If your client’s work lives in the digital space then you’re probably no stranger to social media plans, analytics or the painful process that comes with measuring the outcome of your Facebook strategy and Twitter strategy to put into a report. We took the last year to get down to the nitty gritty and troubleshoot those frustrating problems we all seem to encounter when analyzing data from our social media plans.
1. The Perfect Analytics Tool is A Mythical Creature
Let’s face it, there’s no tool that lets you analyze across all the social networks your clients are on. After testing dozens of tools that claim to be “robust” we’ve found the ones that are actually worth the free trial. Let’s break it down:
Winner for Scheduling, Managing & Beautiful Reports: Sprout Social
Winner for Competitor Insights and Industry Benchmarks: Social Bakers
Winner for “Catch All” (But Pricy Solution): Simply Measured
2. Hashtag Tracking or Pulling Teeth?
Hashtags. We love to hate them and hate to love them. As digital marketers they’re integral to measuring the success of the content we create. Facebook and Twitter don’t offer #hashtagtracking…yet. The solution? Analyze your hashtag’s impressions with TweetReach and Hashtracking.com. To see how your entire twitter page is doing, not just your hashtags, Twitonomy gives you all the numbers in one place!
3. Lost in A Sea of Analytical Jargon
We may think we all speak the same language, but typically analytic tools like to invent their own terms. “Interactions” in one tool may not include the same figures labeled “engagements” in another. Take a step back and get grounded on what each stat on your report entails before adding it blindly to your report.
4. No Truly Customized Reporting
It’s rare to come across a tool that allows you to totally customize your report style, content, and branding. Rearranging a couple of charts here and there just doesn’t cut it sometimes. User-friendly infographic tools like Infogram and PiktoChart are great for creating quick, designer-worthy, branded reports. If you do take the DIY approach to reporting, be sure to account for the possibility of human error!
Every day new tools are emerging with seemingly innovative ways to make analyzing social media plans better, faster, and easier. Sifting through the noise to find the best tool can be half the battle. New tools may come and go but analytics are here to stay.