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A social media marketer who wants to better concentrate their time, effort, and money may be interested in this article. You’ll need a social media analytics platform to track your progress.

1. Introduction 

Social media analytics is not a brand-centric discipline. It’s about individuals sharing their lives with acquaintances around shared interests. And they despise interruptions, even more so when someone is attempting to sell something to them! This is the role of social media analytics. Marketers should develop a better social media strategy for this.

Social media platforms provide access to a large pool of customers who are primed for brand communication. Social media is an excellent platform for customers and companies to communicate, as long as they keep one thing in mind: social media may serve as your brand’s first and last impressions, therefore both must be positive. Many firms begin their data analytics journey with a brand-centric mindset, which may be problematic. Let us examine why!

2. What Is Social Media Analytics?

“Social media analytics (SMA) is the practice of obtaining and analyzing data from social media sites and blogs to assist organizations to make decisions. This method goes beyond simple monitoring of retweets or “likes” to get a deeper insight of the social consumer.”

This is true, however “social media sites” encompass not just Facebook, Twitter, and the like, but also forums, review sites, blogs, and news outlets. Basically, it’s any online forum where consumers can voice their feelings.

In social media analytics, brand mentions will facilitate brand monitoring. When a brand provides a better customer experience, the brand’s share of voice in social media grows.

Due to the noise involved with social data points, many firms underestimate the advantages of social media analytics. The excellent material isn’t buried behind rubbish, bots, and trolls.

Businesses typically make the mistake of doing one social media study and then calling it a day. To accommodate for the internet’s inherent fluctuations, social media analytics constantly interact with data. 

There are ten best social media analytics tools mentioned in this article for marketers to use when conducting social media analytics. Marketers can gain access to the majority of them through a free trial period.

3. Benefits of Social Media Analytics 

1. They assist you in comprehending your audience.

Using social data to better understand your audience may benefit you in a variety of ways. For instance, examining your previous postings may assist you in determining your optimal time to publish.

Timing is critical when it comes to social media marketing. When your followers are online and at their most alert, you will see an increase in interaction, traffic, and revenue. As a result, you should analyze your social data and determine your optimal time to publish on social media. Certain social networks make this simple with their built-in analytics. On Facebook, it’s accessible through the ‘Post’ area of your insights.

2. They inform you of which social networks are the most effective for you.

Not all social media platforms will function flawlessly for you. Simply having over 2 billion members on Facebook and over 800 million on Instagram does not guarantee that they will get the greatest results.

There may also be smaller networks, such as Pinterest or Flickr, that might assist you in executing your approach more effectively. The only method to determine which social networks perform best is to experiment and use analytics to track interaction, traffic, and sales.

This data may be used to concentrate your efforts on the social networks that are most effective for you and to eliminate those that are ineffective.

Additionally, you may utilize the data to prioritize how much time you spend on each social network. More time may be spent on high-performing networks and less on low-performing ones.

3. Social data may assist you in developing more effective content

When you monitor your social media networks, you will be able to determine which material generates the most engagement.

On social media platforms such as Facebook and Twitter, you will be able to observe which photographs, links, and videos perform better. On visual-centric social media platforms such as Pinterest and Instagram, you can see what kind of photographs perform well and which ones do not.

You may utilize the statistics on your social media profile to determine which material is most popular and effective. A built-in analytics feature on certain social networks, such as Facebook, allows users to see which forms of media perform best. This information may be found in the ‘Posts’ area of your Facebook statistics.

4. Help you to understand competitors

The same content and social media methods that you use are being used by your rivals. As a consequence, each will have its own set of data.

This data may be analyzed to determine which strategies are effective and which strategies are not effective. It will assist you in avoiding the blunders that they are doing and concentrating just on tactics that provide results. With the help of Similar Web, you may find out which social media networks are more effective for your competition.

By simply entering the URL of any website, you can find out what proportion of the traffic your site gets comes from social media and the social networks responsible for generating it.

