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7 Types of Social Media Data your Business Intelligence Should Deliver

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.

  1. Demographics - Identifying significant demographic groups conversing about the brand
  2. Sentiment -  Determining those groups with positive or negative opinions about the brand
  3. Crisis Management – Real time global monitoring of conversations to signal when a brand crisis is brewing
  4. Influencer Identification  – Identifying influencers who can be the tipping point for the start or effective management of a crisis for the brand
  5. Measurement - Tracking the impact of a campaign by measuring positive engagement online
  6. Comparison – Comparing sentiment about a brand to that of its competitors in aggregate and within select demographic groups
  7. 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?

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5 Comments on “7 Types of Social Media Data your Business Intelligence Should Deliver”

  1. ChrisB August 19, 2011 at 12:05 am #

    Great list – we are currently bringing social media data into QlikView (go to http://www.QVSource.com for more info) for added insight and already have a number of dashboards. We are already covering points 2, 4, 6 and 7 pretty well I think and working on the others.

    • socialrati August 19, 2011 at 10:05 am #

      Hi Chris:

      Thanks for the info on QlikView. Does it integrate with ERP BI systems?

  2. ChrisB August 19, 2011 at 10:13 am #

    QlikView can load data from just about anywhere except web APIs which is where we (QVSource) comes in!

    It really is the perfect tool for analysing and surfacing insight from Social Media data, particularly as you can bring data from multiple source (e.g. Facebook, Twitter, Google Analytics, Sentiment Analysis, etc.) into a single easy to customise dashboard.

  3. Vernon Niven April 16, 2012 at 5:45 am #

    May we suggest two more customer data sets:

    8. Market Demand: how many people are expressing needs for your type of content/products/services? how are these needs trending? (needs are different than mentions of brands and products)

    9. Content: how well is your content performing in social media? (clicks, shares & conversions)

    • socialrati April 16, 2012 at 12:00 pm #

      Hi Vernon –
      These are great adds – thank you so much for your comment!

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