On the Social web billions of conversations occur. These conversations take place across many platforms and in many different languages. Conversations also come in many different forms. It is a constant challenge for Social Media Managers to get the results that the companies they work for desire in order to show a return on the investment of having a social media presence. An ongoing hurdle for Social media Specialists is to find out what kinds of audiences are engaged in their product and service, while also trying to connect with their own established targeted audiences. The answer to this challenge is social web analytic tools. These tools allow a companies social media team to align the companies goals and objectives with the social media activity.
Social web analytic tools provide an avenue for companies to take collected information and provides essential feedback in different ways. Measurement comes in many forms and these analytic tools help to decipher which information can put your business in the best scenario to succeed in the social web and in the corporate world. Depending on how detailed you want your feedback to be will determine how much time and money you will need to invest in these tools. Here is a look at a few tools and the value they provide to organizations drawing information from the social web.
Unpaid Analytic Tools:
A widely used free tool that is capable of executing social media searches and analysis. It draws from a variety of sources and turns the collective data into a single stream of information. This allows you to track and measure what is being said about your organization, similar to Google Alerts.
The downfall of this tool in comparison to paid products is the lack of real analysis that most companies demand.
Focusing on the Facebook social media platform. You can track your organizations Facebook performance and also compare it against two competing companies. If Facebook monitoring is key in meeting your business objective than this would be a good free tool to try.
One of the preferred free tools available for social media monitoring. This tool is free to use on any website and doesn’t have a limit on page views that is tracked and is capable of generating reports. Basic users can get info on how many visitors and page views are being received, what sources are sending the traffic, search phrases that lead to visits, and bounce rate to name a few.
There is more settings available for advanced users like goal tracking and custom reports. This is a great platform for new users to begin with the more simplistic functions and move on to the more advanced settings once the user feels more comfortable with the features this tool offers.
Paid Analytic Tool: Lithium – Packages start around $1500 a month
Lithium is a social monitoring tool that aggregates and analyzes social media content from blogs, Twitter, mainstream news, photo and video sharing sites, comments and forums. The searches draw from the various platforms in real-time and provide a generalized insight to the sentiment of conversations and social mentions around your organization or brand. The tool lets you know if the things being said about your brand is positive, negative, or neutral. The Social media specialist has the opportunity to change the sentiment but it gives you a generalized look into how people might be feeling about a brand at any given time. Buzz tracking is another feature that provides real-time metrics around conversations about your business and has the capability to compare the data against the industry competition. In addition, there is multiple saving option included with this search analytic tool including bookmarks, notes, and social media mentions with team or individuals set to receive them. Quotes is a feature that is unique to Lithium and allows users to see praise complaints and issues from the social web very quickly.
By Matt Mulvihill