INDIVIDUAL ASSIGNMENT

ANALYTICS AND DIGITAL MARKETING (LBA3)

SOCIAL MEDIA ANALYTICS

Febryan Bagus Permana (2402266585)

BUSSINESS MANAGEMENT
BINUS BUSINESS SCHOOL
2023
 INDIVIDUAL ASSIGNMENT 1

I. Elaboration of several Social Media analytical tools

Analytical tools are essential for businesses and researchers to gain insights from data and
make informed decisions. The analytical metrics Reach, Conversion, Engagement, Audience
Analysis, Aggregate Activity metrics refer to LE Young et.al. (2020) & Nanda et.al. (2021)
on social media analytics tools Agorapulse, Tableau, Sprout Social, Buzzsumo, Google
Analytics and Hootsuite as detailed below:

Reach:
 Agorapulse provides reach metrics to measure the total number of unique users who
have seen your social media content. It helps you understand the extent of your content's
exposure and audience reach across different supported platforms Facebook, Twitter,
LinkedIn, Instagram, Youtube.
 Tableau can integrate with social media data sources and visualize reach metrics through
custom reports and visualizations. It enables you to analyze and visualize the reach of
your social media efforts in a visually appealing manner in the supported platforms
Facebook, Twitter, LinkedIn, Instagram, Google+.
 Sprout Social provides reach metrics that measure the number of users exposed to your
social media content. It helps you assess the potential reach and visibility of your brand's
messaging across different supported platforms Facebook, Twitter, LinkedIn, Instagram,
Google+.
 Buzzsumo provides reach metrics by analyzing content performance, including the
number of shares, backlinks, and reach across social media supported platforms
Facebook, Twitter, LinkedIn, Pinterest, Instagram. It helps you understand the
amplification and reach of your content among the audience.
 Google Analytics can track website traffic and referral sources, including social media
platforms, to measure reach in any url including SM pages. It provides data on the
number of users who visit your website through social media channels.
 Hootsuite provides reach metrics by analyzing the number of users who have viewed
your social media content in supported platforms Facebook, Twitter, LinkedIn, Google+.
It helps you gauge the potential reach and visibility of your social media messaging.

Conversion:
 Agorapulse allows integration with third-party tools like Google Analytics to track
website conversions, goals, and other related metrics. It helps you analyze how your
social media efforts contribute to conversions and business outcomes.
 Tableau allows analysis of conversion metrics by connecting with various data sources
and creating custom reports and visualizations. It helps you track and analyze conversion
data specific to your business goals, including website conversions and other related
metrics.
 Sprout Social offers conversion tracking by integrating with third-party analytics
platforms. It enables you to track website referrals and conversions attributed to your
social media efforts, helping you understand the impact of social media on conversions.
 Buzzsumo focuses more on content analysis and social sharing rather than direct
conversion tracking. It allows you to identify high-performing content and assess its
potential impact on conversions indirectly.
 Google Analytics is a powerful tool for tracking conversions, including goals, e-
commerce transactions, and attribution modeling. It helps you understand how social
media contributes to conversions and business outcomes by providing conversion data
specific to your website
 Hootsuite focuses more on social media management rather than direct conversion
tracking. However, it integrates with third-party analytics tools to help you track
conversions and related metrics.

Engagement:
 Agorapulse offers engagement metrics such as likes, comments, shares, and click-
through rates (CTRs) to assess user interaction with your social media content. It helps
you measure the level of engagement and audience response to your posts.
 Tableau can visualize engagement metrics such as likes, comments, and shares. It
provides interactive visualizations that allow you to explore and understand user
engagement patterns and trends on social media
 Sprout Social provides engagement metrics such as likes, comments, shares, and
message response rates. It helps you assess the level of user interaction and engagement
with your social media content.
 Buzzsumo allows analysis of engagement metrics such as social media shares,
comments, and likes for specific content. It helps you identify the level of engagement
and social interaction generated by your content.
 Google Analytics provides limited social media engagement metrics, it can track user
behavior on your website originating from social media. It allows you to measure metrics
like time on page, bounce rates, and pages per session.
 Hootsuite offers engagement metrics like likes, comments, shares, and click-through
rates. It allows you to measure the level of engagement and interaction generated by your
social media content.

Audience Analysis:
 Agorapulse provides audience analysis metrics such as demographics, interests, and
follower growth. It enables you to understand your audience better and tailor your social
media strategies accordingly
 Tableau can leverage social media data to perform audience analysis, including
demographics, interests, and user behavior patterns. It helps you create comprehensive
visualizations and insights about your target audience
 Sprout Social offers audience analysis metrics such as demographics, follower growth,
and user interests. It assists in understanding your audience's characteristics, preferences,
and behavior to better tailor your social media strategies.
 Buzzsumo provides limited audience analysis insights, focusing more on content
analysis and trends rather than audience demographics. It helps you understand content
preferences and trends among your target audience.
 Google Analytics offers audience analysis features, including demographics, interests,
behavior, and user flow analysis. It provides detailed insights into your website visitors,
including those coming from social media.
 Hootsuite tracks aggregate activity metrics such as the number of posts, impressions,
and overall social media performance. It enables you to monitor and measure the overall
impact and effectiveness of your social media presence and campaigns.

