93% of marketers use social media for their business. [Buffer, 2013]. There are more devices connected to the Internet than there are people on earth and with 40% of people spend more time socialising on social media than they do face-to-face [RocketPost, 2014] the digital realm is becoming a marketers home away from home.

Good Social Media Management is dependent on a number of factors such as presence and understanding of varying channels, type and frequency of content as well as planning and tracking of results. But, ultimately it comes down to revenue – Is your Social Media Strategy generating leads and sales?

There are some tools that can really benefit Marketers in implementing and monitoring their Social Media Management efforts. If you’re looking to improve your running of Social Media you may find one or a combination of these tools extremely beneficial:

Google Analytics

Google Analytics is a free Web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes. The service is available to anyone with a Google account. Google Analytics is geared toward small and medium-sized retail websites [TechTargets, 2011]. One of the many noteworthy features of Google Analytics is its ability to create custom reports for your company. You have nothing to lose with this expansive free service. Especially when you’ve added some great, free dashboards!


Hootsuite is a social media management system for brand management. When using the platform you can set up a personalised “dashboard” for yourself or your company. From here you can connect the following social networking accounts; Twitter, Facebook, LinkedIn, Google+, WordPress, TrendSpottr and more, and you can schedule content through the dashboard to go to the platform of your choosing at any time. This is a great way to be able to stay on top of regular posting, particularly for platforms such as Twitter where a high volume of posts is beneficial. HootSuite offers a free version in which users are limited to connecting only a few of their networks and do not have access to analytical reports. Access to these additional features are offered through their Pro and Enterprise packages for a fee.


Buffer is a software application designed to manage social networks, by providing the means for a user to schedule posts to Twitter, Facebook and LinkedIn. There is also a “Buffer Business” extension, which has features, which specialise in managing social media accounts for businesses and corporations.

Buffer offers a free version for users in which they are limited to post scheduling only at certain times, paid versions are available which offer more freedom and additional features.


SocialBro is a powerful Twitter marketing application for business that helps users tactically build a robust and highly visible social presence. SocialBro’s analytics tools help users understand their customers’ behavoural patterns, stimulate engagement, increase their communities’ growth and track competitor activity.

SocialBro is available in both a limed free version and a more expansive Pro version.


Klout is a website and mobile application that uses social media analytics to rank its users according to online social influence via a “Klout Score” (a numerical value between 1 and 100). To do so, Klout measures the size of a user’s social media network and correlates that content created to measure how other users interact with that content. Users who register with Klout can link multiple social networks including Twitter, Facebook, Google+, LinkedIn and Instagram. Klout also has the inbuilt ability to search for content based on keywords and schedule content to social platforms. Klout is a free service.

Moz Analytics

Moz Analytics is a monthly subscription service which provides in-depth social analysis & social media measurement tools. Moz Analytics integrates Twitter, Facebook and Google+ and presents users with a detailed, well-laid out overview, and even shows which tweets / shares that were most successful. There is is also the function of competitor tracking. This is a relatively new offering which has replaced Moz’s previous SEOMoz.

We at The Lead Agency have used the 30-day free trial for Moz Analytics and believe that utilising the paid version (monthly subscription service) should be dependent on how much value you believe you business could stand to gain from it.


BuzzSumo is a helpful search tool that tracks content on all social networking sites and ranks them based on the number of shares on Facebook, Twitter, LinkedIn, Google+, and Pinterest. It monitors content by topic or user and uses an advanced search engine to deliver accurate results.

BuzzSumo is great for monitoring your competitors’ content, allowing you to make comparisons and improve your website’s performance. Some of the things you can analyze are the average shares, shares by network, content format, day published, content length and most shared domains.

This tool also lets you find the influencers and get to know what they are sharing online. You can also choose to get alerts via email based on a number of things – when an article mentions your keyword, when an author publishes an article or when your competitor publishes a post [WebToolsWiki, 2015].

BuzzSumo offers a limited free version to users; their Pro service incurs an annual fee.

Sprout Social

Sprout Social is a Social Media Management and engagement platform for businesses. Sprout enables social communication for business through three main functions: publishing, engagement and analytics. Sprout provides solutions for social media marketing, social media management, social customer service and social media analytics. Sprout’s platform offers users the ability to integrate with Twitter, Facebook, LinkedIn, Google+, Zendesk and UserVoice.

Social Sprout offers a free 30-day trial of their Deluxe, Premium or Team service.


Bitly is a URL shortening service. When posting content to Social Media is important not to put up posts which are too “busy”. Your followers want “easy to digest”, “snackable” tweets, statuses, insights and comments from who they follow.

Bitly is particularly useful for shortening links for Twitter posts. With a very limited amount of characters available to users it is important that they URL does not take up top much of your allotted 140 characters. Bitly is a free service.

For more information on B2B Social Media Marketing read our article on What is social Media marketing? If you are interested in developing B2B social media marketing strategies, get in touch with The Lead Agency today. Our B2B marketing consultants are ready to assist you with your B2B marketing needs.

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