Moderator: @KristiKellogg and @BruceClayInc
As you monitor your social activity, what social-related KPIs are you looking for? Followers? Shares? Traffic? etc.
@kkenyon86 Definitely looking for interaction, build our brand awareness. If they turn into a follower – bonus.
@BruceClayInc By “turn into follower” do you mean in the SM network, or in general (like customer, advocate)?
@kkenyon86 SM network – the business I’m in, it’s all about being top of mind for micromoments.
@madelineg_sea We’re looking at followers, interactions, and shares as well.
@CaitlinBoroden Interaction and engagement is a huge one! We don’t want to be talking into the abyss.
@KristiKellogg I’m tracking social traffic, as well as followers, retweets, shares, interaction with influencers, etc. I’m paying attention to Twitter, Facebook, LinkedIn, Google+ and Instagram — though Instagram doesn’t provide much data.
@iankeir1 I agree. You have to look at the entire social media picture as a whole.
@madelineg_sea Totally. Looking at all of the metrics together is where you’ll get your real insights.
@jonfoulds reach, clicks, shares, growth in followers over time
@Navahk Website clicks
@nemofindsworld Depends on business objectives and the social media platform being used..but ultimately helping to cultivate brand awareness.
@kg7maj Followers… what portion of them engage via RTs & at mentions. Less concerned about followers as base is formed for engagement. If the website is key for revenue generation, link clicks are monitored. Can’t be the only thing you’re putting on social.
@digishapatel288 for brand awareness and getting more engagement followers are important.
Are you paying for a subscription to any tool? What do you get from it that you couldn’t get for free?
@CaitlinBoroden We use the premium version of @hootsuite around the office. The calendar scheduling tool is a lifesaver.
@Navahk Yes! Better reporting
@TheBuyerGroup You can customize reporting with paid tools.
@iankeir1 We use @Brandwatch at our office. It’s helpful in seeing advanced reach metrics.
@paulaspeak I haven’t heard of @Brandwatch before. Is it a rep. mgmt. tool mostly?
@iankeir1 to an extent, yes. would definitely recommend checking out a demo.
@Brandwatch Hi Paula! We’re a social listening tool. We help brands gather data from organic convos across the web.
@Magencyllc We love @hootsuite and @RavenTools.
@BruceClayInc Okay, we’ve got people paying for @HootSuite Pro and @RavenTools. What else?
@kkenyon86 Not for SM, but website analytics.
@madelineg_sea @SproutSocial and @AudienseCo for their reporting capabilities.
@KristiKellogg LOVE @SproutSocial!
@VirtualPBX Our primary KPIs are engagements and traffic.
@kg7maj For social analytics, Facebook Insights & Twitter Analytics are powerful. A few good ones for Instagram are available.
@jonfoulds Depends on the client and how extensive their needs are for reporting/scheduling/etc. Some do, some don’t. We’ve used NUVI, Sprout Social, Hootsuite.
@digishapatel288 I am using @socialpilot_co for social media activity and fb branding.
@ebiziq Big fan of @SproutSocial. Their inbox system is the best. Plus great collaborative tools and reporting. FWIW we’re curious about @MeetSOCI too. Seems like a great tool for an agency solution. Has anyone given them a try?
@kg7maj My favorite Instagram analytics tool is iconosquare (http://clwy.us/1MKMiNj ). Iconosquare is free, shows followers/unfollowers & engagement figures. For inbound traffic & web analytics, Abobe SiteCatalyst is powerful. http://clwy.us/1SUt83P.
@VirtualPBX Followerwonk allows marketers to grow their Twitter followers with their target customers.
@tannerpetroff I haven’t used NUVI in a couple of years, but last time I did it had a long way to go.
@DavidProHQ I use/pay for @semrush @moz Followerwonk, @SproutSocial, @simplymeasured @RavenTools and use @hootsuite and @buffer.
@KristiKellogg Do you use each for different purposes? Which is the best?
@DavidProHQ I LOVE @semrush – Audits, keyword tracking & research , SEO ideas, ad ideas, brand mentions, GREAT reports, etc.
@netvantage @SproutSocial is our go-to for social media.
@Magencyllc @RavenTools allows white labeled reporting & combines many kinds of analytics in 1 place.
@kg7maj Apparently you have to pay for some iconosquare features. Love Facebook Insights. Very comprehensive & provides a lot of good details (including when your followers are FB). I’m not a big Instagram user, so the pay part is new to me. Platform still useful when used.
