How to Monitor the Social Media Landscape and Measure Your Results

By Brooks Briz, David Rose

When you work in social media, gathering information isn’t the same as sorting through it. Monitoring tools allow you to look across multiple platforms for specific keywords and phrases. These are the best monitoring tools out there:

  • Sproutsocial.com schedules posts and offers in‐depth analytics on your posts. Sprout also splits work among team members based on the projects you’re working on and your team’s responsibilities.

  • Keyhole.com tracks keywords, hashtags, and website URLs across Facebook, Twitter, and Instagram. Keyhole also tracks news stories and trends across all social media. Its influencer tracking lets you see when key influencers mention terms related to your interests. Track terms that are related to a company’s name, products, and overall image.

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  • Trackur.com conducts monitoring of all social media and general news from Twitter, Facebook, Google+, and other sources. Its key advantage is that it allows you to understand your influence; its in‐depth social analytics reveal trends and uncover target keywords.

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  • Topsy.com searches virtually the entire social web for keywords. It also segments your searches across social media by links, tweets, photos, videos, and influencers. This feature lets you hone in on platforms and types of media that are most important to your company.

How are your social media posts being perceived? How influential are you? How far are your messages traveling? It’s important to measure your influence and overall results whether you’re looking for a job or you’re demonstrating your value for your employer. Results in social media are all that matter at the end of the day.

It’s hard to quantify how much a relationship is worth. In fact, it might seem downright scandalous to put a value on a relationship or to figure out whether you can turn a profit or meet key performance indicators (KPIs) with them.

Bosses are looking to see how social media can show a positive. These sites can help you do just that:

  • SAS Social Media Analytics (SMA) is an extremely sophisticated social media analytics system developed by the Statistical Analysis System (SAS) Institute. With the numbers accrued through social media, a company can integrate social conversations into business operations. For example, based on customer feedback, a company may decide that customer service is giving ambiguous information over the phone and can immediately focus on retraining their staff. SMA uses all customer touch points, including brand marketing, public relations, and customer service.

    SAS is the closest to science supporting the effectiveness of social media.

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  • Socialbakers.com features analytics software that focuses on social media measurement. You can compare your direct competitors and your industries.

  • TweetReach.com offers in‐depth analytics for Twitter, Instagram, and Tumblr. Enter a URL, hashtag, phrase, or username. TweetReach uncovers all the applicable information related to your search.