Whether you’re a small independent brand operating out of a home kitchen or an international conglomerate operating across the globe, every business needs to be on social media. It’s one of the most effective ways of communicating marketing materials to potential customers, as well as being one of the prime digital touchpoints that encourages user engagement and brand affinity.
But, if you’re in a content or social media role, how do you know if your marketing efforts are working? Social media analytics tools are vital in benchmarking your efforts, comparing strategies and monitoring performance. Using all of this data will ultimately help you to develop better campaigns and leverage your brand online. Here are five of the best social media tools for marketing:
Followerwonk is a Twitter analytics tool which allows users to gather information on Twitter users and determine trends within the platform. The tool can be used to find influencers within your niche markets based upon their popularity. It also allows users to extract information about their followers in terms of geographic location, time of twitter usage and activity. Beyond finding new audiences to target, Followerwonk enables users to compare marketing success with competitors and which tweets lost and won followers. These correlations are the golden nuggets of information that can guide you down the path of success or failure.
Buzzsumo is a powerful online marketing tool that allows a user to analyse and source content that is popular by topic or website in real-time. This allows you to target your audience based on descriptive data. You can then use this information to help sharpen your focus and model strategies on informed predictions. You can also set up alerts for a given keyword, meaning you can be reactive when a particular news story or update on the topic occurs. This is particularly useful for B2B companies naturally.
Social media is essentially an assistive medium for conversion consequently; lovers of the last click attribution model often ignore it. Google Analytics is definitely the best monitoring tool for analysing the success of campaigns. You’re able to track real-time data on user journey, audience demographics, dwell time, bounce rate, time spent on-page and a whole range of other metrics. With so many measurable variables tracked in Analytics, users are constantly reminded to question and redefine their campaign goals. There is no magic model of attribution for all companies at any given time.
Snip.ly is a URL shortener similar to Bit.ly, but with the added advantage of allowing you to custom produce a call-to-action to complement your content and generate ROI. Snip.ly embodies the link between promoting third party content and your own site. You can track the progress of your social media efforts by “sniplifying” a link to your product or event page as well.
Social proof is one of the most powerful weapons a brand can have in their arsenal. 82% of consumers read online reviews for local businesses, with 52% of 18-54-year-olds saying they ‘always’ read reviews. Because of this, a single customer review can have a huge impact on several other purchasing decisions. Reputology helps you monitor and analyze your reviews online, meaning you can monitor and handle any bad reviews before they cause too much damage. You can also use the tool to collect positive reviews that can then be repurposed to further promote your products and brands.