Five Affordable Social Media Analytics Tools for your Brand

We all know that social media is not free especially when it comes to community management, creating content, and boosting posts to be promoted (ex.Twitter). Social media analytics are another cost that entails some investment when it comes to your marketing strategy and overall marketing goals. Of course there are always the free tools like Google Analytics and Facebook Insights. Google Analytics help you determine what social sites are helping to drive traffic to your site and what campaigns are working versus those that need to be dumped or optimized. Facebook Insights is constantly evolving but overall it allows you to see what content your fans engage with, when and how often.

Here are 5 more to consider for your social toolbox: 
1. Topsy- Simple, easy to use tool that comes in a free (or paid) version in order to let brands monitor Twitter. One of my favorite parts about it is that you can see what hashtags are being used – how often, by who, and what the conversation is around that hashtag. This is a crucial step to take before using hashtags in your tweets, in order to ensure it is the proper conversation for your brand, your tone/voice, and of course your audience.
2. Hootsuite- I think we all know Hootsuite, but it is sometimes overlooked. It’s a great community management tool (free or very cheap) that enables a community manager to monitor, schedule posts, and manage multiple channels from one location. And it comes with an analytics portion which allows you to customize reports for easy analysis and sharing with management.
3. Twitalyzer- Quick, easy to use tool that allows you to monitor your competition (specifically for Twitter). Obviously not the only tool to use, but a nice tool to add on to your arsenal when needed.
4. Bottlenose –  Great visual of conversation going on around your brand in real time. It helps you visualize what your brand is connected to or who the influencers are and what they are influential about. Great for monitoring, targeting, and being able to engage in real time and not losing out.
5. Social Flow – Not free, but gives your brands an edge up when scheduling posts and tweets, to see when is the best time for your brand to hop into a conversation for your particular audience. It helps to ensure that you are using the write phrasing, and taking advantage of the best time and day for that particular social engagement – whether it’s during a live event or otherwise.

Bonus: If you have the budget to spend a little more money

Radian6 - Great listening tool to see what is being said about your brand, the competition, what’s occurring in real time, and of course the ability to hop into conversations with your customers and be a part of the community. This tool is perfect for finding your influencers, and engaging with them organically as it streamlines the process for your brand and makes the process way less manual and less cumbersome.

Not sure which one you want to use? TIP: Many tools will allow a free trial before you jump in with the fee, so always see if you can test out the tools first.
Note: This post was originally written for socialnomics and my post can also be found here.

3 Ways Other Than Klout to Measure Influence

Twitter influence of an individual is not just about the number of followers that he or she has. Is it ever that simple? Klout has a cool set of algorithms they use to calculate the influence someone has on Twitter, which includes the ability of a Twitter user to “make people act.” Can someone with 500,000 followers make you retweet and mention more? You’d think so, right? Not necessarily.

For example, actor Ashton Kutcher has over 6 million followers, but it doesn’t mean he has high Twitter influence. More likely than not, people who just Tweet and do not mention or retweet others, will not be retweeted or mentioned either. In addition, their topics discussed on Twitter are more likely to become trends. So how do you figure out if  you have amazing and astounding Twitter Influence (other than checking your “Klout” — because you know you already have)? Keep reading…!

Twitalyzer: A great analyzing tool to help you determine the influence you have in the Twitterverse. It measures a person’s (or brand’s) influence via their followers, references by others, retweets  and others retweeting their posts. Thus, it’s not just about the number of followers but a bunch of metrics which together allow Twitalyzer to come to your “influence” percentage. Don’t be disheartened if it’s not as high as you had hoped. It doesn’t mean you aren’t “influential’ in your twitter circle. However, it is awesome to see who you can influence, who influences you, and other great analysis that comes along with this tool. If I am promoting my brand via my personal Twitter account, it’s important for me to know what my influence is on the Twitter community, and why my percentage is that high or low. Then I can analyze who I am able to influence and use that to my advantage when building awareness and/or working on a social media strategy for a product/service/brand. Twitalyzer has 3 pricing plans ranging from $4.99 to 99.99/month.

 TweetLevel: A tool that gives your “tweet level” based on your “importance” which gives you 4 result metrics including your influence, popularity, engagement and trust. In order to determine one’s “influence” with this tool,TweetLevel looks at a “combination of the number and authority of someone’s followers together with the frequency of people name pointing an individual (via @username) and the how many times an individuals posts are re-tweeted. Other attributes were included in the final score but were given a lower weighting.” I know I couldn’t figure this out on my own, and its helpful to have a tool which will do the analysis, algorithms and funky stats for you. Once you have the “level” you or your brand is at, then you can use that to focus further on where you have more influence, and/or try to expand the influence you already have. One tip that TweetLevel (and other strategists) emphasize is that you shouldn’t “protect your Tweets” (despite privacy concerns) — it will lower your influence and make others less “trustworthy” of who you are and what you have to say. TweetLevel is currently in Beta and Free.

Twitter Grader: A cool tool that measures the “power, reach and authority of a twitter account. In other words, when you tweet, what kind of an impact does it have?” The factors that go into this tool’s algorithm include # of followers, power of followers, updates, update recency, follower/following ratio, and engagement. However, Twitter Grader won’t tell us the specifics on how they “calculate” — there’s a “special sauce” and I’d be killed if I were to find out and blog about it! So… when you get your “grade” – awesome – but what does it mean? This tool analyzes all parts of your grade for you and gives you a detailed response to help you realize how “influential” you are. “The grade is calculated as the approximate percentage of other users that have an equal or lower score.”  For example, if I received a Twitter Grade of 96.6, it means that about 96.6% of the other users got a lower score than I did. Didn’t get A’s in high school, maybe you can with your Twitter Grade. Best part: it’s Free.

And for all you fellow social geeks out there, here’s a BONUS 4th tool:

 Terametric: Has a new function called Optimizer for Twitter which allows for a great deal of Twitter analysis on your brand. But what I thought was really cool was the industry tracking feature. It helps brands get real-time tracking on Twitter handles, brand mentions, competition, influencers, themes, hashtags, and more. Thus, it is ideal for identifying influencers who are Tweeting about your brand/industry that you should engage with.


So instead of finding your own influence, you are focusing on others who are influencing the community within with your brand/product is targeting. Terametric starts at $500/month for Enterprise Product Marketing and agencies with a 1-month, no-risk, free trial. SMB’s should contact them directly for pricing.

Ready, Set, “Influence!” And here’s the Toolkit you need to get started…

Tags: Klout, terametric, Tweetlevel, Twitalyzer, Twitter Grader, twitter influence