With the growth of social media marketing has come the related increase in the use of analytics to measure the effectiveness of social media. As we have reported before, Google Analytics has been the leading tool for marketers in studying their social media performance.
“The rise in social media analytics tools has satisfied marketer demand for a way to measure and gather insights from social marketing efforts. Nearly two-thirds of organizations in North America have adopted them, according to a January 2014 study by Demand Metric sponsored by NetBase. And this group responded quickly to the release of such tools — over half of takeup had occurred in the previous two years. How are marketing professionals using social media analytics tools for optimization? The top response among those polled by Demand Metric was campaign tracking (60%). This was followed by brand analysis (48%) and competitive intelligence (40%).”