It is useful to know what your audience thinks about you but without an analytics platform, keeping track of what is going on can be overwhelming.  Basic metrics tracking is provided in several social platforms that care useful for marketers.  Seeing how others are responding to a post that has been shared across the network can be an incentive for users to keep sharing the post.

Rewards are created by platforms to keep users engaged on the platform. These rewards can take the form of reputation enhancements such as  badges, tallies of user approval  such as “likes”, or other emotions (found on Facebook’s reactions emoji bar), and “retweets”). There are also and indicators of user recommendation on promoted posts which can be upvoted or downvoted on  social platforms such as Reddit, Metafilter, and Slashdot.

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All of these rewards systems have been created by social media platform designed to keep people active on their services. These public displays of activity are  very valuable to the marketing team, who can understand how well their message is getting across to the user base. It  can also, show how their online customers feel about them and whether they are satisfied, or dissatisfied with the marketing activity as a whole.

The problem for the marketing teams is that the amounts of comments and social shares can sometimes overwhelm. With platforms that have a large user base and a continually updating front end It can become impossible for anyone to keep up with the stream of tweets.  As Twitter has permitted only certain companies a license to access its data, trying to find out what the  user sentiment happens to be, or extracting meaningful analysis can be difficult. The marketing team will need to consider using a platform that is licenced to access the stream and has a useable dashboard to  view metrics from a range of different social platforms.

Analytics platforms should be able to aggregate the data from your marketing efforts and deliver it in real-time and an easy-to-read format. It should be able to display visualizations  and summaries for executives and should be configurable should you want to dig deeper into the data.

Make sure you choose an analytics platform that is able to measure the aspects that matter to you, and does not merely duplicate information that you can get from the social media platforms themselves.  Being able to tailor the analytics platforms to do deeper research studies around the business customers’ behaviour can be an invaluable feature that will reward the amount of effort made .

There are hundreds of free and paid for social analytics platforms and tools across the web. Many of them do a single task such as measuring conversions, or traffic to a website. Others perform a variety of tasks.

If you want to calculate video views, or measure your social media traffic, or how your social sharing is driving conversions, then you need to do your homework to get the most suitable tool. There are commonalities and techniques that cross most platforms Tools and measurement technologies will come and go, and you will need to keep abreast of the latest developments in monitoring tools. What is important however, is understanding the frequency, quality, and effectiveness of your connection with the customer.

Analytics platform – choosing the right one for you

Here is a list of some of the many thousands of analytics platforms that might be useful in your campaigns.

  • Adpow Social platform for influencer engagement and reach
  • Birdsong Analytics Pay-as-you-go social media reports for Twitter, Instagram YouTube and Facebook.
  • Brand 24 Brand mention analytics with influence score and sentiment analysis.
  • Brandwatch Social listening and reputation management platform across blogs, forums, videos, reviews, images, Twitter and Facebook
  • Crowdbabble Analytics platform for Facebook, Instagram, Twitter, LinkedIn, and Snapchat. Also analyses hashtags and competitors.
  • GetSocial GetSocial tracks sharing not easily recognised by social sharing including private shares across Facebook, Twitter WhatsApp and email.
  • Google Analytics Digital data and marketing analytics to give a complete picture of the online customer.
  • Hubspot Inbound marketing traffic analysis and lead conversion toolset
  • Justmetrics Audience and follower analysis with post analysis and engagement metrics.
  • Kuku Social media management syndication platform and analytics to manage multiple social accounts.
  • Lithium Social media analytics platform that uses six ‘health factors’ to create an index-like credit score to analyse the health of your online community.
  • Quintly online analytics tool to benchmark and track social media performance against competitors
  • Sotrender social analytics for Facebook, Twitter, Instagram, and YouTube analysing top posts, competitor comparison and audience analytics
  • Sprout social Social media management, advocacy and analytics software
  • SumAll Social media and metrics tracker and analytics platform
  • Synthesio social media intelligence platform that measures and delivers KPIs ad ROI metrics
  • Visibrain A media monitoring platform for marketers, monitoring brands, influencers and trends.
  • Wishpond Wishpond enables marketers to create landing pages and manage customer leads