As a small business owner, you understand the importance of social media. However, effective social media marketing requires data. It’s important to measure your performance across social channels to know that you’re using the right tactics for your specific audience.
Luckily, there are a variety of tools that make this easy, which we mentioned in a previous post, such as The Ultimate Guide to Social Media Analytics for Small Businesses. In this post, we’ve taken a closer look at the top social media analytics tools for small businesses so you can view the options strategically and select the one that makes the most sense for your specific business goals.
1. Social Mention
Social Mention is a user-friendly tool that allows you to learn about your brand mentions and interactions. The tool is like a search engine and displays user-generated content from more than 100 platforms, based on your search term.
You can also see how often your brand is being discussed, the reach of your posts, and the most common hashtags that are used with your search term. Further, you can see if your audience is discussing your brand in a positive or negative tone. Social mention collects data in real-time, so you can continuously monitor the conversations around your brand.
Social mention is completely free for all users, so is a worthwhile tool to consider.
2. Google Analytics
Google Analytics is one of the most popular web analytics services, used by thousands of companies of all sizes across the world. It is very comprehensive and allows you to measure your advertising results as well as your website activity, all applications, and your social media performance. While it is not just a pure social media analytics platform, it provides extremely valuable information to help you understand how your social activity affects your overall website performance.
Google Analytics provides metrics, such as the number of website sessions and page views that you earned due to social media activity. It also can show you the number of people who completed a conversion on your site, from filling out a form to making a purchase, because they found you on social media.
Google Analytics is completely free of charge for all users who do not exceed 5 million impressions per month, which is generally the case for small-to-medium-sized businesses.
Hootsuite is one of the easiest and most popular social media tracking platforms. It looks like the user-friendly Facebook dashboard; however, it supports integration with all social platforms. With Hootsuite, you can measure your social media ROI to make smarter, data-driven marketing decisions with confidence.
They give you data in real time, which allows you to identify patterns on how your content is performing. Even better, you can schedule social posting on the platform. Other features include social sweepstakes, unlimited RSS integrations, and custom analytics reports.
They offer a range of plans depending on the number of social profiles and users, starting at $19 a month. If you want to give it a try, they offer a free 30-day trial.
Buzzsumo also takes the form of a search engine, allowing you to see what types of content perform best for any topic or competitor. You can gain insights into the content that is most often shared, the types of posts that are trending, and how your content compares to your competitors.
Buzzsumo offers both real time updates and up to 12 months of historical data. Unlike any of the other tools, Buzzsumo also allows you to find influencers on any topic area and review their content so you can find influencers that may be a good fit for your business.
Like Hootsuite, Buzzsumo offers a free trial. Their pro plan starts at $79 a month, which offers unlimited searches and up to 5 real-time alerts and 5,000 mentions.
As you can see, there are a variety of tools that will give you the metrics necessary to understand your social performance and measure your ROI. Each of these tools prioritizes different metrics and present them in different ways.
While there are tons of tools available, you should by no means use all of them. Take some time to look at the options strategically and select the ones that make the most sense for you.