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Why Marketers Use Social Media Analytics Tools

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Marketers find social media analytics tools most valuable for helping with campaign tracking, brand analysis, and competitive intelligence, according to a recent report from Demand Metric and Netbase.

The survey of 125 marketers (70% B2B-focused, 13% B2C, 17% both) found that 60% of respondents use social media analytics tools for campaign tracking, 48% for brand analysis, and 40% for competitive intelligence.

A large number also use social media analytics tools for customer care (36%), product launches (32%), and influencer ranking (27%).

Below, additional key findings from the report.

Most Valuable Insights

The vast majority of respondents (66%) say the most valuable insights from social media analytics tools are those that help assess and quantify the degree of engagement.

Social Media Analytics Tool Use

  • Overall, 61% of marketers surveyed use analytics tools for social media.
  • 53% of the businesses that use social media analytics tools have started doing so in the past two years.


Despite the prevalent use of analytics tools, 70% of marketers surveyed say they still cannot quantify the ROI of their social media efforts.

About the research: The report was based on data from an online survey of 125 marketers (70% B2B-focused, 13% B2C, 17% both) conducted in December 2013 and January 2014.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Nancy Kapoor Sat Jul 9, 2016 via web

    Hi Ayaz. Its a nice post which clearly highlights the importance of social media analytics tools from marketers perspective & how useful they find it for their campaign management over social media platforms.Also, the plus point of this post is that we get to know the year over year trend of new users to such tools and overall how what percentage people find it useful for calculating their ROI.


    Nancy Kapoor

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