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
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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