The widespread development of Internet technologies, social networks , and data analytics has led to numerous tools and analytics platforms for promoting the brand, monitoring public opinions, and assessing social well-being as one of the main tools for determining the socio-economic system in the context of sustainable advancement.
Currently, the foreign market is represented by many tools for monitoring social networks , content analysis, and brand promotion. Therefore, the marketers distinguished a list of the most popular and advanced analytics platforms: Sprout social, Hubspot, Buzzsumo, Hootsuite, Brandmention, IQBuzz, and Snaplytics take an essential place.
Sproutsocial  is a multifunctional analytics tool that allows comparing results in several networks efficiently. It is very useful when it is required to count links on Twitter , measure the growth of Instagram followers, evaluate participation in LinkedIn, and much more. This tool then provides an opportunity to evaluate results using understandable visualized reports. Sprout social includes marketing, social media management, and analytics of various leading brands and agencies, including Chipotle, Subaru, Zendesk, etc.
Hubspot  is a tool that allows marketers to obtain comparative information about the level of engagement on social networks and reflect on past efforts made to support high customer interest in their products. HubSpot provides a detailed overview of how social media affects profit margins and enables you to report on collected data quickly and efficiently. At the same time, it gives an opportunity to compare different platforms, track and view brands on social networks, and understand how the target audience watches business content. Another essential feature of the HubSpot analytics tool is the ability to analyze indicators specific to social networks and the entire path of the client. This tool also provides information about marketing tactics that are most effective for businesses and their impact on social media campaigns.
BuzzSumo  is an excellent resource for analyzing the social interaction of any particular content. The tool allows searching for information based on requests on the Internet, taking into account various factors, including likes and reposts. The advanced search engine of BuzzSumo finds the most relevant content by topic, author, and domain. The service prompts which directions most respond to the initially selected audience. Trying to choose the most accurate direction of content creation, it receives valuable information about answers on social networks. In addition, this tool allows collecting statistics of the number of reposts of a certain message on a blog on such social networks as Facebook , Twitter, and Pinterest. A feature of the tool is the ability to track the effectiveness of competitors as part of a content marketing campaign. BuzzSumo also easily determines competitors’ activity in social networks and identifies key people in a particular area. Such an analysis can help to see which posts receive the most engagement and use this data to adjust the content strategy.
Hootsuite  is one of the most popular multifunctional services for working on social networks. The emphasis in this service is on working with Twitter, and, first of all, Hootsuite will be useful for those who maintain several accounts at once. Hootsuite also works successfully with Facebook, LinkedIn, MySpace, and Foursquare accounts and blogs on WordPress. HootSuite offers a wide range of analytical capabilities, such as connecting Google Analytics on the site and viewing graphs for comparing the number of tweets and the popularity of links. Hootsuite additionally allows you to post on all social networks on a specific schedule. The tool also allows you to track recent social trends and brand mentions.
Brandmention  is one of the most powerful platforms for free search and analysis of social networks. The system also offers SA, related keywords, popular sources, etc. Brandmention searches over 100 social networks , including social bookmarks, blogs, forums, social services, and more. In addition, data can be exported or configured for e-mail.
IQBuzz  is a professional tool for analyzing and managing reputation on the Internet and a social network monitoring service . IQBuzz tracks many sources and platforms such as Twitter, Yandex, LiveInternet, LiveJournal, various blogs, video hosting services such as RuTube and YouTube, various news, entertainment, and specialized services, thematic and regional portals. One of the key advantages of the service is the ability to connect new sources and Internet resources for monitoring.
Snaplytics  is a platform that analyzes Snapchat and Instagram stories. Today, millions of active Snapchat and Instagram users present stories as an excellent method of promotion on Instagram. This application also allows you to see peaks and slumps of views.
In Kazakhstan, there are only a few brands and social analytics platforms. Their research is mostly restricted to SA with the use of dictionary and ML approaches [20-21]. Among the most advanced applications are the iMAS  and the Alem Media Monitoring , which work with the Russian and Kazakh languages. The iMAS platform provides SA on specified topics for a given period. The Alem Media Monitoring is software designed to analyze public opinion in the Internet space. This system allows collecting information on certain topics from news portals and social networks , determining the sentiment of texts using ML algorithms, visualizing all the performed analyses, and compiling and uploading reports. Unfortunately, these platforms are not open-source, and the information provided on their official websites demonstrates the study by three sentiment classes (positive, negative, and neutral) of texts and comments, the sources (news portals, social networks, and blogs), and periods of monitoring, visualizing them with different graphics and making reports in the word, excel and pdf formats. Nevertheless, there is no description of how these systems estimate the public’s social mood. Moreover, the research papers devoted to the iMAS and the Alem Media Monitoring platforms have not been found online. The proposed OMSystem was first described in . The following sections demonstrate the structure, functionalities, and module for evaluating the social mood of society.