Top 10 analytics tools for social media

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Sifting through the crowd

Participating in social media for brands is no longer a question of if, or even a how. Even the stuffiest of CEOs and their companies have joined the conversations, and they've hired social media experts and PR firms to advise them on how to build campaigns and engage customers. In fact, eMarketer's recent study "Social Media in the Marketing Mix: Budgeting for 2011" estimates that 80 percent of U.S. businesses with 100 or more employees will use social media marketing this year.

So now that we are all here, the questions shift. What now? And are we doing this right? There are scores of companies out there trying to help brands answer these questions. Just search Google or Quora for "social media analytics" and "social media monitoring," or check out OneForty. The results are enough to make anyone's head spin. There are literally hundreds of apps and websites that purport to do the best job of monitoring, tracking, and analyzing your social media presence. Consequently, this abundance causes confusion and frustration among companies trying to find the right solution.

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As a company, we have evaluated dozens of social media measurement applications and products, and we have found that currently no one has "the" solution for providing a comprehensive look at marketing campaigns across social media platforms. Every tool has its own strengths and weaknesses, its own way of tracking and reporting results, and its own pricing structure.

Rather than having you start from scratch when evaluating these tools, I'd like to give you a leg up by outlining the three paid and three free or low-cost social media measurement tools that we've found most interesting. And, for good measure, I'll include a few others for consideration that we are still in the process of evaluating.



Shivani Gala
Shivani Gala May 5, 2011 at 10:19 PM

Great list Adam! Am going to make a shameless plug for Omllion here! Our social media monitoring tool offers features like:-
* Sentiment analysis
* Collaborative Workflow Management
* Media Distribution
* Word Popularity
* Geo Mapping
* Measuring and analysis options at each level of filter
* In built search and a lot more!
How about you have a demo with us and see how we are better? My twitter handle- @shivanigala


PS: Did I mention that we begin at $120 per month with no extra charge on any feature!

Rajesh Vinaykyaa
Rajesh Vinaykyaa April 22, 2011 at 12:26 AM

These days we all about Social Media marketing. But isn't this has become too much competitive for a layman to promote through social sites. Don't we need to come out with new ways that can be followed by a layman at low cost.

Sergei Dolukhanov
Sergei Dolukhanov March 24, 2011 at 2:06 PM

Thanks for the article! A nice review of some excellent services in the social media realm.

You should also look to include EvoApp in your list.

EvoApp's software is a centralized portal that does volumetric and sentiment analysis for all forms of communications including, but not limited to, emails, phone calls and social media posts such as twitter, blogs, social feeds etc. You can use the social media module to look at before and after marketing campaigns and do competitive analysis, etc. Basic packages start out with 20 keywords of the clients choice, with unlimited customized dashboards and analytics available.

You can use the direct communications module which archives and rates the polarity (positive to neutral to negative) of your customer's communications to the company by tying into the email, phone, etc. This module I.D.'s problematic discussions quickly and allows you to pre-emptively rectify customer issues. EvoApp in a nutshell: an interactive, integrated communications hub for visualizing, analyzing and interacting with the entire communications heartbeat of an enterprise.

Let me know if you have any questions or comments!


Sergei Dolukhanov
Director of Marketing, EvoApp

Jennifer Roberts
Jennifer Roberts February 14, 2011 at 4:29 PM

Thanks for including Collective Intellect in your list. If you would like more information about how we apply semantic technology to structured and unstructured data, please drop us a line.

Rob Key
Rob Key February 14, 2011 at 1:15 PM

hi adam -- thanks for doing an article that tries to clarify some of the different solution. I think the "top 10" headline is misleading though. Forrester did a comprehensive review in July of the category and named Converseon a category "Leader" (along with Radian 6 and Nielsen) based on a 76 point indepth review. We were cited for our quality of data. Our focus is on enterprise brands who are looking for both real time monitoring and deep level mining that can be configured to organization use. We are also one of the very few in the category with the Twitter firehose partnership which provides 100% of tweets versus 5-15% from the regular API (twitter is shutting down "white listing").

So while i think the article is a nice start, it would be inaccurate to describe it as comprehensive or complete. A free copy of the Forrester Wave is available at the website. We'd be happy to talk to you further about our capabilities. Cheers.

Samuel J
Samuel J February 11, 2011 at 10:25 PM

Thanks for covering Beevolve in your Top 10 analytics tool list.