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.
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