Marketing Technology

Social Media Analytics Tools

In yesterday’s Advisor, we shared some of the best social media management tools on the market, keeping pricing in mind for small- and medium-sized businesses. In today’s Advisor, we’ll take a look at additional social media analytics tools that can help you to be smarter and more informed with your social media marketing.


Iconosquare offers the most in-depth analytics data for Instagram, and at just $2.40/month for the basic service, it’s an investment that doesn’t require much thinking about. Iconosquare automatically builds useful reports that give valuable insights on followers, competitors, and prospects—sent straight to your e-mail on a daily basis.


Crowdfire is a tool that’s a mix between a social media management tool and a social media analytics tool. Here are some of the basic functions it can help a marketer to perform:

  • Finding inactive users and unfollowers
  • Finding relevant users to follow
  • Statistics on how social updates affect followers


It’s an insanely useful tool for companies that are sensitive to the daily happenings of their followers.


Rignite is a complete social media management tool with powerful analytics capabilities. It draws data from social media campaigns across all platforms for a more complete picture of what’s working and what isn’t. But it’s so much more than high level—you can analyze your efforts by post, campaign, category, and network. The information you’ll get from using Rignite is actionable in so many ways.

Sprout Social

Like Rignite, Sprout Social is a complete social media management tool that has use across several different departments using several different functions. Sprout Social has customer relationship management (CRM) capabilities, it’s easy to use with team members, and of course, it has the ability to track and measure social performance.

Facebook Insights/Twitter Analytics

Finally, it would be silly to end this list without mentioning Facebook and Twitter’s built-in analytics tools. Both offer detailed information about followers, including when they’re typically online, what they’re interested in, and other demographics and useful bits of data. Facebook’s analytics data are a touch more advanced than Twitter’s, but Twitter isn’t far behind. Best of all, neither requires a fee to access, so you might as well make use of it!

The best social media analytics tools work both on a platform-by-platform basis and when a company’s social media activities are compared across all platforms. Do you have a tool in place that can perform these essential functions, or is it time to reevaluate your social media analytics data?