Social Media Analytics Tools
There are two main ways you can approach social media monitoring: Using social media dashboards on the platforms themselves, or using third party social media analytics tools to track your campaigns.
Social Network Analytics Dashboards
All of the top social networks now have a built-in analytics dashboard for you to track your posts and campaigns:
This is available for all page admins. It provides you with stats for your posts, your page fans and reach.
How to access: Click the “insights” tab located on the top of your Facebook page.
This provides you with a 28-day overview of your performance on Twitter. It provides data regarding clicks, mentions, favorites, retweets and impressions. You can export data and generate a variety of reports.
How to access: Go to analytics.twitter.com and log in with your Twitter login.
LinkedIn (personal and business accounts)
LinkedIn collects data about personal and business profiles. For personal accounts, it provides you with data about who has viewed your profile, the reach of your posts, and more. For business profiles, it provides you with a breakdown of posts, followers, and network growth, including clicks, interactions, and engagement.
To access personal page data: Go to profile and click on “who’s viewed your profile” in the dropdown menu.
To access business page data: Go to your business page and click on “analytics.”
The Pinterest dashboard provides insights into followers, impressions, audience stats and engagement. You can view detailed reports to gain a better understanding of which boards and posts perform best. Analytics are available for personal and business pages.
How to access: Go to analytics.pinterest.com and login with your Pinterest login.
Google+ provides insights about your audience, engagement and visibility for your personal and business pages.
How to access: From your Google+ page, click the “Manage Page” button and scroll down to the insights section.
Third Party Social Analytics Tools
There is no shortage of high quality social media analytics tools available. Some are available for free with options to upgrade, and some are available for a monthly subscription fee.
Google Analytics is not only for your website. You can also use it to measure social analytics for your website through social reports. The reports help you assess referral traffic from social networks, review content that is best to share, assess how visits from specific social platforms behave on your website and more.
Buffer offers both a free and a paid plan. With its free plan, you can track engagement stats for your posts on Facebook, Twitter, Google+ and LinkedIn. You can also write and schedule posts, and you can use its link shortener to track the links’ performance.
A popular SEO tool, Moz Pro also provides you with built-in social media analytics to track your social media marketing efforts. You can breakdown traffic by social network and engagement. It supports Facebook, Twitter, and Google+. It is a fee-based subscription.
SproutSocial provides you with the best of both worlds – a social media management platform and analytics in one. It allows you to publish posts, track them, and view key data to help you better optimize your social campaigns. Analytics reports can be custom branded and exported.
Social Analytics allows you to map your social reach and provides you with in-depth social data about your users, social reach and marketing efforts. You can import data from all major social networks you use.
Other Social Tools Worth Trying
Followerwonk (for Twitter)
Tailwind (for Pinterest)
4 Social Media Analytics Tips for Newbies
Here are some social media analytics tips to help you in your quest to master social analytics and become a social media star:
You don’t have to measure everything: Measure what matters and what will help you achieve your business goals. Don’t get caught in analysis paralysis.
Understand what you’re measuring: Numbers are meaningless if you don’t know why they’re relevant and how they can help you achieve your business or personal social media goals.
Choose a select few social analytics tools that work for you: You don’t need to use all of them. Try out a few tools and use the ones that make the most sense for your business or personal needs.
Look at social analytics from a holistic perspective: Avoid focusing solely on a single form of measurement. Think about things from a broad perspective and consider all the metrics you have access to.
What we’re trying to say is…
Social media monitoring should be approached with your business goals in mind. Use the above analytics tutorial and social media analytics tips as a starting point for integrating social analytics into your marketing and business strategy. Use social data to drive decisions about your brand’s online presence, how to better target and engage users, and how to improve your overall online marketing strategy.