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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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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