Get Actionable Insights with Social Media Analytics Tools
The popularity of social media has forced companies to be in top gear. Every day hundreds and thousands of customers socialize on social channels and as a part of it exchange opinions, thoughts, and perceptions about different brands, products, and services. This wealth of information, which would have taken months to collect if done through surveys, provides valuable insights for improving business strategy. This necessitated the need of listening to online conversations and using the social data or social intelligence to improve customer satisfaction.
As per Forrester, social intelligence is “the management and analysis of customer data from social sources, used to activate and recalibrate marketing or business programs.” The process involves monitoring of social media, listening to customer conversations, collecting content, analyzing its importance, and using it to take informed business decisions. Simply put, social intelligence is monitoring the social media to gain insight about customer interests and demands and use that information to optimize marketing strategy. This has led to the growth of a new concept known as social business intelligence or Social BI.
Though most marketers today understand the importance of monitoring social media, social media being too fast and too big makes its monitoring a difficult process. Today there are quite a number of social channels where millions of new messages are created every day. That is where social media analytics tools come helpful. It tracks customer actions across the social Web and provides marketers with actionable insights. Actionable insight or rather actionable intelligence is any information that is immediately available to help enterprises understand, improve, and ultimately become more proficient to deal with the situation at hand.
Social intelligence is a staple in business life and hence enterprises must invest in right social media analytics tool to get the actionable insights from the chunks of social data that gets piled up. The following are some of the important features that these tools must possess.
- Analyze data in real-time from across social, mobile and web platforms
- Modernize the ability to capture broad data, uncover meaningful insights, and close the loop with automated action – all in near real-time
- Track user behaviors in real-time and get immediate feedback on what is working vs. what is not
Therefore, tools that go beyond simple metrics and yesterday’s measurements and provide insights as to the events, content and user segments that drive the most revenue are the one to look for.
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