Everyone knows that the best decisions are made based on data. It’s important to have reporting available so that you can know what’s working and what’s not as far as social media strategy. Furthermore, in-depth data can help prove your team’s worth and value to business leaders. Fortunately, social media analytics have gotten more sophisticated. Legal marketers should have all the data they need to understand their social strategy and demonstrate an ROI – but they just need to know where to find it. Here are some of the best tools that law firms can use to collect and take advantage of social media analytics.
Their analytics tools help marketers to tie social media performance to revenue growth. Whether publishing directly through HubSpot, or publishing using other tools, you’ll be able to report on the success of your social strategy across every channel. You can also compare the performance of multiple social channels to measure campaign performance. The need for cross-channel social media analytics makes HubSpot an easy choice for No. 1 on our list.
Many users like HubSpot because of their expansive graphs and visuals that break down the numbers by specific platform features, like audience, session lengths, and impressions. What’s also important to note is that HubSpot’s social analytics tools are part of HubSpot’s Marketing Hub, their all-in-one marketing software. That means that marketers will have insight into the entire client journey, not just social media information.
Influencer campaigns don’t have to be a black hole of ROI. Check out TapInfluence to research and discover information on potential influencers your law firm might want to work with on social media. Use this platform to view metrics such as reach and engagement rate, and understand the price of using specific influencers. You’ll get a 360 degree view of over 550k influencers so you can find the best match for your law firm. Best of all is that the platform enables you to track actual, real-time results so you can change course or optimize as needed.
More sophisticated marketing involves cross-channel social media, and understanding performance of each channel is crucial. Sprout provides insights across channels such as Facebook, Twitter, LinkedIn, etc. Even better, you can organize data into intuitive, presentation-ready reports. Users can choose from multiple ways to monitor analytics, including templated or customizable reporting. In general, Sprout is a great tool for preparing information that you plan to present to others.
Hootsuite is a great combination of social media management, listening, publishing and analytics tools. It helps you ascertain what kind of content is working for you, increase the reach of your posts, improve the effectiveness of your ads, and get your whole social media team working in tandem. It has in-depth analytics features that give you a clear understanding of your performance across all social platforms.
While not a strictly social tool, BuzzSumo is a great resource for analyzing the social engagement and reach of any given piece of content engagement across several channels. Use the platform to understand the number of likes, shares, etc of your content such as blog posts or social media updates. By analyzing social shares, you can see which types of posts receive the most engagement and use that data to inform your own content strategy.
Story-based content is a big deal, with more social platforms catering to this style. If you leverage mediums like Snapchat or Instagram Stories, this tool can help you to understand metrics like open rate and completion rate. Using these insights can help you to optimize your story content and better reach followers.
Hashtags are a critical component of social media marketing. Hashtag analytics can help you to determine popular hashtags, peak times for posting, etc. Take advantage of real-time performance analysis of your industry as well as campaign-specific hashtags.
The number one tool for any digital marketer, Google Analytics can track all types of online analytics. Marketers can use the platform to track social analytics, campaign performance, and even ROI. Since you likely already have Google Analytics, it’s easy to use the tool to access social media analytics as well. It’s particularly helpful to see how much web traffic comes from each social media channel.
9. SHIELD App
As the source of 80% of B2B social leads, law firms are paying more and more attention to LinkedIn. Meanwhile, LinkedIn Analytics does not report on individual page metrics – only company pages. That’s where the SHIELD App comes in. This app helps law firms to track the LinkedIn presence of individual people as well as company pages. Content analytics including average likes, comments and hashtags can help employees optimize their posts prior to sharing to maximize their reach. Additionally, SHIELD’s team report enables law firms to showcase side-by-side the engagement and growth of individual employee profiles over time so you can see which employees are effectively advocating for the firm.
For law firms that try more creative methods of engaging using social, this tool can help. It’s a contest analytics tool that helps frequent giveaway-holders make sure they are not losing money on their efforts. They can help review everything from entry data to longer-term campaign performance.
Law firm marketers need to be able to easily understand and report on their social media activity. Doing so is the difference between running data-driven social media campaigns that result in a positive ROI versus winging it. Fortunately, the amount of information and functionality available to law firms today via social media management tools is staggering, and the number of options you have for analytics is just one example.
If you need help learning how to measure and improve your law firm’s social media efforts or choosing the right tools, contact us for help today. We’ve helped countless firms in all different practice areas take their social media performance to the next level.