Ep. 38 – Social Media Analytics Tools


Social Media Analytics Tools

Are you using the right social media analytics tools so that you can gather and quickly organize data and extract meaningful opinions, emotions and trends about customers?


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Host 1:                         00:00               Podcasting from southern California, this is On The Net, your go-to for everything you need to know about how to get your business online and keep it there—brought to you by Lunarpages. We’ll help you navigate the mystifying ins and outs of doing business in today’s digital era. From web hosting to ecommerce to security and protection, if it has to do with your online presence, we’ve got it covered. Let’s get started.

Host 2:                         00:30               Hello everyone. Happy New Year and Welcome to On The Net, where it’s all about your online presence. Thanks for joining us! This podcast is designed to make doing business online easy for web designers, developers, bloggers and online business of every shape and size. Whether you are new to buying web hosting or running a web site, this podcast show will be able to answer your most burning questions. My name is Lisa Maier and I am the CEO at DirectiveGroup, a digital marketing agency that helps businesses dominate their market. It’s always an honor to be able to spend some time with you, so again I thank Lunarpages for inviting us back to speak. For those of you listening to our guest episode for the first time, our marketing agency has had a long and trusted partnership with Lunarpages for many, many years so it is an absolute pleasure to be here as a guest speaker.

Host 2:                         01:23               Let’s jump right in. Social media isn’t new, but some businesses are still struggling with measuring its efficacy.  Social media marketing has opened up new channels and tools to disseminate targeted messages in order to promote businesses and various offers. But do you know what’s trending or what your target audience is looking for in terms of content, what is the best time to schedule your posts for your target group or even how your content is performing in comparison to that of your competitors?  To fully reap the benefits of your social media marketing efforts, marketers have to keep a finger on the pulse of the audience so that they can focus on the right social media goals and choose the right metrics to measure success. In order to efficiently prove ROI,

Host 2:                         02:17               marketers need access to the right tools and that is where social media analytics comes in handy. Social media analytics tools can help gather and quickly organize data from your accounts and campaigns to track and discover consumer responses across numerous online sources. These analytics tools can be used to measure social media performance and extract meaningful opinions, emotions and trends about customers so that marketers can improve campaign performance. Here is a rundown on six of the most robust Social Media Analytics tools that you can use to measure your core social media metrics, KPIs and compare different strategies. Let’s start with Hootsuite. Hootsuite is a really popular one. It’s a social media analytics tool that supports over 30 social media platforms, including all the ones that you’re familiar with.

Host 2:                         03:20               Facebook pages and groups, Google plus twitter, linkedin, both profiles and companies, youtube, wordpress blogs, and many more things. They have a free version. The free version offers basic analytics to help you track follower growth, to gain some insight on the type of content that resonates with your audience and things like that, but they also have a paid plan and that paid plan allows you to create and share in depth analytics reports based on different metrics like posts, followers, engagement and traffic. You get access to even better tools with this level of platform that can do anything from helping you to determine the best time to publish a post or a tweet based on when similar content did well in the past to even auto scheduling your social media posts, and then finally to measuring the success of your campaigns in real time.  Hootsuite’s analytics platform has an easy to use dashboard that centralized so you can look at all your social media platforms and then you can drill down into seeing each one individually.

Host 2:                         04:24               With Hootsuite, you get an easy campaign monitor monitoring tool. You get follower growth tracking, and you even get the ability to measure and monitor your team’s metrics and performance. For our next recommended social media tool, let’s talk about Quintly. quintly tracks the performance of pages and profiles on social media platforms such as Facebook, Twitter, YouTube, Google+, LinkedIn, and Instagram, et cetera. Quinlee has done something interesting. Quintly has developed its own social media language called QQL (Quintly Query Language) based on SQL that allows marketing teams to bring a different level of customization to client projects so that you can really drill down to define right and track your own custom metrics based on the different weights and then adapt it to your client’s Kpis to best suit your needs. It can be used to monitor and to visualize various metrics included engagement such as shares and replies, response rates, growth of followers on their maps, graphs and charts, which is really great for people that are visual on quaintly.

