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Social Media Analytics Tools


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Infusionsoft logo
 
Built for small- and medium-sized sales and marketing teams, Infusionsoft offers tools for managing customer relationships from contact to conversion. They serve users in a variety of industries from health care to hospitality.
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Built for small- and medium-sized sales and marketing teams, Infusionsoft offers tools for managing customer relationships from contact to conversion. They serve users in a variety of industries from health care to hospitality.
 
MailChimp logo
 
MailChimp is a web-based email marketing service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to create... Read More
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MailChimp is a web-based email marketing service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to create... Read More
 
Hootsuite logo
 
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 lets... Read More
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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 lets... Read More
 
Planable logo
 
Planable is a cloud-based social media collaboration and approval solution that caters to media agencies, freelancers and marketing teams. Key features include automated publishing, content management, multi-account management, multi-user... Read More
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Planable is a cloud-based social media collaboration and approval solution that caters to media agencies, freelancers and marketing teams. Key features include automated publishing, content management, multi-account management, multi-user... Read More
 
SproutSocial logo
 
SproutSocial 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, conversation... Read More
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SproutSocial 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, conversation... Read More

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eClincher logo
 
eClincher is a cloud-based social media management tool that helps businesses manage social media accounts and marketing activities. eClincher provides a single interface through which users can manage brand awareness, publishing,... Read More
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eClincher is a cloud-based social media management tool that helps businesses manage social media accounts and marketing activities. eClincher provides a single interface through which users can manage brand awareness, publishing,... Read More
 
Salesforce Marketing Cloud logo
 
Salesforce Marketing Cloud is a part of Salesforce.com family that offers robust social marketing solution to help businesses create and manage the social presence on a variety of social media sites. The solution offers multiple functionalities... Read More
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Salesforce Marketing Cloud is a part of Salesforce.com family that offers robust social marketing solution to help businesses create and manage the social presence on a variety of social media sites. The solution offers multiple functionalities... Read More
 
Adobe Marketing Cloud logo
 
Adobe Marketing Cloud is an integrated digital marketing suite that enables businesses of all sizes to organize, access and personalize their marketing content. The suite features a wide set of solutions, including Adobe Analytics,... Read More
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Adobe Marketing Cloud is an integrated digital marketing suite that enables businesses of all sizes to organize, access and personalize their marketing content. The suite features a wide set of solutions, including Adobe Analytics,... Read More
 
Loomly logo
 
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 filtering,... Read More
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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 filtering,... Read More
 
Agorapulse logo
 
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 interactions... Read More
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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 interactions... Read More

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Oracle Marketing Cloud logo
 
Oracle Marketing Cloud is a software-as-a-service solution that meets the needs of both the B2B and B2C marketer. Oracle Marketing Cloud (previously Oracle, Responsys, BlueKai, Compendium, and DataLogix) is an email marketing automation... Read More
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Oracle Marketing Cloud is a software-as-a-service solution that meets the needs of both the B2B and B2C marketer. Oracle Marketing Cloud (previously Oracle, Responsys, BlueKai, Compendium, and DataLogix) is an email marketing automation... Read More
 
SE Ranking logo
 
SE Ranking is a cloud-based search engine optimization (SEO) platform that is suitable for midsize marketing and software companies. It offers keyword position tracking, competitor analysis, backlink monitoring, website audits, social... Read More
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SE Ranking is a cloud-based search engine optimization (SEO) platform that is suitable for midsize marketing and software companies. It offers keyword position tracking, competitor analysis, backlink monitoring, website audits, social... Read More
 
NetBase logo
 
NetBase is a cloud-based social media analytics tool for small, midsize and large brands and marketing agencies. Primary features include social media monitoring, brand health monitoring, campaign performance measurement, dashboards... Read More
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NetBase is a cloud-based social media analytics tool for small, midsize and large brands and marketing agencies. Primary features include social media monitoring, brand health monitoring, campaign performance measurement, dashboards... Read More
 
InsideView logo
 
InsideView is a marketing intelligence and analytics solution for midsize to large businesses. It allows sales and marketing teams to aggregate and curate information about target markets, segments and organizations. It allows sales... Read More
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InsideView is a marketing intelligence and analytics solution for midsize to large businesses. It allows sales and marketing teams to aggregate and curate information about target markets, segments and organizations. It allows sales... Read More
 
ContentStudio logo
 
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, multi-account... Read More
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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, multi-account... Read More

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Salesbox logo
 
Salesbox is a cloud-based customer relationship management (CRM) software solution best suited for small to midsize businesses. It is designed with mobile use in mind. Because Salesbox is designed to work on users’ mobile devices,... Read More
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Salesbox is a cloud-based customer relationship management (CRM) software solution best suited for small to midsize businesses. It is designed with mobile use in mind. Because Salesbox is designed to work on users’ mobile devices,... Read More
 
Social Report logo
 
Social Report is a cloud-based social media management solution that caters to marketing agencies and social media managers. Key features include automated publishing, brand tracking, multi-user collaboration, social media monitoring... Read More
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Social Report is a cloud-based social media management solution that caters to marketing agencies and social media managers. Key features include automated publishing, brand tracking, multi-user collaboration, social media monitoring... Read More
 
Falcon.io logo
 
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 marketers... Read More
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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 marketers... Read More
 
NapoleonCat logo
 
NapoloenCat is a cloud-based social media marketing platform that offers publishing, conversation tracking, social content management and analytics across platforms such as Facebook, Twitter, Instagram, YouTube, Google+ and Pinterest. Users... Read More
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NapoloenCat is a cloud-based social media marketing platform that offers publishing, conversation tracking, social content management and analytics across platforms such as Facebook, Twitter, Instagram, YouTube, Google+ and Pinterest. Users... Read More
 
GAIN logo
 
GAIN is a cloud-based marketing solution that caters to businesses of all sizes across various industries. Key features include automated publishing, multi-user collaboration, content management, post scheduling, mobile marketing and... Read More
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GAIN is a cloud-based marketing solution that caters to businesses of all sizes across various industries. Key features include automated publishing, multi-user collaboration, content management, post scheduling, mobile marketing and... Read More
 

Buyer's Guide

by Craig Borowski,
Market Research Associate
Last Updated: July 10, 2018


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.
 

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