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December 2012, Volume 1, Issue 12

Social media analytics tools offer customer insights, but care needed

Social media has become one of the largest data banks available to companies looking to learn more about their customers. It's also developed into a key customer touch point, both for spreading marketing messages and gathering feedback. With the emergence of such a powerful resource, many organizations have begun to take social media data seriously and are working to analyze it to better understand customer preferences and improve their ability to detect potential business problems. Such efforts typically involve the use of social media analytics tools, which are designed to recognize designated keywords in posts and comments on social networking sites, such as Facebook, Twitter, LinkedIn and Blogger. The software then can aid users in assessing what people on those sites think about new products, customer service experiences, ads and corporate developments. But analyzing social media data remains an inexact science, according to industry analysts and consultants. They said that although social media analytics software can ...

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