By Bradley Zarich on 10 February 2012 @ 12:58 PM.
Social media analytics can give new direction to ineffective brand management and poor customer relationship practices, not to mention its potential to leverage overall marketing and advertising effectiveness through integration of social media and business intelligence. The good news is that many great analytical tools are free. Though they have limitations, these five online tools can provide meaningful insights on your social media influence while providing you with valuable competitor data.
The site measures the Social Media Brand Magnitude, which ranges from 0 to 10.
The magnitude is based on weekly social media activities which reference a brand.
HowSociable regularly tracks data from 36 social media sites such as Facebook, Twitter, StumbleUpon, Reddit, Instagram, Digg and Foursquare. Compared with Amplicate, HowSociable offers a more reliable algorithm for comparing behemoth brands with less known ones. A magnitude of 0 means no social media activity, while a score of 10 means a strong presence in all of the 36 sites.
This tool gives a snapshot of the Love/Hate index of a brand based on advanced sentiment analysis. Amplicate analyses the opinions of nearly 30 million social media users to give Love and Hate scores for a certain brand, company or personality. For instance, at the time of writing, Comcast has 5,735 Love opinions and 60,095 Hate opinions ( 91% Hate), compared with AT&T with 7,425 Love opinions and 41,409 Hate opinions (85% Hate). Although it’s unlikely that you’ll find a company’s Love score exceeding its Hate score, celebrities like athletes and TV hosts are more likely to get popular ratings.
This free online analytic tool only presents conservative estimates, yet it serves as an important barometer of customer satisfaction, product quality and brand image by allowing marketing experts to track the progress of their brand’s popularity scores. It’s less reliable though when comparing the popularity of big and small brands. Obviously, less known companies are less likely to be criticised than bigger ones. For instance, Foursquare turned out to be the most most hated social media start-up in 2011 based on Amplicate’s data. Social media users were annoyed by alerts that were generated every time they check in at a restaurant, which led to Foursquare’ 49% Hate index.
The Klout Score (0-100) is a measure of social media influence, which all boils down to the number of comments, responses, votes, retweets and other forms of social media interactions within a brand’s network. Viral posts and fan pages designed to prompt vote clicks generally score high in Klout. Social media marketers on the look out for topics which are contributing to their brand’s influence, will find this site helpful.
PeerIndex gathers data from Facebook, Twitter, LinkedIn and other popular social media sites. What separates the new PeerIndex from other social media analytical tools is its category-filtering algorithm which helps better assess the social ranking of a brand relative to specific niches. Called the Topical PeerIndex, the new niche-specific scoring system has been made publicly available to system developers recently.
Since the Topical PeerIndex indicates the level of social influence based on a certain topic, it can be higher than the general PeerIndex if the former pertains to the expertise of the influencer. The API can be used by media aggregators to rank content. It can also be adopted in CRM to qualify leads based on certain fields of interests. Another application of this tool is improving relevancy when presenting social media streams and more accurate tracking of social media users.
Followerwonk offers advanced comparative Twitter statistics. Aside from computing the social media influence score, the site instantly provides “friends in common” statistics. You can instantly see the common Twitter contacts of three different users, both in the form of graphs and numbers. In addition, you can view the unique contacts of each of the three users. The graphs are neatly presented and easy to comprehend. Followerwonk also shows a breakdown of a user’s follower population to show how many of these followers belong to certain brackets of social influence scores.
As of Monday, 23rd April 2012, founder of HowSociable, Jonathan Markwell, has closed the service for an “extended break” so this platform is currently unavailable.
This content was published by an author that has no affiliation with Clubnet Search Marketing, we will sometimes publish content from guest bloggers and the views, opinions expressed within these guest posts are those of the author alone and do not necessarily represent those of Clubnet Search Marketing.