What Is Social Analytics? [REPORT]

Despite popular belief, the advent of social media hasn’t fundamentally changed digital marketing. Tactics, nuances, and roles are different, but the basic principles of marketing remain.

Where social media has most impacted digital marketing is in the tremendous volume of public data it produces and the potential of that data to provide marketing insights, much like we’ve seen with web data.

Social analytics – the ability to discover and communicate meaningful patterns from this social data – gives social marketers the opportunity to grow and develop their programs, fuel the entire marketing organization, and challenge assumptions more easily than they’ve been able to do with other digital mediums. The vast and disparate amount of data available to social marketers may make the process of analysis more complicated than it is in other areas, but its breadth and volume is also the reason it’s so valuable.

In this paper, we’ll define social analytics, how it fits into the social marketing process, and the components needed to develop an analytics-fueled social media strategy. We’ll explain where marketers often miss an opportunity to both plan and strengthen their social strategy by analyzing the necessary components.

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