Social media analytics is the process of actually analyzing that data, again often with a tool like ours. We’ve already defined social listening, so let’s go through the other two. There is a lot of crossover between these terms, but there are differences. You may have heard these other terms and thought they’re the same thing. What’s the difference between social listening, analytics, and intelligence? In other words, lots of social media posts like this: It turned out that when rain forced people to stay in watching films, TV, or Netflix, they wanted ice cream to go with it. By combining two data sources (weather and social), they found a massively valuable insight (this is one of the big benefits of digital consumer intelligence). They looked at mentions around their products on sites like Twitter and Instagram and noticed there was an uptick during poor weather, particularly when it was rainy. (We love this story, and it was included in our guide 7 Mistakes Marketers Make and How to Avoid Them.) And this is pretty much what Ben & Jerry’s really did. Using a social listening tool, you could easily find out. When the sales figures come through for that weekend, you see they’re up as well. Instead, upon checking your ad’s performance in New York over the weekend, you see click-through-rates have jumped up. In anticipation, you leave your ad budget for the city unchanged, or even lower it, assuming the last thing people want during cold weather is a cold dessert. A snow storm that was talked about all week in the local press hits New York. When it’s going to be sunny and hot, you give your ads another boost and fine-tune your messaging.Īll very sensible and a tactic that likely works very well. Following common sense, you put more money in during the summer, and you also keep an eye on the forecast. You’re Ben & Jerry’s, and you’ve got a big social media ad budget to get people buying your products. We’ll get into more depth shortly, but first, we’ll use a quick example to show how important social listening is. But with the right technology, discovering and analyzing unprompted and, unlike many traditional research methods, non-incentivized consumer opinions becomes a lot more efficient and cost-affective. Brands have been trying to gauge the opinions of the public and their customers with surveys since forever. These insights then get fed into product development, business operations, marketing, advertising, and many other areas of the business. The collected data is then analyzed to find trends and useful insights to help brands understand the consumer mindset, evaluate the brand’s presence online, and further clarify its place within the market. This could be a brand, an industry, or anything at all. Social listening is the process of monitoring online conversations and collecting data from social platforms and forums on a chosen topic.
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