3 Ways to Get the Most Out of Your Social Media Analytics Tools 60

3 Ways to Get the Most Out of Your Social Media Analytics Tools

The following article is a guest post.

There are so many social media analytics tools on the market that marketers are spoilt for choice.

The result is marketers behaving like kids in a toy store. They want to try and take away each and every tool.

According to research by HubSpot, the typical marketer is using more than 12 different tools on average with some using more than 30 tools to manage campaigns and data. This is a quite simply a dizzying amount of tools to learn, use and keep track of on daily basis.

We are not saying that using many tools is wrong, it’s just that it becomes difficult to have a clear view of the big picture.

Thankfully, this is an opportunity for marketers to get more value out of their marketing technology.

The following are three ways that marketers can get the most value from their social media analytics tools.

1. Integration.

Many social media analytics tools have a specialized purpose. Some examples include; post scheduling, tracking brand mentions, optimizing advertisements and much more. Even with tools that have a narrow purpose, there are still dependencies between the various systems and opportunities to simplify workflow.

Integration is one of the ways to simplify workflows. This is possible through the use of application programming interfaces (APIs). With APIs, various tools can “speak” to each other and share data. Distinct processes can then be run together.

In the past, one had to choose between specialized products or all-in-one solutions and, each had pros and cons. With APIs you can create seamless solutions with your current tools. A good example is Webdam customers who are able to use an API to connect marketing tools to other tools such as Hootsuite. 

2. Invest in Training and Foster Acceptance.

Choosing technology is only the first step. Many businesses fail to get the most out of their analytics tools because the tools were introduced to staff in the wrong way.

First and foremost, the end-users of the tool must concur that the tool is needed in the first place or at the very minimum they must be convinced that they need the tool. Forcing tools on people is never the way to go. If employees perceive analytics tools as just another extra headache, then your social media campaign has failed even before it starts.

After there is a meeting of the minds between management and the end-users of the tools, the next thing is training. Training must be thorough and comprehensive.

Select social media analytics tools that don’t have a steep learning curve. And, never ever assume that your staff will figure it out as they move along. 

3. Have Clear Goals and Measure Performance.

Starting out with clear goals is critical to getting the most out of your social media analytics tools.

Some of uses of social media analytics that can help you meet your goals include:

  • Identifying amplifiers – finding influential people and micro-influencers who spread the word about your content or brand.
  • Identify watering holes – Most businesses focus on Facebook, Twitter and LinkedIn but your audience might actually hanging out at Snap, Instagram or another social network.
  • Tracking sentiment – what does the audience really think about your content and brand?
  • Innovation – mine the fan base for ideas on content that could interest your audience.
  • Tactical advantage – leverage data to come up with new products that satisfy needs faster than the competition.

But even with great planning and execution, something could always go wrong. Track the outcomes and determine if your efforts are paying off. If you find that the actual results differ from the intended outcome, take remedial action immediately.

Success lies in the ability to quickly spot your mistakes and learn from them.


Marketing technology or martech as it is now referred to, is the norm in social media marketing. You simply cannot do without it.

But, seeing the big picture from a variety of social media analytics tools is difficult because each tool has its own way of formatting and presenting data.

At the end of the day there doesn’t exist a silver bullet for every social media analytics tool, the key to success lies in getting the best out of your existing technology.

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Becoming Your Own Boss: Tips on Getting a Business Off The Ground 7

How Writing a Blog Can Help You Live the Life You Dream About

Becoming your own boss is a complicated process, and not everyone does it the same way.

I got lucky. I was still working when I got my business off the ground, so I had a source of income while I was working the kinks out of my business. I did most of my work for the new business when I got home or on the weekends. I asked for a change in job responsibilities at the office so that I didn’t have as much on my plate.

This all gave me a chance to start earning money without going into debt. When it was feasible, I stopped working my regular job and transitioned into working for myself full time. It took about a year and a half.

Establish clear boundaries.


Sometimes people don’t take you seriously when you tell them that you work for yourself. They think you are always available to chat or have lunch.

I had a number of friends that would call me at all hours, assuming I was available because they wanted to talk. Granted, it was nice to have that freedom at first. But, I soon realized that if I was going to be successful, I couldn’t let those kinds of distractions interrupt my workday.

Save before you start working for yourself full time.

I was in pretty good shape when I made the transition, but looking back, a few more months with a paycheck would have been wonderful.

When you start your own business, money can be very tight. You never know what you are going to make month to month.

I had one customer that initially made up most of my revenue. That customer only paid on a quarterly basis, which meant that times were tough in between payments.

I had to spend money to build the business, which meant there wasn’t a lot left over. If I didn’t get a payment right on time, it was very difficult to deal with.

There were times when I had to ask for a loan from family members simply to pay my bills.

Reach out and build a support network.

4 Tips to Track Your Remote Employees' Progress Without Demoralizing Them

It can be really difficult to adjust at first. You have great days and you have terrible days. You meet goals some months, while other months you are left wondering where you went wrong.

If you make a mistake, you alone are responsible for it and your business and reputation can suffer. It is easy to feel depressed at times. You may even start to feel like you can’t handle running a business and that you made a big mistake when you left your office job.

Remember that you are not alone. All entrepreneurs have these moments, which is why it is so important to connect with others in the field.

Take time for yourself.

I had a honeymoon period of about half a year. It was really exciting to see the business get bigger. Each milestone that I met was a reason to celebrate.

However, heading into the second year, it was more difficult. I was tired. Things weren’t as exciting because they weren’t new anymore. And then, year three came along. I was done with working such long hours.

I was done with having no time off. Burnout is certainly an issue in this business, so you have to figure out how to balance your personal and your professional needs.

It took me a long time to get where I am today. I had to do a lot of research. I had to educate myself on business. I had to find an SEO expert. I had to figure out who my main competitors were and keep an eye on them. I also had to stay current with what was happening in the field so that I didn’t fall behind.

No matter how hard I worked, it seemed like I could never get caught up. Running a business is a big responsibility.

If you are interested in starting your own business, you want to set yourself up for success. Try to cut back on your living expenses. Make sure you have substantial savings. Set up an area in your home where you can work, free from distractions.

If you are married, get your spouse on board. He or she can help pay bills while you are getting your business off the ground.

Your business is only as good as you are.

Make sure you have a support system of other business professionals. These people can help you acknowledge your weaknesses, encourage you to keep moving forward and advise you on common mistakes.

You can try and go it alone, but it will be very difficult for you. As with anything else in life, your support network has a lot to do with your success. You are probably strongly invested in your business; after all, it is something that you created. Make sure you have people that you trust to help you along the way.


Grace Lee has been practicing in the field of digital marketing for several years now. She has already brought numerous sites in search engines’ first pages in search results. In her spare time, she loves listening to podcasts about Google algorithm updates and other matters related to SEO.