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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Hootsuite

Hootsuite is a cloud-based reputation management and social-media solution for organizations and businesses to collaboratively carry out campaigns across various social networks such as Google+, LinkedIn, Facebook and Twitter. It ... Read more

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Zoho Social

Zoho Social is a cloud-based social media management platform. It allows users to manage multiple social channels, schedules posts and monitor keywords. Zoho Social’s key features comprise creating, publishing, bulk schedulin... 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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Semrush

SEMrush is a marketing solution designed to help enterprises streamline processes related to keyword research, search engine optimization (SEO), advertising campaigns, brand monitoring and more. Professionals can monitor domains' ... Read more

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ContentStudio

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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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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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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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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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 mar... Read more

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Brand24

Brand24 is a cloud-based marketing solution that helps users with content discovery and distribution. It offers an "online mentions" feature that shows mentions across social media platforms, blogs, news sites, forms and generates... Read more

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BuzzSumo

BuzzSumo is a platform for social media analytics and works as a data curating tool for content marketers. Based on enquirer reports and search queries, this cloud-based application searches the web-content and informs the enquire... Read more

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AgencyAnalytics

AgencyAnalytics is a cloud-based reporting platform that allows users to schedule, create and personalize regular reports on all marketing campaigns. AgencyAnalytics’ key features include automated reporting, white label dash... Read more

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Sendible

Sendible is a social media analytics and management tool designed for businesses of all sizes. The platform enables users to control various account streams through the use of social media networks such as Linkedin, Pinterest, Goo... Read more

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Meltwater

Meltwater is an online solution that provides media intelligence and social listening tools for enterprises. It offers real-time business insights to make better informed decisions. This software helps companies to measure, manage... Read more

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Facelift Cloud

Facelift Cloud is a cloud-based social media marketing solution that helps businesses automate processes for publishing content across digital channels to increase customer engagement. Key features include contact management, post... Read more

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Oktopost

Oktopost enables B2B marketing teams to amplify their brand on social media and measure the real impact of social on the business. Oktopost's social media management, social listening, and employee advocacy solutions are built for... Read more

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Sprinklr

Sprinklr is a cloud-based customer experience management solution designed for businesses of all sizes. It offers social experience core, content marketing, social media management, paid advertising, website management (first-part... Read more

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Nuvi

Nuvi is a cloud-based social media management platform that helps marketing teams with social listening, analytics and reporting. It is primarily designed to assist firms with brand awareness and customer engagement. Nuvi’s s... Read more

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Madgicx

Madgicx is an omnichannel marketing platform designed to help solopreneurs and businesses of all sizes manage ad optimization through AI tags, creative insights, custom automation and campaign overviews. Key features include conte... Read more

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Buyers guide


Last Updated: June 15, 2021

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.