With numerous social media analytics tools in the market, you can become overwhelmed when choosing the right one that suits your needs. It can become challenging to differentiate them. In some cases, it might be one minor aspect of functionality that will sway your decision.
Although tool demos are good, it’s not easy to use the tool on your own. Even going through the RFP process can result in the wrong choice because you don’t know the features to look out for or the right questions to ask.
Also, the thought of becoming locked in a year’s contract can make you a little hesitant in deciding. Make a wrong choice, and you get stuck with a tool you hate for one year.
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Besides, there is the fact that no single tool can effectively assess and address all social media aspects. But don’t worry. There’s a way you can compare tools and pick the one that fits your business needs.
Here are the key factors and features to consider when choosing a social media analytics tool.
1. Data acquisition
You will need to know the critical social media data sources for your business, other than Twitter, Instagram, and Facebook. You should consider the areas you want to cover and the language you need to analyze.
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Depending on your industry, you might also need to look at industry-specific coverage. You will also consider how long it takes to retrieve data.
2. Data alerts
You need to consider if the tool has standard alerts triggered by a particular phrase or keyword that is observed or threshold alerts triggered when primary metrics rise above or fall below a threshold you have set.
3. Data export
When choosing a social media analytics tool, you have to consider if you can export data, the amount of data you can export daily, and the export format.
4. Data archiving
If you want total control over the data or conduct an analysis based on the gathered data, you will have to ensure the chosen tool allows archiving.
5. Audience targeting and analysis
If you aim to understand your audience and what they talk about, you will need to find out what the selected tool offers regarding audience analysis. Most tools provide basic audience analysis based on geolocation, demographics, languages, and digital behavior. However, you will have to ask about audience analysis metrics – whether they are advanced or straightforward, provide online habits and interests, or psychological and personality insights.
6. Trend analysis
If you aim to understand changes in behavior or conversations over a certain period, you need to consider for trend analysis feature. To understand this feature, you need to understand the things you can monitor, like changes in hashtag usage or conversation or how you can watch and filter trends.
7. Pricing
Before selecting a social media analytics tool, think about your budget and how much you want to spend, how the tool charges, and the pricing structure and packages. Also, ensure you are aware of other charges, including growth, subscription, and hidden charges.
8. Partners and clients
You should be keen to know if the desired tool works with companies like yours. Look for a sample customer list and evaluate the type of clients they attract.
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You might also need to know the partners if you are planning to integrate solutions.
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9. User experience
Before you invest in a tool, ensure you test it first to determine if you like the user experience. If you happen to get lost when using the tool and don’t understand all buttons and filters, you might not get the most from it.
About Netbase Quid
Netbase Quid is one of the leading customer and market intelligence platforms. The firm offers accurate and real-time social media analytics solutions that help business build their brand and grow. Netbase Quid helps public relations, marketing, sales, customer service, market research, and product innovation leaders develop effective strategies quickly.
