Finding software can be overwhelming. Software Advice has helped thousands of marketers choose the right social media analytics tools to collate and report on data from social media sites.

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VBOUTFrontRunners 2021

VBOUT is a marketing automation solution that helps small to midsized businesses manage leads and marketing tasks. As a comprehensive solution, it is designed to help businesses save time and increase efficiency. The platform incl... Read more

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Recent recommendations: 5 recommendations

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HubSpot Marketing Hub

HubSpot is a leading growth platform. Over 52,000 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Marketing H... Read more

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Recent recommendations: 4 recommendations

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Hootsuite

With over 200,000 paid accounts and millions of users, Hootsuite powers social media for organizations around the world—from the smallest businesses to the largest enterprises. Build your brand, strengthen connections with custome... Read more

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monday.com

monday.com, an award-winning collaboration and project management platform, helps teams plan together efficiently and execute complex projects to deliver results on time. monday.com team management and task management tool allows ... Read more

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Wrike

Wrike is a cloud-based project management platform for teams of 20+ that is suitable for both large enterprises and SMBs. It supports remote work for various teams. This solution comes with Gantt charts, calendars, workload view f... Read more

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SemrushFrontRunners 2021

Semrush is a leading online visibility management software-as-a-service platform. With over 50 products, tools and add-ons across online visibility management, including tools for search, content, social media and market research... Read more

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ContentStudioFrontRunners 2021

ContentStudio is an integrated cloud-based social media management and content marketing solution that caters to small to midsize businesses and solo entrepreneurs. Key features include automated publishing, content management, mu... Read more

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AgoraPulseFrontRunners 2021

Agorapulse is a cloud-based social media marketing software that offers profile management, social influencer management and social media analytics in a suite. Agorapulse features "Social Inbox", which combines social media i... Read more

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Sprout Social

Sprout Social is a cloud-based social media management solution that caters to businesses of all sizes and helps them to manage their audience interactions and marketing routines. Key features include automated publishing, convers... Read more

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LoomlyFrontRunners 2021

Loomly is a cloud-based marketing solution that helps freelancers, influencers and social media managers manage content on their social media platforms. Key features include marketing analytics, automated publishing, keyword filte... Read more

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SocialPilot

SocialPilot is a cloud-based social media marketing and analytics solution for businesses of all sizes. It offers calendar management, branding, scheduling, client management and reporting functionalities within a suite. Android a... Read more

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Salesforce Marketing Cloud

Audience Studio is a data management platform (DMP) designed to help businesses deliver personalized marketing experiences by capturing and storing data signals from multiple sources. Advertisers can utilize machine learning techn... Read more

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MentionFrontRunners 2021

Mention is a cloud-based solution that helps enterprises monitor audience insights and analyze marketing strategies across social media platforms. It enables professionals to perform crawling across review sites, forums, blogs and... Read more

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MissinglettrFrontRunners 2021

Missinglettr is a marketing platform designed to help businesses automatically create micro-content from blogs and post it across social media accounts including Facebook, Twitter, LinkedIn and Google Plus. Administrators can use ... Read more

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POSTOPLANFrontRunners 2021

Postoplan is a tool for successful digital marketing, helps to increase the reach to your publications, and reduces your time on social media management. This is a smart, automated social media and messengers marketing platform ... Read more

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SOCi

SOCi is a cloud-based marketing solution that enables businesses to streamline processes related to campaign advertisements, online reputation, content management, customer engagement, and more. Professionals can utilize the platf... Read more

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eClincher

eClincher is a cloud-based social media management tool that helps businesses manage social-media accounts and marketing activities. eClincher lets users manage social-media profiles in one place for brand awareness, publishing, e... Read more

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PublerFrontRunners 2021

Publer is a social media management software designed to help businesses manage content across Instagram, LinkedIn, Pinterest, Google business locations and Facebook. The platform enables users to add watermark to images and video... Read more

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Falcon.io

Falcon.io is a cloud-based social media marketing and customer experience management solution that features tools for social media listening, engagement, publishing, measuring and customer data management. Falcon.io helps market... Read more

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Sociamonials

Sociamonials is a cloud-based solution that enables businesses to improve marketing operations by conducting sweepstakes across various social media platforms including Facebook, Twitter, LinkedIn, YouTube and Google My Business. ... Read more

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Buyers guide

Social media is a crucial component of contemporary marketing. Consumers spend an incredible amount of time on Facebook, Twitter, Instagram, Pinterest and numerous other social media platforms. As a business, you can't afford to ignore the sales potential of those platforms. In other words, to reach customers where they are, social media marketing is a must.

However, it's not enough to simply advertise on social media or create a social media presence for your company. In today's world, your business needs to fully understand what marketing is working on social media and what isn't, so you can concretely tie your efforts to revenue.

