What is Social Media Analytics Software?

Social media has become a necessary marketing resource over the past decade, evolving well beyond a basic brand awareness tactic. Social networks such as Twitter, LinkedIn, and Facebook have developed into viable sources of leads, particularly with the help of social advertisements. In addition, these networks are great places to engage prospects or current clients to help bolster relationships. Employees can quickly and easily become brand advocates and influencers by posting and engaging on social media. Just as social media usage has exploded in recent years, so has the need for a business to harness and understand its company data—and social media data is no different. It is crucial for social media managers and marketing teams to know how social media campaigns are performing across all social channels, how and why accounts are growing in followers and engagements, and even track how competitors are performing. As companies continue to spend more money on social advertisements, the need to know which campaigns are performing well (and which are not) becomes all the more critical. Seeing this data and information is great, but with social media analytics software, users can digest all of this data and metrics in easy-to-understand visualizations. This is not only beneficial for social media managers or marketers that do not have data analysis knowledge, but also for their managers or chief marketing officers who may be trying to better judge the results of their hard work. Having this data readily accessible is a powerful tool for businesses and employees alike. With social media analytics software, you can: Monitor and report on overall social media performance to track performance and justify social media as a viable marketing channel Understand social media following through audience demographics Identify the content that best resonates with audiences to use as a basis for future marketing strategies Discover influencers to tap into as potential brand advocates Track performance of paid social media campaigns to determine ROI Gain insights on competitors through competitive analysis functionality

Why Use Social Media Analytics Software?

There are a number of reasons to use social media analytics beyond the obvious need to track the performance of social media posts and campaigns; one example is the ability to form data-driven strategies around social media. By leveraging social media analytics, social media managers and companies can accurately decipher which posts or paid campaigns generate the most interactions and engagements. Understanding why certain initiatives are successful allows users to build strategies that they know will perform well. Additionally, social media managers can analyze how certain pieces of contain attract engagement on posts. Pushing content marketing through social media has become a much more popular way to spread brand awareness and provide a useful, beneficial piece of content to a potential prospect, customer, or user. Knowing which headlines attract certain demographics or target markets helps inform content marketers of what they should be writing about. Again, repeating these successful tactics is made possible by leveraging social media analytics solutions. Honing in on specific social media strategies ensures a business can grow brand awareness and influence other key performance indicators and metrics, such as traffic or lead generation. Social media analytics tools also track attribution, so social media managers can monitor the click path of users that come to the company website from social media posts and eventually determine if they were able to convert into a customer. This is a great way for social media managers and marketing teams to justify paid social ad spending.

Who Uses Social Media Analytics Software?

What was once a very niche user base has expanded greatly, as the need for analytics and the growth of social media marketing efforts for businesses has increased exponentially in recent years. The employees most commonly utilizing social media analytics are social media managers. Many businesses, particularly mid-market and enterprise companies, have dedicated social media managers on their marketing teams to run all social accounts. Social media analytics tools are an excellent way for social media managers to track their goals and metrics. These products also help inform the decisions and strategies of social media managers. Marketing managers, marketing directors, or chief marketing officers may choose to use social media analytics products to track how well their social media manager is growing their presence on different outlets. It is also an easy way to ensure they are hitting goals and driving leads and traffic. For small businesses that might not have the resources to hire a social media manager, social media management might be allocated to a general marketer who wears many hats. Therefore, social media analytics software can be an easy, fast, and straightforward way of tracking social media campaigns for marketers who do not have the time to deep dive into performance. Because social media analytics tools have digestible visualizations, it is very simple for marketers to track metrics. Additionally, brand influencers and industry thought leaders may use social media analytics tools to track their interactions and engagements. Influencers are always trying to grow their followings; social media analytics solutions enable this through performance tracking and utilizing social media best practices. Brand advocates may also put out sponsored content for companies; justifying and defending their tactics to those companies is much easier with the help of social media analytics software. A customer service manager is another role that might take advantage of social media analytics. More and more customers are connecting with companies on social media when they are having issues with products or services. Oftentimes, it can be faster to tweet or direct message a company and explain the problems you are experiencing than it is to phone a call center and wait for a representative to assist you. Customer service teams can track complaints that come in through social media and ensure that issues are taken care of promptly.

Page 4 | Best Social Media Analytics Software: User Reviews from October 2026

Brandwatch Social Media Management

Brandwatch empowers over 5,000 of the worlds most admired companies to understand and engage with customers at the speed of social. Brandwatch Social Media Management, previously Falcon.io, is a leading solution for social media monitoring, advertising, publishing, audience and performance analytics, and managing customer data. Brandwatch Social Media Management enables brands to explore the full potential of digital marketing and advertising by managing multiple customer touchpoints on one platform. It allows marketers to deliver more personalized brand experiences based on enriched customer profiles. The platform features a highly intuitive and collaborative UI and is complemented by comprehensive support and consultancy services.

Average Rating: 4.0/5.0

Total Reviews: 959

How Do G2 Users Rate Brandwatch Social Media Management?

Has the product been a good partner in doing business?: 8.5/10 (Category avg: 9.0/10)
Attribution: 6.7/10 (Category avg: 7.9/10)
Scalability: 8.1/10 (Category avg: 8.6/10)
Report Customizability: 7.4/10 (Category avg: 8.1/10)

Who Is the Company Behind Brandwatch Social Media Management?

Seller: Brandwatch
Company Website:
Year Founded: 2007
HQ Location: Brighton, East Sussex
Twitter: @Brandwatch
34,219 Twitter followers
LinkedIn® Page: www.linkedin.com
801 employees on LinkedIn®

Who Uses This Product?

Who Uses This: Social Media Manager, Marketing Manager
Top Industries: Marketing and Advertising, Higher Education
Company Size: 40% Medium, 33% Small

What Do G2 Reviewers Say About Brandwatch Social Media Management?

AI-generated summary from verified user reviews

Pros

Users find Brandwatch's ease of use enhances efficiency in scheduling, managing accounts, and tracking campaign performance.
Users appreciate the easy post scheduling of Brandwatch, effectively managing multiple accounts without clutter.
Users appreciate the centralized management of Brandwatch, simplifying the handling of multiple accounts and campaigns effectively.
Users find the post scheduling and social listening tools of Brandwatch incredibly helpful for efficient brand management.
Users value the intuitive interface of Brandwatch Social Media Management, enhancing efficiency in scheduling and managing campaigns.

Cons

Users note that improvement is needed in the grid view, customer service, and AI functionality of Brandwatch.
Users find the publishing limitations of Brandwatch frustrating, especially the inability to schedule content across multiple platforms simultaneously.
Users are frustrated by limited features like inadequate reporting, scheduling, and analytics options in Brandwatch.
Users express disappointment over missing features, such as native TikTok uploads and better social media integrations.
Users report significant limitations in AI capabilities and experience frustration with the app's functionality and lag.

What Are Recent G2 Reviews of Brandwatch Social Media Management?

"Fantastic Scheduling Tool with Room for Cross-Platform Improvements"

Rating: 4.0/5.0 stars

— Sarah F.

Best Social Media Analytics Software - Page 4

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