Data-driven customer service has blown up in a big way, and has become a critical method for business owners and freelancers to market to their audiences. Social media analytics play a big role in data-driven customer service - by utilizing these tools, you'll learn more and more about your audience and your core demographic, what they need and want, and - especially - how to market most effectively to them using that data.
A wide array of tools for social media analytics exist, but not all social media tools are created equal. Here are some of the best social media analytics tools of 2017.
Buffer offers up social media management and analytics tools across a wide array of social media platforms, including Twitter, Facebook, Pinterest, Google+, and more. Buffer provides comprehensive analytics across all the platforms you connect to it with daily, weekly, monthly, or quarterly timespans, and offers up an all-in-one dashboard for you to review regularly.
Buffer touts both free and paid plans, but the paid plan is worth the relatively small cost to keep track of all your social media accounts - not to mention the time you'll save by being able to post to all your social media channels via a single platform.
BuzzSumo is a brilliant platform not only for social media analytics, but for finding key content influencers in your field and studying how they operate. BuzzSumo delivers in-depth analytics, content curation, and content discovery to help your content be seen by as many people as possible - and, of course, to help drive traffic and sales to your main site. Popular among creators and publishers, BuzzSumo will help you discover what content is being shared the most among your audience, and help you generate content that will be widely shared.
This free social media analytics tool may not possess the in-depth strategies of other paid platforms, such as BuzzSumo, but it does have excellent baseline analysis tools to tune in to your core demographics and assist in target marketing. It also allows for website feature testing in order to further assist targeted marketing efforts. For marketers and business owners just starting out - or are on a tight budget - Google Analytics is an excellent tool.
Another freebie, Followerwonk allows you to analyze data for a single Twitter account. Followerwonk offers location data, demographic, and activity times in addition to follower tracking. The two paid account levels are a trifle pricey, so you may not want to make the investment unless you're an already established and profitable brand, but for what you pay, you'll get a great deal. If you're just starting out, though, the free account will give you a place to start with Twitter analytics.
Cyfe is another all-inclusive dashboard-style site that provides marketers with analytics across multiple accounts. The free version permits just five widgets for analysis, but gives you unlimited flexion in how you set them up. A comprehensive analytics tool, Cyfe is capable of analyzing and monitoring data across all platforms - not just the standalone social media platforms, but Google Analytics, MailChimp, and more. Paid Cyfe accounts exist, but the free account is enough to start you off if you're still establishing your brand.
Klout is perhaps the least direct analytics tool of all those listed here, but is nevertheless a great measure for seeing how much influence you have on the web. You can connect an account for almost every social media platform to Klout, including Facebook, Twitter, Instagram, Tumblr, and more - and it will provide you with a composite score that indicates your overall online influence based on a scale of 1 to 100. Klout is a free tool, and can assist you in growing your online influence by targeting what you're expert at and suggesting content to you to share - and sometimes even curating content you produce if you start getting higher scores in online influence.
Social media analytics is a huge key to brand success and customer service. Utilizing any or all of these tools will help you to understand your market - and preserve your brand's longevity.