Tip: This post is a part of a series of blog posts, which focuses on social media analytics and marketing. To view the other blog posts that provide background knowledge on how the traditional marketing landscape has changed and why companies use social media analytics please refer to previous posts below:

  1. The Transformation of Marketing (Social Media Analytics)
  2. What do Business Analytics aim to achieve in Marketing?
  3. Member Development with Business Analytics

The table below highlights the types of social media analytics tools and how they are utilised. The table below expands on this further by providing examples of each tool, which companies utilise these tools, their benefits, and the ideal customers that could best utilise these tools.

Types of Social Media Analytics

The table below highlights the main uses for social media analytics tools. To read a more examples on the social media analytics tools and where they are used in industry please read this amazing infographic.

Type of Social Media Analytics Tools How is it used?
Social Listening This software is used for companies interested in learning about what conversations are currently happening, what platforms these conversations are taking place on, and what people are saying about their company, competitors and their brand keywords.
Social Conversation This software is used by companies to effectively be able to find conversations they need to respond to in real time, in order to respond to inquiries as quickly as possible.
Social Marketing (Not Social Media Analytics, but utilised in marketing) This software is used for creating and managing campaigns, promotions and other creative projects across platforms.
Social Analytics Produces data and reports to understand and visualise a company’s social media engagement across various platforms.
Social Influencer Utilised to find influential social media users and understanding their degrees of influence. e.g. identifying popular Instagram stars or YouTubers in a specific area such as makeup or food for product endorsements.


Using Business Analytics to Develop Members

Below is a quick summary combining our knowledge from these various posts to highlight how social media analytics can be utilised in each stages of member development, including metrics and tools that can be applied.

Stage of Member development

How can social media analytics help? Metrics utilised

Type of Social Media Tool

Attract Members Utilised to measure awareness of the company, and thus be able to compare the ability to attract members after a campaign Measure number of likes

Number of followers

Social Listening  Social Analytics
Promote Participation Utilised to measure engagement with the brand Number of comments

Number of blog posts and discussions

Number of shares and tags

Number of reviews

Social Conversation

Social Listening

Build Brand Loyalty Utilised to measure the customer’s opinion of the brand and to attract people to advocate for the brand Sentiment of comments

Time taken to respond to emerging crisis (customer complaints on Facebook or blogs)

Time taken to respond to comments

Number of mentions and reach from an advocate

Social Influencer

Social Listening

Social Conversation