Social media continues to permeate every aspect of this life it seems, and this includes business. Your brand is being talked about online via Facebook, Instagram, TikTok and anywhere else consumers are interacting – and you need to know what consumers are saying and whether you’re getting your messaging right. And to accomplish this, you need social media measurement tools.
These tools provide a wealth of intel that your brand can harness to strategically plan your next campaign or product. And we’ve compiled a list of 20 favorite social media measurement tools to help you along. Here’s our list:
- NetBase Quid
- Google Analytics
- Raven Tools
- Social Insider
- Twitter Analytics
- Youtube Analytics
Each offers something a little different from the next, and we’ll share the details below. As you read, be sure to keep these stats in mind:
- Consumers are significantly more likely to discover your brand through social media.
- 200 million users check out at least one business profile each day
- 78 billion social media users worldwide.
- There are 5 emotions which lead consumers to purchasing; measuring sentiment can bring understanding to which emotional triggers drive results.
Let’s dive in!
1) NetBase Quid
Netbase Quid offers full coverage of your business, from brand health to consumer sentiment, tracking metrics spanning reach to engagements – leaving no stone unturned. It gathers intel from not only the top social media platforms, but from top tier news sources, blogs, consumer reviews, trade and research journals and more. This helps you maintain a firm grasp of where you stand not only in consumer eyes, but in the global market as a whole.
With next generation AI to sort and filter online conversations, your brand will never wonder how it is perceived by audiences. And with natural language processing (NLP), it can detect sarcasm, recognize urban/slang words and even reveal hidden sentiment behind social media posts.
Benchmarking is easy here too. You can view history going back 54 months and compare engagements, reach, followers, sentiments and so much more. Perform a competitor analysis, compare news vs social, use one of hundreds of filters or themes to see how your brand stacks up in the customer service department, or how you’re viewed in relation to any social justice issue. Discover key brand ambassadors, from micro influencers to big names, and then track their performance over time. There’s not much you can’t do here.
This is a good all-around tool. It measures mentions, followers, reach, engagements and more. You’re able to visually see organic vs promoted Instagram posts and their impact across multiple metrics. And if you’re wondering how your Instagram Stories are performing, wonder no more. Iconosqaure offers analytics for this specifically, providing intel on reach and engagements, along with best times to post. And all of this allows your team to build an effective strategy.
Sticking with our Instagram theme for a moment, Pallyy offers great coverage when it comes to in-depth social media analytics specifically geared towards Instagram. With 200 million users checking out at least one business profile each day on Instagram, it has become critical to keep an eye on not only your audience here, but that of your competition as well! Pallyy can track up to ten of your Instagram competitors. You can do a little bit of social media sleuthing to see what they’re successful with, so you can emulate it. Or similarly, avoid any challenges they’re facing.
Social media measurement tools can contain a variety of different options to help you effectively gauge your impact. With this intel, you can plan content sure to engage – and this is precisely where StoryChief succeeds! StoryCheif’s dashboard is organized so that your team can see which content is resonating and measure which content in generating the most leads. This is super helpful when determining which content to publish in coming quarters, so you can keep consumers coming back for more!
Perhaps best known as an SEO toolkit, but this is also a good ‘all-in-one,’ with the features it offers as a social media measurement tool. It has a powerful brand monitoring tool that uses social media metrics to gauge what your followers really think of you. This is s upper valuable intel for any brand. With it, you can monitor brand mentions, track and measure your marketing efforts, and schedule social media posts all in one place – so it’s also a time-saver.
Social Bee is best for scheduling posts for multiple social media channels. That being said, it does provide social analytics to track engagements and growth across various channels. This is helpful in comparing which channels are providing the best return on your investment, so you can focus efforts there.
Who makes up your audience? Are they coffee drinkers? Do they like traveling? Which generations buy your products the most? These questions are answered with Audiense.
Understanding these metrics helps you create better targeted ads and specialized messaging for your consumers online, ensuring they buy and buy again! Though this tool is Twitter-centric and it does a great job monitoring this platform, including messages. It also offers chatbot technology allowing you to automatically respond to any messages in your Twitter inbox directly from your Audiense dashboard.
Google is a leader in search, email and much more. And as far as social media measurement tools go, they have something different to offer. This tool takes an approach to social media measurement that’s unlike others – it keeps track of how your social profiles interact with your website. So, if you’re using your social platform to push sales to your website, Google analytics can help you keep track of which campaigns are effective and directing traffic to your website, as intended. And it provides intel on ROI, post engagement and reach.
