RAMESHWARAM INSTITUTE OF TECHNOLOGY

AND MANAGEMENT(RITM)

DIGITAL MARKETING AND E COMMERCE ASSIGNMENT

SUBMITTED TO: MISS SHAILJA SINGH

SUBMITTED BY: PRIYANKA MISHRA

COURSE: MBA

BATCH: 2023-2025

YEAR: 1ST

SEMESTER: 2ND
What are social media tools?

Social media tools are tools used for performing various activities related to
social media. This includes scheduling, publishing, analytics, content
creation and even automation. The term “social media tools” encompasses
different kinds of tools dedicated to all these aspects of social media.

What you should look for in a social media tool

With so many options available in the market, it can be overwhelming to

decide on the right tool. To guide your decision-making, here are a few
things to look for in a social media tool.

Boosts your ROI

The tool should be able to positively contribute to your social media ROI.
For example, a tool that helps you produce high-performing content at
scale will boost your ROI. Similarly, something that helps you drive more
engagements and visibility makes a good investment.

Improves efficiency
Saving time and improving social media efficiency are two of the biggest
reasons why people turn to social media tools. So you should be looking
for tools that let you automate or simplify certain tasks.

Gives you performance insight

Knowing how your existing efforts are performing is vital for building a
strategy that delivers results. Social media tools should help you with this
by providing vital performance insights to inform your strategy. Look for a
tool that comes with robust social media reporting and analytics features
to understand your performance.

Best all-in-one social media tool

Let’s face it–it would be so much easier if we could manage all our social
media activities in one place. No more confusion, no more switching
between multiple tools. That’s why you need an all-in-one social media tool
that supports everything from publishing to analytics and monitoring.

1. Sprout Social
Sprout Social is a comprehensive social media platform that helps you do
it all.

It’s more than a social media management platform; it’s an all-in-one

solution for your social media needs. This includes features for composing
and scheduling posts and engaging your audience. It even supports social
media listening, campaign management and performance analytics.

Sprout’s visual calendar helps you plan your social media content and
strategically diversify your posts. You can set up posts to go live
automatically and even maximize audience engagement with Optimal Send
Times. This tells you the best time to publish your posts based on 16 weeks
of audience data.

Speaking of engagement, Sprout’s Social Inbox helps you manage all your
social comments and messages in one place. From here, get crisis
notifications and automatically detect which messages to prioritize. Sprout
even helps you enhance your responses using AI Assist,

These comprehensive features make Sprout perfect for businesses and

agencies like. With approval workflows for teams and message tagging,
Sprout aims to take the difficulties out of your social media workflow. As an
added benefit, you get presentation-ready reports without additional work.

Free social media tools

Sometimes, the additional investment in tools can eat away at your

marketing budget. Startups and solopreneurs don’t always have the extra
money to spend on expensive platforms to support their social media
goals. Fortunately, there are several free social media tools that are just as
capable (albeit with a few limitations).

2. CapCut
If you’re looking for a social media tool to create awesome video
content, CapCut is the answer. This all-in-one video
editor is free to use and comes with effects, filters, music and stickers to
turn a generic video into something unique. You can choose from hundreds
of templates and customize them to quickly create engaging video ads.

Ideal for creating Reels and TikTok videos, CapCut provides advanced tools
to support smart video creation. It lets you convert text to speech and vice
versa, remove backgrounds and enhance video quality in just a few clicks.

3. Canva
A personal favorite, Canva is a free social media tool to create original
graphics. It lets you create social media visuals in just a few clicks with
hundreds of pre-designed templates. These are templates optimized
according to each platform’s recommended social media image sizes. So
you don’t have to worry about cropping and resizing the graphics after
creating them.

What’s great about this tool is that it offers template collections according
to the latest social media trends. For example, you can find templates for
“camera roll dump” or “#WithMe” social media posts. This helps you create
content that’s relevant and on-trend to better engage your audience.

4. Wistia
Another one for video marketers, Wistia is a free platform for creating and
editing videos. It lets you record your screen and webcam, making it ideal
for creating educational and how-to social videos. You can even add
background music and customize the player controls to make videos that
are on-brand.

