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BizReport : Social Marketing : August 25, 2014

Social Roundup: Instagram analytics and a social management partnership

New to the social space: Instagram is beginning to roll out a suite of analytics tools that should give brands better insight into Instagram campaigns. Meanwhile, Viralheat is partnering to create a social media management solution for brands and advertisers.

by Kristina Knight

First, Instagram is rolling out a suite of tools that will give brands on the social network near-instant access to campaign analysis. The suite of tools will offer overall account insights so that brands can see how their campaign is reaching and engaging consumers, as well as ad-specific insights; the tools will also allow brands on Instagram the ability to preview and collaborate on campaigns.

"Aside from quantified summaries, the roll out of Instagram analytics allows brands a more qualified look at their content. Real-time vision into how specific posts are performing may influence the content that comprises follow-up paid and organic brand posts," said Toni Box, Director of Social Media Marketing with PM Digital. "As the Instagram ad rollout continues, these paid impressions will likely become more prevalent during real-time events. For example, Had McDonalds had real-time insight into how their World Cup sponsored posts resonated with Instagram users they may have been able to tweak their organic content to better align with audience reactions."

Meanwhile Viralheat and SugarCRM have partnered to create a social media management solution; through the partnership brands will be able to access enterprise sales and support data to better leverage the social space.

"The continuous challenge for all B2B marketers is to identify prospects and engage with them as fast as possible -- ideally within minutes of identifying a hot lead on social media channels," said Jeff Revoy, Viralheat CEO. "By connecting Viralheat with SugarCRM, sales and marketing teams can tap into social data and use the power of predictive social analytics to boost sales and customer engagement."

Viralheat has also been granted patents for its sentiment analysis and lead identification technology.

Image via Shutterstock

Tags: instagram, PM Digital, social ad tools, social ads, social marketing, social media management, Viralheat

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