Brand Strategy Phase ( Positioning your brand based off Audience research)
An undervalued tool in this case is understanding the niche of your product or service determines the best 'tool' to identify your audience. FB Audience Insights is useful if FB is your primary means of social. If you are utilizing Twitter (and you should be), use bit.ly. Even the free version gives you significant breakdown and understand that when you do any social blast plays a role in the level of impressions/engagement it receives.