Management tools increase productivity, so that time previously spent on operational tasks can be better used in strategy
Social media monitoring is the activity of maintaining and analyzing metrics on the pages and profiles of a company or personality on Facebook, Instagram, Twitter and other social media. It can be done using specific tools and also with the support of specialized agencies.
The social network monitoring service is currently the service most offered by marketing agencies, according to Panorama das Agências Digital. And like most agencies in the country, E-Dialog also provides services on social networks.
We incorporate the social media routine into our inbound funnel, especially in the attraction and relationship stages. In this context, the tools serve to increase the team’s productivity.
With the adoption of these solutions, there is a reduction in the time spent on operational tasks and an increase in dedication to the strategy. Example: When using an app to capture data from social media and compile a report, we have more time to think about what that data means.
We often turn to tools thinking they can do the job for us. In Digital Marketing, however, this does not happen. Despite the productivity gain, the real result produced with the tool still depends on strategy, creation and optimization of results.
Just compare it to something more common, like a blade, for example. In the hands of a layman, it is of little use beyond small everyday tasks; in those of a surgeon, it can save lives. The tool is the same, it changes who operates it. But, of course, the tool needs to be adequate.
Over 7 years of agency, with the help of Blue World City, we absorbed some tools that made our work more productive. Below we share what they are.
Social media monitoring tools that will help you (a lot!)
1. RD Station Marketing
In RD Station Marketing, the main functions we use are post scheduling on Facebook, Twitter and LinkedIn. We also track results reports.
Before knowing the software, we used other tools for the scheduling task. But due to the possibility of integration of Leads data, RD Station became the best option.
By using the app to post on social networks, we were able to monitor conversions more accurately, as there is an integration between the link and the Landing Pages. In addition to this benefit, RD Station already has a calendar with some suggestions for special dates.
In the tool there is also the visualization of which posts gave more results. It helps a lot to think about the repost, for example. Something that surprised us when using RD Station was to see that, for a specific customer, LinkedIn had more impact than Facebook, despite having more followers on the second social network.
2. I reported
A common problem that we had at the agency, mainly because we were dealing with small and medium companies, was that the reports took a lot of time from the analysts in the data collection stage. As there was no communication between data from Facebook, Instagram and Google Analytics, it was necessary to manually search for relevant data.
We managed to solve this with Reportei. It generates a report that joins social media and Analytics within a template. In the report, there is a space to write an analysis of what was seen and then it can be sent to the client via PDF or link.
Reportei does not provide customized data yet, although there are already 2 report templates (simple and complete). The focus is on the report that is sent to the client – it is not ideal as a Business Intelligence tool.
The Postgrain (formerly Instamizer) is a tool to schedule posts Instagram. In addition to traditional posts, it allows you to create Instagram Stories and make Reposts.
The app also makes it possible to interact with users and monitor comments. Another function that is also useful is the Instagram-focused data analysis tool.
An interesting point is that it allows you to save a group of hashtags to use in posts. Hashtags help to propagate the post on Instagram and can be repeated according to the target persona.
The Adespresso is a tool we use to manage Facebook Ads. The difference is being able to automate some actions, such as boosting certain posts or optimizing ads that have better performance.
Inside the app there is also the option to create different segments in a few clicks. This selection is very useful for anyone who needs to perform A/B testing. Ad espresso divides the budget proportional to the size of the targeting, in addition to keeping the “champion” ad in the air.
In terms of reporting and data analysis, Ad espresso is quite complete. There is a dashboard for analysts and a “report generator” ideal for sending reports to clients. As the report is highly customized, you need to be clear about what you want to put in the visualization modules – in the beginning it’s a lot of work.
5. Instagram, Social Influx and Turbogram
Instagress, Influx Social and Turbogram are tools that do pretty much the same thing, with minor differences. They automate some Instagram processes with a focus on gaining more followers and engagement.
The practice of using tools is controversial as many argue that it is a kind of spam. Depending on the usage mode, this can really happen. But there are ways to get productive results without spam.
The 4 default automations are: likes, comments, follow and follow. In other words, the Instagram profile will make interactions at scale. Spam, in these cases, can be when the profile likes posts or comments automatically, without caring about the content or customizing the message. The 4 actions are used to get the attention of potential followers.
When automating, for example, you can choose to follow a competitor’s followers or base targeting on relocation, tags and other options.
Extra care must be taken when using such tools – avoid using them when your Instagram profile is still new or has few followers. This increases the chance that Instagram will ban the profile for spam.
6. Social Scup
O Scup Social is a social media monitoring tool that allows companies to know the market in which they operate, the public and competitors. It allows you to manage and analyze different social networks, such as Facebook, Twitter, LinkedIn, Flickr, among others. You design a strategy and the solution monitors it.
Identifying trends, participating in conversations, making improvements in campaigns and establishing a presence on the internet are some of the possibilities.
The mLabs has several functions of monitoring social networks. Scheduling posts , replying to messages, analyzing metrics and generating reports are its main features. You can invite others to schedule posts and generate reports.
The panel organizes the various social networks managed in a very visual way. Approving content is also simple, as customers themselves can be invited to make adjustments to the publications.
The Etus is one of the largest management tools for social networking in Latin America. Through the platform you will be able to schedule posts, respond to SACs, and generate reports, among many other features. The tool has 24-hour support, in addition to a 7-day free trial on first registration.
And what is the best tool?
Over the years, we have learned at the agency that there is the ideal tool for a certain type of situation and client. And that the right tool for one case will not always be useful for another. A clear example is apps like Instagram, which can do more harm than help a brand if misused. Therefore, not all projects need all 5 tools at the same time.
The use of tools becomes more necessary as the agency needs to serve a greater volume or wants to dedicate analysts’ time to strategy rather than operational. With the expansion and growth of the agency, they will be essential on a daily basis.