What is social media evaluation?

It’s an assessment of how effective and relevant the paid as well as sponsored ads on Facebook, Instagram and other social networks are to a company.
One of the best ways to benefit from using social media for your business is to conduct a social media evaluation at least once every three months. Considering how money and time consuming it can get, it would be wise to get help from a marketing specialist. Instead of spending more and more money on social media campaigns, get your social media activities measured and analysed so that you can learn what brings the highest ROI and how you can improve.

However, how do you know that what you are doing is effective? How does a social media marketing specialist analyses benefits of strategies put in place?

Specific Social Media Evaluation Tools for Ongoing Analysis

Google Alerts

Google Alerts keeps track of mentions of your business on the web. Additionally, you can receive notifications regarding leaders in your industry and competitors. Tracking topics related to your business or brand can create opportunities for link building, brand building, collaborations, and more.

Facebook Insights

Facebook Insights helps to understand the analysis of your posts. The engagements they initiate amongst your business page followers and people on Facebook. Facebook Business Manager tool evolved significantly over the last couple of years. It provides precise targeting of your potential audience and has a lot of data-points available to measure — such as Likes, engagement, reach, and demographics.

Instagram Insights

Instagram Insights is one of the major additions to the Instagram advertising functionality. It allows users with Business accounts to view the performance of their content and better understand their audience.

Google Analytics

Google Analytics helps to identify the sources that are driving the most traffic to your site and lets you measure your advertising ROI. Recently Google Analytics tool received a significant update including deeper integration with Google Ads, more detailed insights and customer-centric data measurement.

General Social Media Evaluation Tools for Improving Overall Social Media Strategy

Analysing your marketing strategy is not always easy using specific tracking tools provided by different social media platforms. Sometimes you need to combine the data from several metrics to measure your impact with social media campaigns.

Sprout Social

Sprout Social lets you effectively monitor all your social media. With detailed analytics, post scheduling, inbox management and more, this app is pretty much a one-stop-shop. A user-friendly interface of the app allows you to see all your social media insights at-a-glance and also gives you an opportunity to keep an eye on the marketing efforts of your competitors. One of the interesting features that have been added to Sprout Social is the ability to monitor Glassdoor reviews. It can be helpful for someone who does employer brand marketing and employee engagement campaigns.


Hootsuite can save you a lot of time managing several channels like LinkedIn, Instagram, Facebook, Twitter and Pinterest by letting you post on all the platforms simultaneously and schedule your posts for different days or time. One of the great benefits of Hootsuite for small businesses and startups – it’s free of charge as long as you don’t manage too many social media accounts. Hootsuite has a mobile app that can be a life-saver when you have to create, edit, or check posts on the go.


Buffer is a very versatile tool for managing social networks. One of the good things about Buffer – you can use it for a trial period free of charge and compare to other social media management tools. Buffer keeps you updated on the engagement of your posts and lets you easily analyse the performance of all your publications on social networks. Buffer has a built-in tool called Pablo for creating visually engaging content that adapts to any social media platform, saving you time on resizing and creating images and banners individually. Pablo allows you to post or schedule content right from the tool’s dashboard.

Dash This

Dash This is the best data visualizer for marketing specialists. It makes complex data from different sources and analytics digestible. The integration with data-points is seamless and includes more than 100 different channels from Google ads to Campaign Monitor. It’s a great way to monitor the progress of your marketing efforts and evaluate the impact of various strategies.

Measuring social media ROI isn’t always easy, but if you’re running social media ads, you need to understand how you’re doing. Is your content relevant to your audience? Are you meeting your advertising goals with social media? This is why using measuring and monitoring tools is so important. You need consistently keep track of your results and adjust your marketing strategy accordingly.

Kate Brooke

Kate Brooke

Marketing Consultant at Nordfolk