Social media tools for scheduling and publishing

Successful social media marketing relies heavily on posting strategically. It’s
not just about posting great content; it’s about posting great content at the
right time. So you need social media scheduling tools to help you with
automated publishing.

5. CoSchedule
CoSchedule offers a social media calendar to help you visualize your
social media publishing strategy. You can create predefined social sharing
plans and reuse them as templates to simplify your publishing efforts. The
ReQueue feature lets you continuously publish your best content to keep
your calendar filled.

It supports automated publishing across multiple social networks. Not only

that, but the Best Time Scheduler optimizes your send times to reach your
audience when they’re most active.

6. Post Planner
Post Planner simplifies cross-channel publishing by letting you create
multiple posts in one go. You can tailor these posts for each network to
ensure that they’re optimized according to the platform’s unique best
practices. It even lets you save texts such as hashtags and CTAs so it’s easier
to reuse them over and over again.

Post Planner supports one-click scheduling and lets you reuse your top-
performing posts. It allows you to randomize the order of posts to keep
things varied and interesting.

7. MeetEdgar
MeetEdgar simplifies social media publishing with a limitless content
library. The tool saves all your posts so you can repurpose them whenever
you run out of ideas. You can automate your publishing strategy with
unlimited scheduled posts. So your content goes out at the desired time
without you having to post it manually.

Social media tools for analytics

Social media analytics tools offer you a variety of data. They show how
well your posts, as well as campaigns, are performing, what your
competitors are doing and track keywords.

8. Rival IQ
Rival IQ offers the ability to immediately benchmark your own post and
profile performance against others. It’s great for tracking what your
competitors are doing and what strategies are working for them. This tool
highlights where your competitors are focusing their efforts. It even
compares profile attributions such as a bio or about statement.

9. Google Analytics
Google Analytics is the perfect tool for tying your social media efforts to
your website performance data. You can use it to track how many visitors
you’re attracting from social and from specific campaigns. This helps you
figure out how your social media efforts are contributing to your larger
business goals. Check out our guide on Google Analytics for social
media to get started.

10. Audiense
Audiense is a consumer intelligence platform that gives you a better
understanding of your audience. It goes beyond demographic data and
uncovers insights about their interests and personality. It even helps you
identify the influencers and brands that they follow. This allows you to craft
more impactful social campaigns and messages that resonate with your
audience.

Social media tools for content creation

Whether you’re creating videos or original graphics, social media tools can
make your content look more attractive. Use the following tools to create
high-performing posts no matter the type of content.

11. Animoto
Animoto helps you easily create videos from your phone or desktop. Using
your own media or their stock library, adding elements like music and text
has never been easier. The company also provides templates, plenty of
tutorials and the option to customize for your brand on the paid plans.

12. Venngage
Venngage turns anyone into an infographic designing pro. It offers plenty
of infographic templates that you can customize with a robust editing tool.
So you’ll find yourself creating presentations and social media-ready
graphics in no time. This is a great tool for those who find themselves in
need of business graphics.

13. Unsplash
Unsplash offers professional photos for free, thanks to a community of
photographers who donate their work. With over two million hi-res images
and a robust search engine, even the smallest of brands will find something
to use here. The Unsplash image license grants both commercial and non-
commercial use. And there’s no need for attribution (although it’s
appreciated).

Social media tools for content ideas

Finding the best content to share for your brand is a balancing act. The
following tools do the heavy lifting on content curation by surfacing
trending topics and articles. Trendspotting for social media content
curation is an important portion of a marketing strategy.

14. BuzzSumo
Designed with content marketing in mind, BuzzSumo is a powerful tool
for discovering content ideas. Its robust research tools provide you with the
necessary info for deciding on which content and keywords to focus on.
Not only does BuzzSumo share information on how hot a link is, but it also
provides details on who shared it and where.

15. Google Trends

Google Trends is a search engine that focuses on current and recent
trending events. Using data from Google’s search engine, it documents
keywords that are trending in any particular location. When you enter a
keyword, you’ll find historical data and be able to plot them against other
keywords.