Aggregate Activity:
 Agorapulse tracks aggregate activity metrics like the number of posts, social media
mentions, and overall social media performance. It allows you to monitor your social
media activity and measure your brand's presence and impact.
 Tableau can track and visualize aggregate activity metrics such as the number of posts,
followers, and overall social media performance. It helps you monitor and analyze the
overall performance of your social media activities and campaigns.
 Sprout Social tracks aggregate activity metrics such as the number of posts, impressions,
and overall social media performance. It allows you to measure the overall impact and
effectiveness of your social media presence and campaigns.
 Buzzsumo tracks aggregate activity metrics like the number of shares, content
performance, and social media trends. It allows you to measure the overall performance
and popularity of your content on social media.
 Google Analytics provides aggregate activity metrics related to website performance,
traffic sources, and overall user engagement. It helps you assess the overall impact and
effectiveness of your website and social media activities.
 Hootsuite tracks aggregate activity metrics such as the number of posts, impressions,
and overall social media performance. It enables you to monitor and measure the overall
impact and effectiveness of your social media presence and campaigns.

II. Selected analytical tools

In this occasion I pick Agorapulse as a social media analytics tool.

Critical Analysis of Agorapulse:

The main focus of this tool is on Facebook as we know that facebook has the largest user and
it allows one to see simultaneous comparison of their brand with others. It is a real time paid
analytics tool, which recommends promotional applications as well. The cost is USD 29 per
month. It has 24/7 syncing apps that gather all new content and show it as fresh up to review.
At a glance, the alerts show how many new things are pending for analysis. The tool can
filter between ‘fresh’ and ‘old’ contents. It facilitates creation of custom tags for users’ tweets
and comments to categorise them, and find them later easily. One can publish onto Facebook,
Twitter, LinkedIn, Google +, Youtube and even Instagram from one single dashboard.

a. The advantages of Agorapulse among others

 Comprehensive Social Media Management: Agorapulse goes beyond just analytics and
provides a comprehensive suite of social media management features. It combines
scheduling, publishing, monitoring, and reporting capabilities, making it a one-stop
solution for managing your social media presence.
 User-Friendly Interface: Agorapulse is known for its intuitive and user-friendly
interface. The platform is easy to navigate, and its dashboard provides a clear overview
of your social media performance. The user-friendly interface makes it accessible to
users of all skill levels, enabling efficient and effective social media management.
 Advanced Reporting and Analytics: Agorapulse offers robust reporting and analytics
features. It provides detailed metrics for reach, engagement, audience analysis, and
aggregate activity across various social media platforms. The platform allows you to
generate comprehensive reports with visualizations, making it easier to analyze and
present your social media data.
 Integration with Third-Party Tools: Agorapulse integrates with popular third-party tools
such as Google Analytics and Facebook Ads. This integration expands the capabilities
of Agorapulse and allows you to leverage data from other platforms to gain deeper
insights into your social media performance.
 Efficient Team Collaboration: Agorapulse facilitates team collaboration with features
like post approvals, content assignments, and task management. It allows team
members to work together seamlessly, ensuring efficient social media management and
streamlined workflows.
 Social Inbox and Listening: Agorapulse includes a social inbox that centralizes all your
social media messages and notifications, making it easier to manage and respond to
audience interactions. It also provides social listening features, allowing you to monitor
brand mentions, industry trends, and competitor activities.
 Customizable and Automated Reports: Agorapulse offers customizable reporting
options, allowing you to tailor reports to your specific needs and preferences. It also
supports automated report generation, saving you time and effort in compiling and
analyzing data regularly.
 Excellent Customer Support: Agorapulse is known for its responsive and helpful
customer support team. They provide timely assistance, answer queries, and offer
guidance to users, ensuring a positive user experience.

b. Agorapulse analytical tool works best and weakness

Agorapulse works best by providing users with a comprehensive set of social media
management and analytics features. Here's how Agorapulse works and some of its
strengths and weaknesses.
Agorapulse Works:
 Integration: Agorapulse integrates with popular social media platforms like Facebook,
Twitter, Instagram, LinkedIn, and YouTube. Agorapulse combines social media
 management, scheduling, monitoring, and analytics in one platform, making it
convenient for users to manage their social media presence effectively in centralized
platform.
 Social Media Publishing: Agorapulse allows users to schedule and publish social
media posts in advance. The platform provides a content calendar and a queue feature
to help users plan and organize their content effectively.
 Social Media Monitoring: Agorapulse has a user-friendly interface that is easy to
navigate, making it accessible to users of varying skill levels. Agorapulse enables
users to monitor social media conversations and mentions of their brand or relevant
keywords. The platform's social inbox collects all incoming messages and
notifications, allowing users to respond and engage with their audience.
 Social Media Analytics: Agorapulse provides in-depth analytics and reporting
features. Users can track metrics such as reach, engagement, audience growth, and
post performance across different social media platforms. The platform offers
customizable reports and visualizations to help users understand their social media
performance.

