Social Media Analytics: What are Industry Leaders Doing?
January 23, 2012
Social media analytics are vital in today’s business world because it allows companies to provide personalized customer service and improves brand and reputation in easy-to-find profiles.
Text Analytics News recently partnered with Useful Social Media to publish a series of interviews with experts in the field of Social Media Analytics. The first installment focuses on digital research and what leading organizations are doing in the area of social media analytics.
Social Media Analytics Expert Interview Series: Part 1” is conducted by the Chief Editor of Text Analytics news, Ezra Steinberg. The interview panel includes: Dana Jacob, Sr. Manager of Social Media Insights & Analytics, Yahoo!; Judy Pastor, Principal Operations Research Manager, American Airlines; Tom H. C. Anderson, Managing Partner, Anderson Analytics (OdinText); Usher Lieberman, Director Corporate Communications, TheFind; and Marshall Sponder, Founder, WebMetricsGuru. A couple of intriguing questions and responses from the interview follow:
“USM: What parts of the business (CRM, Research, CS, HR etc.) do you think can benefit most from social media analytics?
Jacob (Yahoo!): ‘Every part of the business can benefit from social media analytics, but the needs and focuses vary. For marketing, social media analytics provide measurement of campaign effectiveness, brand image and association, and reactions to marketing messages. For product teams, social media could provide insights into users’ mindset as to why they use one brand or type of product versus another, and could help uncover unmet needs in the market place. For the research function, social media is becoming an important data source to compliment traditional market research.’
USM: What skillsets do you feel are most critical in a social media analytics department?
Sponder (WebMetricsGuru): I think having an industry knowledge is important to the social analytics department within an organization and here’s why: Social Data, by its nature, is mostly unstructured (some have said that 90% of the social data is ‘unstructured’) and it takes a lot of additional work to provide meaning to the data in context to what a client actually needs.’
The interview focuses on the importance of social media analytics and how to integrate, and many organizations would be benefited by considering the ideas and opinions provided by these industry leaders. The full interview can be found here and can give insight on developing a social media analytics department and leveraging social media for clients. Before gobbling the social media analytics Cheetos, be sure to check out what constitutes a valid data set.
Andrea Hayden, January 23, 2012
Sponsored by Pandia.com
Comments
2 Responses to “Social Media Analytics: What are Industry Leaders Doing?”
-
- Subscribe to Beyond Search
Feature archive
News archive
-
[…] Social Media Analytics: What are Industry Leaders Doing? (arnoldit.com) […]
Thanks for sharing this helpful information, will try to bookmark it and share it to my entire network. Thank you.