5. Social metrics can help you create a better strategy

You are not going to come up with the best approach on your first try. You are almost certain to make a number of blunders and use strategies that are ineffective.

The good news is that if you periodically examine your social media statistics, you will be able to identify the sources of these errors. As a result, as you improve your plan, you may remove them while simultaneously fortifying it.

An excellent social media analytics tool would suffice in identifying and correcting these errors. However, you should employ social media listening to determine the influence your plan is having on individuals as well as assess the effectiveness of your strategy.

4. 10 Social Media Analytics Tools

1. Sprout Social

Because of the need for cross-channel social media analytics, Sprout Social was an obvious option for the top spot on our list.

Sprout has you covered whether you want to dig deep into your performance on a single network or rapidly compare results across numerous networks at the same time.

Track Facebook Page impressions, count Twitter link clicks, Twitter analytics, track Instagram follower growth, evaluate LinkedIn engagement, assess content success on Pinterest, and much more, all from one spot.

Sprout puts comprehensive analytics at your fingertips, from tags to trends and all in between. You can also get data on internal team performance and competition activity to assist you to enhance customer service or comparing your brand to others in your sector. Thus, monitoring social media performance is a vital aspect of doing social media analytics. 

Sprout was created from the bottom up to provide you with a simple, intuitive approach to uncovering and showing social insights.

2. HubSpot

It is possible to connect social media success to company and revenue growth using HubSpot’s analytics tools. The ability to report on the performance of your social strategy across all channels, whether you’re posting directly via HubSpot, publishing through other platforms or publishing while on the road. You may also analyze the results of several social media outlets to determine the effectiveness of a campaign.

HubSpot’s social analytics tools provide a variety of graphs and infographics that break down data by platform elements such as audience, session lengths, and impressions.

You’ll have visibility into the full client experience, not just social media-specific analytics if you use the platform. As a result, HubSpot is a fantastic alternative for firms whose marketing teams wish to centralize all campaign functions.


Because of the popularity of influencer marketing, there is a growing need for social media tools that are particularly designed for influencer campaigns.

To the rescue comes TapInfluence, a data analytics platform that eliminates many of the “what-ifs” associated with influencer marketing. This covers indicators like reach, engagement rate, and the potential value of any individual influencer’s following, among other things.

In a nutshell, TapInfluence presents essential influencer data in black and white so that companies can determine whether or not a prospective partnership makes sense before reaching out

4. BuzzSumo

While BuzzSumo is not exactly a social tool, it is an excellent resource for studying the social interaction of any piece of content.

If you’re curious about how many shares your most recent blog article earned on Facebook, Twitter, or Pinterest, BuzzSumo can help. Additionally, you may track the success of content that is competing for relevant industry keywords, which can help you determine how your content marketing strategies compare to the competitors.

Social networking is still one of the most popular ways to distribute content. You can observe which types of posts garner the most interaction by analyzing social shares and using that information to create your own content strategy.

BuzzSumo can also help you identify factors like length, post date, and headline style in top-performing content.

5. Snaplytics

The appeal of ephemeral material on social media is self-explanatory, given its short lifespan.

Snaplytics is a company that only provides statistics for Snapchat and Instagram Stories. The platform analyzes indicators like as open and completion rates, enabling businesses to determine when narrative engagement peaks and, conversely, when viewers begin to lose interest in the content.

Modern brands should ignore the importance of optimizing story-based content at their peril. Despite the fact that Snapchat has lost favor with some advertisers, the network still has hundreds of millions of active users among millennials and Gen Z.

Meanwhile, Instagram Stories is one of the most popular ways to promote yourself on the platform. For organizations who want to create more compelling Stories or eventually run story-based ads, going beyond native analytics is a wise decision.

6. Curalate

As more and more companies experiment with direct social selling, the results have been encouraging.

For businesses aiming to optimize their sales through Instagram, platforms such as Curalate may function as a hybrid shop and analytics tool, according to the company.

There’s a good chance you’ve come across a “Like2Buy” link, whether it was labeled or not. Brands like Bose use Curalate to increase their social sales — just look at their Instagram bio for proof.

