Social Media Analysis tools
Earlier this week, Social Target (http://www.socialtarget.com/), an independent social media research and consulting firm, announced the publication of the second edition of the Guide to Social Media Analysis.
According to Social Target’s press release, the report includes information on social media monitoring and analysis tools from the following companies:
Andiamo Systems, Attensity, Attentio, Beyond Analysis, Biz360, Brandintel, Brandwatch, BurrellesLuce, Buzzcapture, BuzzLogic, CIC, Collective Intellect, ComMetric, Converseon, CustomScoop, CyberAlert, Digital Influence Group, Digital PR, Distilled, Dow Jones & Company, eCairn, EmPower Research, Ethority, evolve24, FirstRain, InfoNgen, Integrasco, Intelligence Technologies, J.D. Power and Associates, Jodange, Kaava, KDPaine & Partners, Lexalytics, Linkfluence, Market Sentinel, MediaMiser, MetaTale, Metrica, Millward Brown Precis, MotiveQuest, Netemic, NetEquity, New Media Strategies, Nielsen Online, Onalytica, Quirk eMarketing, Radian6, Relevant Mind, Report International, RepuMetrix, Reputation Institute, ReputationHQ, Scanblog, SentimentMetrics, Socialware, Synthesio, Techrigy, TNS Cymfony, VICO Research & Consulting, Visible Technologies, Waggener Edstrom, Whitevector, WiseWindow (All trademarks are the property of their respective owners).
I started going through all the different tools by visiting each company’s Web site, in turn. There is a lot of useful information ou there, but it set me thinking that this approach is likely to lead to analysis paralysis.
Surely a better approach is to brainstorm the information that you need, make a list and then set about finding a tool or tools that provide that information.
In addition, many of the tools above assume that you are a well known brand or company getting thousands of social media references daily. For smaller entities the sort of output that these tools produce may be either non-existent or less valuable.
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Hi Martyn,
…or just talk about your needs online and let the tools find you?
Both small and large brands can accomplish great things by listening (monitoring) online and then participating in the right conversations. For smaller brands we have seen great success when listening for relevant industry conversations that that your brand can connect with (or help with) but that don’t necessarily mention your brand directly. This was talked about recently at an online “twebinar” that we hosted on the subject of listening. You might get some value out of it (although you wouldn’t get the live conversation, the speakers were recorded at http://www.twebinar.com
I think your approach first listing your needs then looking for a tool makes sense. Let me know if I can help in any way.
Marcel
CEO, Radian6
Thanks for the mention. Sorting out the many options is exactly the point of the Guide–there are a lot of options, and all those companies don’t do the same thing. My goals with the Guide were (1) to help people understand the range of available options and (2) to create a convenient resource for companies deciding which vendors they should consider.
I certainly agree that understanding your company’s needs is the first step. A second question to consider is how you want to receive or interact with information. Do you want a tool or a service?
If there’s a question about whether commercial tools are helpful for your company, you might start with one the free versions (not the same as the usual list of free services):
http://net-savvy.com/executive/tools/monitoring-social-media-before-you-have-a-bud.html
It’s true that most social media analysis companies are focused on the needs of relatively large clients. There are options for smaller companies, starting with free, entry-level accounts from several vendors. From there, prices go from $1 to tens of thousands per month. One size definitely does not fit all.
Hi Martyn,
Indeed one of the most important things before picking the relevant social media monioring and analysis solutions and services is to assess what’s relevant for your company. Some may want to gather opinions that spread throughout the Internet while others may prefer to narrow the scope down to specific topics or places on the social web. Once this initial step has been taken - and most social media monitoring companies may help their clients at this early stage - all the monitoring and research can be carried out.
Now I must also agree with Marcel from Radian6, it is useful for companies to look for conversations they can connect with. Should they stick with conversations that talk about their brands, they would lose many opportunities to engage potential clients or brands ambassadors for instance.
best regards,
anthony hamelle
ceo, linkfluence
For smaller brands or subjects we offer a fully functional free version of SM2, our social media monitoring and analysis tool. The only limitations are number of keyword phrases (5) and number of results (1000). http://sm2.techrigy.com
We also offer a free trial for smaller brands with no data limits, so at least you can see if there is sufficent volume of data before signing up for a paid subscription.
http://www.sentimentmetrics.com
Thanks for the mention, Martyn
Finding the right vendor to work with can indeed by a minefield, and often just ends up being down to who is shouting the loudest rather than who is the perfect fit. Here at Metrica we’ve had 15 years experience of helping the smallest to the largest companies evaluate their communications and PR. I agree with you that it’s about starting with what you need. But I’d take one step back from there. The very best place to start is with what you’re trying to achieve with your commmunications. And here’s the value of good, expert vendors. Find the right one, tell them what you’re trying to achieve with your social media programme and let us put our measurement brains into action and do the rest for you. Make us do the leg work. That’s what you pay us for! And this is why we have completely customised soutions for each and every single client. We wrap the measurement output snuggly around their plans. We talk a bit about this and other PR measurement gems on our blog if anyone fancies a read: http://www.metrica.net/measurementmatters