16. Feedly
Feedly helps you read the Internet. Subscribe to any website that has an
RSS feed and organize the feeds into different topics. With Leo, the AI
research assistant, you can train it to focus on the topics and keywords you
want. Paid plans offer the ability to follow newsletters and annotate articles
for your fellow team members.
Even better? It’s a Sprout Social integration, which means you can curate
and read the article in Sprout and share it as a post, all without leaving the
Sprout app.

AI social media tools

AI marketing tools add speed and accuracy to your social media efforts.
From content creation to brainstorming, these AI tools let you automate
different aspects of your social media.

17. FeedHive
FeedHive has an AI Writing Assistant that helps you fine-tune your social
media posts for optimal performance. With over 3,000 idea templates, you
can easily come up with content ideas in a matter of minutes. The
platform’s AI makes predictions on how your post will perform and gives
you suggestions on how to improve your posts. Additionally, FeedHive
suggests the best times to post based on how active and engaged your
followers are at certain times.

18. Flick
Flick uses AI to improve your social media content and scheduling strategy.
The AI Assistant generates hundreds of content ideas for you to choose
from so you never run out of what to post. A key highlight of this tool is the
caption writing feature, which lets you auto-generate unique captions in
your brand voice and tone.
19. Ocoya
Ocoya speeds up social media content creation with AI-powered writing.
The AI Assistant lets you generate social media text posts in 26 languages.
You can then use the platform’s pre-designed templates to create eye-
catching visuals to accompany your text.

Test out a new social media tool

Being a social media manager involves more than publishing posts. A

social media manager is a graphic designer, content creator, salesperson
and customer care advocate rolled into one. To keep on top of all these
responsibilities and tasks, social media tools are important and necessary.

Google Analytics and other social media tools are incredibly valuable for
businesses and individuals looking to understand and optimize their online
presence. Here's how you might use them:

1. Google Analytics: This tool provides detailed insights into website traffic
and user behavior. You can track metrics such as the number of visitors,
their demographics, the pages they visit most frequently, how they found
your site, and much more. By analyzing this data, you can make informed
decisions about your website content, marketing strategies, and user
experience.
2. Social Media Analytics Tools (e.g., Hootsuite, Buffer, Sprout Social):
These tools allow you to monitor and analyze your performance on various
social media platforms. You can track metrics such as follower growth,
engagement rates, post reach, and audience demographics. By understanding
how your content performs on different platforms, you can tailor your social
media strategy to better resonate with your audience.

Here's a step-by-step process for using these tools effectively:

1. Set Goals: Before diving into analytics, establish clear goals for your website or
social media presence. Are you looking to increase website traffic, grow your
social media following, drive sales, or improve brand awareness?
2. Install Tracking Codes: For Google Analytics, ensure that the tracking code is
correctly installed on your website. This code allows Google Analytics to
 collect data about your site visitors. Similarly, connect your social media
accounts to your chosen social media analytics tools to start collecting data.
3. Analyze Data: Regularly review the data collected by Google Analytics and
your social media analytics tools. Look for patterns, trends, and areas for
improvement. For example, if you notice that certain blog posts or social media
posts perform exceptionally well, try to understand why and replicate that
success in future content.
4. Optimize Content and Strategy: Use the insights gained from your analytics
to optimize your website content and social media strategy. This might involve
creating more of the content that resonates with your audience, experimenting
with different posting times or formats, or targeting specific demographics with
your marketing efforts.
5. Track Progress: Continuously monitor your progress towards your goals. Are
you seeing improvements in website traffic, social media engagement, or other
key metrics? Adjust your strategies as needed to stay on track and achieve your
objectives.

By leveraging Google Analytics and social media analytics tools effectively, you
can gain valuable insights into your online audience and optimize your digital
marketing efforts for success.

