How do you know if your social media efforts are paying off?
The truth is, it can be hard to tell if all the work you’re putting into growing your social media following is worth the investment.
There is only one way to know for certain: you have to measure it.
The purpose behind measuring your activities on social media is to enable you to figure out what you are doing that is working (and therefore should continue doing) and to find out what you’re doing that isn’t bringing you any positive results (and should therefore be improved or eliminated).
Ongoing analytics help familiarize you with how your customers are interacting with your updates generally and more specifically, analytics are the way you get a feel for how your company is perceived in the marketplace.
For example, you want to know what people are saying about your brand, your company, and your products.
Are people complaining about your customer service or are you seeing a lot of criticism about the quality of one of your products? All of this can help you improve and provide better service going forward.
GENERAL ANALYTIC TOOLS
There are a few simple tools that you can use that will help you know when people are talking about you online.
Google Alerts will happily shoot you a quick email anytime someone mentions you or your business anywhere across social media, blogs, and websites. This will give you a chance to respond to any concerns or just join in the conversation.
Social Mention will also track whenever any of your keywords pop up on any of more than 100 separate social media sites. It is similar to a search engine, but it specializes in social media.
If your intention with social media is to drive traffic to your website, then you will want to keep track of the number of clicks, URL shares and conversions that you get as a result of your social updates.
Google Analytics is one of the best tools for measuring the traffic that is coming to your website. In addition to telling you where your traffic is coming from so you know which links are getting clicks, it will tell you what people are doing once they get to your site.
In other words, after they consume the content they clicked on, are they staying on your site and looking around? If they aren’t, that could be a sign that you need to add more attractive/interesting content to your site so people will want to stay longer.
TOOLS FOR SPECIFIC PLATFORMS
If you want to keep an eye on specific social media platforms, Hootsuite andTweetDeck both provide simple ways to monitor Twitter without requiring you to scroll through hundreds of individual Tweets.
Facebook provides its own analytics tool called Page Insights. It’s handy if you want to know more about your audience and how they are interacting with your posts. As soon as your Facebook Page gets at least 30 likes, you’ll be able to use this feature.
Booshaka is a service that tracks and collects every time a customer interacts with one of your Facebook ad campaigns.
Iconosquare (formerly known as Statigram) it appeals to both the average social media user as well as big brands employing the social tool to increase business.
If you need to present a high-level summary of your brand’s Instagram account to your team or management executives, you’ll want to check out SimplyMeasured’s free Instagram user report.
This mobile app—available to both iOS and Android users—is a simple tool that provides insight specifically about your follower base.
Upon downloading the app and syncing it up with your Instagram account, you’ll be able to:
- Track new followers and unfollowers
- Track followers who you don’t follow back
- Track users who you follow that don’t follow you back
- Follow and unfollow users with a simple tap inside the app
With this type of data at your fingertips, you’ll be able to get a better handle on who your followers are and how you can increase your following.
Crowdfire (formerly known as JustUnfollow)
It is a free Instagram and Twitter analytics tool that can be used on both the web and via mobile device (on iOS and Android). The app is essentially a relationship management tool, helping users find and identify who their inactive followers are as well as who is unfollowing them. The free tool also helps you find new follower opportunities, locating relevant users to follow based on your current following habits and hashtags.
CENTRALIZED ANALYTIC TOOLS
You can combine all of your social media tracking efforts on a single dashboard. They give you a neat overview of your Facebook, Twitter, Google+, LinkedIn, as well as several other types of social accounts.
If you want to keep an eye on your RSS feeds as well as Facebook, Twitter, and YouTube, you can use a dashboard service like NetVibes.
With a little planning and one or more of these helpful tools, you’ll be able to keep on top of your social media efforts without feeling overwhelmed.
Here’s a detailed list of them…
Followerwonk helps you explore and grow your social graph. You can dig into your Twitter analytics to learn who your followers are, where they’re located, and when they tweet. The app creates actionable visualizations that enable you to compare your social graph to others, as well as find and connect with influencers.
Buffer is a great tool that will help you in two main ways. You can write a few of posts at a time and choose which social profiles to send them to, and then Buffer will spread them throughout the day or week so that you don’t have to be at a computer all the time in order to have a social media presence. It also shortens your links and tracks engagement so you can see how many people clicked on them.
SumAll helps guide your decision making by connecting all your key online marketing and e-commerce data in one interactive chart. Features include real-time data monitoring, goal tracking, viewing new vs. returning customers, and trendlines that project future performance.
Quintly is a social media benchmarking and analytics solution that tracks and compares the performance of your social media marketing activities. Whether you are using Facebook, Twitter, YouTube, Google+, or all of them, their tool visualizes and checks your social marketing success, benchmarking your numbers against your competitors or best practices.
Cyfe is an all-in-one dashboard that helps you monitor and analyze data found across all your online services, including Google Analytics, Salesforce, AdSense, MailChimp, Amazon, Facebook, WordPress, Zendesk, and Twitter from one single location in real time. No more wasting countless hours tracking down your data from all over the Web every day!
Keyhole provides real-time social conversation tracking for Twitter, Facebook, and Instagram. It helps you measure and amplify conversations around your brand and campaigns, enables you identify prospective clients and influencers talking about (or looking for) your services, and aids in driving engagement by finding and re-sharing relevant content.
ViralWoot enables you to get more exposure for your Pinterest profile and your pins. You earn “seeds” (points) by following other users and re-pinning. It also helps with scheduling so your visibility is increased, and you can create alerts that let you know when other users are pinning your content.
Addictomatic is straightforward tool that can be used to monitor your brand’s influence and reputation. Its discovery platform searches Google, Bing, Twitter, WordPress, YouTube, and Flickr to find the most recent blog posts, news, images, or videos based on your keywords. It breaks the search results into headers, making them easier to navigate.
Tweet binder and many more…
Monitoring your social media analytics can make the difference between the success or failure of your social media presence.
Are you using the right social media analytics tools to monitor, assess and improve your social media performance?
As always, if you have any questions, just leave them in a comment below.