Social Media Analytics Tools

Best Social Media Analytics Tools include:

Zoho Social, Parse.ly, Sprout Social, and Khoros Marketing (Formerly Spredfast + Lithium).

Social Media Analytics Tools TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap.

Social Media Analytics Tools Overview

What are Social Media Analytics Tools?

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.

Features & Capabilities


Social media analytics tools can be defined by the metrics with which it can help you track. Key metrics that any social media analytics tool should cover include:
  • Engagement
  • Google Analytics integration (page views, time spent on content, etc.)
  • Hashtag & campaign tracking
  • Influencer marketing performance analysis
  • Image recognition
  • Multi-channel content tracking (including mentions & impressions)
  • Sentiment analysis
  • Share of voice
In addition to the above metrics, social media analytics tools should help you with market research initiatives, content strategy, competitive intelligence, and customer satisfaction. Most importantly, social media analytics tools help marketers connect the dots between the performance of their content to better suit their audience and respond to market changes faster.

Social Media Analytics Tools Comparison


When on the market for a social media analytics tool, consider the following factors when comparing products:


Consider your social network

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.

Check historical data

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.

SMMS suites vs. point solutions

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.

Ask about paid campaign tracking

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.

Start a Social Media Analytics tools comparison

Pricing Information

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.


Social Media Analytics Products

(1-25 of 87) Sorted by Most Reviews

Zoho Social
41 ratings
189 reviews
Top Rated
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 of t…
NetBase
31 ratings
110 reviews
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, campaign t…
Sprout Social
255 ratings
90 reviews
Top Rated
Sprout Social provides social media management, marketing, customer care, data and intelligence, and employee advocacy solutions for leading brands and agencies, including Ticketmaster, Chipotle, Grubhub, Subaru, Zendesk and many more. Sprout’s platform is designed with ease of use in mind, simplify…
Khoros Marketing (Formerly Spredfast + Lithium)
54 ratings
82 reviews
Top Rated
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
Parse.ly
29 ratings
43 reviews
Top Rated
Parse.ly is a content optimization platform for online publishers. It provides in-depth analytics and helps maximize the performance of the digital content. It features a dashboard geared for editorial and business staff and an API that can be used by a product team to create personalized or contex…
Nuvi
15 ratings
38 reviews
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.
Socialbakers Suite
36 ratings
30 reviews
The Socialbakers Suite, now from Astute (acquired September 2020) is an AI-powered social media marketing suite. It is designed to enable marketers to understand their personas, gather market intelligence, find influencers, track online conversations, and measure marketing ROI in one place.Audiences…
Cyfe, by Traject
31 ratings
28 reviews
Cyfe is all-in-one dashboard software for analyzing data from online services like Google Analytics, Salesforce, AdSense, MailChimp, Amazon, Facebook, etc, from Traject.
Simply Measured
20 ratings
13 reviews
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
3 ratings
11 reviews
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 received.…
Talkwalker
16 ratings
10 reviews
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 creat…
Tracx
9 ratings
9 reviews
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 geographic, …
Agency Analytics
6 ratings
9 reviews
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 "speci…
Brand24
10 ratings
9 reviews
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 mentions a…
Sysomos Heartbeat
23 ratings
8 reviews
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
2 ratings
7 reviews
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 intelligenc…
Twitter Counter
9 ratings
6 reviews
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.
Iconosquare
9 ratings
6 reviews
"Iconosquare is a social media analytics and management platform helping brands and Agencies with in depth reporting and analysis for Instagram, Facebook and Twitter." Iconosquare's social media analytics aim to enable users to: Make strategic decisions for Instagram, Facebook and Twitter based on …
Followerwonk
16 ratings
5 reviews
Twitter analytics: Understand followers, influencers; competitive research.
Audiense
19 ratings
4 reviews
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.
Rival IQ
2 ratings
4 reviews
Rival IQ in Seattle delivers social media analytics and competitive insights to help digital marketers make informed decisions, improve results, and better understand competitors. Using benchmarks and comparative analysis, Rival IQ's technology is designed to enable digital marketers to uncover new …
Twitonomy
1 rating
3 reviews
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.
Sprinklr Modern Research
9 ratings
3 reviews
Sprinklr Modern Research enables users to listen, learn and act on insights gleaned from modern channels. The vendor states users can improve products and services by leveraging actionable insights derived from real-time, voice-of-the-customer conversations, save time with automated alerts and insig…
Union Metrics
2 ratings
3 reviews
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.
Coosto
2 ratings
3 reviews
Coosto is a single solution for social media applications. Organizations can use this solution to monitor their brand and reputation, respond to questions from their customers, detect leads or plan and publish their social media content in 150 languages and 200 countries. The vendor says their user…

Frequently Asked Questions

What is social media analytics?

Social media analytics track and aim to improve the performance of social platform presence, and are a key capability of management suites. Analysis tools package a stack of capabilities, providing insight into multiple social metrics. Typically, they might represent data regarding audience demographics, competitive benchmarking, sentiment analysis, engagement factors, content optimization, and marketing attribution.

Monitoring can alert for relevant topics on social channels, aiding in opinion comprehension. Many companies use more than one analytics solution for varied perspectives and functionality.

How does one track social media on Google Analytics?

It's recommended that Google Tag Manager and Tracking Codes be applied to websites for social tracking. Administrators using Google Analytics tracking codes and tags on their websites can harness their dashboard settings to monitor their social presence. Data is ingested by the Google Analytics dashboard automatically, which can then be exported to another platform as desired. Key metrics that Google Analytics can help businesses' measure include those such as page views, average time spent on page, bounce rate, page value (in monetary value), etc.

What social media analytics metrics matter the most?

Volume is a fundamental value to track. Monitor the quantity of communication about brands or campaigns. This should be the total count of posts and people in conversation, and how this number changes over time.

Engagement reflects data about actions like clicks or replies to social activities. It shows how users are participating in the conversation.

Reach depicts the distance covered by social activity, which can reveal how content spreads and its potential audience size.

Share of Voice, representing the effectiveness of a brand's presence in comparison to others in a shared space, can show relative successes and impacts on platforms.

Influence metrics involve understanding which users are likely to encourage their followers or audiences to take action or continue driving conversations.

Other important metrics include Virality Rate, Conversion Rate, Cost Per Impressions, and Customer Satisfaction Score.