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5 Fundamental Sentiment Analysis Tools for Social Media Marketers

Efficient sentiment analysis tools help marketers assess audience information and insights; different types of comments, including positive and negative reviews, opinions, contradictory ideologies, and more. 

For marketers to capture the complexity of people’s reactions on social media, sentiment analysis helps define and polish their strategy. Don’t just look at the numbers; use sentiment analysis to dig a little deeper and check quality metrics. Engagement quality, share quality, opinions, satisfaction rates, re-tweets, and replies are all part of an efficient tracking and monitoring campaign.

We’ve detailed 5 fundamental sentiment analysis tools that every social media marketer should implement for business. Have a closer look.

1. Google Alerts


Google Alerts is a FREE sentiment analysis tool that allows businesses to track and listen to conversations about them on social media. The beauty of Google Alerts is that you can keep a close eye on everyone linking to your brand and business. Use it to:

  • Monitor your company’s online presence
  • Check to see if your prospects support your business with comments and likes
  • Check to see if your prospects have complaints

2. Google Analytics


Social media marketers can use Google Analytics to uncover which channels have the most impact on prospects, buyers and subscribers. The tool highlights lots of functionalities, even if it’s free. Use it to find out exactly how visitors located your website. Optimize keywords and find the exact terms your visitors type in search engines to locate your website.

Google Analytics is a powerful sentiment analysis tool that helps marketers craft customised reports and annotations to keep an eye on marketing and website design efforts. For more valuable insights into how your audience feels when accessing your social media pages, Google Analytics is great at tracking online experiences.

Audience reports within Google Analytics helps marketers:

  • Understand their audience
  • Segment their list following criteria such as age, gender, location, and even personal interests.

3. Facebook Insights


Facebook Insights is a tool that addresses Facebook business pages with 30+ likes. Marketers can use it to see:

  • Total number of fans
  • Total number of likes
  • Daily active users
  • Demographics
  • Page views
  • Page likes/unlikes
  • Unique page views
  • Fan number

These metrics can be used to craft a complete sentiment analysis. Insights is excellent at tracking engagement levels. Use the “Posts report” to assess:

  • When fans are online: this gives a broader perspective of when followers log in, and how active they are
  • Type of posts: information on how engaging your posts are
  • Published posts statistics: an overview will all your published posts, including detailed stats for each one (e.g clicks, likes, shares and comments).

4. Tweetstats

Tweetstats is a useful sentiment analysis tool that helps marketers track and measure specific Twitter parameters, including:

  • Average tweet number per day
  • Followers growth rate
  • Reply statistics
  • Tweet timeline
  • Tweets per hour/month

With Tweetstats you can compare different Twitter accounts to get an overview of the page’s overall progress and general relationship you have with your key competitors.

5. Website Grader powered by Hubspot

Website Grader is a tool that uses 35+ metrics to grade your marketing funnel. Take your website’s online presence on to the next level, and analyse its marketing potential. Website Grader uses the above-mentioned metrics to provide a general marketing grade ranging from a scale of 1 to 100. It analyses:

  • Blog posting regularity
  • Tweet frequency
  • Facebook updates
  • Visitor conversion into leads

The metrics highlighted outline what needs to be done to improve your marketing priorities. If there’s something that can be improved – such as the level of readability of your posts, or efficient levels of your social media marketing campaign – Website Grader provides resources that help you perfect your online marketing efforts.

Comparison Sheet

For a better overview of the main social media marketing tools for analytics, we’ve crafted a short comparison highlighting core features and the things we love most about the tools.

Fixing the sentiment challenge when marketing on social media is easier said than done. Fortunately, there are tools to steer you in the right direction. Success depends on the amount of information and insights you have on your audience. The more you know about their likes and dislikes, the better chances you have to understand how they feel. Listen and keep an eye on brand mentions, likes, shares, and comments; use sentiment analysis tools to gain better insight and understand how your customers perceive your brand and business.

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Florian Hiess

Florian Hiess

Florian Hieß is Head of Digital Marketing at, a Social Media Management solution which helps companies improve their content management and customer support on Facebook, Twitter, YouTube, and Instagram. He also works for, a Social Media Wall to collect and display all interactions using your hashtag on more than 15 platforms.

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