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The free tools in my social media marketing toolkit — Part 2: Management & measurement

By Alexandra Reid

In my last post, I shared and reviewed my favourite (free) social media monitoring tools that I use regularly to carry out social media marketing strategies on behalf of clients. Today, I reveal the management and measurement tools I use to organize and keep track of the zillions of conversations I monitor daily across multiple channels.

To summarize, these tools are free and therefore great for small businesses and new ventures. However, they are useless if they are not aligned with a sound social media marketing strategy. They are also far from perfect so we must always cross-examine data with information provided by other tools and sometimes even check information manually to ensure everything is accurate.

I decided to combine my favourite management and measurement tools because many of them do both functions. Technically, some of these can be used for monitoring social media as well. At the end of the day, it’s not so much the tools that matter, but how you use them. These are the ones that I’ve found excel, particularly in the management and measurement departments.

Without further ado, here are my favourite social media management and measurement tools:

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Klout should not be regarded as the standard for influence online

By Alexandra Reid

I have a hard time believing that Klout is and should be the standard for influence online.

My reasoning is grounded in the fact that Klout, which purports to measure social media influence, is losing clout because of its failure to follow social media best practices. It seems illogical to me that so many of us are measuring our social media success based on standards developed by an unsocial organization.

Allow me to elaborate.

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Community management: Simple ways to keep track of key information

By Alexandra Reid

This is part two of my three-part series on monitoring, managing and measuring social media. Last week, I discussed a range of tools for monitoring social media and how to use them to their best effect. This week, I’ll teach you about modern, yet free and simple, management methods that I use to organize the information that ours in from my monitoring efforts.

Choosing what to track

Online tools such as Google Analytics, HootSuite, Social Mention, Kurrently and others provide users with excessive amounts of information that can be hard to digest. In my previous post, I explained how to channel the waterfall of information into relevant streams and then filter out the content that is most relevant to you. Part of the management function is to understand what it is your business wants to get out of social media. Knowing the long-term goals and key performance indicators will help you narrow your focus and determine exactly what it is you need to track.

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Recent Comments

  • James LaPalme : Francis Would not say thrived - but close - in spite of geography. 15ish years ago - a group of similar skilled and experience and capable business folks (sales, channel, alliance, business development) all lived in Canada (Ottawa-Toronto-Waterloo). All except for one stayed - that would be me. Well the guys that went to Silicon Valley have thrived well beyond expectations. The others - Boston, Dallas and EU have done very well - thrived. My survival has been predominately based on CEO's from outside Ontario seeing my value. Best to move on to more receptive fertile ground if ambitious. A successful strategy is to move south do a few years and remove the pure northern business experience then come back - which my experience is very few will.

  • Francis Moran : I'm so glad to see you warming to this idea, Luc. Not that you were ever one of those mindless critics who automatically opposed the proposal; you were properly skeptical and demanding that it contain more of what folks like you and I believed was necessary for success. Looks like the city is listening.

  • Luc Lalande : Hi Francis, thank you for the steady and keen eye on the development of this important project for the City. I share your view that open spaces in the building’s design will be critical components for encouraging spontaneous interactions between people. Integrating such spaces in the Innovation Complex sends the right signals to the community-at-large and not just the local startup ecosystem: everyone is welcomed! With respect to Patti’s comments about the arts sector, it would be worth bringing back to light that the Hintonburg-Mechanicsville area has emerged as the first Arts District in the City of Ottawa, housing many artist studios, performing arts studios, and media groups. While the 7 Bayview located Innovation Complex may cater to the entrepreneurial set, there is still considerable property on these lands that could, one day, be developed and capitalize on the area’s sizable artistic community. But perhaps the open spaces at the Innovation Complex can be equally accommodating for anyone who embraces creativity and entrepreneurship: artists and innovators alike.

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