Social Media Analytics Platforms: Tools for Business and Marketing Decision Makers

Business marketing strategies have changed in recent times, with many companies choosing to use social media platforms as one of their top approaches for reaching out to customers. However, these days, companies can no longer simply post images and content about their products or services. They need to go one step further, determining how their products are resonating on social media platforms. One of the main strategies used when assessing product performance on social media is to evaluate analytics.

NetBase defines social media analytics as a strategy for determining the performance or the response of the marketing content posted on the social platforms. This includes checking on the traffic that is responding to the posted content through comments, shares, likes, and impressions. The data collected goes further to help marketers to make critical decisions on what to change and what to improve. However, analyzing social platforms depends on what the company wants. There have to be clear goals set by the company when marketing its products through the social platform. Depending on what the company wants to achieve, here are some of the tools that a business can use to adapt to get data for analysis.

Facebook Insights

Facebook offers significant benefits to the business when it comes to performing social analytics. This is because most of the companies use Facebook as a primary platform for marketing their products. Given that this platform has the most significant number of subscribers, it will offer sufficient information and data for analytical purposes. Using Facebook, you will get an opportunity to view how a free post performs when compared to a paid post. Paid posts are likely to be huge sources of sufficient data for analysis as they rank high on the platform and most of the individuals using Facebook will easily see them.

Twitter Analytics

Although very similar to Facebook, Twitter attracts a vast number of individuals who might have a differing opinion. The different idea might be brought about by different social classes. Twitter is a free platform where a company can market its products or services and later get the necessary analytics to offer insight into decision making. Twitter will provide significant information on the performance of various posts. The only problem with Twitter analytics is that you will not be getting sufficient reasons as to why different posts behave differently. Twitter goes on to offer specific details of the person reacting to your posts such as gender and age among others.


YouTube videos are some of the most engaging social media posts that you can get. A significant number of marketers are choosing to use videos rather than the content and images that have dominated the industry for a more extended period. YouTube is advanced to the extent that it is currently offering various analytical data some of which will inform you of the people watching a particular video in real time. The level of subscription and the demographics of those subscribing to the marketing videos of a specific company are critical analytical data.


All the analytical tools and the sources of data discussed above are free, but you can decide to use NetBase, which is a paid premium, which will offer essential details on consumer insights. It is worth noting that consumer posting dominates the social platforms which explain why NetBase provides the best alternative to the free sources of analytical platforms. It is from this platform that you will get critical analytical details such as emojis and the language used in social platforms. The analytical data that can be assembled from this platform will offer valuable information about the threats and reputational issues facing the company.

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