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social media toolsDo you want to improve your social media marketing?

Have you looked at how your competitors are using social?

There are tools to help you determine what’s working for you and your competitors, what isn’t working and why.

In this article you’ll discover four free tools to compare your social media presence with your competitors’.

4 free tools to analyze competitors on social media

Discover four free tools to analyze your social media competitors.

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#1: Do a Side-by-Side Comparison

Fanpage Karma will analyze your and your competitors’ accounts across Facebook, Twitter, Google+, Instagram, YouTube and Pinterest. However, its most robust and useful features fall within the Facebook realm.

The free plan offers a detailed, 90-day analysis for one page and a comparative dashboard for any number of competitors. The free plan will also send you weekly reports and alerts if you so choose.

sme fan page karma comparative engagement

Compare your social profiles with those of your competitors.

The free comparative analytics cover engagement, growth, most-used content sources and keywords, top posts, frequency, engagement by day and time, post type and supporters, among other metrics.

sme fan page karma top content

Get detailed content metrics, including top pics and videos.

The detailed analytics tack on keyword and content source engagement (via a color-coded word cloud), post length, success by post type, influencers, post history and more.

sme fan page karma detailed analytics

View the most frequently used words, hashtags and sources.

You have to use the premium version to access analytics for other social networks, or for more robust analytics and exportable Excel and PowerPoint reports. These plans start at around $75 per month.

The interface is unique in that it instantly displays comparative charts and graphs, allowing you to quickly and visually assess your pages strengths and weaknesses. Then dig deeper into the content types, timing and keyword tools to understand the why behind the data, and adjust your strategy accordingly.

#2: Assess Facebook Page Performance

LikeAlyzer will do a quick health check of any Facebook page. The tool is commonly used for competitive research because it doesn’t require access to Facebook Insights to do its magic, and the features are uniform across pages.

Though it doesn’t present a side-by-side comparison like Fanpage Karma, the data is presented in a friendly enough way that you can easily take screenshots and import multiple analyses into a document for a competitive comparison.

LikeAlyzer uses its own scoring system to assign each page an overall rank between 1 and 100, as well as averages within industry and similar brands. It will also give you metrics including likes, growth, engagement rate and PTAT (People Talking About This). Each of these metrics is accompanied by a green check mark or a red X, indicating whether the metric is strong or subpar.

sme likealyzer

Get a detailed assessment of Facebook page performance.

Additionally, the tool will check on different elements of your page by measuring responsiveness, timing, post type and page information (using the same check mark and X system). It also provides suggestions to improve the health of your page, such as what types of content you should focus on and when to post to get the strongest engagement.

LikeAlyzer is excellent when you want to perform a quick check on your page, but you’ll get the most benefit from it if you use it to analyze multiple competitors. Pay close attention to suggestions the tool spits out for other pages to determine where your brand can step up and take the lead.

#3: Identify Influencers

Klear, formerly Twtrland, serves as both an influencer-identification platform and an analytics dashboard. Search for influencers by skill and/or location and Klear will generate 10 influencers in multiple categories (celebrities, power users, casual, etc.). Upgrade to a pro account to see more results, starting at $249/month.

sme klear influencers

Search for influencers by skill and location.

You can view anyone’s analytics profile by searching for his or her name or visiting http://klear.com/profile/USERNAME. This powerful dashboard will generate the account’s top content on Twitter, Facebook and Instagram (if you manually add it). You can also see activity and responsiveness levels as well as a list of people the account most frequently interacts with.

sme klear profile

Get detailed analytics for anyone’s social profile.

Click over to the Network tab to see a breakdown of who is following and engaging with the account by their influence level. The Demographics tab breaks down age, location, gender and interests, although you’ll have to upgrade to a pro account to see more than one or two insights per category.

As an influencer-identification platform, Klear is one of the best out there for building influencer and outreach lists. It’s also a fantastic option for auditing competitor accounts. Its top content dashboard is visual and easy to read, and the audience analysis tools help you assess the quality, not just the size, of the audience the account is reaching.

#4: Analyze Twitter Activity

Twitonomy’s most powerful free feature is its account analysis tool. Sign in through your Twitter account, and then on the right side, you can opt to see the analysis for your account or any Twitter handle you choose.

The tool will determine how many tweets to analyze. It’s usually a high number, often in the thousands, though the account’s activity level will determine how far back in time it goes. If the account doesn’t tweet very often, the analysis will cover a longer time frame, sometimes up to a few years. Upgrade to a premium account for $19 per month to set your own time frame.

The analysis will generate a number of metrics including average tweets per day, total retweets and favorites. It will also break down how many of your tweets contained links, hashtags, mentions, replies and retweets.

sme twitonomy profile

View a detailed analysis of tweets for any Twitter profile.

Beneath your metrics, Twitonomy will show who engaged with you most often in the designated time frame in the form of retweets, replies and mentions. Then it breaks down the most retweeted and favorited tweets, and the days of the week and hours the account was most active.

sme twitonomy network and hashtags

Look at engagement analytics for a Twitter account.

