Lecture 9.1

Social media monitoring and measuring are key factors in building an effective and dynamic SMM plan.  There are platforms measuring KPI, ROI, metrics, competition and others. With some many options in the field (with more launching everyday) the best platform is the one that is useful to you and exceeds your goals. Below are free tools that provide a variety of options and links to learn more.

Top Free Social Media Listening Tools

R Mindruta l 2019   BrandWatch

The key to making the most of social media is listening to what your audience has to say about you, your competitors, and the market in general. Once you have the data you can undertake analysis, and finally, reach social business intelligence; using all these insights to know your customers better and improve your marketing strategy.

If you are a social media rookie, this list of the top social media monitoring tools might come in handy. When looking for a tool, it’s a good idea to try a couple of them and choose the one that suits your needs best.


1. Hootsuite 

Hootsuite is one of the best free social media listening tools available and covers multiple social networks, including Twitter, Instagram, Facebook, LinkedIn, WordPress, Foursquare and Google+. It is well known for its social media management functions.

The weekly reports and the excellent team management facility (delegating tasks, sending private messages) can be very useful when there’s more than one person handling the social media accounts.

You can also monitor specific search terms in real time. This can be really handy for tracking mentions of our brand, products, or relevant keywords you’re interested in.

Hootsuite also lets you use RSS feeds to post to your personal or organization’s social networks



2. TweetReach 

TweetReach is a great monitoring tool for your business if you’re interested in checking how far your Tweets travel. TweetReach measures the actual impact and implications of social media discussions.

It is a good way of finding out who are your most influential followers, implicitly guiding you towards the right people you should be targeting when aiming to share and promote online content.


3. Brandwatch Consumer Research 

Our social media monitoring tool, Brandwatch Consumer Research, has a huge range of features and applications. It can track everything from your own channels to hashtags to specific phrases and keywords you want to look at.

With a customizable query builder, you can set it to track very specific topics or every broad ones. Then you can get data from Twitter, Reddit, forums, blogs, and various other sources.

There’s then the ability to build custom dashboards and views, plus analytical components, such as looking at sentiment, emotions, and demographics. It’s one of the most powerful tools in the industry.

4. If This Then That (IFTTT) 

IFTTT isn’t specifically made for social media monitoring, but it can be easily turned towards it. IFTTT essentially lets you connect up different services so that when something happens on one, it triggers an action in another (or the same if you like).

For example, you could have IFTTT send you an email every time your brand is mentioned. Or you can get an SMS whenever a term specified by a Twitter search query gets posted.

In other words, thanks to its customizability and range of integrated apps, it can be a nifty way to keep an eye on social media activity.

There’s whole range of other great social media and marketing uses so be sure to have a dig around. You can use pre-existing ‘applets’ or create your own entirely. Get creative!


5. Buzzsumo

Buzzsumo is a great tool for content research, but it also has an excellent way to analyze and monitor your Facebook pages. Along with metrics around each individual post, more interestingly is the ability to see what content performs best.

Buzzsumo will tell you what day is the best to post, how long your posts should be, what types of content works best, and monthly stats over time.


6. Twazzup

Twazzup is great for social media beginners looking for a Twitter monitoring tool. You just enter the name you want to track and you instantly get real-time updates, meaning the most active top influencers, most retweeted photos and links, and most importantly, the top 10 keywords related to your search.


7. Boardreader 

Sometimes we forget that social media doesn’t just include the big players. Forums and messaging boards count too. Boardreader allows you to search for specific terms on a range of different forums to see when people talk about you and what they’re saying.

Putting in a term will return a list of all of these posts up to the previous two years, you can generate charts to look for trends, and compare terms against each other. It’s a great way to find conversations about your brand.


8. HowSociable 

HowSociable is a handy tool for measuring your and your competitors’ social media presence.

A free account allows you to track 12 social sites, including Tumblr and WordPress. However, if you’re interested in 24 more, such as Facebook, Pinterest, Twitter, etc. a pro account is required.

HowSociable’s approach to social monitoring is a bit different as it breaks down scores for different social media platforms, allowing you to see which social media platforms work best for you and which ones need further development.


9. TweetDeck 

TweetDeck covers the basic needs of any Twitter user, so is a good option for beginners. It’s a great tool for scheduling tweets and monitoring your interactions and messages, as well as tracking hashtags and managing multiple accounts. There is a web app, chrome app, or mac app. The Windows app ceased functioning in April 2016.


10. Mention 

Mention monitors million of sources in 42 languages, helping you stay on top of all your brand mentions on social networks, news sites, forums, blogs or any web page.

The app lets you keep track of your team’s actions, share alerts and assign tasks. Generating reports and exporting mentions can help you get a snapshot of your mentions by source or language over a selected period of time. They offer a 14-day free trial.


11. Twitonomy 

Twitonomy offers a range of metrics for free, with premium features enabled for $19/month. Simply sign in with your Twitter account for robust monitoring and metrics about your account. You can add your competitor’s Twitter handles to gain insights about their activity too.

Twitonomy shows you details of your Twitter lists, followers and followings, your most popular Tweets, engagement statistics and much more.

You can track conversations on Twitter based on hashtags, users, or lists. The details are displayed in graphs and easily digestible stats.


