The analysis tools used by the Social Media Manager for monitoring

analysis tools for monitoring social mediaThe audience of social media has grown exponentially over time, becoming in effect a new universe of prospects to explore. As a result of this, even the measurement and tracking of social media is now essential for the identification of revenue (direct and indirect) associated with users of social channels.

 
Together with the integrated analysis tools on Facebook and Twitter, there is also a number of third-party products can also monitor what is not evaluated by the internal tools. The following describes some of these tools, along with because they are chosen by numerous content publishers for the analysis of social media activity.
 
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What it does: segmenting this traffic to determine the "value" of visitors and offers real-time analysis.
 
Erin Hoskins (Senior Marketing Director, New Media, Meredith): "We get most of our data on the union of Facebook Insights (the internal analysis of Facebook) with data from the web analytics provided by Adobe SiteCatalyst. We use SiteCatalyst to analyze all traffic to our sites and what is generated. We have integrated some of our content providers such as social Gigya in SiteCatalyst so you can see the shares, the "I like", tweets, pins, comments, etc.. obtained and their impact on traffic to our websites. "
 
Tool: Curalate
 
What it does: Monitoring the traffic from the "visual-based platforms" - that is (at least for now) Pinterest.
 
Erin Hoskins (Senior Marketing Director, New Media, Meredith): "Pinterest does not have APIs, so the data on it are rather limited. Curalate allows us to see the results from the content we share on Pinterest, as well as allows us to monitor the pin obtained from our websites and especially the viral obtained from these actions, since about 80% of the activity consists of Repin on Pinterest . "
 
Tool: Radian6 (Salesforce)
 
What it does: Collects, tracks, analyzes and reports what people are saying about a brand on blogs, forums and through comments and posts in social media.
 
Raman Kia (Executive Director, Digital Strategy, Condé Nast Media Group): "Detecting conversations outside the channels operated by the brand is not an exact science, but at the moment Radian6 is a leader in this field. Can capture content from blogs and Twitter, but it is not as accurate for social media more "closed" and requiring access to view content, such as Facebook. This means that there is always a margin of error in what is being measured by the tool. For this reason, we prefer to extract specific data from each platform and autonomously create reports cumulative. "
 
Tool: Sysomos
 
What it does: How Radian6, Sysomos is designed to help the brand to "listen" to what people are telling them online, especially through social media.
 
Erin Hoskins (Senior Marketing Director, New Media, Meredith): "Sysomos allows us to track conversations about our brand and our campaigns, to identify the trend of the main areas and identify key influencers that are connected to our brand."
 
Tool: Open Site Explorer (SEOmoz)
 
What it does: Provides content data with multiple links to and from the sites, allowing web publishers to compare their data with those of the competition.
 
Raman Kia (Executive Director, Digital Strategy, Condé Nast Media Group): "We prefer to take a step further when we measure the influence and see the value of the referral link in terms of page authority. Open Site Explorer is a great tool for this purpose. "
 
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Tool: Chartbeat Publishing (formerly known as Newsbeat)
 
What it does: Show the most popular content on a site in a given period of time, as readers have moved within the site, the level of engagement for each individual item and which items are read in their entirety or abandoned after a paragraph .
 
Leslie Ellwood (Executive Director, Audience Development, American Media Inc.): "The interface is very intuitive Chartbeat, can provide a lot of information on a single page. The style you choose, the colors and tones make this tool easy to observe for hours. It is also easy to customize. "
 
Tool: Bitly
 
What it does: Allows users to share their links, providing shortened URL mainly used on Twitter and provides a platform for business analysis.
 
Leslie Ellwood (Executive Director, Audience Development, American Media Inc.): "I like Bitly for measuring outside traffic, as well as the comparison of our brand with its main competitors."

Source: http://www.foliomag.com

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