Social media is highly valuable for gathering audience insights, though for
some, those insights can be difficult to uncover.
Many social media managers sift through the massive volume of tweets and posts uploaded every day, but some struggle to harness relevant information. As
technology changes, consumers are seeking access to an array of information and, in turn, increasing their expectations of brands.
To improve your organization’s social media strategy, pay attention to where and how people are finding and using your information.
Here are five tools to filter the fast-paced social media stream:
helps you get more information out of your Twitter own feed and those of others. Nuzzel highlights the most popular content shared among your Twitter
followers, showing you what was most shared and discussed.
If you’ve cultivated a focused Twitter community, Nuzzel provides an immediate feed of the biggest topics and stories relevant to that audience. You can
check Nuzzel’s feeds of other Twitter users by searching for their handles.
2. IFITTT. Automation is a touchy subject
in social media circles, and rightfully so. Although some level of automation can be beneficial—for example, content scheduling—there are ways to take it
As Gary Vaynerchuk said, “Automation is
wrong when it’s replacing something that could—and should—be done by a human.”
Although automation can save you time, you might want to try something more personal, such as posting your Instagram photos to Twitter as embedded photos, not links.
This is an example of something IFTTT does. IFTTT can translate multiple elements into a single, actionable “recipe.” You
can program it to “like” a photo in one of your organization’s platforms, while posting an automated GIF in another. For example, you could program the app
to email you a GIF of Colin Farrell looking really disappointed every time you take a selfie.
3. BuzzSumo is a content discovery tool—enter a keyword and hit search, and BuzzSumo will return a list of the most
shared content relating to that search term.
You can filter results by language, region or content type. This will help you identify users who’ve expanded the reach of your posts.
There’s also a “trending content” tracker—a big plus for social media managers.
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4. Klear is an emerging social media analysis tool. Formerly called Twtrland, Klear re-branded in mid-2015 to
include other channels.
If you search for your organization’s Twitter handle, Klear will provide stats from Twitter, Facebook and Instagram. It shows how many times a day you’re
posting, how many “likes” per post you’ve received and how many comments your photos have generated.
It also offers engagement and response data that will show whether someone you’re thinking of following is as influential as they seem.
5. Followerwonk will analyze any Twitter profile and provide a range of stats. These include
knowing when that profile’s followers are most active online, the most common words used in the profiles of their Twitter audience, and the geographic
locations of their follower base.
These data can help you to identify relevant users in your industry or assist in working out the best times to post. This information can help
communicators understand where and how others in your industry have built their followings.
is a freelance writer,
and social media marketing advisor from Melbourne, Australia. A version of this article originally appeared on his