Social media can really turn up the volume for a brand and, in the process, generate a lot of data from users of blogs, social networks and other sites. Although this data can be analyzed to better understand customers from a variety of perspectives, the high volume makes it a challenge.
There are many social media analytics options but a white paper by Sysomos suggests using your Business Intelligence software to crunch and analyze massive social media data sets for insights about customers and their perceptions of the brand. If you want to use your BI software, here are 7 types of social media data that Sysmos says must be leveraged by Business Intelligence.
- Demographics – Identifying significant demographic groups conversing about the brand
- Sentiment – Determining those groups with positive or negative opinions about the brand
- Crisis Management – Real time global monitoring of conversations to signal when a brand crisis is brewing
- Influencer Identification – Identifying influencers who can be the tipping point for the start or effective management of a crisis for the brand
- Measurement – Tracking the impact of a campaign by measuring positive engagement online
- Comparison – Comparing sentiment about a brand to that of its competitors in aggregate and within select demographic groups
- Engagement – Identifying the impact of social media engagement on the bottom line
What insights does your BI pull from social media? Is this a better tool than analytics software specific to social media?