Digital marketing agency Web Liquid has released a comprehensive report that pits five top social media monitoring tools against one another. Paring a list of 40 tools down to just five enterprise-level platforms with cross-channel coverage, they used electric vehicle company Tesla Motors as their subject in this case study.
Each of the five tools selected for in-depth testing has the ability to set up and define a query through the UI; to manually validate data; and to export raw data. The five selected were:
Performance Summary – No Clear Winner
In the performance summary evaluation, Web Liquid ranked each of the five tools on a scale from 1 (best) to 5 (worst) on the quality and/or ease of use of the following attributes: query, data quality, data quantity, data management, raw data output, and usability/interface. Synthesio received the most top marks with high scores for query and data quality. Still, advantages and disadvantages are spread fairly evenly throughout the group. performance summary chart
Web Liquid notes that no monitoring tool is perfect, and that “the technologies they employ are not nearly sophisticated enough to be taken at face value.” Human data validation is key.
Quality vs. Quantity in Data Collection
There are two very different approaches to data capture; Brandwatch and Radian6 employ the first by attempting to crawl and retrieve as much of the Internet landscape as possible. The result was a broad spectrum of data that was more susceptible to spam. Of the mentions captured by Brandwatch and Radian6, the proportion of spam mentions was 46 and 40 percent, respectively.
Synthesio, Alterian and MutualMind took a different approach. They each use a white list of sites, resulting in cleaner, but not as all-encompassing, data. Synthesio picked up the least amount of spam mentions, at just 3 percent. insert data quality chart
Overview of Each Tool Assists Marketers in Buying Decisions
Web Liquid provided in-depth coverage of each tool with an evaluation of each and their pros and cons, company statement, and pricing (where available). They point to the importance of word-of-mouth marketing and were inspired to test out the tools by the sheer number of companies developing tools designed to capture and analyze these types of data.
Instead of recommending one particular tool over another, Web Liquid has offered an overview of each tool and its capabilities (or lack thereof) to help companies make better buying decisions when choosing social media monitoring software solutions.
Download a free copy of the Social Media Monitoring Tool Buyer’s Guide from Web Liquid.