@paulaspeak Similarly, I like the insights in Google+ for that network. Lots of detail!
@jimit_ab I use @mentohq. its new and advanced social media scheduling tool which generates content based on your products.
What tools (paid or free) monitor social referrer traffic and conversions on your website best?
@DavidProHQ Google Analytics and Facebook Conversion Tracking.
@netvantage Definitely Google Analytics. It is an all in one tracker for traffic, conversions, etc.
@KristiKellogg I have yet to see a tool do something (in regards to social traffic tracking) that good old Google Analytics couldn’t do.
@kg7maj For traffic, Google Analytics can’t be beat, but some brands need a more powerful solution, like Adobe. it has a lot more complex powerful features. It costs a lot of money. I know Toyota & American express use it.
@CaitlinBoroden the same issue was brought up in the @inboundorg thread
@CaitlinBoroden Well, I can say, that I don’t think it’s GA. I’m constantly seeing mismatches for FB ads data.
@Magencyllc @googleanalytics does it really well for free and you can also integrate that into @RavenTools
@tannerpetroff You can never go wrong with proper setup of @googleanalytics and Google Tag Manager.
@jonfoulds Something I’d love to figure out how to do better! Currently using Facebook insights often and Google Analytics.
@karo_linab Google Analytics is the best starting point, our acquisition team also uses @Marketo and @Tableau to get super granular.
@bl_bennett12 Anyone using SEMrush new social integrations in their account? we haven’t connected yet, would appreciate feedback/experience.
@PeterThistle Google Analytics – allows easy comparison of social traffic to performance of all other channels: organic, paid, etc.
@nemofindsworld GA offers a wealth of data for free, especially for traffic. We also use @brightedge for measuring impact of likes/shares on FB.
@ebiziq Google Analytics is the go-to, with well thought out URL tagging of course.
@tannerpetroff Exactly. All your mismatched tracking issues can be solved with the wonderful world of URL tagging.
Have you been able to use reports from social monitoring tools to prove ROI to the C-suite?
@kg7maj Yes, I have. It varies from business to business. It can be inbound traffic to company promotions.
@ebiziq We’ve found the task feature in @SproutSocial is very helpful for this oddly enough. Tracking the journey and so on.
@netvantage Yes, from @sproutsocial as well as Facebook, Google+ & Twitter’s analytics. (Twitter’s analytics is so underrated).
What tools do you use to identify influencers?
@kg7maj This is one I need help with.
@karo_linab @simplymeasured has great influencer reports for Twitter. Twitter analytics is a great free option!
@ebiziq Ok, we’re starting to sound like an advertisement for @SproutSocial but… you guessed it. Never overlook the Discovery tab.
@tannerpetroff Used to use Topsy until it died Now I’m using Followerwonk.
@kg7maj Awesome for crowdsourcing & social data.
@kg7maj I’ve been trying @Zoomph as of late. Very good for locating influencers, hashtag analytics, demographics & content.
@paulaspeak It depends on the industry. But it looks like @Onalytica might be a good one based on http://goo.gl/IHvmXv
@KristiKellogg I don’t use tools to find influencers. But, admittedly, I only am looking for influencers in an industry I already know. If I was pinpointing influencers for a client, i.e. a different industry, I think a tool would be critical.
@netvantage Followerwonk from @Moz is a great tool for identifying influencers and helping with social growth.
@DavidProHQ Apr 21 I’ll say that @Moz has definitely been bringing innovation to the internet marketing sphere, not just SEO.
@jonfoulds Great question. Haven’t found a good tool personally. My social peeps here may have but not on the reg.
@DavidProHQ @buzzstream @buzzsumo @ninjaoutreach @ahrefs and @followerwonk
@seanvanguilder @buzzstream @buzzsumo @ninjaoutreach @ahrefs @followerwonk love all of those
@jimit_ab I am big fan of @copromote to identify influencers.
What’s one thing that you haven’t been able to find from a social analytics tool?
@kg7maj Potential followers/influencers who engage. Seen a lot of potential ones when searching, only to see no at mentions or RTs. Not analytics related, but tool related. Wish there was a way to schedule to Instagram. Tools exist to remind you to post. You can schedule, but only to get a notification via mobile to post. It then opens Instagram to post in real-time.
@NuviSteve Since its mobile based there isn’t a tool that does it directly. Ours allows you to push content to a mobile device though. Here’s some fun visuals I gathered on it.
