BUSN2048 Social Media Marketing Procedia Engineering

Introduction 

This report has been prepared on the topic “Social Media and Marketing” in which discussion will be made Social Media Analytics Tools. Social media analytics can be explained as the process of collecting information or data from the social media platforms and analysis is done of the data with the help of a special tool known as Social Media Analytics Tools for taking decisions related to business. This report will discuss a Social Media Analytics tool “Quintly” which is widely used by businesses. The discussion will be made regarding the key features of the tool, the manner in which it is used and how it can be differentiated from its competitors.   

Key features of the tool

Quintly is a social media analytics and competitor benchmarking tool which is used for the purpose of tracking the performance of the brand and competitors in the industry. Quintly provides various advantages to the business through its unique features. One of the features of Quintly includes competitive benchmarking for getting benchmarks for different social media channels instantly, evaluating the most suitable content according to the social media strategy of the business and enhancing the quality of a decision by relying on visualized data (Vandor, 2016). Another feature of Quintly includes centralised analytics which helps in tracking different social media platforms, connecting and comparing different pages of the company and gaining inbuilt metrics for the analysis of different aspects of social media. Custom dashboards are created for meeting the requirement of the clients and bringing the dashboards along with a mission control mode on the big screen. Another feature includes centralised analytics as it covers every social media platforms and the individual report is provided for every platform (Quintly, 2017).

Quintly uses social media in a professional way by keeping tables on the performance of the competitors on social media. This tool ensures that the business is tracking social media metrics. Business can search the brands with the help of their names and provides information about the authenticated accounts for the selection of the right account. The dashboard is helpful in providing various important charts and data on a single screen by using Widgets. This tool helps in analysing the most suitable time for distributing the content on networks by analysing the time when followers are online. Different features and benefits are offered by Quintly which differentiate it from the other competitive tools. These features include centralised analytics, Overall metrics, key influencers, exporting options, customer care, chrome extension, creating custom social media metrics, creating multiple sub accounts, custom dashboard and small reporting (Vardanyan, 2013).

Application of the tool

Quintly is a web-based social media analytics tool which is used for the purpose of tracking and optimising the performance of every social media channel. With the help of Quintly, a business can set benchmarks which help in coping with competition and making a decision regarding the selection of an optimal social media strategy for the business. It is crucial to gain valuable insights of competitors. Quintly is suitable for agencies and companies of different industries (Vivero, 2016). This tool can be used by different industries using social media platforms. Quintly is used by different agencies for the purpose of enhancing the data and gaining information related to the clients. Agencies are keeping track of different brands and competitors and providing deeper knowledge of the effectiveness of the campaigns. Various brands including BMW, Monster, Panasonic, Esurance and Microsoft are using Quintly as it is a powerful time-saving tool which is allowed these brands to track the different pages of social media platforms for analysing the changes in an effective manner (Teodorescu, 2015).

Quintly is used for centralised reporting structure and optimally utilise the potential of the business for deciding their social media strategy. It helps in dealing with the issues of businesses by providing them with a customised dashboard. It provides business with a feature of changing the formats of the reports which reduces the efforts of brand manager. It is a custom package which helps in resolving the issue by benchmarking the profiles of competitors on social media and enhances the social media performance of the business. For example, Deutsche Welle is using Quintly for enhancing the social media audience and analysing the content of the competitor’s page. Another example is of BMW which is using Quintly for saving the time and efforts and tracking a large number of pages on social media platforms of the competitors and itself for analysing the changes (Jeffrey, 2013).  

Positioning and differentiation

Different aspects of Quintly have helped in differentiating it from the competitors in the market. These aspects include export and share feature, custom dashboard, Full featured API and Measurement of the response time. All these features of Quintly have helped in coping with the competition. Competitors of Quintly are AdLatch, eClincher, Hootsuite, TweetDeck, Yotpo and Audiense. Quintly is a web-based tool which is used for tracking, benchmarking and optimising the performance of social media of business. On the other hand, AdLatch is used by the businesses for the purpose of dealing with the issue of blocked content (Jani, 2017).

Latest update regarding the tool 

The last update regarding Quintly was issued on 3^rd March 2017. Customers of Quintly were requesting to set custom metric names in the dashboard. During this update, this issue of the customer was resolved. After this update, customers were capable of setting a custom name. This additional option was added in Quintly as Custom Metric Name option. Another update made on the same date was groups are returned by listing all the profiles in the API (Quintly, 2017).

Conclusion 

This report has developed the understanding of a social media analytics tool which is being used by the businesses for enhancing the decision making process. These tools are being used by the business for enhancing the competitiveness of the business by identifying the patterns of the customer segments. Marketing effectiveness is increased with the application of Social media analytics tools. This report has discussed, features of Quintly, the application of tool, issues or problems it can solve and examples of companies using this tool, positioning and differentiation aspects and latest updates regarding the tool.

References

Jani, 2017, “Social media analytics tools comparison 2017”, FLipsnack. Accessed on: 07 September 2017. Retrieved from: https://www.flipsnack.com/blog/social-media-analytics-tools/

Jeffrey, A., 2013, “Social Media Measurement: A Step-by-Step Approach”, Institute for Public Relations.

Quintly, 2017, “Social Media Analytics For Media”, Quintly. Accessed on: 07 September 2017. Retrieved from: https://www.quintly.com/media/

Quintly, 2017, “Updates”, Quintly. Accessed on: 07 September 2017. Retrieved from: https://www.quintly.com/updates/

Teodorescu, H. N., 2015, “Using analytics and social media for monitoring and mitigation of social disasters”, Procedia Engineering 107, pp. 325 – 334.

Vandor, A., 2016, “Top 5 quintly features you might not know about”, Quintly. Accessed on: 07 September 2017. Retrieved from: https://www.quintly.com/blog/2016/12/top-5-quintly-features-you-might-not-know-about/

Vardanyan, G., 2013, “Elections, Social Movements and Internet Penetration in Armenia”, Caucasus Analytical Digest, No. 53–54.

Vivero, D. P., 2016, “The Effect of Educational Content Marketing on Facebook Brand Engagement”, Catolica Lisbon School of Business and Economics.