Social Media Marketing for B2B

(Time Tested) Tools to Measure Social Media Success

April 4th, 2012 2 Comments

A while back, I promised my friend @tridipchakra  to write a blog about  tools to measure social media success.

Now that I am at the onset of a 3 months sabbatical and (somewhat) of a social media hiatus, I am honoring my promise. Here a list of some, mostly free, key tools, that I have found useful over the years:

  • Google your own name or set up Google Alerts to get a picture of what information is out there about you. Some people might have to do some clean up while others might find that they are a fairly unknown quantity on social media. Or, hopefully, you’ll like what you see.
  • Search for your name on Socialmention.com. In addition to a list of search results similar to Google, you’ll get stats on sentiment, top keywords, top users and hashtags.
  • This is one of my favorites: put any  Twitter handle into TweetReach.com and get metrics on reach/impressions, retweets, mentions, top followers etc. TweetReach just upped their report function and now provides even nicer looking and more comprehensive reports than in the past. The tool is free for up to 50 Tweets.  The paid version seems worthwhile for a business account.
  • Klout provides your influencer score. Take this with a grain of salt as it’s not a perfect science. It covers Twitter, FB, LinkedIn and G+. I don’t like that Klout puts so much weight on continuity. If you go on vacation for a week, you’ll see your score drop; hopefully influence outlasts a vacation. I do like that they now show a person’s area of expertise, e.g. social media.
  • Other similar tools are Twitalyzer and Peerindex, just based on different philosophies of measuring influence. Tweetstats provides you with a hashtag cloud, count of retweets, replies, and a detailed breakdown on when you tweet(ed). Pinpuff measures your Pinterest influencer score. And if you Googled it, you’d find so many more tools; new ones pop up every day.
  • Mr. Unfollowr tells you who has recently unfollowed you on Twitter. I like this as it gives you an insight on how successful you are in reaching your target audience. There are many businesses that will follow you in the hope that you will follow them back (and buy something) and if you don’t, they’ll unfollow you a few days later. The Mr. Unfollowr list will show you if the unfollows are from vendors you are not interested in or if there is attrition in your target audience; in which case you might want to review your Twitter strategy.
  • There is also Mr. Tweet, now part of Twitter and displayed as “Who to follow” on your personal Twitter homepage. Learn who you should be following based on your interests and grow your following more quickly.
  • I look forward to my weekly email from TwitterCounter that provides me updates on my follower growth and often highlights other useful  tools.
  • Use Bitly’s to track click-throughs on the URLs you use. If you use TweetDeck, you can connect your Bitly account directly by getting a code from Bitly that you enter into the “services” section on TweetDeck. Your Bitly page will then give you full CTR stats; you can even drill down to get information on the users.
  • And last, for Pinterest, you can use this URL to see what has been pinned about your business: http://pinterest.com/source/marketingxlerator.com; simply replace “MarketingXLerator.com with the URL to your site.
  • Last, if you wanted to measure the impact of your social media activity on a blog, for example, Google Analytics is one of the best free tools. It can not only tell you how many views you got on your blog but also where your referral traffic came from (e.g. Google, Facebook, Twitter), what search keywords people used to find your site, and much more. The knowledge on how to embed the Google Analytics code into your blog can easily be acquired on Google.

This list is by no means comprehensive but I have used all these tools successfully.

Paid

If you have a budget, Radian6, Alterian and other big solutions can give you deep insights. But, to dig deep, you’ll also need qualified resources to mine the data successfully. Of course, one option is to outsource to a qualified vendor.

More Resources

Check out this fantastic blog by my friend Ingeborg van Beusekom: Does the perfect social media monitoring tool exist? It expands on the options provided above. Follow her at @socialsomething.

Are there other tools that you are using to measure metrics? I’d particularly be interested in the free tools.

Aloha! (Tridip, I”ll blog about what metrics make sense for each channel when I return :-)).

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2 Responses

  1. Sjpapa says:

    Very concise and useful article!

  2. Tom says:

    So much great info. Thanks Natascha!

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