Social media management system Hootsuite has launched a beta version with new analytics and additional reporting options. The latest update brings a revamped interface, which allows marketers to track metrics such as posts, followers, engagement and the number of posts published from Hootsuite – otherwise known as Ow.ly Traffic – via a new informative dashboard. The beta version should be rolling out to all users this week.
In-depth reporting
Hootsuite’s “real-time Analytics beta” is more dynamic than before and provides more in-depth reporting so that advertisers can find the insights they are seeking without having to click through a series of menus. The new dashboard highlights the current stats for metrics and compares them to the previous numbers, with a calendar control in the top right-hand corner to change the time period. This will allow users see how their new and total followers have changed during the last six months.
Reactions by Sentiment graph
The new update also brings a section of reports for the main four metrics placed below the dashboard, with the addition of reaction sentiment. This is a notable improvement, as marketers can now see a more tactical view of how their digital content is working for them, with interactions on the accounts shown day-to-day. These stats are also interactive, so it is easy to hover over peaks in the graph and bars to see specific stats for any day. Meanwhile, the Reactions by Sentiment graph shows a list of all your recent posts, which can be sorted into quotes, replies, likes, retweets and other reaction types; this is great for pinpointing the content that has received the most engagement.
Boards
There is also a new pay-for Boards feature located next to the overview at the to of the Analytics page. Boards aims to add another layer of analytics to social media interactions by tracking posts through metrics such as referrals, clicks, reach and user engagement. It offers a similar dashboard-style interface and is a report-building tool. Users can create boards using templates provided so that all of the information is displayed in an organised manner and can also be shared with other members of the team. They are also fully customisable with widgets, and new metrics can be added with a few simple clicks.
