Social media marketing (SMM) is a vital piece of the digital marketing puzzle. Social media platforms are where you can find your audience, as long as you use the right ones. SMM usually combines organic activity with paid promotions to make the most of what each platform can do. When you’re marketing on social media, you obviously need to know just how much success you’re having, what’s working, and what isn’t. Various social media analytics tools can help you to do this.
Social Platform Tools
Each social media platform has its own basic tools for analytics, although the scope of what they can do for you does vary. Facebook provides you with more insights than Snapchat can offer you, for example. These native tools can get you started with understanding social media analytics and the different metrics you can measure for each platform. However, you will often find that you need to look for more comprehensive tools if you want to delve deeper.
Snapchat is one of the social media platforms that you will find won’t give you a whole lot of useful data. But it’s increasingly being used for marketing, especially to reach younger audiences. Snaplytics helps you to gain further insight, providing you stats on things like open rate for your snaps. It’s also a good option for Instagram, helping you to keep track of interactions with Instagram Stories.
Buzzsumo helps you to see how well your content does on different social media platforms, rather than just tracking your individual social media activity. It’s a good choice for watching overall social media performance and allows you to see how your brand is doing on various platforms. You can use it for Facebook, Twitter, LinkedIn, Pinterest and Instagram. Buzzsumo shows you how many shares you get, as well as what types of content do best on different platforms.
One of the ways many brands have begun to use social media is through influencer marketing. Social media influencers use their audience to promote brands but those brands need to know that their relationships with influencers are working out. TapInfluence is designed to track how well influencers are performing and follow campaigns. It works with a number of different platforms, including Facebook, Instagram and YouTube.
Google Analytics isn’t a dedicated social media analytics tool, but it does help you to gain insight into your social media performance. It also offers analysis of various other metrics and can connect to other Google tools, such as Adwords. Best of all, it’s completely free to use. Google Analytics will tell you how much of your website traffic comes from social media and will help you manage your social media ROI too. You can set up conversion goals to make it easier to see how successful your social media efforts are.
Your social media marketing can only be optimised if you know how well your brand is performing. These social media analytics tools are just what you need to track all the metrics that matter most.