@sociallyclimb accurate sentiment analysis – hard to get that one right!
@PeterThistle There was a LOT of interest and promise around “sentiment” 5 years ago – but gone quiet since hard to do.
@DavidProHQ I’d like to have better reporting on Instagram & Pinterest. All social channels integrated. Platforms leave 1 or 2 out.
@VirtualPBX Keyword tracking across all of our social channels.
@jonfoulds Accurate sentiment is a difficult one as well as site conversions if an E-commerce site. Other than Google Analytics that is.
@sociallyclimb Why can’t more social networks provide something basic like a history of the number of followers? Many don’t!
@jimit_ab it’s hard to identify how much time user has spent on our post for viewing. I do not find such thing in any analytics tool
@tannerpetroff Behavior > Site Content > All Pages > Avg Time on Page – is that not what you’re looking for
@jimit_ab Those are helpful to understand the behaviour of our own web page. It’s hard to identify time spent on your FB posts by users
@tannerpetroff Ah, for social. Not on-site. That makes more sense.
@kg7maj That figure isn’t accurate though.
@tannerpetroff Oh boy, if we want to start digging into accuracy
@kg7maj No argument Google Analytics isn’t the most accurate, but very good as a guide.
@ebiziq A tool for a high volume agency that organizes content by industry/other segment. Although I think @MeetSOCI does that? Oh, and more insights/features for instagram of course.
@netvantage Like most have said, accurate sentiments and categorization options to help better understand conversations would help.
Can you share an example of how you’ve leveraged data gathered from a social analytics tool? How has it affected your strategy?
@jonfoulds Learning what types of social content works better for which audiences. i.e. what converts on Twitter may not work for FB!
@karo_linab We’ve used social data to find our KPI benchmarks to help measure our monthly performance and optimize/troubleshoot if needed.
@kg7maj It’s impacted the timing of social posts/activity & the type of content I post on social.
@netvantage We leverage social data to help predict what content works best with our audience! It’s key to understand your audience.
@sociallyclimb We’ve used industry keyword data to find audiences & events where discussed to build social ad campaigns around.
@VirtualPBX We use Buffer Analytics to track the content that is “popular” to our audience. For example, Our audience loves sports cars so we post about sports cars every now and then.
Do you use the tools for your business, for your clients or for both?
@iankeir1 Both in our case
@sociallyclimb YES to all! Why not also monitor for mentions of your own name as well! See where you’re an influence!
@jonfoulds As a digital marketing agency, both.
@netvantage Yes, we use the tools for both Netvantage and clients!
@kg7maj Mainly for business purposes. Will occasionally look at personal out of curiosity (or look at new features).
What social media tools that we haven’t mentioned could you not live without?
@KristiKellogg @Tweepi, @ClicktoTweet, @CoSchedule, @Canva. Oh thought of another one! Gramblr lets you post to Instagram via your PC — but it’s glitchy.
@sociallyclimb Not a social media tool, but we couldn’t integrate all the information without good ol’ Excel.
@bl_bennett12 If you use Excel, & data gets more complex, highly recommend @Tableau.. multiple APIs integrations to sync data
@BruceClayInc Agreed! Excel is a workhorse we can’t live without, either.
@kg7maj TweetDeck, FaceBook Pages Manager app, Facebook Business Manager.
@jimit_ab again @mentohq i can live without for their aweson tweet generation and ecomm integration feature
@karo_linab @meetedgar is a life saver when it comes to content scheduling for Twitter! So it’s a one time thing, you don’t have to schedule individual tweets! Just add and remove content within categories. Oh! and @Canva! How could i forget about the best graphic design tool and it’s FREE!
@jimit_ab You should checkout @socialpilot_co if content scheduling is the main aim. it supports FB, Pinterest, Tumblr.
@VirtualPBX Creative apps such as Canva and Pablo are a necessity.
@kg7maj Second @canva. Very easy for a non-creative to create graphics.
@netvantage People keep talking about tools for @Pinterest. Although it’s strictly Pinterest, @TailwindApp has been helpful for us!
@digishapatel288 recently I found @mentohq. It’s a really awesome tool for online sellers! I can’t live without.
@nemofindsworld I cannot speak highly enough about @canva, great tool for creating compelling visuals – easy to use and a good free version.
Are you worried about “dark” social referrer data? Taking any steps to bring it to light?
@kg7maj Yes, very much so, especially with the increase in “direct” traffic. Can be any reasons for it being “Direct.”