12. Followerwonk 

Focusing specifically on Twitter, Followerwonk is the right tool to find, analyze and optimize your online presence for social growth.

The tool is perfect for planning outreach campaigns by allowing you to search Twitter bios, connect with influencers or fans and break them out by location, authority, number of followers and more.

Interestingly, with Followerwonk you can compare your social graph to competitors, friends or industry leaders and measure how well you are doing.


13. SumAll 

Targeted at small-medium businesses, SumAll is a cross-platform social media monitoring tool that will help you understand the correlation between your social channels.

The user interface does take a bit of time to get familiar with, but there are an extensive amount of metrics you can analyze.

The daily email updates can give you a quick overview of top-level stats for your account compared to the previous week, allowing customer service to quickly react and respond to urgent issues.


14. Keyhole 

Keyhole is excellent for tracking keywords and hashtags. It’ll track them live and create a dashboard showing all the mentions, letting you sort by engagement, date, and other metrics.

You can also get a look at influencers, sentiment, and trending topics based on the mentions collected.


Lecture 9.2: Using Sentiment Analysis to Monitor a Brand

What Sentiment Analysis Can Do for Your Brand

McGarrity | Marketing Profs

How can companies find out what consumers really think about their brand?

With new technologies and algorithms that automatically collect, index, and analyze customers’ opinions about a brand and its products and services, sentiment analysis has never been easier.

Read on to learn more about one of the newest ways to better understand your customers—and find out how to put it to work for your brand.

The Rise of Social Media—and Sentiment Analysis

Social media and consumer review platforms have completely changed the way consumers communicate. Feedback—whether companies are listening—is available in seconds; customers’ voices and opinions are available instantly and heard by other consumers in social media just as fast.

Brands may feel lost in the sheer amount of customer data out there, but a pot of gold is at the end of the rainbow for companies that invest in wading through this data.

Best-Practices for Harnessing Sentiment Data

The best approaches combine data from a diverse set of data resources and add customer sentiment data to the mix.

In addition, information that includes geo-location data, customer-preference analysis, and market-trending information based on contextual text analytics can collectively provide a level of understanding of market dynamics previously unavailable to the industry.

Sentiment analysis is widespread in many industries. For example, Apple is diving deeper into artificial intelligence by acquiring the startup company Emotient, a cloud-based service that uses artificial intelligence to read emotion through the analysis of facial expressions. Also, researchers at the University of Arizona’s Artificial Intelligence Laboratory use text mining to search for relevant terms and use sentiment analysis to study what motivates hackers to try to predict how they might act in future attempts at data breaching.

Smart companies are realizing the potential and quality of the insights that sentiment analysis can deliver.

Benefits of Sentiment Analysis

Sentiment analysis empowers enterprises to build their brand, attract new customers, better serve existing clients, and forge more meaningful connections with other key audiences in the social-enabled world.

In short: Insights from sentiment analysis gives businesses the ability to make better decisions and accelerate their revenue growth.

Here are two ways the most innovative companies are applying sentiment analysis to better understand consumers and ultimately power their brands:

  1. Predictive analytics. Using social media data and, more importantly, open-source information (data collected from publicly available sources), companies are identifying patterns in customer behaviors, detecting early product feedback, and identifying indicators that can drive innovation.
  2. Brand management. Being able to track trends between brands in similar sectors or even in completely unrelated markets in real time is an extremely powerful tool to drive brand strategy and measure its effectiveness. At the same time, measuring how different brands relate to the feelings of their target customers is important information for designing winning marketing strategies.

What You Don’t Know Can Hurt You

Sentiment analysis technologies empower you to act on customer data and trending social media issues quickly and confidently.

Because sentiment analysis solutions collect and aggregate customer commentary on multiple social media platforms, you can be sure that you’re seeing the big picture in conversations about your brand—without missing “little things” that could become big customer-relations headaches or missing opportunities that could lead to increased conversions and customer loyalty.

For example, you can know…

  • Which brands in your industry hold the highest share of voice on social media
  • Who is in conversations about your brand, products, industry, and competitors
  • What topics in your industry generate the most buzz
  • Which influencers are talking about your brand—and your competitors’ brands

Sentiment analysis can tell you the answers to all these questions and more. It’s impossible to ignore the value that it adds to the industry.

Sentiment analysis bases results on factors that are inherently “human,” so it is bound to be a major driver of many business decisions in future. It allows us to harness the wisdom of the crowd rather than only hear the opinions of a select few self-appointed “experts” who just happen to comment the loudest and most frequently.

Taking sentiment analysis into account from a broad base provides a holistic view of how your customers (and potential customers) feel about you, allowing you to build a brand where every opinion counts and every sentiment affects decision-making.

The Future of Sentiment-Driven Brand-Building

Sentiment analysis will continue to gain momentum this year, providing the opportunity to gain a competitive advantage in niche markets by offering tools that translate customer insights into actionable data.

For companies that see the potential of sentiment analysis—paired with other available data and insights—the potential to build stronger, more consumer-connected brands is strong.

Explore how sentiment analysis can fit into your social-media temperature-checks, and you can drive more informed and more agile brand decision-making for your company.