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Is the social media investment worth it? Top tools to measure results

Always measure the results of your social media campaigns
Always measure the results of your social media campaigns
Photo by Justin Sullivan/Getty Images

You’ve recently seen the value of social media and you’ve jumped on the train. You’re creating and sourcing content and like any great marketer, you want to know if your investment and your strategy are paying off.

You’re curious to know if your organization is truly starting conversations. Is your content being spread through social media? Are you gaining potential clients or greater brand awareness? In order to know what’s working and what’s not, you’ll want to put a plan in place to track your social media results.

Today there are several social media measurement tools that can assist in answering questions about engagement on platforms. These tools can help answer questions such as how many website hits are received from social media, the number of mentions, shares, or comments received, and even the percent of increase of social media reach. If you’re just dipping your toes into social media measurement, here’s the scoop on a few of the most prominent social measurement tools:

Google Analytics

Free software embedded into your website that measures advertising ROI and tracks traffic from flash, video, and social networking sites and applications to your website. It’s a good idea to have a basic understanding of Google Analytics and to know how much traffic is coming to your website and what percentage of that traffic stems from social media effort.


Provides users with a score from 1 to 100 that measures influence across the user’s social media network. Klout is hotly debated but can be used to determine if social media influence is increasing or decreasing. Klout also provides the ability to source and share relevant content on your industry.


Measures and optimizes social media marketing by providing powerful, easy to use analytics and recommendations on Twitter and Facebook. The product provides calculation on the total reach of individual tweets, calculations on the best times for scheduling your posts, and indications when a user with a high social influence (Klout) follows you on Twitter.


A tool that lets you manage all of your social accounts from one dashboard, schedule messages in advance, and get analytical feedback.

Social Report
For those who are willing to pay a monthly fee, Social Report is a powerful new tool that combines the best features of Google Analytics and Hootsuite. Users are able to schedule and manage their social accounts and track success of each campaign.

Salesforce Marketing Cloud

For organizations that utilize Salesforce, the Marketing Cloud integrates with the CRM to tell you which clients and potential clients are engaging with your company on social media.

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