Social Media Analytics
It helps marketing professionals transform their customer relationships by actively incorporating consumer sentiment and sophisticated analytics into the business and marketing strategy of their organization, so they can be more precise, agile and responsive to market demands.
IBM Social Media Analytics is a powerful tool for discovering customer sentiment from millions of online sources. Businesses are using the power of social media to gain a better understanding of their markets. However, they need deep analytics expertise to transform this “Big Data” into actionable insight. IBM Social Media Analytics can help you harness social data and take decisive action across the enterprise. From identifying new patterns and trends for your product development team, to protecting your brand image and micro-segmenting customers to refine marketing campaigns, or targeting prospective new hires for HR, and to improving the overall customer experience – IBM Social Media Analytics can help your business.
- Capture consumer data from social media to understand attitudes, opinions and trends and manage your online reputation
- Predict customer behaviour and improve customer satisfaction by customer needs and recommending next best actions
- Create customized campaigns and promotions that resonate with social media participants
- Identify the primary influencers within specific social network channels and target them with unique offers
IBM Social Media Analytics works by analyzing content drawn from publicly available websites in the form of fragments or “snippets” of text that contain the user’s search terms. The snippets are stored in a database that can be further searched and analyzed using dimensions such as date, region or keyword, the tone of the feedback, and other factors to provide insight into consumer attitudes toward your brand, products and services. IBM Social Media Analytics then automatically identiies and tags relevant content and processes your analysis results based on relevance to products or business issues. It helps you expand your analysis by ofering related topics beyond your initial search and also enables you to communicate your insights throughout the business with collaborative tools.
As shown in Figure 1, IBM Social Media Analytics helps organizations go beyond mere social media “listening” so they can act upon insights and solve business problems. By providing capabilities to measure social media impact, segment audiences, understand relationships and discover new opportunities, it helps organizations continually improve and reine their business tactics and strategies. Each of these capabilities can be seen as phase in developing an efective social media approach.