Agorapulse Weakness:
 Limited Social Media Platforms: While Agorapulse supports popular social media
platforms like Facebook, Twitter, Instagram, LinkedIn, and YouTube, it may not have
integrations with certain niche or emerging platforms.
 Pricing: Agorapulse's pricing structure might be a limitation for some users,
especially for smaller businesses or individuals on a tight budget. The cost might be
prohibitive compared to other more affordable social media analytics tools.
 Limited Social Listening: While Agorapulse offers social media monitoring and inbox
features, its capabilities for in-depth social listening and sentiment analysis might not
be as advanced as dedicated social listening tools.

c. Companies that have used this analytical tool

Here are some companies that have utilized Agaropulse for their data analytic tool:
 Ogilvy: Ogilvy is a renowned global advertising and marketing communications firm.
It offers a wide range of services including advertising, public relations, branding,
digital marketing, and social media marketing. With a presence in multiple countries,
Ogilvy has worked with numerous high-profile clients across industries.
 Digital Butter: Digital Butter is a digital marketing agency that specializes in
providing strategic digital marketing solutions. They offer services such as website
development, search engine optimization (SEO), pay-per-click (PPC) advertising,
social media marketing, and content creation. Digital Butter focuses on helping
businesses achieve their digital marketing goals through data-driven strategies.
 West Virginia University: West Virginia University (WVU) is a public research
university located in Morgantown, West Virginia, USA. It is one of the leading
institutions in the state and offers a wide range of undergraduate and graduate
 programs across various disciplines. WVU is known for its strong academic
reputation and active research initiatives
 Confluent: Confluent is a software company that specializes in providing a streaming
platform based on Apache Kafka. Their platform allows businesses to efficiently
process and manage real-time data streams and build scalable data-driven
applications. Confluent's solutions are utilized by companies across industries to
enable real-time data integration, analytics, and event-driven architectures.
 Shipt: Shipt is a grocery delivery service that operates primarily in the United States.
Customers can use the Shipt app to order groceries online and have them delivered to
their doorstep. Shipt partners with local grocery stores and employs a network of
personal shoppers to fulfill and deliver orders on behalf of customers.
 Butternut Box: Butternut Box is a UK-based company that specializes in providing
freshly prepared and personalized dog food. They offer customized meal plans based
on the specific dietary needs and preferences of individual dogs. Butternut Box
emphasizes the use of high-quality ingredients and a tailored approach to pet
nutrition.

d. The implication toward the business (company)

By using social media analytical tools like Agorapulse, businesses like Ogilvy, Digital
Butter, West Virginia University, Confluent, Shipt, and Butternut Box Company can
benefit in several ways:
 Data-Driven Decision Making: Social media analytics provide valuable data and
insights into audience behavior, preferences, and engagement patterns. By using
social media analytical tools, these businesses can gather actionable information that
helps them make data-driven decisions in their marketing and communication
strategies. This can lead to more effective and targeted campaigns, improved
customer engagement, and better allocation of resources.
 Improved Content Strategy: Analyzing social media metrics allows businesses to
evaluate the performance of their content and understand what resonates with their
audience. By tracking metrics such as reach, engagement, and click-through rates,
these companies can identify high-performing content and adjust their content
strategy accordingly. They can create more engaging and relevant content, leading to
increased audience interaction and brand visibility
 Audience Insights: Social media analytical tools provide audience analysis features,
such as demographics, interests, and engagement metrics. By leveraging these
insights, businesses can better understand their target audience and tailor their
marketing efforts to match their preferences and needs. This helps in building stronger
connections with the audience and enhancing brand loyalty.
 Monitoring and Reputation Management: Social media analytical tools enable
businesses to monitor brand mentions, comments, and conversations across social
media platforms. By actively monitoring social media activity, these companies can
quickly respond to customer inquiries, address concerns, and manage their brand
 reputation effectively. This helps in maintaining positive customer experiences and
strengthening brand image.
 Competitor Analysis: Social media analytics tools also allow businesses to monitor
and analyze the social media presence and strategies of their competitors. By tracking
competitors' performance and engagement metrics, these companies can gain insights
into industry trends, identify potential opportunities, and adjust their own strategies
accordingly.
 Return on Investment (ROI) Measurement: Social media analytics tools provide
metrics related to conversions, website referrals, and other ROI indicators. By
tracking these metrics, businesses can assess the effectiveness of their social media
efforts and measure the return on their investment. This helps in optimizing marketing
budgets, identifying successful campaigns, and refining future strategies

Reference:
- Young, L. E., Soliz, S., Xu, J. J., & Young, S. D. (2020). A review of social media
analytic tools and their applications to evaluate activity and engagement in online
sexual health interventions. Preventive Medicine Reports, 19, 101158.
- Ayodeji, O. G., & Kumar, V. (2019). Social media analytics: a tool for the success of
online retail industry. International Journal of Services Operations and
Informatics, 10(1), 79-95.
- Nanda, P., & Kumar, V. (2021). Social media analytics: tools, techniques and present
day practices. International Journal of Services Operations and Informatics, 11(4),
422-436.
- www.agorapulse.com
- https://brandmentions.com