Only 29% of companies believe that analyze this information can be a competitive advantage.
Social networks not only represent a content distribution channel or direct contact with the client unquestionable value, they are also a constant source of information about consumers. And in the era of big data, all companies want to exploit their potential.
In fact, social data register is a strategy that has nothing new, as reflected in the latest report from eMarketer on the subject. In addition, the last year and half of the companies used information from the direct social networks, both feeds and other external users. A figure that is far from the 74% of companies that use data collected from your own site or the 68% that collects and manages sales data, but still is very high if we consider that the popularization of social networks in the corporate level is relatively recent.
However, there are other data that are not so flattering, as indicating that brands are not convinced that social data can really benefit the marketing strategy of the company: only 29% of companies believe that the social data mining is a competitive advantage.
One of the most basic forms of social listening is monitoring conversations about the brand on these platforms, but it is something that many companies are overlooking. So, focus on analyzing their own channels and customers who interact with them through these channels, but lose sight of all the information available in public conversations that occur on these platforms, but outside the own brand channel.
In addition, even among those who do have social monitoring tools, only 40% believe that the data obtained through this system are really process able. The key is that, in order to use these social data, the company cannot adopt a passive approach, but should actively seek the relevant conversations, and should know how to manage data, making the right questions to find and interpret data really significant.
The key is to analyze the data
As in general throughout the landscape of big data, the raw data do not serve for absolutely nothing, and you have to refine the information and extract its value to apply it to practical issues that improve business performance.
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This is reflected in another analysis of SocialBro, where they remember that companies face two basic problems: on the one hand, there is the question of demographic data, which brands have always paid much attention. However, in social networks these data are more complex because many users claim to live in Zimbabwe or have 100 years without this being strictly true. Is this really the most relevant information in this context?
On the other hand, although sentiment analysis is the most important social media metrics, not easy to make, and that technological systems are not yet able to read the nuances that can separate a eulogy of an irony, for example.
That social data is very valuable, but only when a careful analysis is performed and depth, i.e. do not keep only the sum of the total, but you have to consider what each of these numbers mean.