social media tools jsteele

8/2/2019 Social Media Tools JSteele

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Table of Contents

Facebook Insights .......................................................................................................................................... 3

Klout .............................................................................................................................................................. 6

bitly ............................................................................................................................................................... 9

Social Mention ............................................................................................................................................ 12

HootSuite .................................................................................................................................................... 15


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Facebook Insights

Overview:

Facebook Insights(http://www.facebook.com/insights/) is a key measurement tool for any organization

driving users to a Facebook page (and now also for Facebook applications). As far as free tools go,

Facebook Insights seems to be one of the few that provide a more comprehensive set of analytics for

the Facebook Page specifically.

Main Features:

Insights are organized between two sections: Users and Interactions. User detail allows you to view:

The number of page Likes, including the number ofLikes and Unlikes over time and rudimentarymetrics of the traffic source for these (mine are mostly unknown).

The total number of people who have ever liked your page, or Lifetime Likes. Active Users (or any viewer, fan or non-fan, that has in some way interacted with one of your

posts or the Page itself) over time and by day, week or month counts.

Demographics including: Gender, Age, Country, City, and Language. Total and Unique Page Views. Total views for Tabs and media, including video, audio and photos. Top referring traffic sources for page views.

The Interactions section, details:

News feed post views (by fans and non-fans) Post feedback, or Likes and Comments The exact message posted, the date it was posted, total impressions, and post feedback. Page activity by day, including: mentions, discussions, reviews, wall posts, and videos.
http://www.facebook.com/insights/http://www.facebook.com/insights/http://www.facebook.com/insights/http://www.facebook.com/insights/http://www.facebook.com/insights/http://www.facebook.com/insights/http://www.facebook.com/insights/


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Strengths:

Similar to Google Analytics at a basic level, Facebook Insights provides enough customization for

campaign leaders to observe if a campaign action or post is making an impactwithin 24 hours. On the

web-interface side, Facebook provides enough data to observe correlations of user engagement and

traffic to messaging or outside campaign traffic through the use of line graphs. For even more detailed

analytics, Facebook Insights provides the useful graph of message posts analytics to observe these samecorrelations to time of post, impressions, and feedback [Image A]. By allowing campaigners to adjust

time frame for data collection, they can easily observe and report KPI targets and observe pre-calculated

week-to-week or month-to-month percent change. Through the data export feature, campaigners can

view a day-to-day break out by data, calculate trends and create custom graphs.

Weaknesses:

Similar to most social tools, Facebook Insights seems to be in a state of continuous change. Two of their

more recent roll-outs included the ability to track analytics from/to your website/domain as well as

specific Like or Share buttons added to any site with the appropriate code. Unfortunately, the

instructions or documentation provided to use these features are not designed for the typical user,

made clear the choice of the developer blog as a hosting site. Hopefully, future improvements will be

geared towards making these features accessible to the typical user.

For those familiar with Google Analytics and other similar measurement tools, Facebook campaigners

will notice a lack of breadth to Facebook Insights. For instance, the tool does not feature: a break-out

of data (CTRs of message posts, location of CTRS - such as on the FB wall or newsfeed, etc), advertising
http://www.facebook.com/help/?faq=219574231405357http://www.facebook.com/help/?faq=219574231405357http://www.facebook.com/help/?faq=219574231405357http://www.facebook.com/help/?faq=219574231405357


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data, detailed traffic sources (on audience, device, referrers, landing page, etc.), and many other

customizable features available elsewhere but not for Facebook.

Campaign Context:

Apart from measuring overall growth and engagement with your brand, Facebook Insights, as with most

analytic tools,is useful for measuring the effectiveness of campaign strategy during and after a

campaign for post content, timing, and audience. Since the tool breaks metrics such as audience

feedback, activity, and views over time, campaigners can correlate these metrics to the effectiveness of

post content or campaign specific activity that succeeded or did not succeed in driving Facebook traffic

and engagement. For instance, an admin could track audience views and feedback during an

advertisement run with a click-through to the page and test these metrics compared to different ad

placements/options or even to different strategies for driving traffic (blog posts, etc.). Specifically for

post content, the Page Posts graph [Image A] allows campaigners to observe what type of content,

and when, is most engaging, which can be exceptionally useful for driving users back to a homepage. On

the user level, campaigners can also observe when it is most effective to post new content, what type of

content they need to tailor the content in order to meet their Facebook audience demographics, or if

they are successful in changing these demographics through campaign strategy if this is a goal.


