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Social media analytics tools help marketers track, analyze and improve the performance of their social media activities. The goal is often to determine the ROI of social activities, justify spend, or optimize performance.
Common uses of social media analytics tools include:
Audience profile
Audience size
Competitive benchmarking
Sentiment analysis
Reach & engagement
Content optimization
Marketing attribution
There are a variety of point solutions focused on social media analytics. Analytics is also a key capability of social media management suites. Social media monitoring tools focus on listening for your brand or other relevant terms on social media and analyzing the sentiment.
Many companies use more than one tool for social media analytics.
Social networks are notoriously protective of their APIs. Make sure the tool you select has integrations to the social media sites that matter to you. If you are focused on a single social network, consider the 1st-party analytics tools offered by the network itself before you buy something.
Historical data about you and your competitors is vital for trend analysis. If you’re a first-time buyer, ask what data the vendor has been tracking. It’s possible they already have some historical data you can use.
Social media management platforms combine publishing, monitoring and analytics capabilities. There are benefits to an integrated suite. On the other hand, dedicated analytics tools may have more innovative ways to visualize data.
Some social media analytics tools focus on tracking earned or organic social activities. Not all paid campaign tracking. If you want to report on paid and organic social media, try to select a tool that can do this in the same dashboard.
There are a variety of popular free social media analytics tools. Some focus on a single social network. Others are cross-platform.
Many social media analytics vendors offer basic free versions of the tool, as well as paid options with more features. Pricing for point solutions seems to range from $19/month up to hundreds per month for more sophisticated capabilities.
NetBase is a social media analytics platform that analyzes real-time and historical information on the internet. It uses proprietary Natural Language Processing along with machine learning to extract true meaning and sentiment from online conversations. Use cases include brand management, campaig...
Sprout Social is a social media management platform for businesses. This platform powers smart social communication for leading brands around the world including Anthropologie, GrubHub, Hyatt, MailChimp, Spotify and Zipcar. Sprout Social is available via a web browser, iOS and Android apps. Spro...
Spredfast is a social media management platform. Key features include: Plan and Organize Social Campaigns, Manage Real-Time Engagement, and Learn and Prove Social Impact
Zoho Social helps marketers in small to large organizations to grow the social media presence of their brand with actionable insights focused on content and engagement. Zoho Social provides marketers with pre-publishing insights based on the engagement level of previous posts and the activity o...
NUVI is a social media intelligence platform. It is designed to listen, monitor, and engage, the social web. NUVI's patented bubble stream visualizes the social web in real time.
Oracle Social Cloud’s analytics tools are designed to empower marketers to discover, analyze, and respond across paid, owned and earned social channels to measure the impact of their data-driven campaigns. The vendor says their unified listening, analytics and engagement application helps markete...
Cyfe is all-in-one dashboard software for analyzing data from online services like Google Analytics, Salesforce, AdSense, MailChimp, Amazon, Facebook, etc.
Socialbakers Suite is an AI-powered social media marketing suite. (According to the vendor, it is the first of its kind.) It is designed to enable marketers to understand their personas, gather market intelligence, find influencers, track online conversations, and measure marketing ROI in one pla...
One of the world’s major players in digital analytics since 1996, AT Internet helps companies measure their audience and optimise their digital performance across all marketing channels. From data collection to exploration, activation and the sharing of insights, AT Internet’s Analytics Suite pro...
Simply Measured is a social media analytics and measurement tool for business users that competes with Socialbakers and Dachis Group Social Business Index. It was acquired by Sprout Social in 2017.
Crowdbooster is designed to optimize and measure the success of Twitter and Facebook posts. Visualizations make it easy to see how many times a tweet has been retweeted, and how many potential impressions have resulted. It also shows how many likes, comments, and shares a Facebook post has receiv...
Tracx is a social media analytics platform that is designed to help enterprises to build their brand, attract new customers, service existing ones and connect with other key audiences in the social-enabled world. According to the vendor, the solution analyzes and refines mass amounts of geographi...
Sysomos Heartbeat is a real-time social media monitoring and engagement platform that is designed to collect all relevant conversations happening online. The vendor’s value proposition is that this solution enables companies to track and measure activity around their brands and products.
Ubermetrics is a leading media monitoring and analytics solution that identifies conversations from more than 400 million online and offline sources in over 70 languages - worldwide and in real-time. The solution - Ubermetrics Delta - is a high-performance engine that combines artificial intellig...
Talkwalker is a social media search, monitoring and analytics tool. It delivers insights on any given search term and metrics on owned and earned media performance. Talkwalker offers flexible dashboards, APIs and reports featuring comprehensive filters and actionable social media insights that cr...
Twitter Counter provides actionable insights from Twitter for users of any size, from individuals to agencies and large corporations. Additional features include optimized tweet timing, audience insights and engagement, and competitor monitoring.
Agency Analytics is an all-in-one reporting platform for marketing agencies. This platform is designed to make it easy for users to integrate all their marketing channels in one simple dashboard. Users can white label the dashboard from top to bottom to create what the vendor refers to as the "sp...
Twitter analytics: Understand followers, influencers; competitive research.
Audiense is a social marketing platform focused on Twitter analytics. The company and product was formerly called SocialBro, and rebranded in 2015. Capabilities include social listening, social marketing, and Twitter advertising.
Twitonomy is a social media analytics tool built specifically for Twitter. It provides users with features such as detailed analytics for any user, search analytics, tweet monitoring, and actionable insights through robust reporting.
Brand24 is an online monitoring application. The application allows users to identify and analyze online conversations about their brands, products and competitors. Users can track and engage in online conversations that are relevant to thier business. Brand24 gives users instant access to menti...
Union Metrics is a social media analytics platform built to handle user needs across multiple channels. It helps users optimize content, build and engage audience, and identify influencers.
Social Media analytics suite LiftMetrix was acquired by Hootsuite in February 2017 and is now Hootsuite Impact, with an emphasis on the needs of larger entities and enterprise.
Webtrends provides web, social, and mobile analytics and other software solutions related to marketing intelligence.
ManageFlitter is a social media analytics platform built to manage multiple accounts, scheduled tweeting, analytics, and robust search.