We’re taken to a social storefront where customers may shop straight after clicking through.

Curalate’s platform allows companies to see which goods get the most clicks and purchases. As you learn which kinds of postings resonate with customers, this can directly drive your future marketing and product strategy.

It also keeps track of product tags and mentions, making it simple to spot and analyze the effectiveness of user-generated content campaigns.

7. Keyhole

hashtag analytics is a must-have if you want to increase the reach of your content.

Keyhole, for example, provides real-time performance monitoring of industry and campaign-specific hashtags on social media platforms such as Twitter and Instagram. This enables firms to advertise at peak periods and, at the same time, learn which tags are the most popular among their followers and customers.

Keyhole is distinct in that it not only monitors what people are saying about you on social media, but it also examines how certain accounts are performing. When you’re posting on social media platforms, you’ll need to report on how many followers you’ve gained, how much interaction your posts have generated, and, most crucially, what you can do to increase engagement. These types of analytics are provided by Keyhole.

This application, on the other hand, correctly measures real-time and historical social media data, displaying information in simple graphs and layouts that make reporting and strategizing easier. On Twitter, Instagram, YouTube, and Facebook, Keyhole makes it simple to track #hashtags, keywords, @accounts, and URLs.

8. Google Analytics

While Google Analytics is not just a social media analytics tool, it is one of the most effective methods to analyze social media initiatives and even help you assess social return on investment.

You obviously already have a tracking and analysis account set up on your website. But did you know that you can also view and create social media tracking reports?

Google Analytics is an excellent tool for evaluating social media traffic patterns. You may track individual social media campaigns using UTM parameters, for example, or observe how much traffic each social network sends to your website.

Hence, Google Analytics can assist you in determining which social media sites are most effective for your business. You’ll learn which social media sites are bringing the most traffic to your website, as well as statistics on user behavior and audience involvement.

9. ShortStack

ShortStack is a campaign creation platform that is hosted in the cloud. It aids in the creation of campaigns through the use of numerous widgets, themes, and templates. Sweepstakes, contests, landing pages, special offers, and custom forms for campaigns are all created with the solution.

ShortStack has capabilities like action-gating, which allows users to collect visitor contact information via landing pages. It allows users to fill in their information on the page in exchange for unique incentives such as e-books, discount vouchers, or freebies. ShortStack’s landing pages have templates that can be customized.

Typically, organizing a social media contest requires a significant amount of time and effort. ShortStack may assist with everything from the selection of a winner to the analysis of interaction from a giveaway campaign.

A specialized contest analytics solution is essential for organizations that conduct regular competitions or giveaways to ensure that they are not just handing out freebies for no reason. In order to do this, ShortStack examines everything from entrance data to long-term campaign performance, among other things.

You can monitor engagement numbers and determine which types of contests work best with your audience by studying the results of your contest with a social analytics platform like ShortStack.

10. SHIELD App

Fortunately, emerging social media analytics solutions such as SHIELD are assisting in bridging the gap. For example, SHIELD evaluates the performance of individual employee profiles and the roles to which they have been assigned. In order to increase reach, staff may use content analytics to tailor their articles prior to posting them. This includes average likes, comments, and hashtag use.

B2B brands are increasingly paying attention to LinkedIn, which accounts for 80% of B2B social leads. Meanwhile, given the growing importance of employee advocacy, organizations should monitor individual salespeople’s LinkedIn profiles in addition to their company pages.

SHIELD, a new social media analytics platform, is helping to close the gap. SHIELD, for example, looks at the performance of particular personnel profiles and positions. Employees can use content metrics such as average likes, comments, and hashtags to assist them to tweak their posts before sharing them to increase their reach.

5. Conclusion 

Companies may get the most precise insight of their audience’s interests and the elements that influence their buying decisions via the use of social media analytics software. It is possible that marketing teams may utilize this information to produce more customized and relevant marketing experiences.

If you want to get any support regarding Social Media Analytics our team Digifix is happy to help you. 

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