Why Businesses Must Use Social Media Analytics Tools

Posted by: Chris Marentis

Why Businesses Must Use Social Media Analytics Tools


Today, social media is a critical component of any business’s marketing plan. Although many national companies and local businesses have been connected to social media networks for several years now, they’re still facing key challenges. For instance, it’s difficult for many companies to tie their social media efforts to business goals.

That’s where social media analytics tools come into play. Through these tools, marketers have been able to:

  • Track their social media campaigns
  • Analyze their brand and reputation (To learn how to create a reputation that gets your business leads, see our reputation management handbook.)
  • Track website traffic coming from social
  • Track leads and sales

More Marketers Turning to Social Media Analytics Tools

The number of marketers that use these valuable tools is growing fast. In fact, more than 60% of businesses and organizations in North America are now using them, and that percentage is likely to grow even further.


Research also shows that when social media networks, such as Facebook and LinkedIn, introduce a new set of analytics tools, marketers are quick to adopt them. Over the last two years, the number of marketers that use these tools has surged.

Many of these tools are becoming more advanced, especially for Facebook with the recent release of it’s new targeting options- partner categories. Check out our Facebook handbook to learn how to leverage all of the benefits of this powerful social network to your advantage.

Challenges for Businesses

Unfortunately, these tools don’t solve all of marketers’ problems, especially when it comes to calculating the return on investment. Also, many businesses report that they don’t have the staffing or resources needed to fully implement a social media marketing plan. What some business owners don’t realize is that managing an online presence and tracking social media campaign sometimes requires the work of a full-time social media marketing professional. But some business owners are more hesitant to increase their staff to accommodate this because they do not see the potential these networks can have on their bottom line.

Turn to Professionals for Help

While business owners understand that more data is valuable, it can sometimes be overwhelming for them to sort through it all and determine the best course of action for their company. Thankfully, business owners can turn to experts for help with their national enterprise marketing and social media campaigns.


Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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