Unlocking the Best Social Media Measurement Tools

Take your social media game to the next level with these analytical tools

By Sam Stonecipher

Drawing from nearly six years of hands-on experience in the dynamic world of social media management, I've had the privilege of collaborating with a diverse array of clients spanning a wide spectrum of industries. My journey has led me from curating social media strategies and content for a #1 New York Times bestselling author, to shaping the LinkedIn presence of the co-founder and former CEO of Zillow, to now running the Instagram account for one of New York City's most cherished brunch spots.

These experiences have not only deepened my understanding of the unique challenges and opportunities presented by these industries but has also afforded me the opportunity to explore the best social media measurement tools to elevate their digital presence. Join me as I share my top picks to help you optimize your social media strategies and unlock your true potential in the digital world.

Hootsuite

One of the first tools I ever used for social media management was Hootsuite. It’s a great place to start understanding social media from the inside out. Hootsuite's analytics can track engagement metrics, such as likes, shares, and comments, and offer valuable data on audience demographics across platforms. Plus, it has a “Best Time to Publish” tool and provides content suggestions based on your target industry – which comes in handy when you are first starting out.

Sprout Social

If your focus is on improving engagement and reporting, Sprout Social is going to be your go-to. This tool lets you use both templated and customizable reporting options, meaning you have multiple ways to not only gather social metrics but easily understand what they mean. It offers detailed engagement data, which includes information on your social media reach, impressions, and interactions – plus you can even analyze your competitors' performance. With Sprout, it’s easy to carve out and track your specific goals. AND most importantly (to me anyway), it does the hard math for you! Let’s be honest… social media managers don’t go into the industry to do calculations on the regular.

HubSpot

Commonly known as a customer relationship management (CRM) platform, HubSpot is an excellent choice for those who want to keep all their campaign functions in one place. With HubSpot’s analytics tools, you can tie your social media performance to business and revenue growth. Plus, you’ll gain insights into the entire customer journey and not just social-specific metrics – meaning you’ll be able to see which tactics are working best across the board.

Google Anayltics

While it’s not solely a social media tool, Google Analytics is a comprehensive web analytics platform that can provide valuable insights into your social media performance. It's not just about website stats – it's your secret sauce for peeling back the layers of your social media game. Google Analytics allows you to see how different social networks are driving traffic to your website, analyze the effectiveness of your latest sales campaign, gauge user engagement, and more. For a deeper dive into harnessing the power of Google for more robust social media reporting, check out Sprout Social’s expert tips.

The Social Platforms Themselves

Don't overlook the in-platform analytics provided by the social networks! I personally like Instagram and TikTok’s in-app services the best. They're perfect for quick number checks or on-the-fly measurements. I can’t lie, I look at these frequently because they bring me joy (especially when my content is performing well).

Before selecting a social media analytics tool, it’s crucial to define your goals and consider your specific needs. Some accounts may prioritize engagement metrics, while others might be more interested in tracking conversions. Regardless of your focus, the right tool can help you make data-driven decisions and ensure that your social media efforts are aligned with your broader marketing and PR objectives. So, go ahead, explore these tools, and watch your social media performance soar to new heights.