There are so many tools for measuring demographics and other metrics. You’ve mentioned a few so far in this book. Some of them cost a lot of money, but seem like they might be useful. What tools should I really be using, with so many to choose from?

Start with the free stuff. Maybe that’s all you’ll ever need, and maybe you’ll hit a limitation at some point and need to switch to a commercial alternative. Facebook and YouTube have free metrics built into their services. Use those to their full extent. Google Analytics is both free and effective, and can be implemented on a number of different websites. You can nab a ton of great information from this tool that most other web analytics packages provide only at a price.

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Category: Basic Social Media Strategy