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Klout

Overview:

Klout,klout.com, provides custom scoring on social influence. While the tool provides overall analysis

on your brand influence (including: Twitter, Facebook, LinkedIn, Foursquare, & YouTube, with Google+

and Facebook pages Coming soon!), the tool is perhaps most beneficial in providing metrics on thoseyou influence and those followers who are most influential.

Main Features:

Overall Klout: You receive a Klout score over a month timeline, as well as 1, 5, and 30 daychanges. The score, comparable to other Klout users, places you in a Klout type describing

your influence in the social sphere

o For example, the description for a Feeder is: Your audience relies on you for a steadyflow of information about your industry or topic. Your audience is hooked on your

updates and secretly cant live without them.

Influence: The number of users, and specifically who, you are influencing, as well as the topKlout scores of these users and their type. You also receive a score for your overall network

influence over a month timeline. In the past 90 days, you can view influence, in overall

numbers, by: Twitter Mentioners and Retweeters, Facebook Likers and Commenters, and

LinkedIn Recommenders.

Topics: Discover which topics you are influential on demonstrating weight on each topicgraphically.

An amplification probability trendline along with total number of retweets in the past 90days.

A truereach trendline with total audience #s on Twitter, Facebook and LinkedIn connections.

Followers: Located in the top menu, all Twitter and Facebook friends are listed by their Kloutscore, Type, and top 3 influential topics.
http://klout.com/http://klout.com/http://klout.com/http://klout.com/


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Strengths:

One of the great strengths of Klout is its effective use of description along with metrics. As the Klout

score is a customized/unique measurement, it helps social media users understand this measurement as

well as the companys methods for calculating all the metrics provided. Apart from the list of followers

hidden in the top menu, the interface provides the data and navigation in a clear and easy to follow

manner.

Weaknesses:

The data is only available for approximately the last 30 days from when you click on the site and is not

available for export. Klouts site interface is overburdened with share buttons and advertising

gimmicks. While you can connect Klout metrics to a number of social platforms, Facebook is notorious


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for not populating data within Klout and users with both personal and business profiles/groups/pages

are not easily identifiable or discernible on the site.

Campaign Context:

While Klout is an excellent tool to track and gain influence, especially for Twitter, over time, the tool

appears to have the most benefit from scoring and describing those within your existing network. For

instance, if you are an animal advocacy organization driving an awareness campaign for no-kill cat

shelters, you could potentially target high scoring influencers, already in your network, interested in

these or relatable topics. By targeting these influencers, you can potentially gain awareness within their

large networks if they choose to promote your campaign content, as well gain new influencers in their

network. Also, by viewing the feeders of larger influencers, campaigners can attempt to influence those

with more Klout!

Note: Also useful this is twiangulate.com.


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bitly

Overview:

WithBitly(bitly.com/), you can easily shorten any URL and copy the new bit URL to your clip-board.

Bitly is useful, not only for creating short and custom-branded URLS, but perhaps more importantly, the

tool allows you to track link analytics anywhere you post bit-links from Facebook to email campaigns.

Main Features:

URL shortener allows for customization Link metrics, including:

o number of clicks [both for the bit url you generated and the aggregate link across all bitusers]

o the date of the last CTo real-time list of currently trending links

Each link features a unique info page with metrics, including:o Social conversations, or: Tweets, Shares, Likes, Comments as well as the content of

the post it was included in

An aggregation oftotal link metrics (over the past month, two weeks, week, day, or hour),including:

o Clicks over timeo Referrer source in clicks and percento Demographics of clicks by country in clicks and percent

Add-on widgets and apps allow you to easily share/post bit links to social platforms ABundle featureto send and track a list of shortened URLs Integration with Gmail, Tweetdeck, Twitterfeed, and Seesmic QR code generation

Strengths

Allowing campaigns to track user action down to the link level, the use case for bitly, I believe, has been

proven as you see almost all social campaigns using bitly or a similar tool. Allowing for easy sharing of

information among team members, including a Public Timeline page with a unique URL, bitly appears

to have marketers in mind, including useful widgets that allow you to easily post and track shortened

URLs to your social platforms.

