Social Media Analytics Tools

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What Does Social Media Analytics Tools Mean?

Social media analytics tools are pieces of web application analysis
software that are used to monitor, assess and consequently improve social media performance.

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They’re simply a subset of web analytics tools that are designed to gather and make sense of web performance data produced by social media sites and platforms and consist of the usual graphical dashboard and data visualization techniques that give the user a clear understanding of the performance of their social media presence.

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Techopedia Explains Social Media Analytics Tools

Social media analytics tools are essential in running a successful social media campaign. It allows social media experts to track and determine the performance of various portions of the social marketing campaign, such as sales, customer service, and sentiment analysis.

In terms of sales, these tools show how well a social media marketing campaign is going by showing all positive turnovers or purchases that come directly from social media sources, such as Facebook and Twitter.

These sites are useful for disseminating purchase or signup links and correlate directly to traffic, which can be picked up by a specific social media analytics tool.

For brand recognition and sentiment analysis, some tools are able to mine the data from social networking sites in order to find or discover the sentiment of people towards a brand or business through methods such as natural language processing and pattern recognition.

Common methods of analysis used:

  • Data mining
  • Transformation
  • Natural language processing
  • Data pre-processing
  • Data visualization
  • Hidden pattern evaluation
  • Traffic analysis

Examples of social media analytics tools or platforms:

  • Google Analytics
  • Twitter Analytics
  • Facebook Insight
  • Hootsuite
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Margaret Rouse
Senior Editor
Margaret Rouse
Senior Editor

Margaret is an award-winning technical writer and teacher known for her ability to explain complex technical subjects to a non-technical business audience. Over the past twenty years, her IT definitions have been published by Que in an encyclopedia of technology terms and cited in articles by the New York Times, Time Magazine, USA Today, ZDNet, PC Magazine, and Discovery Magazine. She joined Techopedia in 2011. Margaret's idea of a fun day is helping IT and business professionals learn to speak each other’s highly specialized languages.