Social media analytics providers are the solution to a problem marketers have long bemoaned: the difficulty of measuring the R.O.I. of social media marketing.
It is true that most social media websites don’t provide enough actionable data to build a comprehensive system for measuring a company’s R.O.I on their platforms. However, there are plenty of analytics providers that can help you get the information you need to more accurately calculate the benefits of your investments.
After all, the many benefits of social media marketing have been proven. Businesses that engage intelligently, provide a strong value proposition to consumers, and reach a large number of new potential customers can consistently yield dramatic results for their brand.
Social Media Analytics Providers
A strong marketing campaign, whether or not it’s on social media, depends on analytics. You can’t improve your processes if you don’t adequately understand their results, and you need strong analytics to provide evidence of your impact as you improve.
Below are some of our picks for the best providers of social media analytics for firms of all sizes and needs. Whichever one you opt to use, they’re sure to be a dramatic improvement over using only the analytics social media websites provide.
Though it’s one of the smaller providers out there, Quintly is fantastic, not only for providing analytics but also for generating reports. If you’re a social media manager under a lot of pressure to prove R.O.I., or if you’re a freelancer who works for multiple employers, Quintly can save you hours of report generation time. One feature is that you can easily choose which analytic widgets to include in your reports. Quintly is easy to comprehend even for analytics novices, and it syncs easily to all social media websites.
If you’re working with a multilingual team, undertaking a large enterprise in multiple countries, or targeting social media users all over the globe, Sysomos should be your first choice. This tool functions with over 180 languages. The backend for their analytics tool is impressive. It is optimized to identify key influencers and possible leads, as well as narrow down your ideal target market. The social media management tool also plugs right into Google Analytics, a supplement that’s a massive perk.
Followerwonk is, unfortunately, just for Twitter accounts. But if Twitter represents the major source of your social media activity, Followerwonk is essential. Not only does it offer far more insight into your influence than the usual Twitter analytics but it also geolocates potential clients or subscribers. It will even suggest optimal posting times and pinpoint which content is most likely to gain the attention of your target audience.
This tool is perhaps the best choice for individuals who are new to analytics or to social media marketing. Unlike most of the others mentioned, it’s not likely to be overwhelming when you first use it. It easily shortens your links, connects to all of your accounts, and tracks your engagement. It won’t provide the deepest datasets, but will do a fantastic job of orienting new social media managers to the most important metrics for success.
The Bottom Line
If you’re involved in marketing, it should be a given that you need data about past campaigns to guide the formation of new ones. That fact is as true in social media marketing as it is in any other area of marketing. So if you want great analytics to measure your R.O.I. and inform future marketing decisions, don’t rely on the social media websites. Instead, use specialized tools that will provide you with the most helpful information.
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