Setup

Tools

Social media management and monitoring tools help you keep track of and manage your social media channels. This guide provides a brief introduction to some of the available tools. Please align with your BU to find out if specific tools are already available for your use.

Tools
  • The basics
  • How do I pick the right tool?
  • Management & Planning Tools
  • Monitoring and Analytics Tools
  • Get Support

The basics

Managing one or more social media channels and measuring the return on investment (ROI) isn’t easy. That’s why many tools have been developed to help you monitor, track, and analyze your channels and activities. These tools can be used to manage and plan content, monitor performance, and analyze data. However, to efficiently execute your social media strategy and demonstrate social ROI, it’s best to understand what tools are available and determine the right ones for you.

IMPORTANT: Social media tracking and analytics may involve collecting and processing personal data and is subject to national data protection laws. Be sure to review the data privacy and legal guide and consult with your legal department to ensure you are following proper procedures.

How do I pick the right tool?

Ask yourself the following questions before you choose your tools?

  • What metrics do I want to gather and analyze?
  • Can I easily obtain this data right from the social media platform?
  • Do I need a tool to make the process easier?
  • What exactly do I need my tool to do?
  • Do I already have access to tools with management, analytics, or reporting features?

Before you invest in a tool:

 

  • Contact your BU Global Marketing team to find out which tools are in use and whether you can have access
  • Double-check that the tool includes the features and functionality you need
  • Make sure the tool can collect the data you need from your social media channels (social networks often limit what data can be transmitted to external tools)
  • Get approval from your local IT and data protection departments to ensure the tool you want is compliant
  • Contact Digital Communications Team at Corporate Communcations, Sustainability and Brand if you need further support

 

Management & Planning Tools

Here are a few examples of social media management tools that allow you to schedule social media posts across multiple channels. These tools offer free and paid accounts as well as different levels of tracking and analytics.

IMPORTANT: The list below is for information only and does not constitute an endorsement or a recommendation. Please reach out to your Business Unit’s social media team for further support or questions about licensing.

Hootsuite

Hootsuite is one of the most popular and comprehensive social media management tools on the market. You can keep track and manage multiple social media channels, such as Facebook, Twitter, LinkedIn, and Instagram. You can also use Hootsuite to run and analyze social media campaigns. Hootsuite offers a free version. Premium accounts include features like advanced analytics, audience engagement, team collaboration, and more.

Main Features (free account):

  • Direct posting to multiple platforms
  • Scheduling posts
  • Managing multiple profiles
  • Targeted messaging
  • Basic analytics

 

Tweetdeck

Tweetdeck is also a top-rated social media management tool. It is a free, web-based application for managing and posting to Twitter accounts. You can use it to manage multiple Twitter accounts, schedule tweets, organize your content, and monitor hashtags and what’s trending. TweetDeck is integrated into Twitter’s interface and therefore only works with Twitter. 

Main Features (free account):

  • Direct posting to multiple accounts
  • Scheduling posts
  • Unlimited columns
  • Global filters
  • Basic analytics

 

Percolate

Percolate is a cloud-based content marketing tool designed for midsize and large companies. You can use it to manage content and activities across multiple channels. It is an end-to-end tool that you can use to create, preview, approve, and publish content. Percolate also offers audience management, social listening, analytics, and customer service features. Please note that Percolate is a subscription-based service and does not offer a free version.

Main Features (subscription):

  • Direct posting to multiple accounts
  • Scheduling posts
  • Managing multiple accounts and campaigns
  • Team collaboration
  • Advanced analytics and performance metrics

 

Oktopost

Oktopost is an enterprise-grade platform for B2B marketers for curating content as well as organizing and managing campaigns for corporate social media accounts, employee advocacy, and social selling. The platform also includes social listening and analytics features. Oktopost integrates natively into many major automation and CRM platforms. Oktopost is a subscription service and does not offer a free trial or free version.

Main Features (subscription):

  • Direct posting to multiple accounts
  • Scheduling posts
  • Managing multiple accounts and campaigns
  • Team collaboration
  • Advanced analytics and performance metrics

Monitoring and Analytics Tools

Whether you want to track and analyze a single channel or twenty, a tracking and analytics tool is a must. Base your choice on what features you need and how deep you want to dive into the performance data. Please note that monitoring and analytics tools generally do not include publishing and scheduling features. Here are a few examples.

IMPORTANT: The list below is for information only and does not constitute an endorsement or a recommendation. Please reach out to your Business Unit’s social media team for further support or questions about licensing.

Google Trends

Google Trends is a website by Google that analyzes the popularity of top search queries in Google Search across various regions and languages. It shows how frequently a given search term is entered into Google’s search engine relative to the total search volume over time. You can use it to research keywords and watch for event-triggered spikes in keyword search volume. It is a free, web-based tool.

 

Meltwater

Meltwater is a social media monitoring and engagement software focused on analytics and targeted engagement. It can analyze and filter millions of posts a day from social media, blogs, and news sites. You can use it to search for specific topics, find key influencers, and track your online performance and sentiment. Meltwater is a subscription service.

 

Talkwalker

Talkwalker is a social listening platform focused on social media analytics. The tool monitors brand mentions and measures sentiment across a wide range of sources, including online, social media, print, TV, and radio. For social monitoring, Talkwalker offers in-depth analytics features for brand listening, influencer monitoring, hashtag and campaign tracking, crisis management, competitor analysis, and advanced KPIs. Talkwalker is a subscription service. It offers a free plan that is very limited and not intended for business.

 

Sparktoro

Sparktoro helps you to learn more about your audience. The tool crawls social media and web profiles to find out what and who the audience reads, listens to, watches, follows, shares, and talks about. You can specify audiences based on keywords they use in their updates or profiles, websites they visit, or accounts they follow. Currently, the tool primarily searches English-speaking accounts but is evolving quickly. Sparktoro is a subscription service. A free version with limited features is available.

 

Buzzsumo

BuzzSumo is a social media analytics and content inspiration and curation tool. It searches the web for content based on search queries and reports back on its success, based upon its social engagement, evergreen score, and backlinks. With Buzzsumo, you can analyze the best performing content in any market and use the social search engine to identify the most shared content for a topic, author, or domain. This can help you learn what content is resonating with audiences. Buzzsumo is a subscription service. A free trial is available.

Get Support

If you need help with social media tools, please reach out to the global marketing team in your BU or write to Digital Communications Team at Corporate Communications, Sustainability and Brand.