Weaknesses

As bitly continues to roll-out new updates, I hope to see the tool sync with Facebook Pages (it currently

only automatically updates Facebook profiles with new bit links) and to allow for the exportation of data

as we see with Facebook Insights. Perhaps the largest weakness is the lack of depth in metrics on the

Analyze section, only breaking link metrics into clicks, referrers, and country. While these metrics are

certainly valuable, more detail is needed specifically for local campaigns (state by state reporting) and

the referring site detail which groups together Email Clients, IM, AIR Apps, and Direct. Grouping
http://mashable.com/follow/topics/bit.ly/http://mashable.com/follow/topics/bit.ly/http://mashable.com/follow/topics/bit.ly/http://bitly.com/http://bitly.com/http://bitly.com/http://mashable.com/2010/11/15/bit-ly-bundles/http://mashable.com/2010/11/15/bit-ly-bundles/http://mashable.com/2010/11/15/bit-ly-bundles/http://mashable.com/2010/11/15/bit-ly-bundles/http://bitly.com/http://mashable.com/follow/topics/bit.ly/


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together Twitter applications and direct links often automatically skews metrics as the largest group a

separation between Twitter and direct is certainly needed to understand the number of links shared

person-to-person and those through the Twitter platform itself.

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Campaign Context

During a campaign, marketers can tailor and test: the name of a link or links, the post content, the time

of post, and the location of post to see which strategy and who (at the regional level) - receives the

highest CTR. For example, in a campaign focused on breast cancer awareness, bitly might demonstrate

a high CTR for content on family support. One might use this to generate more content on this topic and

use to generate traffic to the home site, perhaps to landing page on this topic. With the integration of


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QR codes, you can now take this same campaign strategy off-line as well and even use to test which

advertising/message receives the best scans.


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Social Mention

Overview

SocialMention(http://socialmention.com/) scours the social web everything from Twitter and

Facebook, blogs to bookmarking sites, such as Delicious, to find basically anything you type in the search

box. Marketers can use this to search for brand names, campaign topics, hash tags, URLs, and more!

Main Features

Search for mention of any social content (user, brand name, topic, etc.) on all or a selectionof social media sources by previous month, week, day, 12 hours, or hour

View trending mentions with complete content, time posted and direct link to post onrelevant social platform

Receive alerts, as the site explains, like Google Alerts but for social media by RSS or email Custom metrics on chosen metric including:

o Strength Percent: The likelihood your brand is being discussedo Passion Percent: The likelihood individuals talking about your brand will do so

repeatedly

o Reach Percento Sentiment: Grades the content of the message as Positive, Neutral or Negativeo Top hash tag counto Social platforms the mention appears on and counto Top users who mention chosen topic and counto Top keywords within post and counto Retweets, Unique Authors, Time of last mention, and Average frequency of mention

Offers a real-time buzz widget to display trending mentions on a site or blog

Strengths

Unlike other similar free tools, SocialMention provides a clear definition of the metrics it provides along

with the actual formula it uses for calculating the metric. Searching is simple and easily sort-able among

the very wide breadth of sources it pulls data from (a range of social platforms and types of content-

blogs, bookmarks, media types, etc.). Metrics can be drilled down even further and exported through

CVS through the site as well.
http://mashable.com/boss/socialmention/http://mashable.com/boss/socialmention/http://socialmention.com/http://socialmention.com/http://socialmention.com/http://socialmention.com/http://mashable.com/boss/socialmention/


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Weakness

Although I commend the metric descriptions, Social Mention makes these difficult to find (I was

pleased/surprised to find them accidently when scrolling over the metrics). Large search terms are

notoriously slow to populate, and almost impossible. However, it is hard to complain over such acomprehensive, free tool.

Campaign Context

By allowing campaigners to click directly to original posts, users can interact directly to the mention

easily and quickly across the universe, as the site states. Applying this to a campaign, campaigners can

follow a relevant campaign topic/hash tag and become involved and influence discussion where the top


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influencers and community members already exist and are actively interested. In a campaign focused

on providing healthcare to children in developing countries, as an example, a campaigner may use social

mention to search for childrens medical care or healthcare aid. They can then enter discussions

through Twitter, blog comments, or even by communicating directly to those who have posted on the

topic. By joining these active discussions, campaigners not only raise awareness, but can also

disseminate link backs to the campaign hub or drive to a campaign action goal. Using SocialMention,

campaigners discover the largest influencer of a topic to engage them in a discussion of the campaign,

focus on platforms with positive discussion of campaign topics, and set alerts to see when relevant

topics are trending allowing them to join the discussion, in real-time, when the topic is relevant.

