Social media has taken marketing research and analysis to the next level. By the time a new campaign is launched, many people knew about it before its official launch or even before it was installed. A lot of platforms have sprung up that make use of social media stats, charts and graphs to interpret data in many unique ways.
Social media analytics tools 2022 are a must in the fast-paced world of internet marketing. There are plenty of social media analytics tools 2022 that aid in gaining influential followers. If you’re serious about dominating the social media marketing arena, you need one of the best social media analytics tools 2022 to help you out!
This research aims to uncover the ways in which marketing managers and business leaders currently use social media analytics tools and specifically how they track progress and measure engagement such as brand awareness, reach, traffic, leads, sales, loyalty and more.
Social media analytics tools collect data for monitoring, and measure the performance of social media posts and campaigns. These tools can be used by businesses looking to increase their online presence as well as individuals who want to monitor their personal social media accounts on popular platforms such as Facebook, Instagram, Twitter, and others. Analytics tools will track how a brand is performing across multiple channels and will evaluate factors such as how well a brand engages with its followers, what kind of content brings in the most engagement, and how many clicks on a specific link occur. They can also help measure the ROI of campaigns by tracking conversions such as website visits or sales.
Social media analytics vs social media data
How does this type of analysis differ from social media data?
Social media data is the information you collect from your social media channels that shows how many users interact in some way. For example, you might have numbers of likes and shares, mentions, impressions, clicks, or new followers in your social media data.
Social media intelligence is similar to analytics, but it usually refers to the way in which you monitor your channels. It might refer to the technological solution or method you’re using to gather your social media data. Social listening is the process of learning about your audience. It incorporates social media data.
Social listening is more encompassing than all of these other processes because it not only tracks data and draws insights, but it can also relate them to other areas of the business such as financial outcomes.
Brand24
Brand24 collects all the mentions about a keyword, product, or brand name on the web and provides you with a comprehensive analysis of it.
It shows you where your keyword has been mentioned, the ratio of positive to negative sentiments about it, top sources and users of the keyword, and related terms around it.
Pro: Brand24 has an attractive user interface that is very user-friendly and doesn’t require a lot of technical knowledge to use it.
Con: The costs tend to add up when data quotas are exceeded.
Price: $49 – $399 USD per month.
Mention
Used by brands like Asos, Microsoft, and Ogilvy, Mention is widely known, and as its name implies, as a tool for tracking the mentions of specific terms online.
This social media analytics tool picks up mentions of the names of your competitors or their products, your brand or product name, relevant hashtags, and many more.
Mention also provides a feature that helps to see the different languages through which consumers talk about you or your competitors, including relevant timeframes and locations.
Plus, you also get to identify top-performing topics in your niche and repurpose it for your business.
Pro: Most platforms only engage with customers, but Mention engages with both customers and employees. This gives you more data to work with.
Con: Mention only shows data collected after setting it up. It doesn’t collect sentiment from past activity, and there is no historical data available.
Price: $29 – $450+ USD per month.
Followerwonk (Twitter)
Followerwonk specializes in Twitter analytics.
It helps you search Twitter followers with the highest follower numbers, compare Twitter accounts, analyze any Twitter user’s profile, and track changes in follower numbers — whether for your brand or a competitor’s.
Pro: The Search Bio function allows you to search for influencers and potential clients within your industry and rank them by the number of tweets, followers, followed users, account age, and social authority.
Con: The free plan only allows you to analyze accounts with less than 25,000 followers and you can only perform 50 searches, 20 analyses, and 20 comparisons per day and receive 100 results only per search.
Price: Free — $79 per month.
Google Analytics
You might not naturally think of Google Analytics as a social analytics tool. It is, after all, where Google shows you analytics about your website. However, it is relevant, because it shows you how people arrive at your site – including via social media.
Unlike most of these tools, Google Analytics is totally free.
You can set up reports in Google Analytics that monitor your search traffic. You can even use it to measure your social ROI. To do this, you first need to determine your aim for engaging in social media. For instance, if you are a business, why do you operate company social accounts? What are you hoping to achieve by running these accounts? How will you measure success? Note that you do not have to measure this in money terms. For instance, you might want to build up brand recognition, and choose to measure your ROI by the number of people who click through to your site from your social posts.
You can use Google Analytics to track your progress towards this type of goal. It allows you to set a wide range of social goal types. Once you enter your goal information, you can choose to set a value for each “conversion.” This will obviously depend on the goal in question.
You can then use Google Analytics to track your progress towards meeting your goals. It will automatically collect relevant information and make any necessary calculations.
LikeAlyzer
LikeAlyzer is a simple tool designed to help you improve your Facebook performance. You begin by searching for your Facebook page. It analyzes your page and gives you an overall LikeRank score. This is a combination of your Facebook page’s Best Practices (60%) and Performance (40%).
LikeAlyzer gives you a free report on your page. The report contains three sections: Page Overview, Page Insights, and Content Portal.
The Pager Overview shows you your LiverRank score. It also offers personal advice on what you could do to improve your Facebook page. It gives you a series of other percentage scores for Front Page, About, Activity, and Response.
It shows graphs for your Likes growth, Engagement, and Ranking.
The Page Insights page gives more details about your overall performance for a set period. It also shows how your LikeRank score has changed over the period. It tells you your top performing posts and your types of engagement. This page features more information about your audience and their demographics.
The Content Portal page concentrates on the content you have posted to your page in the most recent period.
