There are a number of powerful tools available that can help you track the success of your social media marketing campaigns. Here’s a rundown of the top tools we use to help track results and prove the success of campaigns we run for our clients.
Freely available to access and often most reliable, the first place to start when measuring results is with the inbuilt analytics platforms on each social media channel. When accessing Twitter, Facebook or LinkedIn analytics, you’ll find a wide array of useful information, including total number of impressions, engagements (such as likes and shares) and follower insights.
The Twitter analytics tab provides access to a variety of reports on the top performing posts and all of the information on Twitter Analytics can all be exported into a spreadsheet. This allows you to analyse results in-depth and create dynamic graphs and charts over extended periods of time.
On Facebook’s Insight’s tab, you’ll find all of the analytics and reporting information including reach of posts, number of likes, comments, shares and follower increases all pre-packaged up into a number of charts. Comparing the performance of your organic posts with any paid for posts is vital in order to justify any further expenditure.
The LinkedIn analytics page also provides similar key information as well as total engagement, expressed as a percentage. This is a great help as it means you can quickly and easily show post-by-post performance and increases in key metrics.
Hubspot is a paid for tool which enables you to create a personalised dashboard. It can be used to track performance on web and landing pages and find out where visitors spend the most time whilst on your website.
HubSpot’s social media capabilities enable marketing teams to have complete control over their channels in one centralised area which will make your job a lot easier. As well as content scheduling, HubSpot offers users the ability to track and engage with their potential sales prospects which can support your sales team.
In terms of measurement, HubSpot users benefit from the tool’s reporting function that analyses and compares the performance of different social channels across different time frames.
Google Analytics is a vital tool used to track and measure marketing performance. This free to use package makes tracking traffic from social media and performance of keywords related to the brand very straightforward. It can also be used to gather data from PPC activity and bounce rates. Users can also feed key information about conversion rates into their reports using Google Analytics and understand more about the patterns of website visitors from social media, including the length of time they spend on a page.
Hootsuite is a one-stop shop for all your social media needs. Just like HubSpot, it provides real-time analytics to assist with social media reporting and the all-important scheduling tools.
It will also give you data to help you better understand your audiences on social media. For example it will track what content they like and what they share on their social profiles. This can be really helpful as it allows you to create future content that will appeal to your audience base.
Hootsuite users can also use the tool to discover new target audiences, tracking specific conversations related to your brand. It’s a tool we couldn’t live without!
What tools do you like to use? Let us know in the comments below.
Looking for some support with your content creation strategy and social media management? Our Social Media Fundamentals and Advanced Social Media training courses are perfect to help you develop your skills. Visit our training page or contact the team – firstname.lastname@example.org