Do you find that certain companies in certain industries get more or better use out of social media analytics than others do? If so, which kinds of companies are primed for it?
Companies that make hay out of social media are the ones that dispense with the “why is there air?” conversations and get straight to the tactics of making it work. Developing a corporate social media strategy is all well and good, and social media analytics tools should be a key part of that. Knowing that you want to increase your “share of conversation” online is a laudable accomplishment. But social media analytics serves the same purpose as “regular” analytics: It tells companies what’s going on so that they can make adjustments to their operations or strategic objectives.
The problem with social media is just like the classic BI problem: When you get it to work, what do you do with it? A hundred people signed up as fans on your corporate Facebook page yesterday? Very interesting. People are talking about your brand on Twitter? Kewl. A social community is buzzing about your flagship product? Awesome. But now what?
This is less of an industry issue (though I would submit that industries with heavy customer service demands, such as communications and manufacturing, are certainly primed for social media analytics). It’s really about understanding what’s going on – and then taking action.
Dig Deeper on Customer analytics
Related Q&A from Jill Dyché, Partner and Co-founder, Baseline Consulting
Thinking about adding mobile business intelligence (BI) tools to your BI and analytics strategy? Find out where the real value of mobile BI resides ...continue reading
There’s a lot of confusion about agile business intelligence (BI). Get an expert’s take on what agile BI really is and if it’s a valid BI development...continue reading
What’s the biggest BI problem companies keep running into? Overloading data at the expense of functionality, says an expert. Find out how to avoid ...continue reading
Have a question for an expert?
Please add a title for your question
Get answers from a TechTarget expert on whatever's puzzling you.