Social media plays a significant role in the process of building brand recognition and generating traffic. Therefore, regular analysis can be the key to success. What are the best social media monitoring tools available in the market? How can you use them and what results to expect?
Every active social media member wishing to understand their recipients and generate greater traffic should regularly analyze all the channels. Sometimes you may think that you know users and their interests.
But is it really the case?
In today’s entry, you’ll learn why social media monitoring tools are so crucial and how they can benefit your business.
Social media and SEO
Seemingly, social media doesn’t have a significant impact on SEO. But is it true? Not really. Platforms such as Facebook, Twitter, or LinkedIn are based on the exchange of information between users and generate traffic. Therefore, using them to improve brand awareness is currently an important element of every marketing strategy.
Social media encourages users to interact on a company’s profiles so it’s crucial to publish appealing content that’s of interest to potential recipients. When users see that the brand is constantly active they’re more willing to click published links and interact by commenting, liking, sharing and retweeting posts.
All these signals inform Google that a website linked to such profiles is trustworthy and can be ranked higher. Company social media profiles have another advantage - they support link building and help to obtain more backlinks.
Why is it worth using social media monitoring tools?
Regular and conscious social media activity can bring you lots of benefits - it supports SEO as well as the process of building brand recognition and community. Why should you support these actions with constant social media analysis?
To increase website or social media traffic, you need to understand the requirements of the recipients. Who searches your products or services and why? How are these people supposed to reach you? With social media monitoring tools, you can verify who is the addressee of your content and tailor your activities to specific audiences.
Get to know your recipients
Profound analysis of users who reach your profile on a social media platform is a key element of devising your brand strategy. After all, recipients aged 25-34 require completely different content than those aged 55-64. The same applies to terminology - you should adjust it to readers to ensure it’s understandable.
Nevertheless, age isn’t the only relevant factor. Social media analysis tools indicate where the recipients come from, what language they speak, and what interests them. It’s worth collecting all this data to refine your strategies and think about what can be done to attract users’ attention more in order to achieve desired results.
Paid social media analysis tools
Currently, the market abounds in tools that enable monitoring social media traffic. Some of them require paid subscriptions that’s why not everyone decides to use them. We’ll start by discussing this group.
Brand24 is a tool chosen by many tycoons. It’s one of the finest solutions that allows you to monitor everything that is written about your company online, in real-time. What does it actually mean?
This tool gives you access to feedback from users active on the most popular social media such as Facebook, Instagram, Twitter, Tik Tok, Youtube and even Twitch. With its use, you can analyze who talks about your brand, where and how it happens. Moreover, you can check if the comment is negative or positive and react accordingly if needed.
[caption id="attachment_43731" align="aligncenter" width="750"] An exemplary view on Brand24 dashboard[/caption]
The tool offers reporting which facilitates the process of determining and presenting your online brand recognition. According to your needs, you can generate email, PDF, or infographic reports.Brand 24 - who does need this solution?
Brand24 is a tool for every person active online. Thanks to it, you can check how your company is presented and how published content affects users. It offers a number of analysis options when it comes to mentions and their sources, which means that it can be used by anyone who wants to know recipients of their content. Some of the functionalities can be tested during the 14-day free trial.This tool can help you to:
conduct a brand audit,
check which hashtag or campaign is the most popular,
react to crisis situations,
generate a brand popularity report.
SentiOne is a tool similar to the abovementioned Brand24. It offers real-time monitoring of brand mentions and quick reactions to user messages. But these are not all the functionalities.
This tool enables social media analysis that aims at getting to know your recipients and scrutinizing data about your market rivals. Thanks to gathered information, you can tailor your marketing strategy and refine content to ensure that it satisfies users.
This tool can help you to:
monitor brand, product, or service mentions,
analyze your content recipients,
analyze your market rivals,
quickly react to mentions and crisis situations.
Unionmetrics is an analysis tool similar to the aforementioned Sotrender. It's paid, however, it offers some free functionalities such as Twitter account analysis or the possibility to check when and what Instagram posts to publish.
The paid version enables social media monitoring in real-time, market and competitive analysis, automatic report generation as well as monitoring of selected keywords. Thanks to it, you can analyze profiles on platforms like:
This tool can help you to:
monitor mentions and hashtags,
analyze market rivals,
optimize content and social media.
Free social media monitoring tools
Comprehensive social media analysis can be done also with free solutions. Not many people acknowledge their potential, however, their use can bring you numerous benefits. What free social media monitoring toolsare worthy of your attention?
Everyone who cares about thorough monitoring of their website and social media should use Google Analytics. This tool provides a lot of valuable data: page impressions, audience information, conversions, and much more. How to use this tool for social media analysis?
Thanks to Google Analytics you can check how many users are attracted by your social media profiles (and other channels). Discover which platforms are worthy of your attention and further development. Learn about your recipients, their ages, and interests. Check which campaigns are attractive for users and generate better results.
Google Analytics is a real compendium of knowledge and a great complement to other tools - some of them, such as Rival IQ, can be integrated with GA for even more in-depth analysis.
This tool can help you to:
analyze website visitors,
analyze converting users,
check which social media platforms generate the greatest traffic,
integrate it with other social media analysis tools.
SocialBlade is a user-friendly, completely free tool that allows you to check the statistics of a selected social media profile. Thanks to it, you can monitor the followers and statistics of your competitors. It supports up to 11 platforms, including:
SocialBlade gives you access to the database with the most popular Instagram and Twitter profiles as well as YouTube accounts with the greatest numbers of subscribers.
This tool can help you to:
analyze market rivals,
monitor social media profile statistics,
analyze profiles of influencers before starting the cooperation.
Which tool is the right fit for you?
To answer this question, you need to determine why you actually want to monitor your social media. Do you run a company profile and want to generate greater traffic or improve sales of products and services? Do you want to check which social media profiles enjoy the greatest popularity? Everything depends on needed functionalities.
Not all circumstances necessitate the use of paid solutions. They are useful when you want to keep track of what's going on with your brand and see which campaigns and posts benefit your company.
If you want to monitor basic statistics and social media traffic, functionalities offered by free tools should be fully enough. It’s always worth using them, even if you normally benefit from paid alternatives. Google Analytics and SocialBlade effectively complement other tools, therefore, it’s advisable to use them to collect more detailed data.
How to benefit from collected data?
Constant social media monitoring is crucial if you aim at improving traffic and sales. For this purpose, you need to consciously benefit from data collected by the analysis tools. How to do it?
understand your customer's needs - once you know your target recipients and their opinions, try to understand them. Step into the user's shoes and provide content that will actually interest them.
don't perceive negative comments as attacks - an unflattering service or product review doesn't have to be something bad. It allows you to improve the offered range and tailor it to customer needs. Think about elements you may refine.
respond to crisis situations - if you see a lot of negative mentions, check what's the reason for this state of affairs. Not taking any steps may have a negative impact on your brand image and finances.
publish posts in the right place and at the right time - analysis tools provide data on the content that's of interest to users as well as times when they're the most active. Try to expand profiles that are most popular.
Social media analysis tools. The takeaway
Social media can support the SEO process, therefore, it’s crucial to ensure that your profiles work to improve your brand image. When it comes to social media monitoring and analysis, it’s worth benefiting from specialized tools that will help you understand recipients, refine your content, and eventually increase both sales and website traffic.
It’s not always required to choose paid versions. Free tools offer functionalities that will allow you to analyze audiences and check profile statistics.
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