1. Google Analytics:
o Audience Insights: Gain a deep understanding of your website
visitors, including their demographics (age, gender, location),
interests, and behavior (new vs. returning visitors, time spent on site,
bounce rate).
o Acquisition Analysis: Understand how users are finding your
website, whether it's through organic search, social media, referrals
from other sites, or direct traffic. This can help you identify which
marketing channels are most effective.
o Behavior Analysis: Analyze which pages on your website are most
popular, where users enter and exit your site, and how they navigate
between pages. Identify high-performing content and areas for
improvement in user experience.
o Conversion Tracking: Set up goals and track conversions on your
website, such as purchases, form submissions, or newsletter sign-ups.
Understand the conversion funnel and identify where users may be
dropping off before completing the desired action.
o E-commerce Tracking: If you run an online store, track e-commerce
metrics such as sales revenue, conversion rate, average order value,
 and product performance. Use this data to optimize your product
offerings and marketing campaigns.
2. Social Media Analytics Tools:
o Follower Growth: Track the growth of your social media following
over time. Identify which content or campaigns lead to spikes in
follower growth and replicate those strategies.
o Engagement Metrics: Measure engagement metrics such as likes,
comments, shares, and retweets on your social media posts. Identify
the type of content that generates the most engagement and tailor your
content strategy accordingly.
o Audience Demographics: Understand the demographics of your
social media audience, including their age, gender, location, and
interests. Use this information to create content that resonates with
your target audience.
o Post Performance: Analyze the performance of individual social
media posts to determine which types of content (e.g., images, videos,
links) perform best. Experiment with different posting times,
frequencies, and formats to optimize engagement.
o Competitor Analysis: Compare your social media performance to
that of your competitors. Identify opportunities for improvement and
learn from successful strategies implemented by others in your
industry.

By leveraging the insights provided by Google Analytics and social media

analytics tools, you can make data-driven decisions to improve your online
presence, engage your audience more effectively, and achieve your business goals.

Using Google Analytics to track social media: some simple steps

A note about Google Analytics 4

Google Analytics 4 (GA4) has emerged as a prominent update to the previous
version of Google Analytics, significantly transforming the analytics landscape.
It now serves as the default choice for all new Google Analytics users.
However, social marketers may encounter complexities when it comes to
tracking social data within Google Analytics 4. As of now, Universal Analytics
(UA), the older version of Google Analytics, continues to be the preferred tool
for analyzing social media data. Thankfully, social marketers can still generate
a UA tracking ID by adhering to specific checkboxes during the sign-up
process.
If you possess an existing Google Analytics property with a tracking ID that
begins with UA, you can proceed directly to step 2. For those establishing a
new Google Analytics account or property, it is crucial to meticulously follow
these steps to obtain the appropriate type of tracking ID. Additionally, you will
receive a parallel GA4 ID that will commence collecting GA4 data promptly,
ensuring a smooth transition to the updated system when Google ultimately
discontinues UA.
Step 1: Create a Google Analytics account

1. To initiate the process of creating a Google Analytics account, simply

access the GA page and click on the "Start measuring" button for
registration. However, if you already possess an existing Google
Analytics account, you may proceed directly to Step 2.

Provide your account name and make selections for your data sharing
preferences. These settings primarily cater to your personal preferences and
do not affect the flow of data to your Google Analytics social media reports.
When you are ready, click Next
3. Pay careful attention at this stage to obtain the Universal Analytics tracking
code. In the "Property name" field, enter the name of your website or business
(excluding the URL). Select your desired time zone and currency. Finally, click
on "Show advanced options.

4. Enable the toggle switch to create a Universal Analytics property. Input

your website URL accordingly. Keep the radio button selected to ensure the
creation of both a Google Analytics 4 and a Universal Analytics property.
For the time being, focus on utilizing the UA property. However, it is advisable
to concurrently create the GA4 property to ensure its availability for future
utilization. Double-check the settings, then click Next

5. On the subsequent screen, you have the option to provide information

about your business, although it is not mandatory. Once you have entered the
desired details, click on "Create," followed by accepting the Terms of Service
Agreement presented in the pop-up box. Subsequently, a pop-up box will
appear, presenting the Web-stream details along with your newly generated
GA4 Measurement ID (in the format G-XXXXXXXXXX). However, since we
require the Universal Analytics ID, simply close this pop-up box.