Well, SocialBakers does not bake cakes and breads but it seems to bake cake-like pie-charts and breadsticks-like graphs pretty neatly for social media. SocialBakers provides social media tools for measuring, comparing and contrasting the success of social media campaigns on Facebook, Twitter, Google+, LinkedIn and Youtube. SocialBakers has been awarded 3 Facebook Preferred Marketing Developer (PMD) badges one of which is for insights.
SocialBakers – Analytics Pro is SocialBakers’ analytics tool. It offers four paid plans but has a 14-day free trial period. I wanted to analyze Facebook and Twitter profiles that ConserveAqua uses extensively. So, I tried out the Basic plan that allows monitoring of three social media profiles for Facebook, Twitter and Youtube.
Analytics Pro breaks down the analytics into following sections based on the channel:
- Fans/Followers – This section provides analytics about your fans or followers including their distribution, growth rate, people talking about your page, like/following patterns based on day of the week and much more.
- Posts/Tweets – This section provides content analysis that includes high-level breakdown based on post types, content source, who posted/tweeted and deep dive into individual posts/tweets.
- Engagement Rating – This section provides distribution of incoming and outgoing interactions, engagement rate, sharability and interactions by post types and hours.
- Key Influencers – This section tracks the most active users on the page.
- Response Rate – This section measures the response rate and time to user questions.
For Facebook, Analytics Pro calculates a score for your page on a scale of 0% to 100%. This score is based on the growth of fans (10%), content (30%), engagement (35%) and quality (25%). A useful feature of Analytics Pro is the ability to compare analytics of two Facebook pages or Twitter profiles. This can be very helpful in comparing your social media campaign against your competitors. You can also download the analytics as an image or a csv file.
When I added the Facebook page on Analytics Pro, it took few hours to calculate most of the analytics which was surprising as our campaign ran only for few weeks. So, if you need instant detailed analytics, then this may not be the best tool.
Overall, SocialBakers – Analytics Pro is a very user-friendly tool for tracking and measuring your social media campaign.
Buffer is a perfect tool to manage multiple social network accounts for busy bees like TMMBA students. It helps you schedule and post updates on social media sites. In its free version, you can connect to one Twitter, one Facebook profile/page, one LinkedIn and one App.net account. If you upgrade to the Awesome plan (any Barney Stinson fans here?) which costs $10/month or $102/year, you can connect to 12 social networks at once and can have unlimited posts in your buffer.
Below are some of the features of Buffer that you will find helpful in managing your multiple social media channels.
Apps, Extensions and Extras: Buffer is integrated with lots of apps like feedly, pocket, TweetCaster etc. and has extensions for Safari, Firefox Chrome and Opera. You can use the apps to add updates to your buffer. These updates are then posted to the social network you choose. Installing extensions places a button at the top of your browser that can be used to add the link to the webpage you are browsing to your buffer.
Scheduling: You can schedule your posts at different times of the day and different days of the week for your various social network accounts.
Analytics: Buffer provides detailed analytics about your posts in different social networks. You can track clicks, retweets, mentions, reach and favorites on Twitter and comments, likes, clicks, reach and shares on Facebook.
Link Shortener: You can setup Buffer to shorten the links automatically by choosing one of the three URL shorteners – buff.ly, bit.ly and j.mp.
Collaboration: You can invite your team members to manage your team’s buffer account and offload some work to them.
Buffer also has a blog that gives some useful tips on social media. Their customer service is great. You can check out Buffer here!
I love traveling. A major activity of my trip planning is the quest of cheap air tickets. I usually start my search with Expedia. Expedia, headquartered in Bellevue, is the largest online travel company in the world. Many of you may know that Expedia was spun out of Microsoft in 1999. It has localized websites in 30 countries worldwide.
Expedia has a huge fan following in social media – Facebook (1,775,844 likes), Twitter (138,384 followers), Pinterest (2,745 followers) and Google+ (1,061, 513 followers). Expedia’s Facebook, Pinterest and Google+ pages have intriguing vacation destination photographs that remind you that if there is heaven, it is on earth.
Expedia has used a different strategy for each social media channel. I find the content on its facebook page to be very comprehensive spanning campaigns, vacation destinations information, travel advisories, customer FAQ, jobs openings and videos. Expedia uses twitter for time-sensitive content like promotions and chat. The content on Pinterest and Google+ is more like that of a travel magazine. Expedia has aggressively used social media to incentivize its fans to participate in sharing their travel experiences through various contests. For instance, Expedia/NFFTY’s Find Yours campaign selected three winner films from the users-generated mini documentaries and short travel-based films. Expedia Trip Tips has integrated Expedia’s social media campaigns with travel bloggers to engage new audiences.
My takeaway from Expedia is that the key to a successful social media campaign is to understand your audience and design your strategy to cater to users’ interest.