Also see:http://topsy.com/,trendistic.com,http://addictomatic.com,http://twitter.com/#!/search-

advanced
http://topsy.com/http://topsy.com/http://topsy.com/http://trendistic.com/http://trendistic.com/http://trendistic.com/http://addictomatic.com/http://addictomatic.com/http://addictomatic.com/http://twitter.com/#!/search-advancedhttp://twitter.com/#!/search-advancedhttp://twitter.com/#!/search-advancedhttp://twitter.com/#!/search-advancedhttp://twitter.com/#!/search-advancedhttp://twitter.com/#!/search-advancedhttp://addictomatic.com/http://trendistic.com/http://topsy.com/


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HootSuite

HootSuite (hootsuite.com) is a multi-functional social media account management tool allowing users to

manage, schedule, and view real-time feeds from multiple social networks as well as user accounts.

Now, HootSuite also offers metric reports and a wide breadth of additional features.

Main Features:

HootSuite provides a robust feature deck, a high-level summary, however, includes:

Manage multiple social media accounts and users (for teams as well), including Facebook Pages Create custom streams to monitor by Twitter Lists, hash tags, searches, and pending posts Adjust refresh time, in effect freezing the Twitter feed Schedule posts by user and platform Schedule posts by RSS Feeds View list of followers/following to see:

o a count of their own followers/followingo Klout scoreo average Tweet frequencyo last tweet.o You can easily sort these by dropping into lists or by clicking to follow back.

Customizable reports for analytics on Facebook, Twitter, Owl links, and Google AnalyticsStrengths

As aTweetDeckandTwaitteruser, I was overwhelmed and surprised by the upgrades HootSuite hasmade since I last visited perhaps a few years back. To me, this signals the company is dedicated to

consistently improving the site and the value is there to prove this dedication.

HootSuites strength lies in management rather than measurement allowing users to see the top

influencers, relevant trends, and schedule tweets over different users and platforms in one place.

Rather than simply excelling in one area of management, HootSuite provides the functionality of many

of the current social media tools available in one place, for free and in a useful interface. In a disperse

social world, it allows for a bit of simplicity.

Weaknesses

One of the great strengths, and perhaps weaknesses as well, is HootSuites attempt to be all-

comprehensive, rather than focus on doing a few things well. Although somewhat technically savvy, it

took me a bit to find my footing in the well-thought out, yet wide-ranging feature set of HootSuites site.

HootSuite could improve by continuing to expand its feature sets in key areas (its reporting capabilities

which certainly need additional metrics to provide a use case, where the tool is much stronger in areas

of organizational post management, for instance). While expanding, HootSuite should continue to focus
http://hootsuite.com/http://hootsuite.com/http://hootsuite.com/http://www.google.com/url?sa=t&source=web&cd=1&ved=0CCIQFjAA&url=http%3A%2F%2Fwww.tweetdeck.comhttp://www.google.com/url?sa=t&source=web&cd=1&ved=0CCIQFjAA&url=http%3A%2F%2Fwww.tweetdeck.comhttp://www.google.com/url?sa=t&source=web&cd=1&ved=0CCIQFjAA&url=http%3A%2F%2Fwww.tweetdeck.comhttp://www.twaitter.com/http://www.twaitter.com/http://www.twaitter.com/http://www.twaitter.com/http://www.google.com/url?sa=t&source=web&cd=1&ved=0CCIQFjAA&url=http%3A%2F%2Fwww.tweetdeck.comhttp://hootsuite.com/


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on providing ease of use, guidelines, and clear navigation. A few enhancements I would find very useful

are: sorting capabilities a users network list by Klout score and follower count (rather than pages of

lists), as well as integration of alternative URL shorteners such as Bitly.

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Campaign Context

As mentioned, I believe HootSuite excels in management rather than measurement at the moment.

Therefore, campaign marketers can use HootSuite to ensure they are effectively engaged in community

conversation (see the section on Social Mention) or to measure and track CTRs (see the section on

BitLy). Unique to HootSuite, however, users can schedule tweets in advance to reach specific audiences

not otherwise possible. For instance, in a campaign attempting to collect donations for fair tradereform, campaigners can schedule tweet/posts to reach key influencers and communities in

International regions during peak hours, when they might otherwise be off-the-clock or even asleep!

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