Not too long ago, marketing analytics were something that only large companies and agencies could afford. As social media advances, though, analytic tools are available not only to SMBs, but also to individuals.
Tracking your social media output can point to simple tweaks to make you more effective. For instance, if you're tweeting from a trade show, be sure you know the exact official hashtag for the show.
Analytics can be just as important if you want to promote a story or a tweet. For example, should you tag it BYOD or mobile or mobile security or something else? Hashtracking.com will give you a free report with a transcript and data on 1,500 tweets (or 24 hours of tweets, whichever limit is hit first).