8 Software Tools for Tracking Social Media Performance in 2017
Likes, shares, comments, re-tweets, reactions, clicks… what does all of it mean?
Social media is important to business, we all appreciate that, but how do you know whether or not your social media strategy is effective? How do you track results and improve?
This challenge becomes increasingly obvious if you are managing multiple social media accounts with varying objectives.
There are a number of social media analytics tools available to help you track what is important to your business. Some of these tools can be used to track in-depth analytics unique to your business, and others are more suited to tracking generic metrics such as interaction, engagement, and follower counts.
The only trouble you have is deciding which analytical tool fits your needs best.
Before we take a look at some of the best tools available for tracking social media performance, let’s define what we are talking about.
What is social media performance tracking?
Social media performance tracking is an all-inclusive term that refers to the monitoring, capture, reporting, and adjustment of key metrics that ultimately contribute to the success of your social media activity.
When you are looking to track social media performance, there are a number of things you may want to include in your efforts:
- Monitoring mentions of your business or brand across social channels and other websites
- Engagement and activity metrics such as likes, views, comments and clicks
- Customer service metrics such as response time for positive or negative comments
- Conversion metrics such as website signups or new customers coming from social media
- Goal completions depending on your unique objectives
The tools we discuss below track these metrics, and help you accurately assess your performance on social media.
Let’s dive in…
Quintly is a social media analytics tool used by the likes of T-Mobile, Ubisoft, Warner Bros, and Monster Energy. It enables you to track performance, benchmark against your competitors, and subsequently improve your social media activity as a result.
Perhaps the most attractive feature of Quintly is that is brings all of your social analytics into one place and reports on over 250 different social metrics – it’s not just focused on one platform. So you can connect and collate your metrics across Twitter, LinkedIn, Instagram, Facebook, Pinterest, Google +, YouTube and even your blog.
Price: 14-day free trial and then ranging from $129 to $479+ per month.
SumAll allows you to track data across multiple social media platforms, and consolidate it into meaningful information that relates to your goals.
For example, you can set up a daily or weekly email digest with your most important metrics, as they come in. SumAll allows you to do this across Twitter, Facebook, Instagram, YouTube, LinkedIn and Pinterest.
With over 200,000 businesses using SumAll to track their social media performance, they must be doing something right!
3. Rival IQ
Rival IQ focuses on engagement tracking and competitive intelligence.
Their agency solution helps busy account managers easily create and send reports to clients, which visually depict how they are performing on social media over time and in comparison to their competitors.
Price: Free trial and then ranging from $299 to $799 per month.
Instead of offering an all-in-one social media analytics platform like the tools we’ve discussed so far, Keyhole gets laser-focused with two primary offerings: hashtag and keyword tracking, and account-specific tracking.
This approach to social media analytics allows for users to follow industry trends, and capitalize on opportunities in real time. Keyhole also provides a beautiful dashboard that visualizes the value of your social media activity, and the activity of others in your industry.
Price: Free trial and then ranging from $132 to $799+ per month.
Followerwonk is owned by the SEO analytics company Moz, and is a tool designed specifically for tracking Twitter performance.
Even though it is limited to Twitter, if you have a strong focus on Twitter for your business then this tool can provide a lot of valuable information. For example, it helps you understand exactly who your followers are, where they are located, and when you should be online to engage with them.
On top of better understanding your followers, Followerwonk has a search functionality designed for finding similar followers and industry influencers so that you can expand your reach.
Price: Free for one account, and then ranging from $29 to $79 per month.
Bitly isn’t your typical social media analytics tool, but it’s a key part of most digital marketers playbooks.
It allows you to create shortened and custom URLs, and then monitor their performance over time. For example, if you were sharing a blog post on different social media platforms, you could create a Bitly link for each individual platform and see which one is getting the most engagement.
Price: Free for individuals and then custom enterprise solutions.
Mention allows you to monitor mentions of your brand, and your competitors, across social media networks, blogs, news sites, and forums. By keeping track of your brand’s mentions you can capitalize on positive opportunities, and quickly handle potentially brand-damaging moments.
Price: Ranging from $29 to $99+ per month.
BuzzSumo is kind of like the “Google for content on social media”. It’s a search engine which ranks content based on the number of social media shares it has received. You can also do in-depth searches for influencers, and monitor mentions of your brand and website across the web.
Apart from analyzing your own content, you can use BuzzSumo to track industry trends, see what type of content is performing the best in real-time, monitor backlinks for SEO, and discover influencers.
Price: Free trial and then ranging from $79 to $559 per month.
The Ultimate Decision
There is no one-size-fits-all when it comes to social media analytics tools. Each of the software tools in this list has unique attributes that could benefit your business.
As you narrow down your criteria for choosing an analytics tool, it will become clearer which one is right for you. In the end, you may choose to combine several lower-priced tools to track the metrics that matter to you most. Or, you could decide to go with an all-in-one solution.
Each of the tools mentioned above have been in the market for a while now, and have strong reputations with brands all over the world – so you can’t really make a bad choice – unless of course you choose not to track your performance at all!