All-in-one tools are becoming more popular, and why shouldn’t they be? Being able publish to social media and keep track of what’s working from one spot is not only convenient, but it saves time! Sendible does this – and they support all of the major social media platforms. This is key as there are 3.78 billion people on social media worldwide, so reaching as many as you can is mission critical. With Sendible, you can reach people on Facebook, YouTube, Google Business, Instagram, Twitter…the list goes on!
10) Raven Tools
Competitive analysis is important to any business, and Raven Tools offers a way to uncover your competitions’ conversion tactics. With keyword analysis, you can see what’s working for them on social media and what’s not – to inform your own exceptional campaigns. It’s a great way to win over a more significant chunk of a category’s market share.
Effective and efficient social media measurement tools should not only be able to track and measure your brands online performance, but they should be able to compare your efforts across multiple channels as well. Social Insider compares notes for you, highlighting which platform is drawing more interest from your intended audience. No reason to invest unnecessarily in Twitter if your audience is on TikTok, right? Track engagements, reach and fan growth on all of your platforms with one place.
The main draw here, obviously, is understanding your Twitter audience. Who are they? Where are they from? What makes them tick? With Twitter analytics you get all the regular basic metrics such as reach and engagements, but you also get demographics. And, as we all know, getting consumers attention means one must appeal to what they like. Twitter analytics helps you reveal that by providing propriety intel that helps you get your messaging just right.
This social media measurement tool is focused largely on Instagram, where hashtags are king – and where using the right ones will earn you more consumer attention. So, which ones should you use? This is where Minter comes in.
You can track and measure hashtag effectiveness, so you know which ones are winning the most engagements. Minter can also measure hashtag sentiment, so you can see how consumers feel about your brand based on the hashtags you’ve chosen.
Social Bakers helps you target your desired audience by providing metrics on all your organic and paid efforts on social media. You’ll instantly know which ads are working, and which are not. You can compare different channels to see which are performing the best so you know where to focus your efforts. However, it’s Socialbakers sentiment analysis tool which earns our kudos. You’ll know what’s behind every comment and reaction from your consumers, and this is essential as context can entirely change the meaning of something. There are five emotions which lead consumers to purchasing, and understanding which emotional triggers are in play with your target audience is key.
The con: It’s YouTube only. The pros: numerous. If you create content for YouTube, tracking your channel’s performance is pretty easy here. Gain insight into views, engagement, audience, and reach. Then use these metrics to inform your content planning. You can then create custom reports to download and export for sharing with clients, or team members.
When you manage a lot of social media accounts across multiple platforms, having social media measurement tools which can break down different performance metrics side by side can be very valuable. Cyfe offers over 1,0000 integrations including Facebook, Instagram and LinkedIn, allowing the user to see and compare how campaigns are doing across many platforms. It offers historical data storage making it easier for you to benchmark your progress and compare notes over time.
This tool gets high marks for being user friendly. When you’re short on time, and can’t second guess what your tool is trying to tell you, Keyhole is up to the job. It also finds and identifies influencers that have the highest engagement rates, immediately showing you which connect deeply with your target consumer base. This ensures you harness the right person for your next campaign. On top of this, Keyhole is effective at measuring sentiment, engagement and reach, as well as hashtag performance.
This is another amazing tool for identifying those social media personalities that can do the talking for you! With the influencer marketing industry forecast to be worth $13.8 billion in 2021, up 4 billion from last year, you’ll need to measure your influencer impact as more and more brands adopt this growing way to market themselves. With Tapinfluence, you can measure the impact any influencer has before you sign them on, ensuring they have the right reach with your target niche. And you can often uncover lookalike audiences to market your products to as well as you review these influencers’ audience demographics.
Track relevant conversations to inform your business around ways to engage your audience in a more authentic manner. Consumers closely watch brands to see what they do about societal ills. By tracking conversations, you can see what consumers value and engage with them in conversation about it. 83% of consumers admit paying as much attention to how brands treat them as they do to the actual product on offer, so treating consumers well is critical. You can do that with Quintly, and you can also track other basic metrics such as engagements and reach.
Automation to the rescue to save time! This measurement tool automatically refreshes all your metrics each day. This keeps you alert of any changes, such as a drop in engagement, reach, mentions and so on. You can take advantage of their preset report templates or KPI templates – or you can customize your own. The real asset this social media measurement tool offers is in its simplicity. And this is something that’s lacking in variety of tools. Ease of use can a deal-breaker for some organizations!
Overall, social media measurement tools are a necessity for any brand engaging on the social web. And with social media continuing to blossom and grow, you can’t afford to miss a single bloom. Reach out for demo and we’ll show you how to master online and connect meaningfully with potential consumers.