With a premium account, you can download all of the tweets for any account from a designated time period. This is incredibly useful if you want to do your own data analysis, because it includes the retweet and favorite account.

Or you can download your own tweets in the time period Twitonomy designates for free.

The Mentions & RTs tab is functional only for the account you used to sign in, meaning you can’t use it for a competitive audit. Still, it gives you a useful snapshot of your most engaged and influential users. You can then click on and analyze their profiles.

What I love about Twitonomy is how it efficiently displays all of the information you need to quickly assess an accounts social media strategy. The breakdown of users the account engages with most often, coupled with the most used hashtags and top content allow you to get a handle on how the account approaches content creation and engagement.

Conclusion

Now that you’re equipped with some of the strongest tools to audit your competitors’ presence across social media, the true power of these resources comes in aggregating what you’ve learned and setting up actionable goals to revamp your social strategy accordingly.

Think about some of the top content you saw that blew you away. How can you emulate that on your own accounts? What about engagement metrics? Who was strongest, and what are they doing both in terms of outreach and content creation to outperform the competition?

Since you’ll know who’s winning, figure out why and apply it to your strategy. The great thing about social media after all is that it’s social. Everything your competitors do on social media is public, and ready to be analyzed.

What do you think? How will you use these tools to make your brand’s social presence stronger? We’d love to hear from you in the comments below.

four tools to analyze competitors on social media

4 tools to analyze your social media competitors.

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  • Panas

    Very usefull tools! They show you your page behavior weaknesses!
    One of them helped me see more about my FB page https://www.facebook.com/ArcadeOfDesignStudio
    Thank you for this article! 🙂

  • Thank you, Panas!

  • Thanks very helpfull

  • I am most interested in the applications related to twitter. Reading about each one already got me thinking about what I might be able to improve. Certainly it will be beneficial to recognize the influencers in each area, it will make the competitive aspects easier to define.
    Thank you for sharing this.

  • Galit Zamler

    Cool!

  • Omer Ginor

    Hi Dave,
    If Twitter is what you’re after, you can try out Twitter Counter.
    The free service gives you a basic view on how your account (or a competitor’s) is growing over time. the paid version allows you to compare several accounts together – relative and overall growth, activity and more.
    Full disclosure – that’s where I work.
    Best, Omer

  • Great tools Keira … a couple I have used before, but will be revisiting them plus the others too … thanks

  • Big fan of LikeAlyzer…solid content by the way!

    ~TR

  • Great!, Thanks for pointing me to that.

  • Thank you, Mas! Glad you enjoyed it.

  • Thanks Dave! Hope these tools help you glean some insight.

  • Thanks! Have fun exploring.

  • Thanks Tyronne!

  • Nice tools, actually I was searching for such tools and now my search is over here. I found it in my tweets and I hope they will fullfill my requirements. Thanks Kiera 🙂

  • Good article and good advice on tools. Would you recommend any other, Kiera?

  • I’m so glad, Sanoj! Enjoy exploring!

  • Thanks Dan! I do have tons of others. Here was my original list that I whittled down for the post:

    Simply Measured

    Agorapulse

    Facebook Graph Search

    Facebook Audience Insights

    Twitter Audience Metrics

    Union Metrics/UnMetric/Apps

    Iconosquare

    Tweechup

    SocialBro
    ManageFlitter

    Followerwonk

    TweetBinder

    SocialRank

    Tweriod

    Commun.it

    PinAlerts

  • Great! I’ll try them. You can not know all of them, even if you are doing well with your work. New ones are appearing each day.

  • That’s so true. They seem to be coming and going all the time.

  • anamikapanday

    Hey
    Guys

    Great tool these very useful. i am very interesting i use these tools

  • Hi Kiera Stein,

    Thanks for this useful post. Two of them I have used and after reading your post I have tried other two too.
    Can you please suggest me any tool in which we put the url of the website and It will show all the social media profiles of that particular website?

    Looking forward to hear from you.

  • Hi Jose. I don’t know a tool that does exactly that, but you can try Rival IQ or SEMRush. Moz also might have something that’s helpful in their suite.

  • Hi Jose! You might want to try Group High. I use it primarily for blogger and social influencer identification and outreach, but it also does a good job of analyzing websites, including the basic metrics of their associated social profiles.

  • treb072410

    Great post Kiera!.. Very informative..

  • Thank you!!

  • Solid article. Not only a review of 4 very good tools, but also a suggestion of the types of metrics and approaches that should be considered in analyzing competition (regardless of the specific tools used). By the way, I also appreciate that this is NOT one of those “97 Social Media Tools that Everyone Should be Using” lists. Those make my eyes cross, starting with when I read the headline. Thanks Kiera.

  • treb072410

    It was my pleasure Kiera!

  • Your Post is always enhance our knowledge. Worth reading..Thank you for sharing.

  • Thank you so much… I use SEMRush but Rival IQ is also a good tool. Thanks again Kiera Stein.. 🙂

  • Hi Chippygee,
    Thank you for suggesting this. It really helped me …