Social media analytics tools provide the means for tracking, measuring and reporting on social media accounts and campaign performance. In this buyer's guide, we'll discuss the key functions of these tools and what you should be looking for in a vendor.

Here's what we'll cover:

What Are Social Media Analytics Tools?
Common Features of Social Media Analytics Tools
What Type of Buyer Are You?
Key Considerations

What Are Social Media Analytics Tools?

Social media analytics tools gather and process data from conversations on social media that involve your company. This provides you with solid data from which to make business decisions regarding future social media marketing efforts.

Some social media experts divide social media analytics into four different categories:

  1. Descriptive analytics. Focuses on what has happened and what is happening on social media, in the form of reports and visualizations that help businesses make better informed decisions. Most social media analytics take this form.
  2. Diagnostic analytics. Goes beyond what has happened to try to analyze why it happened, using advanced statistics to distill data into a single top-down view that lets you see what has and hasn't worked in past campaigns.
  3. Predictive analytics. As the name suggests, this is a form of analytics that attempts to predict future events based on past and present social media data. It can be used to link specific customer events to typical past outcomes, such as a specific questions regularly leading to a particular purchase.
  4. Prescriptive analytics. This form of analytics provides you with the best course of action to take when handling a situation, based on the data accumulated from the outcomes of similar situations in the past.

Social media analytics tools can perform all of these types of analysis, depending upon the size and scope of the software you purchase.

 

Common Features of Social Media Analytics Tools

Social media monitoring Monitors social media platforms for any mention of your company, and tracks the interactions taking place on your own accounts.
Data aggregation Pools together data from various social media sites to provide a basis for large-scale analysis.
Overall analysis Provides a top-down analysis of your entire social media presence, so you can view strengths and weaknesses and make future decisions accordingly.
Platform analysis Focuses on your performance and presence on a particular social media platform, such as Facebook or Twitter.
Campaign analysis Focuses analytics tools on individual campaigns across multiple social media platforms.
Reporting Generates easy-to-understand, usable reports, including spreadsheets, visuals, statistics and other useful data. These reports can help you make informed decisions about your social media presence and about your company in general.

SproutSocial's social media anlytics performance dashboard

SproutSocial's social performance dashboard

What Type of Buyer Are You?

Social media analytics can range from the small-scale, i.e., providing you with statistics regarding how frequently you are mentioned on Twitter, to the very largest scale of business intelligence data analytics. Depending upon the size of your company, your needs for these tools will vary widely.

  • Small business (one to 10 employees). A small-scale business will only need the most basic social media analytics, focusing on descriptive analytics that provide reports about your social media presence, allowing you to make informed decisions for the future.
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  • Midsize business (11 to 100 employees). Midsize businesses will want the descriptive analytics features as well, but they should also invest in diagnostic analytics tools. At this slightly larger scale, it is much more difficult to manually assess what is and isn't working in your social media campaigns, so those diagnostic tools will be extremely useful.
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  • Large/enterprise business (over 100 employees). In addition to the descriptive and diagnostic analytics tools used by smaller businesses, large-scale companies will want predictive and prescriptive analytics functionality to help them choose the next best action for a wide variety of platforms and campaigns.

Key Considerations

Other factors to take into consideration when picking the best social media analytics tool for your business include:

  • Integration with other systems. Although the analysis and reports generated by analytics tools can be useful in and of themselves, you may want to integrate those reports with other marketing software (e.g., marketing automation software or campaign management software). These integrations can easily facilitate responses to events on social media.
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  • Stand-alone software vs. a software suite. Although you can purchase stand-alone social media analytics tools, they are also frequently offered as one part of a larger suite of social media management software. If the features of this software appeal to you—including tools that will help you increase and improve your social media presence—then you may want to look into a bigger system that includes that extra functionality in addition to analytics.
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  • Cloud-based software vs. on-premise software. In the past, most software was hosted on-premise, meaning that a business would have to house and maintain the hardware on which the software would run. In recent years software distribution has become much simpler, through cloud-based systems that don't require any hardware or IT maintenance. Chances are extremely high that this is how your social media analytics tools will be distributed to you, but you'll want to clarify that with your vendor in order to be sure.

FrontRunners

Your Guide to Top Social Media Analytics Tools Software, September 2021

Software Advice uses reviews from real software users to highlight the top-rated Social Media Analytics Tools products in North America.

Learn how products are chosen

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Software Advice
“Usability” includes user ratings for Functionality and Ease of Use.“Customer Satisfaction” includes user ratings for Customer Support, Likelihood to Recommend and Value for Money.Reviews analysis period: The reviews analysis period spans two years and ends on the 15th of the month prior to publication.