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Social media analytics: Still trial and error
This article is part of the Customer Experience Exchange issue of May 2012, Vol. 1, Issue 4
A customer comment can ring loud and clear on a social network, but social media analytics strategies to make that comment useful are far less precise. “The first thing companies are trying to do is identify what social analytics is,’’ said Paul Greenberg, president of consulting firm The 56 Group in Washington, D.C. "It’s a murky area." Companies will find an increasing number of analytics tools for social media that claim to deliver different levels of functionality to assess and respond to the social conversation. Organizations should first turn a critical eye to themselves to determine what engaging on social channels can give them, according to industry consultants. “You have to ask yourself, ‘What do I want to get out of this?’” said Denis Pombriant, CEO at Beagle Research Group, LLC in Stoughton, Mass. For more on social media analytics Read about growing pains in the social media analytics market Find out what Gartner said recently about social analytics Learn about best practices in social media analytics ...
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Features in this issue
Companies building CRM strategies can learn from how Major League Baseball uses social media to connect with fans.
The popular content-sharing site could prove a boon to businesses looking to improve customer experience management, but some experts say it’s too soon to tell.
Companies are discovering the challenges of social media analytics, and many are not sure where to begin. But industry analysts say launching a listening strategy is a good way to start.