Not monitoring the actions that take place on social networks is something similar to navigating the sea aimlessly and having very little chance of reaching the final goal: reaching the shore.
Any action carried out in Social Media should be measured appropriately and based on the objectives set. Action by action, campaign by campaign, strategy by strategy, any step should be constantly monitored.
Most of the social networks offer their own analytical tools. In cases like Facebook, these are tremendously complete and will be more than enough for most of the small businesses that have a presence on this platform.
However, sometimes, either due to the size of the company, the objectives set, or because the social network whose activity is to be monitored does not provide the appropriate reports, it will be necessary to resort to external monitoring tools to help in the task.
The community manager is then faced with the difficulty of deciding which application to use. In the market there are many and very varied, using one or the other will depend on the information you want to obtain as well as the money that can be invested in acquiring a license. Trying to satisfy a wide range of needs, we are going to recommend some tools that should be taken into account:
6 Analytics Tools for Social Networks You Should Know
Hootsuite:
It is undoubtedly one of the most popular multiplatform management tools. Among other functions, Hootsuite also provides comprehensive reports for Facebook, Twitter, and Instagram, both in general and for each of the publications made in it.
Hootsuite adequately presents all the information in clear graphs that are easily customizable and exportable. It also has useful tools for Social Media teams. For example, it indicates how long it takes to respond to user comments and even monitors the resolution time of questions posed by direct message.
Hootsuite can be tried for 30 days for free. It is not necessary to contract a plan to use basic functionalities, but if you want a paid version, there are them from $ 19 per month.
Sprout Social:
This is another of the main tools for all Social Media professionals, which provides in-depth analytics and summarizes the activity in easy-to-understand graphics. Measure activity on social networks. Facebook, Twitter, Instagram, and LinkedIn and are able to compare it with what the top competitors are doing.
It is interesting the way in which it makes comparisons between organic publications and those that have been paid. Sprout Social is free to try for 30 days, but the paid plans are more expensive than other tools, starting at $ 99 per month.
Union Metrics:
This tool monitors Facebook, Twitter, and Instagram and focuses on the value of the content, taking into account, for example, what time of day the community around the brand is most active or who the most influential users are.
The platform provides competitor analysis and recommendations regarding the content to be published and can provide geolocated reports, differentiated by language, in the most complete plans.
It can be tried for a few days for free, but to subscribe to a paid plan you need to pay at least $ 49 per month.
Rival IQ:
It is one of the most complete, but also one of the most expensive. It allows you to monitor publications, likes, and comments on almost all social platforms, such as Facebook, Instagram, Twitter, and even Pinterest. It can also be used to compare all the information with Google Analytics and know where the traffic comes from to the social profiles.
Rival IQ allows you to establish custom graphs for each of the social profiles, as well as alerts and periodic reports. It can be tried for 14 days for free, but payment plans start at $ 199 per month.
Awario:
It is a monitoring tool that provides very powerful analytics. It measures the mentions that are produced, establishes the company’s share of voice, and provides data such as growth and reach, being able to segment by language, location …
It also takes into account the type of users who use certain keywords or the name of the company and is able to identify a list of influencers for the brand. With Awario, you can also create alerts and establish comparison criteria with competitors’ brands.
Awario can be tried for 14 days for free and has different payment plans, starting at $ 29 per month.
Snaplytics:
If you are looking for a tool that monitors your activity on Snapchat, you may have to opt for this one, which also offers complete reports on Instagram. It allows to analyze the Stories, the ephemeral content on both platforms, and establish levels of engagement, acquisition, reach … presented in interesting reports that can be exported in database format.
Squarelovin:
It is more specifically indicated to monitor actions on Instagram: I like you, engagement, better hours to publish, better filters, more effective hashtag … It provides information every hour on how each of the posts that are published is working. A free account can be created, although it will be necessary to pay to access some options.
