What tools are you using now to manage social media marketing? Tools like Hootsuite include integration with Google Analytics. By including tags in the urls you share you should be able better measure reach and engagement with the content you share.
We're actually looking for a way to measure relationships more than content. We want to look at the number of relationships and the quality of those relationships, and measure how that changes over time. Google Analytics will track links but I don't think it can be used to measure the relationships.
The BIG GUYS, i.e. large companies, have staff that scour social media for references to their company and products. Using high powered statistical tools, they engage in a process called Sentiment Analytics to learn how people think about their company and product lines. Sentiment analysis is the by product of the new field of Data Science and machine learning technology. My company is trying to open this up to SMBs so these benefits won't require large company budgets.
We're looking for ways to measure the improvement in social capital that comes from using social media. If you know of a tool that offers a good way to do that, can you recommend it?
The ideal tool would measure the quality as well as quantity of relationships across Facebook, Twitter and LinkedIn. Looking at the number of likes/follows/contacts is useful, but we also want something that helps measure the level, type and frequency of interaction.
Since we want to use the tool for all of our clients - to measure results and report back to them weekly - it would be great if it were free or very low cost.
Thanks for any suggestions you can send my way.