This is a subscriber-only article. Join Entrepreneur+ today for access

Learn More

Already have an account?

Sign in
Entrepreneur Plus - Short White
For Subscribers

Social Analytics: How Necessary Are They? Our resident 'geek' tells us if social media analytics add up to business success.

By Mikal E. Belicove

This story appears in the March 2015 issue of Entrepreneur. Subscribe »

Q: Do better social media analytics really help?

A: There's an ever-growing range of companies offering an array of social media analytics tools, from entry-level platforms such as Hootsuite and Sprout Social to sophisticated stand-alone products like Socialbakers and Radian6.

All of these products use an API to capture data—the exact same data already available to you and your business for free from Facebook Insights, Twitter Analytics and many other social media networks. The only differences between the native analytics and the more sophisticated—and expensive—options are the interface and the math used to calculate ambiguous metrics like "potential reach" and "engagement."

The rest of this article is locked.

Join Entrepreneur+ today for access.

Subscribe Now

Already have an account? Sign In