Keyhole
Keyhole is built to help marketers measure the impact of their social media and influencer campaigns. It does this by providing users with a host of valuable features. From within your account, you can:
- Monitor campaigns
- Monitor your brand
- Manage influencer marketing campaigns
- Monitor events
- Conduct market research
Monitoring is coupled with the ability to drill-down by platform and access analytics for Twitter, Instagram, Facebook and YouTube. And the extent of the data you can gather is impressive. For example, using Twitter hashtags, you can derive insights on mentions along with metrics for your brand for as far back as five years ago.
HubSpot Social Media Software
HubSpot provides a deep look into the way social media impacts your bottom line and gives you the ability to report on social media ROI. View and compare performance across different platforms, campaigns, and publishing times — all from a single tool.
Monitor your brand on social to understand how your target audience perceives your business and content. Additionally, YouTube Reports provide insight into how your audience and buyer persona’s engage with your videos. Lastly, effectively reach certain audiences by using data and context from the Contacts in your CRM (which this social tool integrates seamlessly with).
Sprout Social
Sprout Social is a social media planning service with expansive analytics and reports that help you understand the performance of all of your social accounts.
Configure and customize reports and metrics to help you scale your your business’s presence on social. And if you’re a HubSpot customer, integrate your CRM with Sprout Social to collect and view accurate reports all in one place.
Falcon.io
Falcon.io is a social media marketing platform for Facebook, Twitter, LinkedIn, and Instagram with analytics and community engagement capabilities.
Create an overview of cross-platform metrics and KPIs to determine which of your strategies are working best. Customizable dashboards update in real-time to give insight into your performance on your profiles. And with pre-existing templates, these customizable dashboards are easy to create and implement.
Lastly, integrate Falcon.io with your HubSpot CRM to sync customer data for your social campaigns, create custom and lookalike audiences, and offer customer service all via the tool.
Viralwoot
Viralwoot is a social media scheduler and analytics platform for Pinterest. As with most such tools, you can create content, and automatically schedule it, without having to open your social accounts. It also helps you develop relationships and engage with influencers.
It includes an analytics section that indicates clearly the success of your Pinterest posting. This includes giving you an Influencer Score, with clear suggestions of what you can do to boost your Pinterest presence.
Viralwoot tracks the underlying data for all of your boards, including group boards. You can monitor your number of followers, pins, repins, and likes. Viralwoot provides you with the data in a spreadsheet-type format, making for easy sorting.
You can use your analytics to discover the best days and times for you to pin – even the colors that work best for you.
It also tracks your boards’ SEO level, improving your boards’ search rankings.
Viralwoot even gives you trending keywords on Pinterest so you can take advantage, should any of the trending terms be relevant to your Pinterest account.
You can also use Viralwoot to analyze some of the content on your website, for example, which content is pinned most.
What should your social media analytics tool include?
There are many social media analytics tools available, but there are some key elements to look out for when deciding on what tool to use.
Analysis of multiple social media channels
Your analysis ideally will show how consumers feel about, and interact with your brand, offering insight into how that impacts your brand. For example, if your consumers are complaining on Twitter, what is the impact of losing them as a customer, and influencing others? How does that affect your brand identity and business objectives?
If your social media analytics tool can’t listen to all the social media accounts you’re running, it won’t provide you with a full picture of your social media presence, including underlying trends and sentiment.
Dashboards and visualization
Your social media analytics tool needs to represent the data it analyzes in a way teams across your business can easily understand. Communicating your insights should be simple and easy – meaning your tool needs to be intuitive to use and easy to manipulate.
Sentiment analysis
Can your social media analytics tool perform complex sentiment analysis on your data? Sentiment analysis can help you understand how your audience demographics really feel about your brand. Rather than just relying on social media data points such as likes and shares, it can analyze comments for customer emotions.
Social media analytics tools with natural language understanding and machine learning built-in can identify the relationships between your social media activity and customers’ prior or subsequent behavior, meaning you can gather critical insights about the customer journey. As much of the content on social media is unstructured data, having a tool that can parse this information and accurately draw insights automatically is key.
Emotion Analysis and Effort Scoring
The social media analytics tools you use should also augment the number of ways you can analyze what customers are saying. Adding effort scoring – how difficult it is to do business with you – capabilities provides businesses with a leading indicator of customer loyalty and churn. Being able to score dozens of emotions provides further insight into customers’ feelings about the customer experience. Granular emotion analysis, effort scoring, and sentiment provide businesses with a suite of leading indicators into how your brands and business are perceived by your customers.
Segmented data
Your social analytics tool should be able to drill deeper into your social media audience through segmentation. Identifying how your customers feel about and interact with your brands – and where they do – can guide social media strategy, as well as overall brand or product strategy to bolster sales.
Overlaying information across business areas
Whether you’re tracking web visitors with the help of Google Analytics or using multiple platforms to monitor social media metrics, your social media analytics tool should be able to pull in all the relevant data from across your business.
Conclusion
Social Media analytics tools 2022 are the best way to measure social media engagement. They help you do an audit of your social media channels easily and help you see what works and what doesn’t work. Social media analytics tools 2022 enable you to analyze traffic which makes it easier for you to improve your conversion rate.
Social media analytics tools are beneficial for businesses because they help them to gain a better understanding of audiences and behavior. This enables brands to make informed decisions about the direction of business strategies, marketing campaigns, and brand promotion.