Host 2:                         05:29               You can view several accounts side by side, and I really think this is a cool feature so that you can better understand trends and compare how well competitors measure up one against the other. Next, Google analytics. Many people are familiar with Google analytics. It’s very robust analytical tool and it works across many digital assets including blogs, websites, social posts, it can show you how users are interacting with your brand content, where your traffic is coming from, the number of visitors you get, the most popular pages on your site, et Cetera. This is a must have tool for analysis of your website for sure, but it also provides some deep insight on your social marketing in your SEO efforts. The dashboard throws light on network referrals, earned from social media links and social media activities, trackbacks, as in the number of links shared on a platform that led to your site.

Host 2:                         06:23               You can also create custom reports pretty easily so that you can access the information you need at the touch of a brand sense, the best days to post on social media, maybe the best time to post on social network by our and social pages reports. This allows you to get real time near real time in depth insights about your social media posts and traffic. You can get an activity stream with the latest insights and conversations on social networks and impact your overall website performance and also you can get a conversion report specific to each social network so you can show the exact results that you are obtaining. You can find the conversion visualizer under conversions, multichannel funnels, and compare conversions earned through different channels. What’s not to like about Google analytics? Plus, as many of you guys know is free. That’s really special about it. There were a couple more I want to mention really quickly.

Host 2:                         07:21               One is called Brandwatch analytics. It’s a really powerful powerful social media analytics tool to perform extensive research on online mentions around your brand by aggregating data from Facebook, Twitter, Instagram, blogs, discussion forums, news and review sites and more Using the Brandwatch platform, you can combine social listening data from different social platforms and the web in general and even benchmark against competitors for a more comprehensive competitive analysis. Queries on Brandwatch are about detecting sales opportunities by creating social search and capturing and segmenting data for analysis and then taking action. This platform can provide consumer insights, analyze sentiment, identify influencers and trends, undertake campaign intelligence and arrange data with up to 50 filters to inform real business decisions. It’s definitely worth taking a look at Brandwatch.

Host 2:                         08:25               Finally, last but not least, buzz sumo. BuzzSumo should be the tool of choice for analyzing how content from your website performs on social media channels. You can easily check your own brand content performance, monitor mentions of your competitors on social, and even see the overall trending content in your industry. buzz sumo shows you the most socially shared content across Facebook, Reddit, Twitter, Pinterest, related to a keyword or website so you have a much better idea of what you should create and share. You can also enter a specific URL to find out how many shares and back links it received. What’s really cool is that you can identify your evergreen content through its evergreen score, and that allows you to see which posts are being shared regularly throughout the year as opposed to jess when it was released. Once you know that, you can recycle this content and gain even more traction, so BuzzSumo is really handy.

Host 2:                         09:25               It makes it a breeze to analyze your Facebook pages, track influencers to connect with and build relationships, and look up trending content so that you can create relevant articles around them and schedule these articles to be shared on your social profiles, through Sprout Social. There are tons of useful social media analytics tools out there, like Tailwind, Sysomos, Snaplytics, Tweriod, Crowdbooster and Audiense to name a few, that you can use to track your social media efforts. Since every campaign is different, there is no one-size fits all approach for performance measurement. You just have to find one as per your own requirement that fully integrates with all your chosen platforms, is easy to use and helps you understand your audience better. I’d love to give you some more ideas, but we’re out of time for today. I’d like to thank you for listening to the latest edition of Lunarpages, podcasts On the Net. You can listen online and you can also subscribe to the podcast on iTunes so that you can get future episodes deliberate you automatically. Until next time, here’s to wishing you all the best with your website endeavors. Thank you for listening and take good care.

Host 1: 10:52   Thank you for listening to the latest edition of Lunarpages podcast On the Net. Remember, it’s all about your online presence. If you like what you heard, please share our podcast. Join us next week as we take on another need to know topic around doing business in the digital era.

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