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Social Media Market Research Tools

Curious about social media marketing? The Social Media Marketing package uncovers the latest trends in social networking, research, and technology. From best business analytics tools to role of social media in research – our team is set out to discover what works in market research today. So stay tuned.

Although changes continuously occur in the market, you have to have a good insight into social media marketing. You can find a variety of free, paid and time-limited social media analytics & research tools that will help you understand how to use all social networks effectively. If you are ready for this kind of success, read about best social media analytics tools 2021 to learn about each tool separately and how it works effectively.

Typeform

One of our favorite survey tools at Buffer, Typeform specializes in beautiful, intuitive survey experiences. For instance, survey takers can navigate through with just their keyboard, and survey creators can set up awesome visuals and interactive elements throughout.

One way that we’ve found to use surveys for research is to share a survey link on our social media accounts. That way we get direct insights into the people who engage with us on social.

Sprout Social

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.

Sprout instagram hashtag report

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.

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.

Surveybot

Surveybot is the ultimate social media research tool, especially for hardcore Facebook users. Surveybot is essentially a survey software that helps you conduct your social media research in both Facebook and Facebook Workplace.

Usually, the survey that you post on Facebook may not help procure a good response rate. This is mainly because of the fact that the moment the user clicks on the survey he/she is redirected to another page, forcing them to leave the comfort of the platform. Most of the respondents opt out of the survey when this happens.

With Surveybot you don’t have to worry about such an occurrence. The chat-like surveys can be filled in the Messenger App itself without the need of redirecting the respondent to another page. This will naturally increase the number of responses to your research survey. You don’t need to stop there. 

You can even post the survey on Facebook and boost it, so that it reaches more users, thereby bringing a significant increase in the response rates.

Surveybot also lets you build your own audience panel with the users who took your surveys earlier. This social media research tool can be the best companion, particularly for researchers and professors who conduct their research based on popular opinions.

Pros 

  • Intuitive UI
  • Robust Analytics

Cons

  • Comparatively young as a platform 
  • Constant updating with demanded features

Pricing:

First 50 responses are free. Paid plan starts at $6 for 100 responses per month.

Survey Monkey

The most-used survey tool out there, Survey Monkey has a huge list of features for surveys of all sizes—everything from a quick-and-simple two-question survey to huge, robust surveys sent out to thousands. Their free plan gives you unlimited surveys and 10 questions per survey. For $35/month, you can unlock unlimited questions.

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.

hubspot analytics tool

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.

Hootsuite

hootsuit dashboard

This intuitive social media research tool is nearly a one-stop-shop for all your social media activities. Hootsuite not only lets you research and analyze your activities but also enables you to schedule posts on multiple social networks. 

When it comes to social media research, you have the Search streams in the dashboard that allows you to track interactions relevant to your product, business, and niche. You can learn what are the trending topics and what is discussed based on the keyword, hashtags, locations, and specific users if necessary.

You can effectively collaborate your work with your social media team as well. The detailed analysis received from the tool can be shared with specific team members

Pros

  • Reliable ‘Free’ Plan
  • Ease of Use
  • Multi-channel dashboard

Cons

  • Slow reporting
  • Limitations in integrating with Instagram

Pricing:

Plans start at $29

Qualaroo

A very helpful tool for us here at Buffer (and one we’ve used to find product-market fit with Buffer tools), Qualaroo allows you to add a simple survey to any page on your site or at any point in your product. We’ve found great value in further customizing the slide-up questionnaire to show only to particular customers who have taken certain actions.

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.

TapInfluence provides eye-opening insights regarding an influencer's reach and engagement rate

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.

Conclusion:

The 2020s are the decade of social media. We are all more connected than ever, but at the same time, our oceans of content are growing more complex. Social media market research tools aggregating data from multiple social networks are more important than ever. But this year’s gold rush is already over. Only serious professionals will be left standing. You can’t afford to start with market share of zero.

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