Once you have defined your SMO goals and metrics, you need to choose the right tools and platforms to collect and analyze your data. There is a wide range of options available, from free to paid, from simple to complex, and from general to specific. Popular and widely used tools for SMO performance measurement and reporting include Google Analytics, Facebook Insights, Twitter Analytics, Instagram Insights, LinkedIn Analytics, and Hootsuite. Google Analytics is a free and powerful tool that tracks website performance, such as traffic, conversions, behavior, etc. Facebook Insights provides free access to monitor page performance like reach, impressions, engagement, followers, etc. Twitter Analytics is free and allows tracking of account performance such as impressions, engagement, followers, etc. Instagram Insights is a free tool that monitors account performance including reach, impressions, engagement, followers etc. LinkedIn Analytics is a free tool that tracks page performance like impressions, clicks, engagement etc. Hootsuite is a paid comprehensive tool that manages multiple platforms like Facebook, Twitter etc., allowing users to schedule content and engage with an audience from one dashboard. Detailed customizable reports that show trends and insights are also available.