your social marketing success, benchmarking your numbers against your competitors or best practices.

5. Cyfe

Cyfe is an all-in-one dashboard that helps you monitor and analyze data found across all your online services, including Google Analytics, Salesforce, AdSense, MailChimp, Amazon, Facebook, WordPress, Zendesk, and Twitter from one single location in real time. No more wasting countless hours tracking down your data from all over the Web every day!

6. Keyhole

Keyhole provides real-time social conversation tracking for Twitter, Facebook, and Instagram. It helps you measure and amplify conversations around your brand and campaigns, enables you identify prospective clients and influencers talking about (or looking for) your services, and aids in driving engagement by finding and re-sharing relevant content.

7. Klout

Klout measures influence based on your ability to drive action across the social Web. When you connect your social media accounts, it generates a score on a scale of 1-100 that represents your ability to engage other people and inspire social actions. The platform helps you gain insights that allow you better understand how you influence others.

8. ViralWoot

ViralWoot enables you to get more exposure for your Pinterest profile and your pins. You earn “seeds” (points) by following other users and re-pinning. It also helps with scheduling so your visibility is increased, and you can create alerts that let you know when other users are pinning your content.

9. Addictomatic

Addictomatic is an easy-to-use tool for tracking the reputation and influence of your business. Its discovery technology uses your keywords to search Google, Bing, Twitter, WordPress, YouTube, and Flickr to identify the most recent news stories, blog entries, photographs, or videos. The search results are divided into headers for better navigation.


The Internet and mobile technologies, which offer technological platforms for information transmission, content creation, and interactive communications, have been the main factors driving the growth of social media. In fact, important social media elements like user-generated content and consumer-generated media have been seen as Web 2.0’s distinguishing traits. A variety of Web-based applications explain how social media works from a tool viewpoint. Weblogs, microblogs, wikis, podcasts, life streams, social bookmarks, online forums, social networking.

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