Measuring the impact or return on investment of your social media activity can be a challenge however there are tools you can use to monitor the impact of your tweets and posts. Which you choose will depend on what metrics you want to use to measure engagement and on how much you want to spend. There are plenty of tools which you can use for free but if you want really in-depth monitoring you may well have to spend some money.
Hootsuite is a social media management system which supports social network integrations for Twitter, Facebook, LinkedIn, Google+, Foursquare, MySpace and WordPress. It can be used to post and manage content as well as analyzing the impact of your social media activity. The basic version is free but there are pro and enterprise versions (which allows you to create and manage teams) available for a cost.
Brandwatch is a web and social media monitoring tool which gathers data on a specified topic from across the web – allowing you to monitor what people say about your brand, products, competitors, industry or any related topics. It then allows you to analyse and review this data in order to allow you to measure the impact of your social media activity. Brandwatch is a paid service with price plans starting from £500 per month.
Google Analytics is a service offered by Google that generates detailed statistics about a website’s traffic and traffic sources as well as measuring conversions and sales. You can also use Google analytics to create and track custom URLs. The basis version is free but a premium version with additional features is also available for a monthly fee.
Bit.ly is a service which allows you to shorten, bookmark and share web links. The URL shortening service is particularly useful for social media such as twitter where posts are of limited length but using a shortened or customized URL also allows you to track how many people have clicked a particular link. Bit.ly is free but also offers a paid enterprise version.
Other Social Media Monitoring Tools
- LinkedIn Company Pages and Facebook Pages both offer in-built analysis of your posts, reporting on click-throughs, shares and impressions (i.e. how far your post has travelled)
- Salesforce: this is a customer relationship management (CRM) system which has social media integration