There is always water cooler talk about how to measure Facebook interactions or how many likes you get on Instagram. People want to know if you are tracking these things and a simple, “yes, our likes have been increasing every week” based on memory isn’t enough anymore. Your boss wants to see graphs with pretty colours and fancy percentages that he/she won’t understand. But because it is in a chart it means you are doing your job. Wrong! If you can’t explain the numbers and the charts then help is on the way. There are many free and paid tools available to help you understand the results and to share them with your team.
Please note that when picking the right social media analytics tool you have to decide what you want out of the information and what will it do for you. So basically, set goals and objectives.
Free Measurement Tools
Hootsuite: Unpaid & paid
This measurement tool is very easy to use and is free to some extent. Using the free version you get up to three accounts, can schedule posts and search key words. Very useful for a business starting out, simple. This platform provides value because it lets you keep an eye on your brand and lets you engage with users all at the same time. Another cool thing with Hootsuite is that there is no expiration date on your free account and they have a social media training that allows you to better understand social media metrics and a certificate. I have seen Hootsuite as a preference on a few social media job postings, so it is a great platform to get familiar with.
This tool is very easy to use when measuring your website and it has a lot of visuals. Google Analytics is simple. It tell you how many people are visiting your site, how long are they on it, where do they live, it is there first time here or not. You can see and track results on a daily, weekly, and monthly basis. It can even track traffic on your social media site. It is free and shows you what is working and what is not.
This great tool shows you your impact on the interweb. How many people saw your post, engaged with it which is very important. These are the very important activities to measure and help you understand what is working and what is not. Another great thing about Klout is that is measures your activity on all platforms and can give you one chart that displays how well your social media team (different platforms) are working together.
What about Instagram? Try Statistics to track your movement on the photo/video sharing site!
With so many free tools why PAY to have your social media measured?
Salesforce does it again with ExactTarget Marketing. It monitors all the sites and keywords you want, allows you to make Facebook ads from the site and collects data to make a chart. You can create email campaigns and tracks results, engage with social media, see insights, all for a price of course.