Which Social Media Listening tool fits your needs? Here are three

It is obvious: a household goods ecommerce is not the same as a government brand or a local fast food service. Each scenario involves a different investment of time and effort and, of course, the use of more or less robust tools.

In this article, we will analyze three tools with their main functionalities and even their potential disadvantages, so that you can evaluate which one can best suit your brand’s needs.

• Socialbakers
• Social Studio
• Meltwater

1. SOCIAL BAKERS

1.1 Main benefits of Social Bakers:

Complete analysis of results in own channels / Benchmark of the competition:
With Social Bakers you can measure the interaction of the audience with the content through the different networks. It also allows you to compare results of published content, both with respect to the brand itself in other periods and campaigns, as well as with the competition. This favors the diagnosis of strengths and weaknesses and even decision making after reviewing the most important KPIs (engagement, reach, impressions, etc.).

Dashboard customization and report automation:
This social media monitoring tool allows you to choose from templates and customize your dashboard, in order to get the most out of the visualization of the data collected on your brand’s social channels. In addition, these dashboards can be converted into automated reports with the formats (PDF, PPTX, XLS, PNG) and periodicity that best suits the strategy.

Analysis of sentiment and brand perception:

Thanks to the automatic sentiment functionality in English, the tool can be “educated” for real-time sentiment analysis. Although this sentiment can be improved with the help of analysts, it does allow you to detect trends in audience sentiment quickly and easily, and to act quickly if necessary.

Tagging and automation:
The tool allows the tagging of messages by categories and people, as well as the automation of this process as long as certain parameters are met. This makes it possible to analyze the conversation taking into account the most repeated topics, seeing its evolution: complaints, positive comments, proposals, etc.

1.2. Possible Disadvantages of Social Bakers

– It only allows the analysis of data from owned media channels. In order to analyze earned media, it is necessary to use or complement other tools.

– It does not allow tracking data from influencers, collaborators, or any other channel or profile that is not that of the brand.

2. SOCIAL STUDIO

2.1. Main benefits of Social Studio

Connect your own profiles, tag and correct sentiment in the “engage” module:

Social Studio allows you to connect your own profiles in order to, in addition to extracting results on the main metrics of each social network and analyzing their evolution, interact or analyze user responses in your own media: tagging, sentiment and message assignment.

Listen based on keywords and analyze the results of owned and earned media in the “analyze” module:

With more than a billion sources, Social Studio is one of the most powerful listening tools on the market. Based on the keywords indicated in the listening configuration, different search subgroups can be generated, analyzed, sentiment can be assessed, influencers in the conversation can be identified, the most repeated topics can be identified and all this information can be transferred to dashboards and automated reports.

Automatic creation of dashboards and reports:

With the information obtained from your own channels or better known as owned media, Social Studio generates reports and dashboards that you can consult whenever you want.

Outreach to your community:

In addition to being able to create alerts based on keywords or results so that a warning is received when certain parameters are met within the brand’s social networks, Social Studio can identify and mark different influencers or trolls detected in the conversation. The automatic sentiment allows you to know at a glance the situation of the community and take action.

Insight gathering and crisis prevention:

Through the listening configured in the analyze module, you can listen to the state of the digital conversation on different topics, brands and competitors. This listening allows you to react to possible crises and make decisions based on the noise collected not only in your own channels, but also in public environments of the digital ecosystem (twitter, forums and aggregators, digital press).

2.2. Possible Disadvantages of Social Studio

• Although the Social Listening tool works with no user limit, it does have limitations on monthly mentions and profiles to be connected.
• It does not allow you to track results of influencers that collaborate with your brand, it only identifies who the influencers are on a specific topic by including them in searches.

MELTWATER

3.1. Main benefits of Meltwater

Social and editorial listening, all in one:

Meltwater covers online media, Twitter, Facebook, YouTube and blogs in one integrated solution, both from PC and mobile.

Real-time analysis and alerts:

Allows you to accurately demonstrate social media ROI through social media monitoring. Generates customizable, easy-to-use analytics and reports that measure and share social media impact.

Unlimited volume of mentions and ad hoc searches:

Unlike tools that limit the number of mentions contracted, with Meltwater you can access an unlimited volume of information, limiting the profiles to be connected, users and types of reports that can be created and automated to resemble the aesthetics and needs of each brand.

Customizable reports of different levels:

From the executive summary, perfect for busy executives who want to see the most important things at a glance, to peak analysis or a sample of all publications and their performance together or separately. It is also possible to customize the way to see everything that happens in the brands’ own channels, automated through interactive dashboards.

Possibility of add-ons, search and tracking and influencers + audience research:

Thanks to these additional modules, in addition to analyzing what happens in your own channels or extending it to public social environments and tracking conversation, you can analyze and report results on influencers and make studies on audiences, even with competitors as a reference.

3.2. Possible disadvantages of Meltwater

• Because of its functionalities and add ons, it is a more expensive tool, although it does not need to be combined with additional tools. It is important to evaluate if you will get the most out of the tool to know if it is worth the investment.